This thesis seeks evidence that e-mail newsletters can become more effective when employing certain content approaches with the e-mail subject line and the body of the e-mail, with effectiveness being measured in open and click-through (or click) rates, as well as click-to-open ratios. The researcher conducted an experiment with an existing e-mail newsletter, employing A/B testing with a total of 75,000 subscribers to determine whether modifications to the subject and introductory body text of the newsletter correlate with an increase in activity among newsletter subscribers - that is, more e-mail being opened (viewed) and more clicks on links within those e-mail newsletters. Findings suggest a slightly positive significance for custom, content-specific subject lines, and a negative significance for introduction sections with a bulleted list of links. Findings also reject the hypotheses that shorter subject lines significantly improve open rates, and that shorter introduction sections (sans lists of links) improve open rates.
|Advisor:||Fee, Frank E., Jr.|
|Commitee:||Jones, Paul, Shaw, Donald|
|School:||The University of North Carolina at Chapel Hill|
|Department:||Journalism & Mass Communication|
|School Location:||United States -- North Carolina|
|Source:||MAI 46/05M, Masters Abstracts International|
|Subjects:||Journalism, Mass media|
|Keywords:||A/B testing, Click-through rates, Content, E-mail newsletters, Open rates, Subject lines|
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