Document Type
Honors Project
First Advisor
Ady Dewey
Second Advisor
Michele Clark
Third Advisor
Stanley Galloway
Degree Award Date
Spring 2023
Keywords
newsletter, BCVoice, open rate, click through rate, subject line, internal link placement
Disciplines
Communication | Journalism Studies
Abstract
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.
Recommended Citation
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.
https://digitalcommons.bridgewater.edu/honors_projects/338
Force Open Access
1