RT Journal Article SR Electronic T1 Email Advertising: Exploratory JF Journal of Advertising Research JO J Advert Res FD WARC SP 293 OP 300 DO 10.2501/JAR-43-3-293-300 VO 43 IS 3 A1 Brett A. S. Martin A1 Joel Van Durme A1 Mika Raulas A1 Marko Merisavo YR 2003 UL http://www.journalofadvertisingresearch.com/content/43/3/293.abstract AB Since the advent of the internet, much speculation has ensued regarding its tangible benefits to business. This article looks at the effectiveness of email advertising to promote information to consumers. Within this email promotion context, and using data from a survey of 838 female Finnish consumers of a major international cosmetics brand, we investigate consumer perceptions of email advertising. Specifically, within an exploratory research context we address two research questions: (1) What email advertising factors may influence visits to the company website? and (2) What email advertising factors may influence visits to a physical (i.e., bricks-and-mortar) company sales outlet? Results suggest that email advertisers should strive to generate emails that are perceived as useful. Useful emails appear to influence consumers to visit the store primarily to either buy the product or view the product firsthand, rather than visit the company website. However, as consumers could not buy the advertised products from the website, these findings should be regarded as preliminary. Factors influencing perceptions of email advertising usefulness are explored along with limitations and future research directions.