A Proposed Model of Electronic Mail Communication: Content Marketing Channel among Generation Y

Abstract

This research attempts to understand the challenges faced by marketers in the digital world, particularly in dealing with Generation Y. To understand their email behavior and to identify the factors that can lead to opting-in, and opening and forwarding email messages. The research is conducted using a qualitative approach in the form of in-depth semi-structured interviews. The opinion regarding email marketing and the factors regarding open, forward and opting-in have been investigated among marketing managers, HR managers, digital marketers and marketing researchers who are considered as generation Y in Malaysia. Furthermore, in respect of commercial emails, recommendations have been given after analyzing the collected data based on the thematic method to increase the rate of opening, forwarding and opting in among Generation Y. The findings of this research offer valuable guidance for marketers when dealing with Generation Y as customers in e-commerce.