Document Type

Honors Project

First Advisor

Ady Dewey

Second Advisor

Michele Clark

Third Advisor

Stanley Galloway

Degree Award Date

Spring 2023


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.

Force Open Access