Overview

The growth of advertising opportunities from traditional advertising to the use of the Internet has changed how advertisers approach their marketing and how customers perceive and respond to advertising. Internet advertising has continued to grow as a preferred and substantial part of electronic marketing efforts in both business to business (B2B) and business to consumer (B2C) markets (Bilos, Turkalj, & Kelic, 2016). As electronic marketing has continued to grow, including Internet and social media advertising, the issue of usability of e-mail as a marketing communication channel has been questioned by some practitioners. The growth of e-mail has led to communications clutter, including spam messaging, phishing schemes, and virus proliferation.