What's Said in a Subject Line? Framing the Email Subject Lines in Health Messages Sent to University Students

Autor/inn/en	Miller, Alison K.; Rothman, Alexander J.; Lenne, Richie L.
Titel	What's Said in a Subject Line? Framing the Email Subject Lines in Health Messages Sent to University Students
Quelle	In: Journal of American College Health, 70 (2022) 2, S.446-452 (7 Seiten) PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Miller, Alison K.) ORCID (Rothman, Alexander J.) ORCID (Lenne, Richie L.)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0744-8481
DOI	10.1080/07448481.2020.1754219
Schlagwörter	Electronic Mail; Student Behavior; School Health Services; Stress Management; Information Dissemination; Health Promotion; Graduate Students; Undergraduate Students; Mental Health Programs + Suchen Sie Ihr Suchwort? Elektronischer Briefkasten; Student behaviour; Schülerverhalten; Schuleingangsuntersuchung; Stressmanagement; Stressbewältigung; Informationsverbreitung; Gesundheitsfürsorge; Gesundheitshilfe; Reihenuntersuchung; Graduate Study; Student; Students; Aufbaustudium; Graduiertenstudium; Hauptstudium; Studentin
Abstract	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. (As Provided).
Anmerkungen	Taylor & Francis. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01