Negative sentiment in environmental advocacy emails found to boost engagement

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Negative sentiment in environmental advocacy emails found to boost engagement

People find it hard to resist negative messages. A recent University of Michigan study reveals that recipients are more likely to engage with emails containing negative sentiment sent by the Environmental Defense Fund, a U.S. based nonprofit organization. Specifically, emails with a negative tone were more frequently opened, and recipients were more likely to click on links within these emails, compared to those with a positive tone.