TY - JOUR
T1 - Multi-Objective Personalization in Multi-Stakeholder Organizational Bulk E-mail
AU - Kong, Ruoyan
AU - Zhang, Charles Chuankai
AU - Sun, Ruixuan
AU - Chhabra, Vishnu
AU - Nadimpalli, Tanushsrisai
AU - Konstan, Joseph A.
N1 - Publisher Copyright:
© 2022 ACM.
PY - 2022/11/11
Y1 - 2022/11/11
N2 - Bulk email is often used in organizations to communicate "important-to-organization'' messages such as policy changes, organizational plans, and administrative updates. However, normal employees may prefer messages more relevant to their jobs or interests. Organizations face the challenge of balancing prioritizing the messages they prefer employees to know (tactical goals) while maintaining employees' positive experiences with these bulk emails, then they continue to read these emails in the future (strategic goals). Could personalization help organizations achieve these tactical and strategic goals? In an 8-week field experiment with a university newsletter, we implemented a 4x5x5 factorial design on personalizing subject lines, top news, and message order based on both the employees' and the organization's preferences. We measured these designs' influences on the open/interest/recognition/read-in-detail rate of the whole newsletter and the single messages within it. We found that ''important-to-organization'' messages only got higher recognition rates when being put on subject lines / top news (tactical goal). Mixing them with employee-preferred messages in top news did not bring further improvement to their own recognition rates but could improve the whole newsletter's recognition rate. Only when the top news solely contained the employee-preferred messages were the employees slightly more interested in the newsletter (strategic goal). We further analyze on which topics the employees and the organization's preferences conflicted. Finally, we discuss the design suggestions for organizational bulk email.
AB - Bulk email is often used in organizations to communicate "important-to-organization'' messages such as policy changes, organizational plans, and administrative updates. However, normal employees may prefer messages more relevant to their jobs or interests. Organizations face the challenge of balancing prioritizing the messages they prefer employees to know (tactical goals) while maintaining employees' positive experiences with these bulk emails, then they continue to read these emails in the future (strategic goals). Could personalization help organizations achieve these tactical and strategic goals? In an 8-week field experiment with a university newsletter, we implemented a 4x5x5 factorial design on personalizing subject lines, top news, and message order based on both the employees' and the organization's preferences. We measured these designs' influences on the open/interest/recognition/read-in-detail rate of the whole newsletter and the single messages within it. We found that ''important-to-organization'' messages only got higher recognition rates when being put on subject lines / top news (tactical goal). Mixing them with employee-preferred messages in top news did not bring further improvement to their own recognition rates but could improve the whole newsletter's recognition rate. Only when the top news solely contained the employee-preferred messages were the employees slightly more interested in the newsletter (strategic goal). We further analyze on which topics the employees and the organization's preferences conflicted. Finally, we discuss the design suggestions for organizational bulk email.
KW - email
KW - field experiment
KW - organizational communication
KW - personalization
UR - http://www.scopus.com/inward/record.url?scp=85146438325&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85146438325&partnerID=8YFLogxK
U2 - 10.1145/3555641
DO - 10.1145/3555641
M3 - Article
AN - SCOPUS:85146438325
SN - 2573-0142
VL - 6
JO - Proceedings of the ACM on Human-Computer Interaction
JF - Proceedings of the ACM on Human-Computer Interaction
IS - CSCW2
M1 - 528
ER -