In email marketing, getting someone to open your email is crucial.  We are all overwhelmed with too many emails and cutting through the inbox clutter is crucial.

According to a new study by Alestra, you can radically improve the performance of your email marketing by using specific keywords in your subject lines.  This is nothing new, but the research shows some interesting changes in trends about what performs and what does not.

Take a look below.  What it instructs us thematically is that customers are:

  • Motivated by immediacy, (“Latest,” “New,” “Alert,” “News,” “Daily,” etc.) although interestingly not “Today”
  • Looking for digestible content (“Video,” News,” “Bulletin,” “Alert,” etc.)
  • Adept at avoiding marketing speak (“Don’t Miss,” “Free,” “Register,” etc.)
  • Like specific offers like “sale” and “percent off” but avoid generic offers like “save” and “buy”

So with that, let’s look at the email subject keywords that moved the needle up and down.


overall-subject keywords email marketing


b2b-subject-keyword-email marketing


What Email Marketing Teaches Us About Content Marketing

And just as importantly, what this shows us is the types of headlines that catch a customer’s eye and gets them engaged with content generally.  So this study and the techniques below should apply not just to your email marketing, but all content writing including:

  • Blog writing
  • Article syndication
  • Social media marketing
  • Advertising
  • Website copy
  • Calls to Action
  • Anything that a customer reads that you put out

Copy can have a huge effect on the success of your marketing.  Some simple techniques can improve all of your content marketing efforts.