Author: Parry Malm

Parry Malm

CEO of Phrasee, Parry is digital marketing's Hannibal Smith who loves it when a plan comes together.

Adestra 2013 Subject Line Report

152 killer keywords for email subject lines (and 137 crappy ones)

We had a hunch that word choice in email subject lines have a strong effect on response rates.  So, we tested 287 keywords across a sample of 2.2bn emails to see which work, and which don’t. 

Why? Because President Obama has done more for email marketing than any world leader in the history of mankind. How? By focusing on subject line testing, his digital team optimised their donation campaigns to generate hundreds of millions of dollars online.

Despite Obama’s best efforts, most marketers still view email marketing as the Bluth Company’s Banana Stand of Arrested Development fame: a more boring and less sexy marketing channel than pretty much anything else imaginable. 

But – and never forget this – there’s always money in the banana stand! There is great power in optimising subject lines.

In case you missed my presentations at MarketingWeekLive last week, you can find out more about our findings after the jump.

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What you can learn from 1.159bn B2B subject lines

What good is an email marketing campaign if your subject line sucks?  If you truly want to increase response rates, make sure you’re using the right words.   

Money words are in, personalisation can supercharge response, and “whitepapers” and “webinars” are over-used. 

Focus on the outcomes of your product and people will respond.

I looked at 1.159bn B2B emails to find the words that work and those that don't. Check out a sneak preview of the statistics here... 

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