Open or Delete: Decision-makers’ Attitudes Toward E-mail Marketing Messages

Main Article Content

Martin Andersson
Martin Fredriksson
Adele Berndt


Organisations make use of e-mail marketing messages, with Swedish companies spending SEK40 million on this form of marketing communication. The purpose of this paper was to examine the attitudes of decision-makers in the Swedish manufacturing industry regarding e-mail marketing messages received.

The authors used a quantitative research approach with an online-survey in order to collect the necessary data. The population was decision-makers within the manufacturing industry in Sweden and 1 777 responses from decision-makers were received and analysed.

The majority of decision-makers tend to have negative attitudes toward e-mail marketing messages. Differences in attitudes exist between those of different ages and positions within companies. While respondents indicated that they check their e-mail frequently, no significant differences in attitudes to e-mail marketing messages could be identified. Marketers can attempt to improve attitudes among recipients by building relationships with the recipients prior to sending e-mail marketing messages, and paying attention to the layout and content of the e-mails.

Article Details

How to Cite
Andersson, M., Fredriksson, M., & Berndt, A. (2014). Open or Delete: Decision-makers’ Attitudes Toward E-mail Marketing Messages. Advances in Social Sciences Research Journal, 1(3), 144.
Author Biography

Adele Berndt, Jönköping International Business School

Business Administration (Marketing)

Associate Professor


Anon, 2013. Brand marketers bullish about 2013 email budgets, new report reveals. Direct Marketing Association, UK. (Accessed 13 April 2014).

Bagozzi, R.P., Tybout, A.M., Craig, S., & Sternthal, B. (1979). The construct validity of the tripartite classification of attitudes. Journal of Marketing Research, 16, 88-95.

Cases, A-S., Forniers, C., Dubois, P-L., & Tanner, J.F. (2010). Web Site spill over to email campaigns: The role of privacy, trust and shoppers’ attitudes, Journal of Business Research, 63, 993-999.

Cho, C-H., & Cheon, H.J. (2004). Why Do People Avoid Advertising on the Internet? Journal of Advertising, 33(4), 89-97.

Chowdhury, H.K., Parwin, N., Weitenberner, C., & Becker, M. (2006). Consumer attitude towards mobile advertising in an emerging market: An empirical study. International Journal of Mobile Marketing, 1(2), 33-41.

Cummings, T. (2012). How many times a day should you check your email? (Accessed 20 September 2012).

Czaja, S.J., & Sharit, J. (1998). Age Differences in Attitudes Toward Computers. Journal of Gerontology: Psychological Sciences, 53B(5), 329-340.

Demiridjian, Z.S. (2005). Toward taming the monster in electronic mail. The Journal of American Academy of Business, 7, 1-2.

Ducoffe, R.H., & Curlo, E. (2000). Advertising value and advertising processing. Journal of Marketing Communications, 6(4), 247-262.

Ekonomifakta. (2011). Företag per bransch. Retrieved 2012-02-21, from

Eichhorn, O. (2004). The Tyrrany of E-Mail. (Accessed 1 December 2012).

Findahl, O. (2011). Svenskarna och Internet 2011. Ödeshög: DanagårdsLiTHO,

Forrester Research Inc. (2011). Forrester Research Interactive Marketing Forecasts, 2011 to 2016. [Report]. (Available from Forrester Research Inc, 60 Acorn Park Drive, Cambridge, MA 02140, US).

Geens, S. (2012). Internet freedom in Sweden – A closer look. (Accessed 1 February 2013).

Gordon, M.E., & De Lima-Turner, K. (1997). Consumer attitudes towards Internet advertising. International Marketing Review, 12 (5), 362-375.
IRM. (2011). Reviderad reklam- & medieprognos [Report]. (Available from IRM, Brahegatan 9, SE-11437 Stockholm, Sweden).

Hosford, C. (2011). Email marketing face-to-face. B to B, 96(9), S006.

Korgaonkar, P., Lund, D., & Wolin, L.D. (2002). Beliefs, attitudes and behaviour towards Web advertising, International Journal of Advertising, 21, 87-113.

Malhotra, N. K., & Birks, D. F. (2007). Marketing research – an applied approach (3rd European edition.). Essex: Pearson Education Ltd.

Marketing Terms. (2012). Email Marketing – definition, information, sites, articles. (Accessed 16 April 2012). (2012b). rsw-us-2012-marketing-spending-changes-by clients-jan12.gif (Accessed 16 April 2012).

Mehta, R., & Sivadas, E. (1995). Direct Marketing on the Internet: An Empirical Assessment of Consumer Attitudes. Journal of Direct Marketing, 9(3), 21-32.

Merisavo, M., & Raulas, M. (2004). The impact of E-mail marketing on brand loyalty. Journal of Product & Brand Management, 13, 498-505.

Micheaux, A. L. (2011). Managing E-mail advertising frequency from the consumer perspective. Journal of Advertising, 40(4), 45-65.

Radicati Group. (2013). April 19. The Radicati Group E-mail Statistics Report 2013-2017. (Accessed 13 April 2014).

Renaud, K., Ramsay, J., & Hair, M. (2006). "You've Got E-Mail!" ... Shall I Deal With It Now? Electronic Mail From the Recipient's Perspective, International Journal of Human-Computer Interaction, 21(3), 313-332.

Rust., T.R., & Espinoza, F. (2006). How technology advances influence business research and marketing strategy. Journal of Business Research, 59, 1072-1078.

Solomon, M., Bamossy, G., Askegaard, S., & Hogg, M. (2010). Consumer Behaviour: A European Perspective (4th ed.). Essex: FT Prentice Hall.

Smith, R.E., & Swinyard, W.R. (1983). Attitude-behaviour consistency: The impact of product trial versus advertising. Journal of Marketing Research, XX, 257-267.

Strongmail. (2011). Email Marketing and Social Media Are Top Areas of Investment in 2012. December 7. (Accessed 21 February 2012).

Wang, Y., & Sun, S. (2010a). Examining the role of beliefs and attitudes in online advertising: A comparison between the USA and Romania, International Marketing Review, 27(1), 87–107.

Wang, Y., & Sun, S. (2010b). Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries, International Business Review, 19(4), 333–344.

Xiaoli, N. (2006). Perceptual Predictors of Global Attitude toward Advertising: An Investigation of Both Generalized and Personalized Beliefs. Journal of Current Issues and Research in Advertising, 28(1), 31-44.