Less is More: An Exploratory Analysis of Optimal Visual Appeal and Linguistic Style Combinations in a Salesperson's Initial-Contact E-mail to Millennial Buyers Within Marketing Channels

Abstract

The use of e-mail between partners within a marketing channel is pervasive, but little research has been conducted to determine what practices are most effective. The use of e-mail as a preferred method of communication is expected to grow given the increased use of technology by young adults (i.e., millennials). Six different manipulations are used to explore the combined use of visual appeal (e.g., use of color, photos, logos) and linguistic style (i.e., casual or formal) when sellers use e-mail for initial contact with buyers of the millennial generation.

Keywords:

• e-mail communication strategies
• e-mail cues
• e-mail linguistics
• e-mail marketing
• e-mail presentation styles
• e-mail visual appeal
• millennial buyers
• millennial customers
• persuasive e-mail communications
• sales e-mails
• selling to millennials
• United States

Notes

¹For a review of service quality, see Carman, 1990; Cronin & Taylor, 1992; Parasuraman et al., 1985; and Zeithaml et al., 1996.