Subject lines and FCA authorization

Salience Bias and Financial Services
Intervention Financial Services

What subject lines work in emails

Intervention Description

In order to help firms applying for Financial Conduct Authority (FCA) authorization after a transition from the Office of Fair Trading, the FCA sent out emails to help with the application process, but the emails had a series of different subject lines. Some of the subject lines emphasized novelty, while others were personalized, and still others made their intention more salient. Although the results showed that some of the subject lines did not influence any significant behavior change, the subject lines which did encounter the most success ended up being one which simply stated that help was available for the FCA application completion and the one which had a personalized subject line.

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