Paid media and measurement · Empirical analysis of email marketing campaigns examining strategic persuasion and campaign response.
Email Marketing as a Tool for Strategic Persuasion
Jacquelyn S. Thomas, Chaoqun Chen, Dawn Iacobucci (2022). Email Marketing as a Tool for Strategic Persuasion. Journal of Interactive Marketing. https://doi.org/10.1177/10949968221095552.
Plain-English take
Email can operate as a strategic persuasion tool; response depends on message strategy rather than sending alone. For your marketing: Use to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
How much weight to give this
2.5/5 Evidence needs cautious interpretation
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Empirical analysis of email marketing campaigns examining strategic persuasion and campaign response.
Commercial email recipients/campaigns in the study’s field setting.
Judged from the publisher-described design and comparison; inspect the paper for complete analysis.
Publisher page and abstract were retrieved directly; full text was not assumed open.
Double-blind? Blinding was not established from the retrieved publisher record.
Research question
What the authors investigated
How can email marketing be used strategically to persuade customers?
Design
Empirical analysis of email marketing campaigns examining strategic persuasion and campaign response.
Sample and setting
Commercial email recipients/campaigns in the study’s field setting.
Reported result
What the study found
Email can operate as a strategic persuasion tool; response depends on message strategy rather than sending alone.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
Campaign and audience context limit causal generalization; email outcomes may be short-run engagement rather than lifetime value.
Possible founder application
Use to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
Evidence access
Publisher record and abstract retrieved; consult the linked paper for full methods and tables.
SAGE publisher page identifies authors, journal, and article; article is indexed as empirical email-marketing research. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses the publisher abstract/metadata and does not claim independent review of unavailable full text.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.