Bulk email is often used in organizations to communicate ``important-to-organization'' messages such as policy changes, organizational plans, and administrative updates. However, normal employees may prefer messages more relevant to their jobs or interests. Organizations face the challenge of balancing prioritizing the messages they prefer employees to know (tactical goals) while maintaining employees' positive experiences with these bulk emails, then they continue to read these emails in the future (strategic goals). Could personalization help organizations achieve these tactical and strategic goals? In an 8-week field experiment with a university newsletter, we implemented a 4x5x5 factorial design on personalizing subject lines, top news, and message order based on both the employees' and the organization's preferences. We measured these designs' influences on the open/interest/recognition/read-in-detail rate of the whole newsletter and the single messages within it. We found that ``important-to-organization'' messages only got higher recognition rates when being put on subject lines / top news (tactical goal). Mixing them with employee-preferred messages in top news did not bring further improvement to their own recognition rates but could improve the whole newsletter's recognition rate. Only when the top news solely contained the employee-preferred messages were the employees slightly more interested in the newsletter (strategic goal). We further analyze on which topics the employees and the organization's preferences conflicted. Finally, we discuss the design suggestions on personalization and recommendation for organizational bulk email.

翻译：组织常通过群发邮件传达“组织重要”信息，如政策变更、组织计划及管理更新。然而，普通员工可能更偏好与其工作或兴趣相关的内容。组织面临平衡优先传达其希望员工知晓的信息（战术目标）与维持员工对群发邮件的积极体验（战略目标）的挑战——确保员工未来持续阅读这些邮件。个性化能否帮助组织同时实现战术与战略目标？我们在一项为期8周的大学通讯实地实验中，基于员工与组织偏好，对邮件主题行、头条新闻及消息排序实施了4×5×5因子设计的个性化方案。我们测量了这些设计对整份通讯及其单条消息的打开率、兴趣率、识别率及详细阅读率的影响。研究发现：仅当“组织重要”消息置于主题行或头条新闻时（战术目标），其识别率显著提升；在头条新闻中将这类消息与员工偏好消息混排虽未进一步改善其自身识别率，却能提高整份通讯的识别率。只有当头条新闻完全包含员工偏好消息时，员工对通讯的整体兴趣才略有提升（战略目标）。我们进一步分析了员工与组织偏好存在冲突的主题领域，最后针对组织群发邮件的个性化与推荐提出了设计建议。