E-mail subject lines that spark certain emotions tend to earn more opens, according to a study of Black Friday e-mails by automated persuasive language generator Persado. Direct Marketing News magazine recently reported on Persado's results for five subject-line emotions--urgency, achievement, exclusivity, anxiety and excitement. For example, e-mail subject lines conveying a sense of urgency ("FREE SHIPPING Final Hours! Plus, $20 Online Bonus") generated an 11% average increase in open rates compared to the study's baseline e-mails (messages with subject lines containing no emotions and no mentions of Black Friday). E-mails that combined urgency with the words "Black Friday" did even better, with an average surge of 20% in opens. Subject lines rewarding achievement ("Shop our doorbusters TODAY—you've earned it") generated an 18% average uptick from baseline, and tacking on a Black Friday mention pushed open rates even higher, to a 20% rise. Subject lines with a sense of exclusivity ("Your exclusive $15 coupon is here!") earned the biggest response lift, a 28% average improvement in open rates over baseline. But adding Black Friday language to exclusivity dragged down open rates to just a 17% improvement. E-mails with subject lines sparking anxiety ("Don't Forget! $15 OFF $49 or $25 OFF $99") produced a 17% average bump in 2015, but combining anxiety with "Black Friday" backfired, cutting results to just a 10% average increase. Subject line excitement was the one emotional hook that did not deliver for marketers. According to Persado data, open rates for e-mail subject lines with an excited tone ("Two In-store Offers! Now That's Sweet") actually fell 11% below baseline opens in 2015. For the complete article, go to http://www.dmnews.com/email-marketing/how-consumers-really-feel-about-your-subject-lines/article/459681/
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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