Adestra, a U.K.-based email service provider, has issued its latest email subject line report analyzing keywords and phrases.
The study is based on a sample of more than 125,000 individual email campaigns, 3 billion attempted sends, 400 million opens and 55 million clicks. It looked at conferences and events as well as retail/B2C, media and publishing, and professional services.
“Thanks” and “Thank you” appeared in the Top 10 of hundreds of sends across all four industries, an above-average response rate to triggered emails.
Content-related sends filled the bottom 10, including “subscription,” “report,” “intelligence,” “whitepaper” and “journal.” Adestra says: “Your customers still buy benefits, not features.”
Speaking specifically about conferences and events, data showed that an email invite from an event organizer carries as much weight as as a personal invite from an exhibitor when attendees are selecting which events to attend.
The most popular terms are those associated with features rather than benefits. Call-to-action terms such as “buy” and “save” demonstrated above-average open and click rates. More commonly used terms such as “come,” “early bird,” “free” and “register” showed below average open and click rates.
The word “advice” had a slightly above-average open rate (6 percent above average) and a more significant rise in click rate (27 percent above average).
The bottom feeders include “agenda,” “forum,” “keynote” and “speakers.” All had below-average open rates, ranging from 13 percent to 22 percent, and click rates ranging from 36 percent below to a stunning 259 percent below-average for “keynote.”