"We Need a Big Revolution in Email Advertising": Users' Perception of Persuasion in Permission-based Advertising Emails

Persuasive tactics intend to encourage users to open advertising emails. However, these tactics can overwhelm users, which makes them frustrated and leads to lower open rates. This paper intends to understand which persuasive tactics are used and how they are perceived by users. We first developed a categorization of inbox-level persuasive tactics in permission-based advertising emails. We then asked participants to interact with an email inbox prototype, combined with interviews (N=32), to investigate their opinions towards advertising emails and underlying persuasive tactics. Our qualitative findings reveal poor user experience with advertising emails, which was related to feeling surveilled by companies, forced subscription, high prior knowledge about persuasive tactics, and a desire for more agency. We also found that using certain persuasive tactics on the inbox level is perceived as ethically inappropriate. Based on these insights, we provide design recommendations to improve advertising communication and make such emails more valuable to users.