Updated Study: Subject Line Best Practices
If you’re not using Mail Chimp, you might have missed last week’s update to their report on subject line best practices. MailChimp analyzed the open rates for over 200 million emails and here’s what they found:
- While we we’ve known for a while that the word “free” usually triggers spam filters, but this study found that the words: “Help,” “Reminder” and “Percent Off” reduce your open rates.
- Personalization, such as a subcsriber’s first name or last name, doesn’t significantly improve open rates. Providing localization, such as including a city name, does help open rates.
- Repeating the exact same subject line for each newsletter accelerates the drop in open rates. Good to know if you’re trying to establish “brand” using the same subject line for each newsletter.
- Two big factors affecting open rates that MailChimp couldn’t analyze in this study are: list quality and frequency–and these are major factors.
- MailChimp lists the best and worst subject line examples, with email open rates, as follows: