Words That Get Emails Opened

First, a quick mention of Grammarly, which has been featured in the Wall Street Journal, Time, Fortune and elsewhere. I tried Grammarly’s online plagiarism checker free of charge because it’s too easy (and dangerous) to inadvertently copy someone else’s words. Don’t do it!

OK, on to emails.

Tech guru Rob Jones of Nary Ordinary Business Services recently wrote: “It is estimated that over 500 billion emails are sent every day worldwide.”

That’s a bunch, folks.

What percentage of those 500 billion are actually opened? Perhaps no one knows. The percentage might be smaller than we think.

Since the first job of any email is to be opened, the email subject line is critically important. If the sender is known and trusted, that’s also a deciding factor. If the sender is unknown, the email subject line better be good.

Marketing Profs wrote about a study (2013 Adestra Subject Line Analysis Report) that identified “The Most (and Least) Effective Keywords in Email Subject Lines.”

Keywords that performed well when the objective was to convey benefits were: free delivery, voucher, sale, new, exclusive, gift, latest, offer, save. Poor performers included: only, free.

Keywords that performed well when the subject was content related were: alert, bulletin, issue, news, video, win. Poor performers included: learn, report, today, webinar.

In other categories, “daily” and “weekly” were strong performers for date-related messages. “Monthly” did not do well at all.  Other poor performers in miscellaneous categories included: Re:, FW:, get, register. (And, yes, I used “get” in my email subject line. Ha!)

Consider this another reminder of how much words matter.