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This month, we’ll deep-dive into the most ROI-rich — and most overlooked — channel in e-commerce: email.
Each week, we’ll translate one scientific study into actionable strategy. Here’s what to expect:
Price-sensitive segmentation: How discounts actually convert in email (2 weeks ago)
Gen Z on your list: Why they open but rarely buy (last week)
The limits of personalization: When it backfires (today)
The subject line as your most powerful conversion lever (next week)
Personalization is the promise of modern e-commerce.
More relevant. More targeted. More conversion.
But new qualitative research reveals personalization has a limit.
A point where it no longer feels “helpful” — but intrusive.
Instead of boosting performance, it starts triggering:
Loss of trust
Irritation
Lower engagement
And eventually: reduced customer lifetime value
The study “Feeling Watched” explores how customers feel about personalization — and why too much can do more harm than too little.
These insights are critical for e-commerce marketers aiming to build trust without sacrificing results.
So how do you fix this?
How do you personalize without triggering discomfort?
How do you maintain trust while driving results?
About the research
Title: Feeling Watched: A Phenomenological Exploration of Consumer Discomfort and Data Privacy Concerns in E-Commerce
Authors: T.A. Rahayu, S. Nurhidayat, L. Rachmawati
Year: 2025
Type: Qualitative field research
Method: 20 in-depth interviews with consumers + 3 with email marketers
Sector: Indonesian e-commerce platforms (Shopee, Tokopedia, Lazada)
Goal: To understand which emotions personalization triggers, when they turn into resistance, and what conditions are critical to preserve trust.
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