Persuasive Strategies in Email Marketing: An Analysis of Appeal and Influence in Business Communication

Abstract

This study examines the employment of persuasive strategies in informational emails that market products and/or services, illustrating how these strategies influence target customers and persuade them to make purchases. A corpus of 850 emails, encompassing over a million words, was compiled and analyzed using a mixed-method approach that integrated both quantitative and qualitative measures. The emails were collected between 2020 and 2021. The categorization of persuasive strategies was directed by predefined operational definitions and criteria, informed by Aristotle's model of persuasion. The analysis identified 11 persuasive strategies utilized within the email corpus. Notably, the findings revealed that the offering appeal and the appeal to authority are the most commonly used strategies, whereas the contrasting appeal and romantic expressions are the least employed. These results underscore the importance of persuasive strategies in business communication, especially within informational emails. The insights derived from this study carry significant implications for businesses in crafting compelling marketing messages. Furthermore, the findings contribute to English for Business Purposes courses, particularly in English as a Foreign Language (EFL) contexts, by offering guidance on constructing persuasive business emails.