Improving E-Mail Response Rate
Based on the GLM analysis, the company can conclude that emails sent with detailed headers and text bodies are opened with greater frequency than emails sent with generic headings and HTML bodies.
General Linear Model
Between-Subjects Factors
HEADING
Detailed
Generic
OPENED
HTML
Tests of Between-Subjects Effects
Dependent Variable
Type III Sum of Squares
df
Mean Square
F
Sig.
Partial ETA Squared
Corrected Model
TRIAL1
TRIAL2
Intercept
TRIAL1
TRIAL2
HEADING
TRIAL1
TRIAL2
OPENED
TRIAL1
TRIAL2
TRIAL1
TRIAL2
HEADING * OPENED
TRIAL1
TRIAL2
HEADING * BODY
TRIAL1
TRIAL2
4.500
1
4.500
1.000
OPENED * BODY
TRIAL1
1
1.000
TRIAL2
1
1.000
HEADING * OPENED * BODY
TRIAL1
66.125
1
66.125
1.000
TRIAL2
32.000
1
32.000
1.000
Total
TRIAL1
12943.000
TRIAL2
16140.000
Corrected Total
TRIAL1
TRIAL2
7
a. R Squared = 1.000 (Adjusted R. Squared = .)
Estimated Marginal Means
1. HEADING
Estimates
Dependent Variable
HEADING
Mean
Std. Error
95% Confidence Interval
Lower Bound
Upper Bound
TRIAL1
Detailed
35.750
Generic
37.000
TRIAL2
Detailed
45.750
Generic
36.750
Pairwise Comparisons
Dependent Variable
(I) HEADING
(J) HEADING
Mean Difference (I-J)
Std. Error
Sig.a
95% Confidence Interval for Differencea
Lower Bound
Upper Bound
TRIAL1
Detailed
Generic
-1.250
Generic
Detailed
1.250
TRIAL2
Detailed
Generic
9.000
Generic
Detailed
-9.000
Based on estimated marginal means
a. Adjustment for multiple comparisons: Least Significant Difference (equivalent to no adjustments).
Univariate Tests
Dependent Variable
Sum of Squares
df
Mean Square
F
Sig.
Partial Eta Squared
TRIAL1
Contrast
3.125
1
3.125
1.000
Error
.000
0
TRIAL2
Contrast
1
1.000
Error
.000
0
The F tests the effect of HEADING. This test is based on the linearly independent pairwise comparisons among the estimated marginal means.
2. OPENED
Estimates
Dependent Variable
OPENED
Mean
Std. Error
95% Confidence Interval
Lower Bound
Upper Bound
TRIAL1
No
31.750
Yes
41.000
TRIAL2
No
33.750
Yes
48.750
Pairwise Comparisons
Dependent Variable
(I) OPENED
(J) OPENED
Mean Difference (I-J)
Std. Error
Sig.a
95% Confidence Interval for Differencea
Lower Bound
Upper Bound
TRIAL1
No
Yes
-9.250
Yes
No
9.250
TRIAL2
No
Yes
-15.000
Yes
No
15.000
Based on estimated marginal means
a. Adjustment for multiple comparisons: Least Significant Difference (equivalent to no adjustments).
Univariate Tests
Dependent Variable
Sum of Squares
df
Mean Square
F
Sig.
Partial Eta Squared
TRIAL1
Contrast
1
1.000
Error
.000
0
TRIAL2
Contrast
1
1.000
Error
.000
0
The F tests the effect of OPENED. This test is based on the linearly independent pairwise comparisons among the estimated marginal means.
3. BODY
Estimates
Dependent Variable
BODY
Mean
Std. Error
95% Confidence Interval
Lower Bound
Upper Bound
TRIAL1
HTML
21.750
Text
51.000
TRIAL2
HTML
28.750
Text
53.750
Pairwise Comparisons
Dependent Variable
(I) BODY
(J) BODY
Mean Difference (I-J)
Std. Error
Sig.a
95% Confidence Interval for Differencea
Lower Bound
Upper Bound
TRIAL1
HTML
Text
-29.250
Text
HTML
29.250
TRIAL2
HTML
Text
-25.000
Text
HTML
25.000
a. Adjustment for multiple comparisons: Least Significant Difference (equivalent to no adjustments).
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