Leveraging email marketing: Using the subject line to anticipate the open rate

作者：

Highlights：

• Email marketing is challenging due to the low rate of opened emails.

• The decision to open an email critically depends on the subject-line.

• We propose a model support email campaign editors in choosing a subject line.

• Several subject lines’ structures, contents and ML techniques were explored.

摘要

•Email marketing is challenging due to the low rate of opened emails.•The decision to open an email critically depends on the subject-line.•We propose a model support email campaign editors in choosing a subject line.•Several subject lines’ structures, contents and ML techniques were explored.

论文关键词：Analytics,Digital marketing,Email marketing,Predictive modeling,Text mining

论文评审过程：Received 1 September 2021, Revised 27 May 2022, Accepted 22 June 2022, Available online 25 June 2022, Version of Record 7 July 2022.

论文官网地址：https://doi.org/10.1016/j.eswa.2022.117974