From Inbox Reception to Compliance: A Field Experiment Examining the Effects of E-mail Address and Subject Line on Response and Compliance Rates in Initial E-mail Encounters

Abstract

Within text-based computer-mediated communication, individuals use available cues to form and guide initial encounters. The goal of this study was to examine how e-mail cues influence the effectiveness of initial e-mail communication in a professional context. A field experiment was conducted to examine how two readily available inbox-level cues— e-mail address (professional vs. nonprofessional) and subject line (clear vs. unclear)—influence the likelihood that an e-mail will be opened and the likelihood of the receiver complying with the e-mail’s request to complete an online survey. Analysis of e-mails sent to professors ( N = 2,021) from 24 academic institutions across the United States revealed that e-mails sent from a professional e-mail address coupled with an unclear subject line resulted in the greatest likelihood that an e-mail would be opened. Analysis found robust support for e-mail address professionalism to increase the likelihood that an embedded survey link will be clicked on and the subsequent survey completed. Theoretical and practical implications along with directions for future research are discussed.