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

Alice Gimblett and Daryna Grechyna
Additional contact information
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
References: Add references at CitEc
Citations:

Downloads: (external link)
http://sabeconomics.org/journal/RePEc/beh/JBEPv1/articles/JBEP-3-2-2.pdf (application/pdf)

Related works:
Working Paper: Nudging responses to marketing emails: Evidence from London Fireworks Campaign (2019)
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:beh:jbepv1:v:3:y:2019:i:2:p:11-16

Access Statistics for this article

Journal of Behavioral Economics for Policy is currently edited by Michelle Baddeley

More articles in Journal of Behavioral Economics for Policy from Society for the Advancement of Behavioral Economics (SABE) Contact information at EDIRC.
Bibliographic data for series maintained by SABE ().