Managing e-mail advertising frequency from the consumer perspective

Andrea L. Micheaux ()
Additional contact information
Andrea L. Micheaux: IAE Lille - IAE Lille University School of Management - Lille - Université de Lille

Post-Print from HAL

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.

Date: 2011-12-17
References: Add references at CitEc
Citations: View citations in EconPapers (3)

Published in Journal of Advertising, 2011, 40 (4), pp.45-66. ⟨10.2753/JOA0091-3367400404⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
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:hal:journl:hal-02504326

DOI: 10.2753/JOA0091-3367400404

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().