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Language of Research JOMC 279
Language of Research
JOMC 279
EXAMPLE: Improving the effectiveness of email for communications campaigns.
Why might organizations use email for advertising/PR efforts?
What are the most important factors in executing an email campaign?
What factors affect consumer’s decision to open email message?
Message Factors vs. Individual Factors
Message factorsspecific to subject line?
Descriptivevs.
Relationalvs.
Causal
Independent variable(s)vs.
Dependent variable(s)
Subject Line Length
% O
pene
d
Subject Line Length
% O
pene
d
Subject Line Length
% O
pene
d
Subject Line Length
% O
pene
d
Subject Line Length
% O
pene
d
Hypothesisvs.
Alternative (Null) Hypothesis
Types of Datafor Subject Line Length
Qualitative vs. Quantitative
What’s the unit of analysis?
Rethinking the Relationshipbetween Subject Line Length
and Email PerformanceA New Perspective
on Subject Line DesignJanuary 2009
CorrelationCorrelation measures the strength
and direction of the linear relationship between two variables. It is measured between -1 and +1, where a -1 correlation is a perfect
negative relationship, +1 is a perfect positive relationship, and 0 means no
linear relationship exists.
568.7 million emailsfrom 2,365 campaigns
507.3 million email messagesfrom 17,516 campaigns
Beyond Subject Line Length
• This weekend only at your local Acme Store, special savings on Ladies Apparel!
• Time > brand > benefit > category
• Special savings on Ladies Apparel at your local Acme Store this weekend only!
• Benefit > category > brand > time
• Last chance to order for Valentines Day is this Wednesday, Order Now
• Only 48 hours to order for guaranteed Valentines Day delivery
• U.S. May Face Shortage of General Surgeons
• 4/29/2008: U.S. May Face Shortage of General Surgeons
epsilon Recommendations
• Front load subject lines with the most important information
• Keep the subject line as short as possible to convey the message.
• Use longer subject lines only when there is a compelling reason to do so.
• When in doubt, test.
