Users want a significant change in the way email advertising is done.

What is it about?

The study delved into how implementing persuasive tactics in advertising emails can lead to user frustration and lower email open rates. The study revealed that users often report a negative experience with advertising emails, having concerns over being monitored by companies, feeling pressured to subscribe, and being aware of persuasive tactics. Participants also expressed a desire for greater control over their email experience. Moreover, specific persuasive tactics implemented in the email inbox were perceived as ethically inappropriate. The study proposes design recommendations to enhance user experience and increase the value of advertising emails.

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Why is it important?

Until recently, email advertising was seen as a cheap way to expand your customer base and keep existing users informed about your company's offerings. However, an increasing number of users are finding these communications annoying, boring, and excessive. As a result, most advertising emails go unopened or are deleted or automatically stored in folders that users never check. This has raised questions about the amount of natural resources used to send and store these useless emails, especially in the current sustainability trend. Companies are therefore searching for more effective ways to reach their advertising goals through email. Previous studies have identified quantity and lack of relevance as critical factors in users avoiding advertising emails. Our study has found two additional factors that contribute to the negative perception of email advertising. The first is related to the fact that the "permission" in permission-based email is not perceived as voluntary, and using external user-related information raises concerns about email advertising as a form of surveillance. The second factor is using persuasive tactics to force users to open emails, which users see as manipulative. We believe that companies can improve their communication with users by following our advice to reorganize their advertising strategy, eliminate questionable persuasion, and address users' feelings of being forced and surveilled. This approach will benefit users and companies, saving time, money, and resources. Additionally, we have proposed several methods to empower users in their interactions with advertising emails.

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