Problem definition: This paper empirically investigates how customer email engagement affects the profitability of subscription-based service providers. Service providers have been using email engagement to increase customer retention. However, it is unclear whether email engagement improves...

Direct mailing is the main tool that charities employ for fundraising. With increasing amounts of soliciting mailings and with the best donators receiving more mailings as a result of target selection, irritation might increase. As a result, such irritation could cause individuals to donate...