Degree Award Date
newsletter, BCVoice, open rate, click through rate, subject line, internal link placement
Communication | Journalism Studies
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.
Hammack, Mackenzie, "BCVoice Newsletter Creation and Evaluation: The Effect of Subject Line and Internal Links on Open Rate and Click-Through Rate for a College Newsletter" (2023). Honors Projects. 338.
Force Open Access