Dissertation/Thesis Abstract

Enhancing the effectiveness of e-mail newsletters: How content (subject lines, intros) impacts response rates
by O'Connell, Michael, M.A., The University of North Carolina at Chapel Hill, 2008, 70; 1453000
Abstract (Summary)

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.

Indexing (document details)
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
Publication Number: 1453000
ISBN: 978-0-549-53617-8
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