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...
| Publicado en: | Journal of American College Health Vol. 70; no. 2; pp. 446 - 453 |
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| Autores principales: | , , |
| Formato: | research tables/charts Journal Article |
| Publicado: |
Taylor & Francis Ltd
Feb/Mar2022
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ccm&AN=155633033&site=ehost-live header: @attributes: shortDbName: ccm uiTerm: 155633033 longDbName: CINAHL Complete uiTag: AN controlInfo: bkinfo: dissinfo: jinfo: jid: 07448481 ACL jtl: Journal of American College Health issn: 07448481 maglogo: N pubinfo: dt: Feb/Mar2022 vid: 70 iid: 2 pid: 377 pub: Taylor & Francis Ltd place: Philadelphia, Pennsylvania artinfo: ui: 155633033 145574443 155633033 155633033 10.1080/07448481.2020.1754219 155633033 ppf: 446 ppct: 7 formats: tig: atl: What's said in a subject line? Framing the email subject lines in health messages sent to university students. aug: au: Miller, Alison K. Rothman, Alexander J. Lenne, Richie L. affil: Department of Psychology, University of Minnesota, Minneapolis, Minnesota, USA sug: subj: Students, College Instant Messaging Health Information Subject Headings Colleges and Universities Midwestern United States Communication Human Midwestern United States Health Promotion Stress, Psychological Prevention and Control ab: 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. pubtype: Academic Journal doctype: research tables/charts Journal Article ougenre: Article language: English refInfo: holdings: @attributes: islocal: N |
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