Email campaigns which have the words “sale”, “alert”, or “video” are far more likely to get opened, according to a new study designed to show what works – and equally as important, what doesn’t – and give ideas on how to improve results.
With visual creativity a non-starter, the subject line is arguably the most crucial element, according to the 2013 Adestra Email Subject Line Analysis.
Even if the campaigns are not opened, the subject line is still performing – as it delivers key brand and product information to customers’ inboxes, says the study.
In the last couple of years, the way consumers interact with email has changed drastically. Much like the broader web, email is now all about usability.
The study is built on a probe of more than 2.2 billion emails, from over 90,000 campaigns, and covers keywords and phrases that recipients respond to better or are overused and ineffective for a sector. The research is split into six sectors: B2B publishing; B2C publishing; B2B events; B2C events; charities & not for profit; and retail & ecommerce.
It found that brands which have a “sale” will drive response by simple saying so (+23.2% open rate, +60.7% click rate); brands with something “new” must talk about it (+17.2%, +38.2%); while new “video” content must be promoted (+18.5%, 64.8%).
With the growth in popular content aggregators, many consumers do not even bother to sign up for a newsletter anymore, says the report. While the word “newsletter” shows a marginal effect on open rates (+0.7%), but a strong negative effect on click rates (-18.7%.), “alert” performs much better (+38.1% opens and +61.8% clicks).
However, the report claims content marketing has over-saturated customers, both B2B and B2C, with too much information. For example, subject lines using the words “report” (-23.7%, -54.8%), “learn” (-35.5%, -60.8%,) and “book” (-4.6%, -25.4%) all have a negative effect.
Communications using the terms “daily” (+27.8%, +100.3%) and “weekly” (+27.1%, +50.6%) perform strongly. Brands should also steer clear of trying to make emails look like a forward or reply. Both “Re:” and “FW:” have a poor effect on click rates (-42.6% and -60.9% respectively).
Adestra account director Parry Malm said: “Subject line strategy should be seen as a series of branding tools over a period of time, not just one-offs to drive short term response. With usability firmly in mind, there are key words and phrases that statistically help drive response in your sector, try them and test them – constant testing is vital to success.”
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Some useful stuff here.
Also found a link for the full report: http://www.adestra.com/resources/reports/adestra-subject-line-analysis-report-2013/
and the infographic is at the end of this blog: http://www.adestra.com/2013/06/keywords-for-killer-subject-lines/