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

Alice Gimblett and Daryna Grechyna ()
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Alice Gimblett: Middlesex University London

Journal of Behavioral Economics for Policy, 2019, vol. 3, issue 2, 11-16

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.

Keywords: natural experiment; nudges (search for similar items in EconPapers)
JEL-codes: C90 C93 (search for similar items in EconPapers)
Date: 2019
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