Résumé
This article deals with the analysis of e-mail marketing on an Internet user's behavior. The objective of this research is to test the impact of some e-mail characteristics such as readability, incentive and commercial offer upon performance by considering three stages: 1. getting the recipient to open the e-mail, 2. holding their interest, and 3. persuading them to respond. First, a qualitive study aimed to fill in the gaps in the e-mail conceptual framework. Reproduced by permission of Bibliothèque de Sciences Po