What's said in a subject line? Framing the email subject lines in health messages sent to university students

Objective To examine whether manipulating the frame used in email subject lines affects open or click-through rate. Participants: Students (N = 38,538) at a Midwestern university received emails from their health clinic about a stress management program (September - December 2017). Method: Three sub...

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Vydáno v:Journal of American college health Ročník 70; číslo 2; s. 446 - 452
Hlavní autoři: Miller, Alison K., Rothman, Alexander J., Lenne, Richie L.
Médium: Journal Article
Jazyk:angličtina
Vydáno: United States Taylor & Francis 01.02.2022
Taylor & Francis Inc
Témata:
Action
Behavior change
Behavior modification
College health
College students
Electronic Mail
Electronic mail systems
Email
Frame analysis
Graduate Students
health messages
Health Promotion
Humans
Information Dissemination
Mental Health Programs
Mental health services
message framing stress management
School Health Services
Stress Management
Student Behavior
Students
Teaching
Undergraduate Students
Universities
University students
College health
health messages
message framing stress management
email
ISSN:0744-8481, 1940-3208, 1940-3208
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Popis
Shrnutí:Objective To examine whether manipulating the frame used in email subject lines affects open or click-through rate. Participants: Students (N = 38,538) at a Midwestern university received emails from their health clinic about a stress management program (September - December 2017). Method: Three subject lines (Action Instruction only, Gain Frame plus Action Instruction, Non-loss Frame plus Action Instruction) were used. Each student randomly received one subject line in the first two months and one in the next two months. Email open and click-through rates were measured. Results: Emails with the Action Instruction only subject line were more likely to be opened; there was no difference in open rate between the two framed subject lines, and no effect on click-through rates. Conclusion: This study supports the benefits of action instructions to encourage behavior change but calls for further research on the effects of frames and action instructions in email subject lines.
Bibliografie:ObjectType-Article-1
SourceType-Scholarly Journals-1
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ISSN:0744-8481
1940-3208
1940-3208
DOI:10.1080/07448481.2020.1754219