你有邮件：饮料大减价！一项评估澳大利亚在线酒精零售商直接营销的数量和内容的研究。
You've got mail: Drinks are on sale! A study to assess volume and content of direct marketing received from online alcohol retailers in Australia.
机构信息
School of Population Health, University of New South Wales, Kensington, NSW, Australia.
Drug Policy Modelling Program, Social Policy Research Centre, University of New South Wales, Kensington, NSW, Australia; Centre for Alcohol Policy Research, La Trobe University, Bundoora, Victoria, Australia.
出版信息
Int J Drug Policy. 2022 Jul;105:103705. doi: 10.1016/j.drugpo.2022.103705. Epub 2022 Apr 27.
BACKGROUND
Customers of online alcohol retailers are exposed to marketing displayed on alcohol retailers' websites and may also receive direct marketing via email and text message once contact details are provided in an online sale. To date, this direct marketing activity from online alcohol retailers has not been studied. This study aims to document the quantity and content of marketing material received by customers of online alcohol retailers in Australia, and whether the material complies with relevant regulation.
METHODS
A cross-sectional study of direct marketing from the 100 most popular online alcohol retailers in Australia. Marketing material received via email and text message was collected for three-months from March to June 2021. Email and text messages were coded for 17 variables in four categories: primary purpose of the communication; compliance with relevant regulations; marketing themes and practices used; and offers, promotions, and discounts.
RESULTS
We received 1496 emails from 85 of the 100 retailers. Of the retailers who sent emails, the number sent varied widely (Mdn=8; IQR=2-21). Seven retailers sent a total of 18 text messages. The primary purpose of most emails (67.4%) was to advertise a special or offer a discount. Almost all emails (98.6%) complied with spam legislation to include an unsubscribe link, but around half (46.5%) of emails from retailers in jurisdictions where the inclusion of a liquor license number is mandatory, failed to include one. The most common marketing theme was to link specific times or events to drinking (18.8%). Almost half (48.5%) of emails advertised free or discounted delivery for purchasing over a specified threshold.
CONCLUSION
Most online alcohol retailers in Australia are engaging in direct marketing to their customers via email. More research is needed to understand how these emails may influence purchasing and consumption.
背景
在线酒类零售商的客户会接触到零售商网站上展示的营销信息，并且在网上销售时提供联系方式后，他们也可能会收到来自零售商的直接营销邮件和短信。迄今为止，这种来自在线酒类零售商的直接营销活动尚未被研究过。本研究旨在记录澳大利亚在线酒类零售商客户收到的营销材料的数量和内容，以及这些材料是否符合相关规定。
方法
这是一项对澳大利亚 100 家最受欢迎的在线酒类零售商的直接营销的横断面研究。从 2021 年 3 月至 6 月，我们收集了三个月内通过电子邮件和短信收到的营销材料。我们对电子邮件和短信进行了 17 个变量的编码，分为四个类别：通信的主要目的；是否符合相关法规；使用的营销主题和实践；以及优惠、促销和折扣。
结果
我们收到了来自 85 家零售商中的 1496 封电子邮件。发送电子邮件的零售商数量差异很大（Mdn=8；IQR=2-21）。有 7 家零售商总共发送了 18 条短信。大多数电子邮件（67.4%）的主要目的是宣传特价或提供折扣。几乎所有电子邮件（98.6%）都符合垃圾邮件立法，包括退订链接，但在必须包含酒类许可证号码的法规管辖区，有一半（46.5%）的零售商电子邮件未包含许可证号码。最常见的营销主题是将特定时间或事件与饮酒联系起来（18.8%）。近一半（48.5%）的电子邮件为购买超过特定阈值的商品提供免费或折扣送货服务。
结论
澳大利亚大多数在线酒类零售商都在通过电子邮件向其客户进行直接营销。需要进一步研究这些电子邮件如何影响购买和消费。
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