This Word Can Boost the Performance of Your Brand’s Email Campaign

As marketers flood inboxes with promotions, sales updates and other messages, how do brands entice consumers to open up an email instead of relegating it to spam?

It might come down to the right words in the subject line. According to a new study from marketing technology company Experian Marketing Services, email campaigns with the word “choice” or “choose” in the subject line generated 22 percent more revenue per email than on average and 46 percent higher transaction rates.

Subject lines such as “Choose your gift today” and “Final call: Choose your deal” indicate to customers that they have options in products or offers. Emails with a customer’s first name in the subject line had a 20 percent above average open rate, Experian Marketing Services’ data also shows.