• by Jack Loechner , Staff Writer @mp_research, July 10, 2013

According to the Adestra study and email subject line analysis report, looking at the keywords and phrases that fare best and worst across a number of sectors, however much time one spends developing the subject line strategy, if you’re like 9/10 of marketers the answer is “not enough!” Having a strong subject line, says the report, is as important as ever, particularly as consumers rate the subject line as one of their top motivators for opening an email.

In the last couple of years, the way consumers interact with email has changed drastically. Much like the broader web, email is now all about usability. The subject line is one of the main things within your control to influence customers' behavior. Having an ineffective, confusing or ambiguous subject line delivers a poor user experience for their online journey, concludes the report.

The report suggests that many marketers will create the template layout, write effective copy, and ensure that it looks good on all the major email clients, and then pick a subject line as the last step, clearly forgetting that if the subject line isn’t good no one will see all of the hard work.

The study scores keywords by relative open, click, click-to-open, and unsubscribe rate. As such, a result of 20% should be read as “20% higher than the average.” (In other words, if the average were 20%, the open rate would be 24%.) The report cautions that “lists may respond differently to the long-run averages” contained in the report, though the results should provide ideas on what should be tested.

This report analyzes the trends of subject lines from over 2.2 billion emails, covering the keywords and phrases that recipients respond to better than most… and also, which ones are over-used and ineffective for the sector. The complete report includes 6 key industry areas, looking at words and phrases that were the most popular by sector, and then categorizing them by objective. This gives you solid statistics by keyword for what works and what doesn’t, and provide ideas on how to improve results.

• B2B publishing
• B2C publishing
• B2B events
• B2C events
• Retail & ecommerce
• Charities and Not for Profit

The complete report highlights key findings in the Brief, but a full list of tested keywords and phrases per sector will be found in the appendix.

For each keyword, you will see the average deviation from the mean for campaigns with subject lines including that keyword. To illustrate: If the industry average open rate is 20%, and the word “Foo” shows 12% higher opens, that means that inclusion of the word “Foo” in a subject line delivered a 22.4% open rate (so, a 12% increase on 20%.)

Just a quick note of caution by the author: your lists may respond differently to the long-run averages in the following pages. However, at the very least this report will give you some ideas on what you should be testing on a campaign-by-campaign basis, and will help you develop a robust and profitable subject line strategy. Individual campaign results will vacillate wildly from excellent to awful and all points in between; the key is to focus on a long-term subject line strategy and this report is your how-to-guide.

Overall usage patterns of email have drastically changed in the last few years, and this is strongly evidenced in how people interact with email as a communications channel.

For example, the word “Newsletter” shows a marginal effect on open rates (+0.7%), but a strong negative effect on click rates (-18.7%.) This should be of no surprise – the word “newsletter” harks back to the day of receiving a posted and photocopied A4 list of stories. But don’t fret – there is still an extremely valuable opportunity to provide unique content via email.

Take the word “Alert,” which shows +38.1% opens and +61.8% clicks. Why is this? The word “alert” connotes activity – something that is happening now – and incites a sense of urgency in readers. It gives the impression that the news is breaking, that it is cutting edge, that it can’t be missed. We see the same with the word “Bulletin” (+15.8%, +12.7%).

On this point, it looks as though one of the big trends this year, Content Marketing, has over-saturated customers, both B2B and B2C, with too much information. For example, “Report” (-23.7%, -54.8%,) “Learn” (-35.5%, -60.8%,) and “Book” (-4.6%, -25.4%) are trending down. When working on your content marketing plan, bear in mind that everyone else is too. Focus on differentiating your offerings.

There is also a strong logic in creating an expectation to receive scheduled messages. Communications that are sent out “Daily” (+27.8%, +100.3%) and “Weekly” (+27.1%, +50.6%) perform strongly. This is because your customers begin to expect your emails on a frequent basis, and get into the habit of reading them.

At the other end of the spectrum, “Monthly” (-26.6%, -37.0%) is probably too infrequent, and you’re losing the top-of-mind position for which you are striving.

The statistics also show something ground-breaking: people love to save money! And, everyone loves getting a good deal. For example, simple things like offering “Free Delivery” (+50.7%, +135.4%) seem to work a treat. Or, specifying a percentage off in the subject line (+10.5%, +27.4%).

OVERALL RESULTS Keyword table
Keyword	Open rate variance vs. average	Click rate variance vs. average	Click to open rate variance vs. average	Unsubscribe rate variance vs. average
Benefits
Exclusive	12.3%	-0.3%	-11.2%	22.0%
Free	-3.0%	-6.3%	-3.3%	-1.3%
Free delivery	50.7%	135.4%	56.3%	82.4%
Gift	12.4%	-11.3%	-21.1%	21.2%
Latest	8.3%	11.7%	3.1%	-9.9%
New	17.2%	38.2%	17.9%	-2.6%
Offer	7.3%	-18.6%	-24.1%	22.3%
Only	-4.1%	-37.3%	-34.7%	11.9%
Sale	23.2%	60.7%	30.5%	31.6%
Save	3.4%	-25.2%	-27.7%	18.1%
Voucher	20.0%	-2.4%	-18.7%	60.6%
Content
Alert	38.1%	61.8%	17.2%	-63.2%
Bulletin	15.8%	12.7%	-2.6%	-22.9%
Issue	10.8%	10.4%	-0.4%	29.6%
Learn	-35.5%	-60.8%	-39.2%	-23.9%
News	34.8%	47.7%	9.6%	-26.0%
Newsletter	0.7%	-18.7%	-19.2%	2.9%
Report	-23.7%	-54.8%	-40.8%	-54.6%
Today	-15.9%	-37.9%	-26.1%	5.2%
Video	18.5%	64.8%	39.0%	-26.0%
Webinar	-16.6%	-70.7%	-64.8%	8.8%
Win	1.8%	26.7%	24.4%	-2.9%
Date
Daily	27.8%	100.3%	56.7%	-75.0%
Monthly	-26.6%	-37.0%	-14.2%	13.8%
Weekly	27.1%	50.6%	18.5%	-49.8%
Call to action
Download	1.4%	-6.1%	-7.4%	-28.2%
Get	-8.6%	-16.1%	-8.2%	2.5%
Register	-9.6%	-54.9%	-50.1%	27.7%
Subscription	5.0%	-19.1%	-23.0%	89.3%
Urgency
Don't miss	-8.8%	-42.9%	-37.3%	33.2%
Miscellaneous
iPad	31.6%	19.9%	-9.0%	19.1%
Re:	-3.7%	-42.6%	-40.4%	90.8%
Fw:	-14.3%	-47.5%	-62.8%	135.4%
Source:

What people do want is to know about news as soon as it breaks – like the old time hacks called it on Fleet Street. Subject lines need to shout “Extra extra, read all about it!” says the report.

Words like “Alert” and “Breaking” show extremely positive response. Especially in B2B publishing, where we’re all increasingly time-poor, get right to the point and make sure your content really is special. The age of content marketing has desensitized people to things like “reports”, “forecasts” and “intelligence.” 

Alert

• Click Rate Variance vs. Average 35.7%
• Open Rate Variance vs. Average 32.9%

Report

• Click Rate Variance vs Average -64.10%
• Open Rate Variance vs. Average -30.6%

B2B PUBLISHING Keyword Table
Keyword	Open rate variance vs. average	Click rate variance vs. average	Click to open rate variance vs. average	Unsubscribe rate variance vs. average
Content
Alert	32.9%	35.7%	2.1%	-45.5%
Breaking	35.4%	77.6%	31.2%	-65.8%
Editor	28.7%	68.3%	30.7%	-15.5%
Forecast	-34.0%	-68.3%	-51.9%	-37.9%
Issue	6.9%	-4.8%	-11.0%	69.1%
Latest	-2.0%	-8.7%	-6.8%	17.1%
News	20.5%	13.9%	-5.4%	-20.0%
Newsletter	-11.2%	-52.6%	-46.7%	48.5%
Report	-30.6%	-64.1%	-48.3%	-43.7%
Top stories	-11.2%	-30.5%	-21.7%	-0.3%
Update	26.8%	8.9%	-14.1%	-5.7%
Date
This week	-18.5%	-28.6%	-12.3%	5.6%
Daily	12.6%	35.8%	20.7%	-51.2%
Weekly	27.5%	24.7%	-2.2%	-26.5%
Monthly	-6.4%	-19.1%	-13.6%	134.6%
Subscriptions
(£)	21.9%	80.5%	48.2%	-19.3%
Access	2.9%	-7.3%	-9.9%	80.6%
Free	3.0%	-8.4%	-11.1%	64.9%
Renew	0.6%	22.6%	-21.9%	175.6%
Subscription	-8.2%	-22.7%	-15.8%	266.7%
Trial	8.8%	-6.6%	-14.1%	13.8%
Source

And don’t shy away from using transactional-style messages as a thinly veiled opportunity. Words like “Badge,” “Download,” and “Invitation” all test well. Used correctly as part of your marketing communication plan you can generate massive response off the back of it. But don’t over-use it; keep it as your secret weapon to be rolled out once or twice in the event cycle, right during your prime visitor-acquisition period.

And the study says that by focusing on savings and offers, people will respond. Don’t be afraid of talking about money or stressing the urgency of the situation, says the report. No one likes to be pressured, but when the pressure’s on is when action is taken! Don’t be pushy, don’t be rude – but do be up front about it. If a great offer is ending, say so. If there’s only two days left, say so. You’re selling a great event, not double-glazing, and people know that.

B2C PUBLISHING Keyword table
Keyword	Open rate variance vs. average	Click rate variance vs. average	Click to open rate variance vs. average	Unsubscribe rate variance vs. average
Content
Exclusive	11.3%	-1.2%	-11.2%	3.7%
Newsletter	6.4%	16.5%	9.5%	3.8%
Review	37.1%	152.3%	84.0%	-66.5%
Special	12.2%	-12.1%	-21.7%	82.7%
Update	29.0%	6.7%	-17.3%	141.2%
Video	27.6%	96.6%	54.1%	-39.8%
Win	-2.3%	18.3%	21.1%	-5.8%
Date
Daily	35.1%	115.0%	59.2%	-99.2%
Weekly	-1.1%	2.7%	3.8%	-48.8%
Monthly	-4.9%	-24.6%	-20.7%	-9.8%
Money
% off	-3.6%	-21.7%	-18.7%	-9.2%
£	-19.7%	-37.7%	-22.3%	9.9%
Discount	-38.8%	-59.2%	-33.4%	2.4%
Free	-10.3%	-23.4%	-14.7%	-35.9%
Half price	9.7%	-44.1%	-49.1%	51.2%
Subscriptions
Last chance	-16.5%	-50.6%	-40.8%	24.1%
Limited	23.7%	16.4%	-5.9%	-4.6%
On sale now	-2.8%	0.9%	3.8%	-15.6%
Subscription	-5.3%	-47.8%	-44.8%	68.1%
Trial	-45.6%	-74.6%	-53.3%	-8.7%
Miscellaneous
Deals	7.3%	-12.3%	-18.3%	53.6%
Facebook	-6.7%	15.2%	23.4%	-58.9%
iPad	37.3%	19.4%	-13.1%	16.9%
Twitter	12.2%	18.1%	5.3%	-52.1%
Source:

The key is to differentiate your offering in whatever way possible, says the report.

Research denotes that one of the main reasons for losing a sale online is delivery charges. Simply offering “Free Delivery” (+35.9%, +81.3%) can help you keep that deal. Further, consumers love a “Sale” (+10.7%, +26.7%) and specific offers such as % off, (+6.1%, +17.7%). However, generic offers such as “Save” (-4.4%, -27.4%) and pushy calls to action like “Buy” (-19.3%, -59.1%) have a negative effect.

Make sure that the way you’re communicating your offers isn't devaluing your product, says the report. Take the words “Cheap” (-67.2%, -71.6%) and “Free” (-23.7%, -34.8%) – you get what you pay for. There’s no such thing as a free lunch, or so they say, and it would appear that consumers believe this too.

The challenge in this sector is to balance short term response uplifts (limited offers and the like) with long-term brand value. If you do nothing but offer discounts, you’ll be perceived as a discount brand.

Engagement is key for charities. Whether you’re asking for a donation right now, or for recipients to become advocates, focus on engagement means you’ll have that email address for life and not just a one off donation. There are so many charities for so many causes out there that it is more important than ever to ensure your supporter list engages with you not just from a monetary standpoint, but from a cause standpoint.

Donation requests can work, but it needs to be a mutual exchange. For example simply asking people to “Donate” (+17.4%, -56.9%) will get opens, because people know what you’re going to ask. You may not get as many clicks, but it’s a simple way to separate those ready to give, and those not.

However, not all donation requests are monetary. Often they are around asking for a “volunteer” (+55.6%, +44.9%,) or simply asking recipients to “help” (+34.7, +14.2%.) Sometimes the softly-softly approach works better – consumers want to feel like they’re making a difference.

Importantly, a major function of charities is acting as advocates for a given cause. People who engage with you online, regardless of their donation status, can help you advance your goals. Let them know what you are doing to solve problems. Give them an “update” (+46.2%, +18.6%) or explain how you’re helping “society” (+69.6%, +44.5%).

Aside from the analysis of the data for this report, the author, Parry Malm, has let his color commentary provide additional direction in the use of the results. Please visit Adestra here for additional information or claridication.