9.1 Email

(Munz, Jung, and Alter 2020)

  • Having donation receivrs with similar names can encourage donors to open and donate more.

  • Potential donors with similar surname first letter with donation receivers can also increase generosity

(N. S. Sahni, Wheeler, and Chintagunta 2018)

  • personalizing the emails by adding consumer-specific information (e.g., recipient’s name) benefit advertisers.

  • Personalization increases opening, sales, and reduces unsubscribing probability.

References

Munz, Kurt P., Minah H. Jung, and Adam L. Alter. 2020. “Name Similarity Encourages Generosity: A Field Experiment in Email Personalization.” Marketing Science 39 (6): 1071–91. https://doi.org/10.1287/mksc.2019.1220.
Sahni, Navdeep S., S. Christian Wheeler, and Pradeep Chintagunta. 2018. “Personalization in Email Marketing: The Role of Noninformative Advertising Content.” Marketing Science 37 (2): 236–58. https://doi.org/10.1287/mksc.2017.1066.