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Language of Research

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?.

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Language of Research

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  1. Language of Research JOMC 279

  2. EXAMPLE: Improving the effectiveness of email for communications campaigns.

  3. Why might organizations use email for advertising/PR efforts?

  4. What are the most important factors in executing an email campaign?

  5. What factors affect consumer’s decision to open email message? Message Factors vs. Individual Factors

  6. Message factorsspecific to subject line?

  7. Descriptivevs.Relationalvs.Causal

  8. Independent variable(s)vs.Dependent variable(s)

  9. % Opened Subject Line Length

  10. % Opened Subject Line Length

  11. % Opened Subject Line Length

  12. % Opened Subject Line Length

  13. % Opened Subject Line Length

  14. Hypothesisvs. Alternative (Null) Hypothesis

  15. Types of Datafor Subject Line Length Qualitative vs. Quantitative

  16. What’s the unit of analysis?

  17. Rethinking the Relationshipbetween Subject Line Lengthand Email Performance A New Perspectiveon Subject Line Design January 2009

  18. Correlation Correlation 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.

  19. 568.7 million emailsfrom 2,365 campaigns

  20. 507.3 million email messagesfrom 17,516 campaigns

  21. 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

  22. Last chance to order for Valentines Day is this Wednesday, Order Now • Only 48 hours to order for guaranteed Valentines Day delivery

  23. U.S. May Face Shortage of General Surgeons • 4/29/2008: U.S. May Face Shortage of General Surgeons

  24. 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.

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