The Impacts of Language Intensity on Email Open Rate
Major
Marketing Research and Analytics
Department
Management, Marketing, and International Business
Degree
Undergraduate
Mentor
Weiling Zhuang
Mentor Department
Management, Marketing, and International Business
Recommended Citation
Cai, Lingjie, "The Impacts of Language Intensity on Email Open Rate" (2015). University Presentation Showcase Event. 37.
https://encompass.eku.edu/swps/2015/undergraduate/37
Abstract
Intense language, under many conditions, has been shown to substantially increase attitude change (Andersen and Blackburn, 2004). However, the effect of language intensity on actual behavior has rarely been examined, and the effectiveness of the intense message has never been examined in online communication media, especially for email. Today email still is one of the most effective ways to virtually communicate between people. Improving email open rate (or response rate) would help businesses to be more productive and efficient. Thus, I conducted this study to test whether high or low language intensity level affects email’s open rate. In my study, results supported the hypotheses that high levels of intense language had significantly higher open rate than low level intense language. Moreover, the evidence was constant across different population groups and areas, so the strategy of using intense language can be generally applied in America
Presentation format
Poster
Poster Number
56
The Impacts of Language Intensity on Email Open Rate
Intense language, under many conditions, has been shown to substantially increase attitude change (Andersen and Blackburn, 2004). However, the effect of language intensity on actual behavior has rarely been examined, and the effectiveness of the intense message has never been examined in online communication media, especially for email. Today email still is one of the most effective ways to virtually communicate between people. Improving email open rate (or response rate) would help businesses to be more productive and efficient. Thus, I conducted this study to test whether high or low language intensity level affects email’s open rate. In my study, results supported the hypotheses that high levels of intense language had significantly higher open rate than low level intense language. Moreover, the evidence was constant across different population groups and areas, so the strategy of using intense language can be generally applied in America
