TY - GEN
T1 - Why Did the User Open the Email? - A Case Study in User Engagement
AU - Patel, Pankati
AU - Ebreso, Uko
AU - Fisher, Alexander
AU - Morreale, Patricia
N1 - Publisher Copyright:
© 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.
PY - 2023
Y1 - 2023
N2 - This case study investigates methods to increase user engagement within an organization. An academic department at a university encourages students to participate in career and academic development opportunities, which are regularly distributed by email. Students have a low engagement with the emails as approximately 30% students view emails and less than 5% of the students interact with hyperlinks embedded within the text. Students are missing valuable opportunities, crucial to their professional and academic development. In this research, a methodology for broadcast communication to a community of students has been developed. First, a pre-survey was given to a wide demographic of students. Utilizing the responses, the same information, drafted using different techniques, was broadcasted to various categories of students. Data was collected on student engagement and compared to answer the research questions on why student engagement is low: (1) Does the presence of an incentive have an impact on a student’s engagement? (2) Will broadcasting to a targeted demographic impact student engagement? (3) Does the composition of the information delivered impact student engagement? Interviews, focus groups, and a post-survey were used to gather and triangulate data. Results showed that user engagement doubled with more than 50% of the users opening the engineered email communication. Recommendations include generalizing the subject line, including portable incentives, and considering organizational origination.
AB - This case study investigates methods to increase user engagement within an organization. An academic department at a university encourages students to participate in career and academic development opportunities, which are regularly distributed by email. Students have a low engagement with the emails as approximately 30% students view emails and less than 5% of the students interact with hyperlinks embedded within the text. Students are missing valuable opportunities, crucial to their professional and academic development. In this research, a methodology for broadcast communication to a community of students has been developed. First, a pre-survey was given to a wide demographic of students. Utilizing the responses, the same information, drafted using different techniques, was broadcasted to various categories of students. Data was collected on student engagement and compared to answer the research questions on why student engagement is low: (1) Does the presence of an incentive have an impact on a student’s engagement? (2) Will broadcasting to a targeted demographic impact student engagement? (3) Does the composition of the information delivered impact student engagement? Interviews, focus groups, and a post-survey were used to gather and triangulate data. Results showed that user engagement doubled with more than 50% of the users opening the engineered email communication. Recommendations include generalizing the subject line, including portable incentives, and considering organizational origination.
KW - Broadcast Communication
KW - Human computer interaction
KW - User Engagement
UR - http://www.scopus.com/inward/record.url?scp=85178626718&partnerID=8YFLogxK
U2 - 10.1007/978-3-031-48038-6_12
DO - 10.1007/978-3-031-48038-6_12
M3 - Conference contribution
AN - SCOPUS:85178626718
SN - 9783031480379
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 179
EP - 193
BT - HCI International 2023 – Late Breaking Papers - 25th International Conference on Human-Computer Interaction, HCII 2023, Proceedings
A2 - Kurosu, Masaaki
A2 - Hashizume, Ayako
A2 - Marcus, Aaron
A2 - Rosenzweig, Elizabeth
A2 - Soares, Marcelo M.
A2 - Harris, Don
A2 - Li, Wen-Chin
A2 - Schmorrow, Dylan D.
A2 - Fidopiastis, Cali M.
A2 - Rau, Pei-Luen Patrick
PB - Springer Science and Business Media Deutschland GmbH
T2 - 25th International Conference on Human-Computer Interaction, HCII 2023
Y2 - 23 July 2023 through 28 July 2023
ER -