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'Nudging' responses to marketing emails: Evidence from London Fireworks Campaign

Author

Listed:
  • Alice Gimblett

    (Middlesex University London)

  • Daryna Grechyna

    (Middlesex University London
    University of Granada)

Abstract

This study evaluates the efficiency of 'nudging' in a natural experiment conducted around London New Year's Eve Fireworks campaign. We measure the click-through rates in response to various versions of the email sent on behalf of the Mayor of London. The results demonstrate that crafting marketing messages using the behavioural triggers of specificity, social proof and reciprocity can bring about an uplift in response rates to email communications compared to control groups which receive a standard message. Our results contribute to the empirical evidence on the validity of nudge theory.

Suggested Citation

  • Alice Gimblett & Daryna Grechyna, 2019. "'Nudging' responses to marketing emails: Evidence from London Fireworks Campaign," Journal of Behavioral Economics for Policy, Society for the Advancement of Behavioral Economics (SABE), vol. 3(2), pages 11-16, December.
    • Handle: RePEc:beh:jbepv1:v:3:y:2019:i:2:p:11-16
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    Keywords

    natural experiment; nudges;

    JEL classification:

    • C90 - Mathematical and Quantitative Methods - - Design of Experiments - - - General
    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments

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