Abstract
This article investigates the effect of e-mail subject lines on survey viewing and survey response. Using two samples of students (low involvement with the survey sponsor and high involvement with the survey sponsor), the authors tested a variety of combinations of subject lines: the reason for the e-mail contact (survey), the sponsor of the e-mail (Liberal Arts University), a plea for help (request for assistance), and a blank subject line. The authors found a modest effect of subject line for the low-involvement sample, with blank subject lines yielding the highest response.
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