  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.
