在线电子烟零售商之间的电子邮件营销通信的内容分析
Scott I Donaldson1, Trista A Beard1, Jacqueline Trinh1
1Department of Population and Public Health Sciences, Keck School of Medicine, University of Southern California, Los Angeles, CA, USA.
概括
在线电子烟零售商经常通过电子邮件营销来推广产品,特别是含水果香味的电子烟. 这些电子邮件通常包括折扣和社交媒体链接,年龄验证最小,可能会影响消费者行为.
科学领域:
- 公共卫生 公共卫生
- 数字营销 数字营销 数字营销
- 消费者行为 消费者行为
背景情况:
- 在线电子烟零售商利用电子邮件营销直接向消费者推广产品.
- 了解这些促销电子邮件的内容对于公共卫生研究至关重要.
- 这项研究分析了加利福尼亚州在线电子烟零售商的电子邮件内容.
研究的目的:
- 为了对加利福尼亚州在线电子烟零售商的促销电子邮件进行内容分析.
- 识别这些电子邮件中使用的产品类型,口味和营销策略.
- 评估电子烟营销沟通中促销优惠和年龄警告的普遍性.
主要方法:
- 包括加利福尼亚州的13家在线电子烟零售商,拥有实体店和在线销售.
- 在一年的时间里 (2021年11月至2022年11月) 通过Gmail API收集了促销电子邮件.
- 针对产品类型 (例如第二代,一次性),口味,营销类别和促销活动的编码电子邮件.
主要成果:
- 分析了749封促销电子邮件,平均每天2.1.
- 第二代 (77.6%) 和一次性 (52.2%) 电子烟最常被推广.
- 果/甜/烈酒风味 (56.6%) 是最常见的; 53.1%的电子邮件包含在线优惠券,8.0%显示年龄警告.
结论:
- 电子烟零售商的电子邮件主要包括新产品,各种口味和折扣.
- 调查结果可以为与烟草有关的数字媒体素养计划提供信息,特别是针对少数群体.
- 需要进一步的研究来探索电子邮件营销暴露与电子烟使用之间的因果关系.
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