Putnam-Farr investigates more effective email marketing

March 17, 2014

Nell Putnam Farr, PhD student and her daughter

Program marketers can increase participation rates by simply giving people a chance to say “yes” or “no” on email solicitations, MIT Sloan School of Management PhD candidate Nell Putnam-Farr, MBA ’10, has found.

Putnam-Farr teamed with Jason Riis, an assistant professor at Harvard Business School (now visiting the Wharton School at the University of Pennsylvania), on a study focusing on how a “yes” or “no” email response option affected participation rates in corporate wellness programs offered by RedBrick Health, a health engagement and behavior change technology company.

Continue reading on MIT Sloan Newsroom.

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