Personalisierung im E-Mail-Marketing: Effekte der personalisierten Ansprache von Konsument: innen

Abstract

Thanks to its wide range of applications, flexible design options and direct measurability, email marketing has become a key tool for customer communication and loyalty. At the same time, companies are faced with the challenge of capturing the attention of recipients in the daily flood of emails sent and received. Personalised content is considered an effective measure for generating relevance and optimising the user approach. However, their effect is not exclusively positive, but can also provoke negative or undesirable reactions. This bachelor thesis summarises existing scientific findings on the effects of individual personalisation elements in email marketing and presents them systematically. This thesis is divided into six chapters. A thematic introduction is followed by an explanation of the theoretical foundations of email marketing. The concept of personalisation is then explained, first in a general marketing context and then in the specific area of email marketing. The analytical focus is on a systematic literature analysis that deals with the positive and negative effects of personalised content. Finally, the key findings are summarised in the conclusion and supplemented by an outlook on possible further research approaches. The literature review is based on a selection of relevant scientific studies, which are systematically evaluated in order to gain differentiated insights into the effects of various forms of email personalisation. The results show that personalised emails can have different psychological effects, which in turn trigger behavioural reactions in recipients. Personalisation by name can generate targeted attention, which is reflected in higher open rates and lower unsubscribe rates. In addition, it can trigger a feeling of appreciation, which increases the participation rate in surveys, especially if senders are perceived as authoritative. At the same time, the personal approach can also promote motivation and lead to more precise compliance with the survey instructions, but also reduce the feeling of anonymity, which can have an impact on response behaviour. Name matching can create a sense of connection and therefore increase generosity in relation to email appeals for donations. Product recommendations have a beneficial effect on unconscious awareness and also encourage interaction by increasing open and click-through rates. Personalised coupons, on the other hand, activate self-reference, which results in positive attitudes and greater loyalty, although this positive attitude can be weakened by a high minimum order value

Date of Award	2025
Original language	German (Austria)
Supervisor	Wolfgang Jonas Weitzl (Supervisor)