“We Need a Big Revolution in Email Advertising”: Users’ Perception of Persuasion in Permission-based Advertising Emails

Sergeeva, Anastasia; Rohles, Björn; Distler, Verena; Koenig, Vincent

doi:10.1145/3544548.3581163

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“We Need a Big Revolution in Email Advertising”: Users’ Perception of Persuasion in Permission-based Advertising Emails

Sergeeva, Anastasia; Rohles, Björn; Distler, Verena et al.

2023 • In CHI '23: Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems, p. 1-21

Peer reviewed

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https://hdl.handle.net/10993/54898

DOI
10.1145/3544548.3581163

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Keywords :

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 :

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

Pages :

1-21

Peer reviewed :

Peer reviewed

Focus Area :

Computational Sciences

FnR Project :

FNR14717072 - Deceptive Patterns Online, 2020 (01/06/2021-31/05/2024) - Gabriele Lenzini

Name of the research project :

Deceptive Patterns Online (Decepticon)

Funders :

FNR - Fonds National de la Recherche [LU]

Available on ORBilu :

since 22 April 2023

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