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

Ghaleb Rabab'ah (1), Sane Yagi (2), Sharif Alghazo (3), Rima Malkawi (4)
(1) Department of English Language and Literature, The University of Jordan, Amman, Jordan, Jordan,
(2) Department of English Language and Literature, The University of Jordan, Amman, Jordan, Jordan,
(3) Department of English Language and Literature, The University of Jordan, Amman, Jordan, Jordan,
(4) Department of Foreign Languages, University of Sharjah , United Arab Emirates


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.

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Ghaleb Rabab'ah (Primary Contact)
Sane Yagi
Sharif Alghazo
Rima Malkawi
Author Biographies

Ghaleb Rabab'ah, Department of English Language and Literature, The University of Jordan, Amman, Jordan

Ghaleb Rabab'ah is a professor of linguistics at the University of Sharjah, United Arab Emirates. His research interests are pragmatics, discourse analysis critical discourse analysis, and TESL. He published many papers in several international journals. He supervised and examined many MA theses and PhD dissertations.

Sane Yagi , Department of English Language and Literature, The University of Jordan, Amman, Jordan

Sane Yagi is a professor of linguistics at the University of Sharjah, United Arab Emirates. His areas of research interest include linguistics, corpus linguistics and computational linguistics. He published many papers in international journals.

Sharif Alghazo, Department of English Language and Literature, The University of Jordan, Amman, Jordan

Sharif Alghazo is an associate professor of Applied Linguistics at the University of Sharjah, United Arab Emirates. His research interests are discourse analysis and pragmatics. He published many papers in international journals.

Rima Malkawi, Department of Foreign Languages, University of Sharjah

Rima Malkawi is a PhD candidate in linguistics and translation in the Department of Foreign Languages at the University of Sharjah. Her research interests include linguistics, pragmatics, discourse analysis, and sociolinguistics. 

Rabab’ah, G., Yagi , S., Alghazo, S., & Malkawi, R. (2024). Persuasive Strategies in Email Marketing: An Analysis of Appeal and Influence in Business Communication. Journal of Intercultural Communication, 24(2), 12–25.

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  • University of Sharjah
    Grant numbers URB Decision on Funding a Competitive Research Project No.(2303020139)
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