The effectiveness of personalized e-mail newsletters and the role of personal characteristics

Ewa Maslowska, Bas Van Den Putte, Edith G. Smit

Research output: Contribution to journalArticlepeer-review


Personalizing communication means creating persuasive messages that refer to aspects of a person's self. Although the use of personalization is increasing, research on its effectiveness is limited and the results are mixed. This study examined the persuasiveness of personalized e-mail newsletters in terms of increased attention, cognitive activity, evaluation, attitude, intention, and behavior by means of an experiment (n=109). Participants randomly received either a personalized or a generic newsletter advertising a sports center. Personalization triggered a more positive evaluation of the message; however, it did not influence the other effect variables. The effects were moderated by consumers' need for uniqueness, trust, and privacy concerns, suggesting that personalization is a good strategy to increase message evaluation only among individuals who have a high need for uniqueness.

Original languageEnglish (US)
Pages (from-to)765-770
Number of pages6
JournalCyberpsychology, Behavior, and Social Networking
Issue number12
StatePublished - Dec 1 2011
Externally publishedYes

ASJC Scopus subject areas

  • Social Psychology
  • Communication
  • Applied Psychology
  • Human-Computer Interaction
  • Computer Science Applications


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