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How does including personalization, adding emojis, and using common words impact email subject line performance?

To find out, GetResponse examined nearly 7 billion emails sent by its customers in 2021. Only messages sent by active senders with more than 1,000 contacts were included in the analysis.

The researchers found emails that include personalized elements in their subject lines actually underperform nonpersonalized emails, on average. That holds true across multiple metrics, including open rate, clickthrough rate, and unsubscribe rate.

Personalization in email subject lines

Emails that include emojis in their subject lines have a lower average open rate and clickthrough rate compared with those that do not include emojis.

Emojis in email subject lines

Including common words in email subject lines such as "video", "infographic", and "free" tends to have a mixed impact on performance. It has a positive impact on some metrics and a negative impact on others.

Common phrases in email subject lines

About the research: The report was based on an analysis of nearly 7 billion emails sent by GetResponse customers in 2021. Only messages sent by active senders with more than 1,000 contacts were included in the data set.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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

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