8/2/13
Consumers are 28% more likely to open publishers’ marketing emails when the subject lines contain the word “video” than the average email and 97% more likely to click on them, according to Adestra. Subject lines containing the terms “review,” “update,” and “daily” are also significantly more likely than average to be opened. Subject lines containing the terms “trial,” “discount,” and “last chance” are less likely than average to be opened, as are subject lines written in the form of a question.
In the retail sector, “free delivery” is an appealing offer for a subject line, while more aggressive sales terms such as “cheap,” “buy,” or “free” turn many consumers off. Consumers are more selective about opening retail-oriented emails; only a few terms in subject lines have a positive impact. The study also examines the most and least effective subject lines in business-to-business and event-related emails.
SOURCE: “2013 Adestra Subject Line Analysis Report,” Adestra, Steve Denner, Director, 304 Park Ave. S., 7th Fl., New York, NY 10010; us.sales@adestra.com; www.adestra.com.
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