The main goal of adopting an email viral marketing technique by the companies is to spread awareness about product or service offerings. The companies use the e-WOM behavior of their existing consumers to spread the message among their social networks and then so on. Receiving messages from their close acquaintances ensures the “credibility” of the message. Further this indicates senders’ positive association with the company, which, in turn, improves company’s image. To create a viral infection, marketers need to take into account the following factors-

• Message Subject: Companies should pay special attention to making the message subject more attractive. Attractive content appeals to receivers at first instance and makes them feel motivated enough to open and read the advertising content received directly from a company.

• Strong association with the company: Companies should target only those loyal consumers having positive association with the organization. Consumers who feel concerned with the company always take an interest in reading or forwarding the message.

• Utilitarian Content: Marketers must design their email content in such a manner as to create a useful value of the message to the receivers and also evoke positive emotions in their minds.
• Focus on psychological and demographic characteristics of the target consumer: Consumers’ perceptions about the content value depend upon their age, gender, income level, and regions. The companies have to consider the importance of customization of the message content. Receiving of personalized commercial email motivates the individual to act as an initiator in creating a “viral chain.”