Email Advertising; Persuasion; Subject Line; Attitude; Reactance Theory
Abstract :
[en] Persuasive tactics intend to encourage users to open advertising emails. However, these tactics can overwhelm users, which makes them frustrated and leads to lower open rates. This paper intends to understand which persuasive tactics are used and how they are perceived by users. We first developed a categorization of inbox-level persuasive tactics in permission-based advertising emails. We then asked participants to interact with an email inbox prototype, combined with interviews (N=32), to investigate their opinions towards advertising emails and underlying persuasive tactics. Our qualitative findings reveal poor user experience with advertising emails, which was related to feeling surveilled by companies, forced subscriptions, high prior knowledge about persuasive tactics, and a desire for more agency. We also found that using certain persuasive tactics on the inbox level is perceived as ethically inappropriate. Based on these insights, we provide design recommendations to improve advertising communication and make such emails more valuable to users.
Disciplines :
Computer science
Author, co-author :
Sergeeva, Anastasia ; University of Luxembourg > Faculty of Humanities, Education and Social Sciences (FHSE) > Department of Behavioural and Cognitive Sciences (DBCS)
Rohles, Björn ; University of Luxembourg > Faculty of Humanities, Education and Social Sciences (FHSE) > Department of Behavioural and Cognitive Sciences (DBCS)
Distler, Verena ; University of Luxembourg > Faculty of Humanities, Education and Social Sciences (FHSE) > Department of Behavioural and Cognitive Sciences (DBCS)
Koenig, Vincent ; University of Luxembourg > Faculty of Humanities, Education and Social Sciences (FHSE) > Department of Behavioural and Cognitive Sciences (DBCS)
External co-authors :
no
Language :
English
Title :
“We Need a Big Revolution in Email Advertising”: Users’ Perception of Persuasion in Permission-based Advertising Emails
Publication date :
19 April 2023
Event name :
CHI '23, 2023 CHI Conference on Human Factors in Computing System
Event place :
Hamburg, Germany
Event date :
from 23-04-2023 to 28-04-2023
Audience :
International
Journal title :
CHI '23: Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems
Publisher :
ACM, New York, United States
Special issue title :
CHI '23: Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems
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