Which phrases, incentives, and punctuation marks in email subject lines inspire consumers to take action?
To find out, Phrasee examined the performance of more than 700 million emails sent by retail and e-commerce brands earlier this year, primarily from companies based in the United States and the United Kingdom.
The researchers isolated the impact of specific elements in subject lines and examined how they affected open, click, and click-to-open rates. Each element was given a Phrasee Score—a normalized, weighted score on a 1 to 100 scale that aggregated the overall effect a phrase had on response metrics. The higher the Phrasee Score, the more reliably positive the results from a phrase were in motivating consumers to take action.
Below, key findings from the analysis; check out the full report to see results for all the phrases examined.
Words in subject lines indicating something new, such as "introducing," tend to perform well, as do experiential verbs such as 'celebrate"; more functional action words such as "spend" do not tend to perform as well.
Subject lines that include the phrases "on orders over," "off selected," and "your next order" tend to inspire more action from consumers.
The phrase "plus free delivery" in subject lines is a big hit with consumers, leading to far above average open rates, click rates, and click-to-open rates.
Including urgency in subject lines is a mixed bag, with some phrases such as "sale starts" performing well, and others such as "hurry" performing poorly.
Consumers tend to be curious about ellipses (...), but do not tend to take as much action on subject lines that include two or more commas.
About the research: The report was based on data from more than 700 million emails sent by retail and e-commerce brands earlier this year, primarily from companies based in the United States and the United Kingdom.
Oh, boy. The dreaded sign up form.
Before you run for the hills, we wanted to let you know that MarketingProfs has thousands of marketing resources, including this one (yes, the one behind this sign up form), entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may also like:
- Seven Crucial Marketing Automation Workflows You Need for Building Campaigns
- 10 Email Marketing Do's and Don'ts for Campaign Success [Infographic]
- Five Steps for Leading Email Marketing Through Change and Crisis
- How COVID-19 Affected Email Benchmarks in 19 Industries in Spring 2020
- COVID-19 and Email Marketing: What to Do When Reopening Is on the Horizon