Feeling Watched: A Phenomenological Exploration of Consumer Discomfort and Data Privacy Concerns in E-Commerce Personalized Email Marketing

Personalized email marketing is common in e-commerce to boost engagement and conversions. However, most studies have been quantitative, lacking insights into consumers’ subjective experiences. Privacy-personalization paradox, where consumers appreciate relevant content but feel discomfort over perceived invasiveness, highlights the need for a qualitative understanding of consumer emotions and perceptions. Addressing this gap, this research explores consumer responses to personalized email marketing, focusing on privacy concerns and preferences for data control. Using a phenomenological approach, semi-structured interviews were conducted with 20 e-commerce customers and 3 e-commerce email marketers as supported data. Customer participants were selected based on their recent experience with personalized e-commerce email marketing, and marketers were chosen for their role in developing or implementing these campaigns. Findings reveal that, while consumers value relevant recommendations, they often feel "watched" when personalization becomes overly specific, heightening privacy concerns. Participants expressed a strong desire for transparency and control over data practices, identifying these factors as crucial for trust. The study concludes that a balanced approach to personalization, with respect for consumer privacy is essential for effective e-commerce email marketing.