Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

How Special Offers in Email Subject Lines Impact Performance

by Ayaz Nanji  |  
April 4, 2017

Emails from brands with special offers in their subject lines tend to underperform those without special offers in their subject lines, according to recent research from Yes Lifestyle Marketing.

The report was based on data from nearly 8 billion emails sent in 4Q16 by brands in a range of industries.

The researchers examined how email subject line performance is affected by six types of offers: Buy one, get X; percent off; dollar amount off; free shipping; free gift; and loyalty incentives (e.g., "Member Exclusive: 10% off").

Some 30% of all email campaigns examined included specific offers in their subject lines; 44% of campaigns sent by retailers included specific offers in their subject lines.

Across all industries, emails without explicit offers in their subject lines have 28% higher open rates than those that include offers. Click and CTO rates are 67% and 34% higher, respectively, for messages without explicit incentives in their subject lines.

The exception is email subject lines that include loyalty incentive offers, which have a 9% higher open rate, 20% higher click rate, and 12% higher CTO rate than emails with subject lines without offers.

The performance of specific offers in email campaigns sent by retail brands is more mixed than performance across all industries.

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!