Analyzing the Capacity of Unsolicited Political Email

Abstract

Despite some promise, an emerging body of research suggests that email mobilization techniques generally will reinforce existing participatory patterns. Email mobilization campaigns rely heavily on individuals to first submit their email addresses for future contact. Because signing up for future political email is itself an act of political participation, mobilization resulting from these solicited contacts would serve to reinforce the engagement of those already willing and able to participate. Yet, many individuals do receive unsolicited political email. These unsolicited political emails hold the most potential to activate the inactive. Unfortunately, despite speculation about the mobilizing potential of these unsolicited email contacts, political scientists know little about whether unsolicited political messages induce engagement. This chapter seeks to answer the question: Does unsolicited political email independently induce individuals to participate in politics? Using data from a unique probability sample survey of U.S. Internet users, several multivariate regressions suggest that unsolicited email contact from mobilizing institutions does not induce individuals to engage in political activity. These results are robust even when analyzing subgroups most likely to be open to unsolicited email contact.