Putting the word "choice" or "choose" in an e-mail subject line can help a campaign generate 22% more revenue per e-mail and a 46% higher transaction rate on average, according to the latest analysis from Experian Marketing Services. As reported recently by a post for The Wall Street Journal's CMO Today blog, Experian data shows that a subject line such as "Choose your gift today" trumps even the personalization factor of putting the customer's first name in the subject line, which boosted open rates 20% on average. Why is appearing to offer a choice so important? The WSJ post quotes Spencer Kollas, Experian Marketing Services vice president of global deliverability services: "Marketers know that consumers are the ones in control of their relationship today. Consumers are responding to brands that explicitly given them that control." Today's e-mail campaigns definitely need to find some magic words for open rates in the increasingly crowded e-mail space. Experian data cited shows that while e-mail marketing campaigns rose 16% in the second quarter compared to a year earlier, unique open and click rates stagnated at 17% and 2% respectively. For the full post, go to http://blogs.wsj.com/cmo/2015/09/10/this-word-can-boost-the-performance-of-your-brands-email-campaign/
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