Econsultancy – Email Subject Line report – ‘Coupon’ and ‘voucher’ are out and ‘% off’ is in – to drive opens and clicks.
Adestra study of almost 1 billion emails shows specific words to boost response
Latest research shows subject line length and specific words and phrases can make or break your email marketing campaigns. Subject lines are often overlooked and yet can have a massive effect (both positive and negative!) on response rates for brands’ campaigns – something marketers should be testing regularly. Adestra has analysed nearly one billion emails to establish what works for four key sectors, as well as B2B vs B2C, with some fascinating results.
Report author, Parry Malm, Account Director at Adestra says: “Our new subject line research has produced some incredibly interesting stats. It’s only one aspect of your email marketing arsenal, but when approached in the correct way subject line optimisation can prove to be an effective, and quick, tactical winner to help drive response rates.”
The report covers 6 sectors:
With the ecommerce sector, character and word count results are paradoxical. The choice is clear – shorter subject lines drive clicks, and longer subject lines drive opens. Marketers need to consider their objectives and then construct subject lines accordingly. Subject lines with 70 characters also appear to provide a huge uplift in click throughs. ‘Coupon’ and ‘voucher’ are out and ‘% off’ and ‘Summer sale’ are in – if you want to drive both opens and clicks.
The best click through rate comes from 15 words/120 characters upwards. Focusing on the benefits of attending a given event – be it the exhibitors, speakers, show features or whatever makes the show special. The words ‘conference’, ‘seminar’ and ‘webinar’ have much less impact than selling the benefits in the subject line. Mentioning price, discounts or using currency symbols can create a big uplift. Personalisation is also important here.
For publishers, the results are quite clear – a higher word count delivers more opens and click through rates. Similar to the events sector, sell the benefits and give more information about what your email contains, and your responses will increase. “Newsletter” or “Forecast” or “Intelligence” are to be avoided, while “Bulletin” or “Alert” will see your rates increase. Use cutting edge content – “Exclusive”, “Video” and “Interview” are all good.
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