CEU Electronic Theses and Dissertations, 2018
| Author | Lánczi, Péter |
|---|---|
| Title | Come if You Are Good: An Empirical Evidence on Personalised Mails in the Hungarian Extracurricular Sector |
| Summary | The aim of this thesis is to contribute with some statistical evidence to the growing literature showing that personalised e-mails are more effectively galvanizing actions than pure informative ones. My hypothesis has been that receiving an e-mail with the name of the recipient in the heading creates an “inappropriately” large reaction. With implementing a field experiment in a secondary school programme of a Hungarian extracurricular institution, I investigate whether students are more likely visiting events if personalised mails are received.I find that in the first round of the experiment, the participation rate is 9 percentage points higher among those who received an invitation letter with their name on the headings. I also examine an alternative mailing technique, in which the results are not different significantly from the standard personalised letters or the control group either. Due to the randomised controlled trial methodology, the internal validity of my research is quite high. The research work in my thesis could be extended by better measurement i.e., by assessing whether students actually read those mails, and not just receive it. Despite the unique population, I think this work may contribute to the broader policy implementation of personalised mails. |
| Supervisor | Mátyás, László |
| Department | Economics MA |
| Full text | https://www.etd.ceu.edu/2018/lanczi_peter.pdf |
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