Marketing: Clickbait Phrases Don’t Work with Email Marketing

Here’s a useful tip for planning email marketing campaigns: don’t use the words “shocking” or “secret of” in the subject line.

A study by data solutions provider Return Path, which analyzed more than 9 million subject lines received by more than 2 million subscribers, found that when the two aforementioned words appear in an email subject lines, there was a decrease in the number of email opens.

Similarly, using words such as “free” and “discount” discourages the receiver to open the email. Instead, opt for subject lines that give a sense of urgency, such as “limited time,” “last chance,” and “expiring.”

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