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Earlier in this chapter, when we discussed web ads and creating an explanation page for them, we covered the basic information that participants are looking for when they’re deciding if they will do our study – items including:
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Here’s an example of an effective email invitation. Over time we’ve refined it to maximize the response rate:
View file name sample email invitation.docx height 250
Note that the subject line offers a clear and concrete proposition, the “start study” link is early and prominent, the most important questions are listed first, and the whole message is formatted to be easy to skim.
Also note that this content is very similar to what we put in our web-ad explanation page – see Using web ads earlier in this chapter.
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Next: Offering incentives