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WOMMA Home / The WOMMA Word / July 2005 / Research: Getting People to Pass Along Your Email

Research: Getting People to Pass Along Your Email

Why do people pass along email? That's the question that WOM researchers and marketers alike are asking when developing an email marketing campaign. A paper by Joseph Phelps and published in the Journal of Advertising Research offered a few tips to help email marketers craft messages that consumers will pass along:

  • Consider the motivation of the folks who pass along email: social connections, entertainment, and self-satisfaction.

  • The email must be relevant and timely.

  • The message must speak to the receiver with emotional impact and contain information that will be pragmatic or entertaining.

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