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Promotional call-to-actions in emails for access-based “moments of luxury”: Evidence from a large-scale randomized field experiment

Yashar Bashirzadeh et al.

Recherche et Applications en Marketing2026https://doi.org/10.1177/20515707251406494article
AJG 1
Weight
0.50

What the paper says

With emailing as a strategic tool, promotional emails need to be optimized, notably in how they encourage customer reaction through the call-to-action (CTA) button. The effects of promotional emailing especially remain unclear when tourism services are embracing the sharing economy and new forms of digitalized accessibility to propose access-based “moments of luxury.” This study uses two research context studies and a large-scale randomized field experiment conducted with a peer-to-peer boat-rental company to investigate the effects of a promotional CTA button in emails from a sharing economy platform proposing access to “moments of luxury” in the tourism industry. We find a detrimental impact of promotional CTA on click-through rates and a positive impact of prior engagement and multichannel use of customers on email metrics. This research thereby contributes to tourism-related access-based “moments of luxury” and promotional email CTA from both theoretical and managerial perspectives.

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https://doi.org/https://doi.org/10.1177/20515707251406494

Or copy a formatted citation

@article{yashar2026,
  title        = {{Promotional call-to-actions in emails for access-based “moments of luxury”: Evidence from a large-scale randomized field experiment}},
  author       = {Yashar Bashirzadeh et al.},
  journal      = {Recherche et Applications en Marketing},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/20515707251406494},
}

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Promotional call-to-actions in emails for access-based “moments of luxury”: Evidence from a large-scale randomized field experiment

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.