While no one likes to open their inbox and find a bunch of unsolicited spam, there’s one type of email ad in particular that tends to really irk people. Personalized email advertisements are especially annoying to consumers, a new study finds. …

Using data from a firm’s real-world transactions, the study shows 95 percent of customers responded negatively when an email ad greeted them by name. …

“Given the high level of cybersecurity concerns about phishing, identity theft and credit card fraud, many consumers would be wary of emails, particularly those with personal greetings,” Wattal and his co-authors wrote in the study.