Why do open rates drop aTer
APPS LIKE GOOGLE’S INBOX TRUNCATE AFTER 30 CHARACTERS
PEOPLE READ EMAILS ON THEIR PHONES
It can be hard to get subject lines that short, but look at
the ﬁrst 27 characters of your subject line and make
sure they’re compelling.
“Hunter Walk grew YouTube by…”
IT’S CERTAINLY POPULAR
1 in 14 subject lines use personalizaMon.
The most popular use case was inserMng the
recipients ﬁrst name in the subject line.
BUT OVERALL, IT DECREASED
OPEN RATES :(
Personalized emails were only opened 9.34%
of the Mme (-3.29%)
PERSONALIZATION CAN BE
PersonalizaMon is a tool, and we don’t always use it well.
Just pung a name in a subject line won’t increase opens.
Other variables, like including the name of an item leT in
the cart, resulted in high open rates (34%).
HOW DOES WORD AND
PUNCTUATION CHOICE AFFECT
Subject lines that use polite words like
“please”, “thanks”, and “sorry” have a
22.98% open rate (+9.45%).
AND DON’T SHOUT
Including a “!” dropped open rates down
to 10.92%. And emails with mulMple
exclamaMon marks were even lower.
Emails that asked quesMons had a
15.21% open rate (+1.68%).
AND ANSWER THEM
Subject lines with “How to” were
opened 20.66% of the Mme (+7.13%).
USE INFORMAL LANGUAGE
Again and again, subject lines with
informal language had higher open
rates than their formal counterparts.
Words like “today”, “tomorrow”, “tonight”, or
“now” didn’t increase opens. In fact, they had a
slightly lower open rate, at 12.67%(-0.86%).
SALES-Y LANGUAGE DROPS
Emails with words like ‘oﬀer’, ‘code’, ‘coupon’, ‘sale’,
‘$’, ‘discount’ have a 10.34% open rate (-3.19%).
Yep. It’s got a 17.27% open rate. Why? Your guess
is as good as mine. But it’s working – so let’s all go
ruin it again.
DON’T BUILD TOMORROW’S EMAILS
WITH YESTERDAY’S BEST PRACTICES
Don’t write best pracMces in stone, be empatheMc
and think about your reader as a person. Talk like a
real person, be nice and be compelling.
Read the full report at The Signal & email me your questions
WHY DO PEOPLE
A look at 85,637 subject lines,
1.7b sends & 232m opens
CLICK TO TWEET