The report was based on data from more than 3 billion attempted email sends that were part of 125,000 global campaigns sent by brands in four industries (retail/B2C, conferences/events, media/publishing, and B2B). The researchers selected the 300 most popular single words, characters, and two-word phrases and then looked at the relative lift or decay of each term versus the average.
As the report notes, the results only provide a "broad interpretation of the causal effects of individual words"; that is, they are a general overview of average performance and the terms won’t always work for every brand.
Overall, email subject lines that include the words "thank you" have the highest above-average engagement levels (+62%)—perhaps because many automated, transactional messages include this phrase, such as email receipts sent by brands after customers complete online purchases.
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