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Managing e-mail advertising frequency from the consumer perspective

Author

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  • Andrea L. Micheaux

    (IAE Lille - IAE Lille University School of Management - Lille - Université de Lille)

Abstract

With the growth of e-mail advertising, advertisers must manage their e-mail frequency to preserve opt-in lists in an environment of saturation. This paper presents two empirical studies suggesting that to alleviate consumers' perception of being under heavy e-mail pressure, advertisers should help them discard nonrelevant e-mails with minimum effort. The research reveals that perceived pressure from any one advertiser is an individual phenomenon. Under conditions of low relevance, the effect of this pressure on unsubscriptions is moderated by the execution of e-mail advertising. Consumer perception of pressure from any one advertiser is crucial, as managers can control their own advertising but not overall e-mail advertising volume.

Suggested Citation

  • Andrea L. Micheaux, 2011. "Managing e-mail advertising frequency from the consumer perspective," Post-Print hal-02504326, HAL.
    • Handle: RePEc:hal:journl:hal-02504326
    DOI: 10.2753/JOA0091-3367400404
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    Cited by:

    1. Antun Biloš & Davorin Turkalj & Ivan Kelić, 2016. "Open-Rate Controlled Experiment in E-Mail Marketing Campaigns," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 28(1), pages 93-109.
    2. Kumar, Ashish, 2021. "An empirical examination of the effects of design elements of email newsletters on consumers’ email responses and their purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    3. Julián Chaparro-Peláez & Ángel Hernández-García & Ángel-José Lorente-Páramo, 2022. "May I have your attention, please? An investigation on opening effectiveness in e-mail marketing," Review of Managerial Science, Springer, vol. 16(7), pages 2261-2284, October.

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