Is There a Future for Email Marketing? - A Qualitative Study Exploring How Young Consumers Make Sense of Receiving Email Marketing Communications
(2025) BUSN39 20251Department of Business Administration
- Abstract (Swedish)
- Thesis Purpose: The purpose of this study is to explore how young consumers make sense of receiving email marketing communications in today’s digital landscape.
Theory: This study adopts the Uses and Gratifications Theory by Katz et al. (1973) which notes that media users are active participants who selectively interact with media to fulfill certain needs. In the context of this study, UGT is used as a theoretical lens to analyze the empirical material in regards to how email marketing communications relates to these needs.
Methodology: A qualitative research design was employed, allowing for the conduction of semi-structured interviews with nine young consumers.
Findings: The first finding reveals a paradox based on young... (More) - Thesis Purpose: The purpose of this study is to explore how young consumers make sense of receiving email marketing communications in today’s digital landscape.
Theory: This study adopts the Uses and Gratifications Theory by Katz et al. (1973) which notes that media users are active participants who selectively interact with media to fulfill certain needs. In the context of this study, UGT is used as a theoretical lens to analyze the empirical material in regards to how email marketing communications relates to these needs.
Methodology: A qualitative research design was employed, allowing for the conduction of semi-structured interviews with nine young consumers.
Findings: The first finding reveals a paradox based on young consumers feeling annoyed by the volume and intrusiveness of email marketing. Yet they still prefer email over other channels due to its controllable format. The second finding shows that despite this preference, young consumers feel trapped in unwanted subscription cycles, leading to frustration and mental fatigue causing avoidance behaviors that may harm the brand perception. The third finding presents that young consumers distinguish between valuable marketing and spam
based on the factors timing, frequency, relevance, and brand perception. When these elements are aligned with the respondents’ needs and interests, the marketing communication is welcomed. If not, it is viewed as spam. The fourth finding reveals that personalization strongly shapes young consumers’ response to email marketing. When content feels personally relevant, thoughtfully crafted, and is supported by transparent data practices, it builds trust, whereas the opposite leads to skepticism and reduced engagement.
Theoretical Contributions: This study contributes to theory by applying the Uses and Gratifications Theory to a previously unexplored media, email, demonstrating how it relates to the needs of young consumers in today’s digital landscape. Further, the study not only confirms but also challenges and extends existing literature in the areas of email marketing, generational differences, information overload, as well as personalization and data privacy.
Practical Implications: To maintain effectiveness, marketing practitioners must recognize that young consumers are highly aware and selective in their engagement with marketing emails. Therefore, these should be grounded in a deep understanding of their expectations and communication preferences. Aligning with their values is crucial for achieving long-term relevance and sustaining competitive advantage. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9208433
- author
- Karlsson, Jacob LU and Henriksson, Olivia LU
- supervisor
- organization
- course
- BUSN39 20251
- year
- 2025
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Email Marketing Communications, Young Consumers, User and Gratifications Theory, Information Overload, Personalization and Data Privacy.
- language
- English
- id
- 9208433
- date added to LUP
- 2025-09-17 10:21:27
- date last changed
- 2025-09-17 10:21:27
@misc{9208433,
abstract = {{Thesis Purpose: The purpose of this study is to explore how young consumers make sense of receiving email marketing communications in today’s digital landscape.
Theory: This study adopts the Uses and Gratifications Theory by Katz et al. (1973) which notes that media users are active participants who selectively interact with media to fulfill certain needs. In the context of this study, UGT is used as a theoretical lens to analyze the empirical material in regards to how email marketing communications relates to these needs.
Methodology: A qualitative research design was employed, allowing for the conduction of semi-structured interviews with nine young consumers.
Findings: The first finding reveals a paradox based on young consumers feeling annoyed by the volume and intrusiveness of email marketing. Yet they still prefer email over other channels due to its controllable format. The second finding shows that despite this preference, young consumers feel trapped in unwanted subscription cycles, leading to frustration and mental fatigue causing avoidance behaviors that may harm the brand perception. The third finding presents that young consumers distinguish between valuable marketing and spam
based on the factors timing, frequency, relevance, and brand perception. When these elements are aligned with the respondents’ needs and interests, the marketing communication is welcomed. If not, it is viewed as spam. The fourth finding reveals that personalization strongly shapes young consumers’ response to email marketing. When content feels personally relevant, thoughtfully crafted, and is supported by transparent data practices, it builds trust, whereas the opposite leads to skepticism and reduced engagement.
Theoretical Contributions: This study contributes to theory by applying the Uses and Gratifications Theory to a previously unexplored media, email, demonstrating how it relates to the needs of young consumers in today’s digital landscape. Further, the study not only confirms but also challenges and extends existing literature in the areas of email marketing, generational differences, information overload, as well as personalization and data privacy.
Practical Implications: To maintain effectiveness, marketing practitioners must recognize that young consumers are highly aware and selective in their engagement with marketing emails. Therefore, these should be grounded in a deep understanding of their expectations and communication preferences. Aligning with their values is crucial for achieving long-term relevance and sustaining competitive advantage.}},
author = {{Karlsson, Jacob and Henriksson, Olivia}},
language = {{eng}},
note = {{Student Paper}},
title = {{Is There a Future for Email Marketing? - A Qualitative Study Exploring How Young Consumers Make Sense of Receiving Email Marketing Communications}},
year = {{2025}},
}