Primary Research and Industry Reports

Chen, Y., Vankov, E., Baltrunas, L., Donovan, P., Mehta, A., Schroeder, B., & Herman, M. (2023). Contextual Multi-Armed Bandit for Email Layout Recommendation. In Seventeenth ACM Conference on Recommender Systems (RecSys ’23), September 18–22, 2023, Singapore. ACM, New York, NY, USA.
Chris | Visionary Marketing. (2026, May 6). Email Marketing Benchmarks by Industry 2026: 32M Sends Across 38 Sectors. Visionary Marketing.
Defau, L., & Zauner, A. (2023). Personalised subject lines in email marketing. Marketing Letters, 34:727–733.
Goic, M., Rojas, A., & Saavedra, I. (2019). Investigating the Effectiveness of Triggered Email Marketing. Department of Industrial Engineering, University of Chile.
Lim, K. H., Lim, E. P., Jiang, B., & Achananuparp, P. (2016). Using Online Controlled Experiments to Examine Authority Effects on User Behaviour in Email Campaigns. In Proceedings of the 27th ACM Conference on Hypertext and Social Media (HT ’16), July 10-13, 2016, Halifax, NS, Canada.
Lopoo, L. M., Bifulco, R., Patnaik, H., Haque, A., Ashby, C., & Theoharis, G. (2025, April 30). How Can Public Sector Employers Improve the Effectiveness of Email Recruitment? Centre for Policy Research, Policy Brief #18. Syracuse University Maxwell School of Citizenship & Public Affairs.

Selected Cited Literature (Academic & Industry)

DelVecchio, D., Krishnan, H. S., & Smith, D. C. (2007). Cents or percent? The effects of promotions on price expectations and brand loyalties. Journal of Business Research, 60(12), 1582-1593.
Ganzach, Y., & Karsahi, N. (1995). Message Framing and Buying Behaviour: A Field Experiment. Journal of Business Research, 32(1), 11-17.
(2025). State of Marketing Report.
Kahneman, D. (2011). Thinking, Fast and Slow. Farrar, Straus and Giroux.
(2026). Ecommerce Email Benchmarks Guide 2024–2026.
Loewenstein, G. (1994). The psychology of curiosity: A review and reinterpretation. Psychological Bulletin, 116(1), 75-98.
Martin, S., et al. (2025). [Randomised social-proof field experiment in email reminders]. International Journal of Social Research Methodology.
Munz, K., Jung, M., & Alter, A. (2020). Name similarity encourages generosity: A field experiment in email personalisation. Marketing Science, 39(6), 1071–1091.
Sahni, N. S., Wheeler, S. C., & Chintagunta, P. (2018). Personalisation in email marketing: The role of noninformative advertising content. Marketing Science, 37(2), 236–258.
Thaler, R. H., & Sunstein, C. R. (2008). Nudge: Improving Decisions about Health, Wealth, and Happiness. Yale University Press.
Vardikou, E., et al. (2025). Authority-principle nudges in real email marketing campaigns. Electronic Commerce Research and Applications.
Zhu, Y., Yang, Y., & Hsee, C. K. (2018). The Mere Urgency Effect. Psychological Science, 29(9).