Social and Behavioral Sciences Commons^™

Bcvoice Newsletter Creation And Evaluation: The Effect Of Subject Line And Internal Links On Open Rate And Click-Through Rate For A College Newsletter, Mackenzie Hammack

Honors Projects

This study focused on understanding the effect of subject line on open rate and internal link placement on click-through rate in a newsletter that supported a newspaper at Bridgewater College, a small, private liberal arts college in Virginia in order to increase student engagement with and awareness of campus news. No significant difference was found in open rates between a generic and specific subject line. Similarly, no significant difference was found in click-through rate among six different types of internal link placements. Due to the high open and overall click-through rate, it is recommended that the newsletter continues.