Contents
Introduction
3
Dos and don’ts
4
The best and worst subject lines everrrr
5
Glossary of terms
6
How to interpret the results
7
Awesome analysis
9
Calls-to-action
11
Sales incentives
12
Free delivery incentives
13
“New” stuff
14
Percentage discounts
15
Brand name
16
Personalisation
17
Superlatives
18
Urgency
19
Questions
20
Punctuation
21
Countries
22
Appendix
23
Contact
36
About our subject line scientist
Parry Malm is the CEO of Phrasee.
Over the past 10 years he’s helped
hundreds of businesses, big and small,
optimise their email subject lines. He’s
crunched the numbers on over 40
billion successful and not so successful
emails. In short, he knows what works
and is sharing that knowledge with you
in this analysis.
[email protected]
www.twitter.com/phrasee
“Brevity is the soul of wit,”
or so said some old
English guy who never wrote an email subject line.
But he was right! Saying something in a small space is difficult.
Constructing a good subject line is hard. And thinking of multiple
variants is an incredible challenge.
At Phrasee, we believe that there is a science to email subject lines.
And we’ve got it figured out. We’re sharing some of our findings with you.
Read this report. Think about your subject lines. Commit to a subject line
testing plan. And (obviously) log into Phrasee and supercharge your
email subject lines!
If you sell anything
online, this report
is the one bit of
research that you
have to read in 2015.
Do’s and don’ts of this report
DO
test your subject lines. Anyone who
says they can predict results by looking
at past subject lines without testing
their assumptions is categorically and
scientifically wrong.
DO
look through the results and think
about how you can apply them to your
brand. Are there some phrases you’ve
not considered using? Some you use too
much? Some emotional sentiments that
you’ve not considered?
DO
consider all the statistics, including
the quartile spreads. Some words and
phrases work some of the time, for some
people… how’s that for a wishy-washy
outcome! This is the challenge of subject
line testing. What works for you one week
won’t the next… and what works for one
brand may not work for another.
DON’T
assume that the results are the
final word on what you should or shouldn’t
do in your subject lines. Long-run trends
and variance analysis are the basis of this
awesome report, covering a wide variety
of Phrasee users.
DON’T
assume that these are the only
possible words! We analysed the phrases
that we thought were interesting. But there
are billions of ways of saying something in
English. It’s impossible for the human brain
to comprehend all of them. If we included
every possible word in this report we’d
break the internet!
DO
start your free Phrasee account and
start letting Phrasee do the testing and
learning for you!
The best and worst subject lines everrrrrrrrrr
Please don’t take the top 5 and
bottom 5 phrases and use them
over and over. Please, please,
please don’t use this report like
that! It’ll make us sad faced.
But if you’re interested, we’ve
constructed the best and worst
subject lines everrrrrrr. People
love “best ever” lists, right? Even if
they’re statistically invalid.
Top 5
Phrasee Score™
Canada
93
plus free delivery
82
on orders over
84
mid season sale
84
sale starts
83
Best everrrrr subject line:
“Canada mid season sale on orders over
$20 plus free delivery”
SHAMELESS PLUG ZONE
– This is where Phrasee’s magic
happens – we merge global results with your brand’s voice
to deliver subject lines that sell.
Bottom 5
Phrasee Score™
our summer sale
12
day of Christmas
16
ends midnight tonight
16
claim your free
17
father’s day
17
Worst everrrrrrr subject line:
“Claim your free Father’s Day tonight on
the 12th day of Christmas in our summer
sale that ends at midnight”
Glossary of terms
Open rate
The number of unique people who open
your email. It’s recorded by a small
tracking pixel. It’s the statistic most closely
correlated with subject line success.
Click rate
The number of unique people who clicked
on one or more links in your email. It’s
correlated with subject line success but
less so than open rates.
Click to open ratio
The proportion of openers who also
clicked on an email. It strongly correlates
with both open and click rates.
Phrasee Score™
A statistic generated by Phrasee’s engine
that tells you how reliably good or bad a
given word or phrase is. It is an algorithmic
combination of many factors (including
open, click & CTO rates, frequency of use,
and location in subject line.) It’s between
1 and 100, with 1 being poor and 100 being
awesome.
Relative scores
All the percentage scores (i.e. +10% or
-15%) are relative versus the sample mean.
So if the sample mean open rate is 20%,
and a given phrase is +10%, that means its
average open rate is 22% (10% of 20% is
2% and so on…)
Quartiles
1st, median, and 3rd quartiles are the 25th,
50th, and 75th percentile scores of a given
phrase. If you lined up all the relevant
scores from worst to best, the 1st quartile is
¼ of the way through the list, the median ½
way, and the 3rd quartile ¾.
Our methodology
This analysis is derived from anonymised response metrics that
email marketers have inputted into Phrasee. It’s based on roughly
700 million emails, all in the retail and ecommerce sectors,
primarily from the USA and the UK, with a few Canucks, Ozzies
and Kiwis thrown in for good measure. It is all very recent data
from the last 2 months.
We then took the individual phrases and ran millions of Markov
Chain Monte Carlo simulations. This allowed us to create millions
more potential outcomes that expanded the data set much further
beyond the original 700 million. We time-weighted the training
data and built random variance into the model to control for
experimental bias. This method is much stronger than purely
looking at past results: it allows us to create a predictive model for
subject line success… and thus the Phrasee Score™.
How to interpret the results
Get ready for long lists of phrases and statistics to bamboozle you! How should you read and interpret the data?
The Phrasee Score™ is a normalised,
weighted score that aggregates the
overall effect a phrase has on response
metrics. The higher the Phrasee Score™ the
more reliably positive the results from a
phrase are.
For each of the other metrics – open, click,
and click-to-open rates, there are four
statistics to consider, the mean, and the
first-through-third quartiles.
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Introducing 67 4.8% -27.1% 8.5% 36.5% 63.5% -3.8% -53.5% -16.2% 39.1% 92.6% -8.2% -40.7% -16.0% 10.5% 51.2%
The mean statistic shows you the overall
average lift or decay versus the universe
average. This gives you a snapshot idea
about how good a phrase is versus
language means.
But means can often be misleading! For
example, take these two sets of numbers:
-1%, 0%, +1%
-100%, 0%, +100%
The mean for both of these sets is 0%! But
they are vastly different results.
To control for this, we’ve also calculated
the quartile metrics for each phrase and
statistic. These are once again relative
metrics versus the universe average.
By looking at quartile metrics, you’ll get
a better understanding of the variability
of a given phrase. You can use this to
determine the appropriate risk/benefit of
using a particular phrase in your split tests.
Each phrase will have scores that look something like this:
Get ready for the deepest analysis of
subject lines that sell… ever.
Are you ready for some awesome analysis? We’ve
looked at loads and loads of subject lines, and have
produced loads and loads of statistics.
Get comfy, because you’re about to learn more about subject
lines than you ever thought was possible!
We’ve broken up the report into categories. Each category covers
various sentiments and phrases common in retail/ecommerce
subject lines.
You can find the full results in the appendix of this report.
Happy reading!
What calls-to-action in subject
lines have the most impact?
If you don’t ask, you don’t get. But, there’s lots of
ways to ask about something.
In email, you have such a small space to ask for action.
Testing out call to action words is critical!
There are two clear trends in the results. Neither of these trends
are rocket science – in fact, they are Marketing 101! But,
all too often people forget the basics of consumer behaviour.
1. Experiential verbs do better.
Things like “celebrate” or “love” get great results. Functional
words like “spend,” “grab,” and “continues” tend to be lacklustre.
Of course, in the right context any of these words can perform
awesomely – so don’t write them off. It’s all about testing, over
and over and over…
2. Ask for the money!
If you don’t ask, you don’t get. Any salesperson
will tell you the ABC rule – always be closing (or
as we say at Phrasee, ABT – always be testing.)
Words like “buy” and “get your” test well.
But, if you’re always using the same phrases
saying the same thing, your customers will
become immune to it. That’s why it’s critical to
try out loads of different phrases all the time to
learn what works for your business.
“Gimmeall
yourmoney!”
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Introducing 67 4.8% -27.1% 8.5% 36.5% 63.5% -3.8% -53.5% -16.2% 39.1% 92.6% -8.2% -40.7% -16.0% 10.5% 51.2%
celebrate 64 6.3% -29.9% 0.7% 34.1% 64.0% -18.1% -57.9% -28.3% 20.1% 78.0% -22.9% -53.4% -27.0% 7.2% 60.6%
What phrases can you use to sell more online
without sounding desperate?
Our first reaction when we discovered
these results was: “Wow! If only every sale
only lasted for 24 hours and offered a
discount on orders over a certain amount!”
But, unfortunately things aren’t that easy.
First of all, you need to remember that your
consumers are not dummies. Humans are
intelligent, unique and complex beings.
Like the old adage goes, “you can fool
me once…”
If you read this report and start using the
phrase “24 hour offer” or “X discount on all
orders over $X” in every email, good luck…
Free
kisses
xxx
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread on orders over 83 17.3% -5.9% 11.7% 43.2% 49.2% 71.5% 9.2% 80.6% 158.2% 149.1% 46.3% 23.0% 50.5% 85.4% 62.4%
orders over 72 16.3% -7.9% 7.5% 43.2% 51.1% 54.4% -4.6% 47.8% 152.6% 157.2% 32.8% 18.8% 47.4% 83.6% 64.8%
off selected 71 36.6% 8.5% 36.8% 65.2% 56.7% 60.0% -16.2% 48.4% 141.2% 157.4% 17.1% -34.9% 16.7% 77.5% 112.3%
Two things will happen:
1.
Your customers will get bored of your
repetitive messaging; and
2.
Your competition will start copying you.
In 3 months’ time, “on orders over” and “24
hour offer” will have the lowest Phrasee
Scores™ around!
Remember: our analysis shows that the
response to individual words and phrases
change over time. What works now may
not work tomorrow. Always be testing!
Free delivery incentives – how much do your
customers hate paying for shipping?
Customers love free delivery. Having to pay for
shipping is a barrier to purchase for many online
consumers. How people respond to the wording
of “free delivery” offers differ based upon the
accompanying words.
It’s clear that the word “delivery” tends to work better than
“shipping.” But what makes the big difference is the descriptors
placed next to “delivery.”
Adding “delivery” as an extra option (i.e. “plus free delivery”) gets
lots of eye share. Lead with the sale and the product and offer
free delivery as a benefit of purchasing.
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread plus free delivery 83 24.0% -5.6% 23.8% 43.2% 48.8% 77.6% 9.6% 64.8% 109.6% 100.0% 43.2% 8.4% 33.1% 58.2% 49.8%
free delivery 54 11.2% -14.2% 15.9% 57.5% 71.7% 33.3% -36.5% 12.3% 104.9% 141.4% 20.0% -29.9% 2.6% 50.4% 80.3%
New
“New” stuff – and a bonus explanation of the
importance of linguistic interdependence
The word “New” can evoke
excitement amongst customers.
Everyone wants the latest and
greatest products.
But, context is important.
Individual word choice
doesn’t make a big
difference. If you
change a single word,
great – you’ve got a
thesaurus – but you’ve
not learned much. The
results will only tweak
a little bit.
Words in a subject line are interdependent
–one phrase affects another, and vice
versa. Changing one phrase won’t lift your
open rates in the long term. You need to
consider the sentiment and meaning
of a subject line, not just individual
words out of context.
For example, as illustrated below,
using the word “New” is sometimes
good, and sometimes not.
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread new products 73 16.0% -24.5% 4.5% 40.6% 65.2% 40.0% -31.2% 12.0% 72.4% 103.6% 20.7% -16.9% -0.5% 45.3% 62.2%
new lines added 73 1.7% -46.9% -0.4% 25.2% 72.1% 79.1% -13.3% 33.0% 124.9% 138.2% 76.1% 16.3% 76.8% 149.8% 133.5%
new arrivals 63 -10.2% -33.9% -9.9% 13.1% 47.0% 45.7% -36.5% 14.2% 105.3% 141.7% 62.2% 3.6% 28.9% 92.0% 88.4%
Anyone who tells you a single word is
better than another hasn’t done their
homework… and doesn’t understand
subject line science.
Percentage discounts (and why bad
open rates are sometimes good)
When it comes to percentage
discounts, none of them have Phrasee
Scores™ that light the world on fire.
So this means you should never use
a percentage discount, right?
Wrong! Remember the intention of the
Phrasee Score™ is to show predictability of
good or bad results. The lower the score,
the less predictable a good result.
For percentage discounts, it is hit or miss.
You see the effects in the click through
rate more than the open rate. Every single
percentage discount offer varies wildly.
What this means is that percentage
discounts, when used in an appropriate
way, can deliver huge uplift to your results.
Why not look at conversion
rates instead of clicks?
Conversions clearly matter the most
when selling via the email channel. But,
conversions are rare events. Statistical
significance is difficult to measure with
a single campaign, or even dozens of
campaigns. By using conversion rates as
decision criteria you run the risk of making
decisions based upon random variance
instead of proper statistical inference.
You may be making decisions based upon
outliers and false positives.
Phrasee aggregates conversion metrics across
millions of email campaigns to determine
what percentage based offers to test. But,
we also consider open and click rates –
both of which correlate with conversion
rates in the long run. We let machine
learning do the work, not gut feeling.
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread 70% 61 -17.4% -39.4% -11.3% 25.2% 64.6% 49.4% -45.1% 43.8% 187.4% 232.5% 80.8% 4.5% 68.0% 149.4% 144.9%
50% 54 -5.7% -38.2% -2.5% 43.4% 81.6% 33.7% -60.8% 0.6% 153.2% 214.0% 41.9% -38.3% 18.0% 93.4% 131.7%
Should you include your brand
name in your subject lines?
Including your brand name in a subject line is often viewed as redundant.
It’s already in your from name, so why include it in the subject line?
Because, repetition works.
It reinforces your brand as top-of-mind. It reinforces your brand as top-of-mind.
It reinforces your brand as top-of-mind.
Think about the most annoying advertising jingle you can think of. Hum it to yourself.
And I bet you know exactly what brand it represents.
We repeat, repetition works.
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Include brand name
in subject line
Personalisation – does it work in
subject lines, and is it creepy?
In 2015, personalisation is a big trend. The belief is that a more
personalised message delivers better results. This is true… to a point.
Hi Bob
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread just for you 61 -10.6% -12.4% 8.1% 41.3% 53.7% -7.7% -31.4% 9.4% 157.5% 188.9% 3.3% -28.8% 13.3% 94.2% 123.1%
personalised for you 53 -23.2% -39.7% -10.2% 7.0% 46.7% -42.3% -75.2% -63.7% -17.3% 57.9% -24.9% -63.7% -53.4% -18.3% 45.4%
Including first name 53 -36.9% -57.2% -17.3% 49.5% 106.7% -34.6% -92.6% -66.0% 73.7% 166.3% 3.6% -77.9% -48.7% 38.4% 116.3%
Personalisation works when it’s done well.
And when it’s not done well, guess what –
it doesn’t work.
Using a person’s first name in a subject
line can work wonders. Sometimes even
simpler personalisation works just as well.
For example, intoning personalisation
without actual personalisation! Take, for
example, the phrase “Just for you,” which
has an above average Phrasee Score™.
Including a personalised product selection
in a subject line can have a negative
effect on results. Often when you use a
personalised product it’s based upon
predictive analytics… and even more often
it’s based upon a customer’s last purchase.
Like we’ve said many times in this report,
consumers are fickle beasts. Predicting
what someone wants to buy is tricky…
and if you get it wrong, customers get
turned off.
How many awesome superlatives should
you use in incredible, life-changing emails?
This is an adequate section of the
report. Or is it amazing? Read on
to find out…
Using words and phrases to build upon
core concepts makes a big difference.
Adjectives, adverbs, punctuation and
other superlative elements add to your
subject line’s effectiveness.
In English, these words come before
a noun – meaning we interpret the
descriptive phrase before the product.
Selecting the right superlative phrases
matters… a lot.
SHAMELESS PLUG ZONE
That’s where Phrasee comes in!
But, knowing what the right word is at the
right time is hard to predict. Sure, you can
look at past results… but, if you look at
past results then you’ll keep using the same
words over and over.
According to the table below, the subject
line “brand new ideas with the latest,
fantastic great deals!” may get you a
couple more opens in the short term. But
after doing it once, that ship has sailed…
and thinking of more variants is hard.
Miss
Magnificent
Awesome
Captain
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread brand new 71 36.9% 1.9% 31.3% 70.6% 68.7% 8.2% -44.4% 14.7% 59.2% 103.6% -20.9% -53.0% -21.1% 27.8% 80.9%
latest 70 25.4% -31.3% 14.5% 87.1% 118.4% 12.9% -49.2% 6.2% 58.7% 107.9% -9.9% -36.1% -13.7% 22.7% 58.7%
special 70 11.6% -22.9% 1.6% 65.4% 88.3% 15.0% -63.6% -19.7% 71.7% 135.4% 3.1% -48.4% -15.0% 28.8% 77.2%
The key to superlative success is to test out
many, many synonyms and phrases… and
to re-test them over and over, many times.
What about urgency? You had better read this
section RIGHT NOW or you’ll miss out…
Making people take action from your email to
purchase something is difficult. There are many
factors that drive an email conversion. Highlighting
the urgency of a sale can drive action… but it can also
sound like a broken record.
How many times have you seen an advertisement offering you the
“best ever discounts”? Some products are always on sale… and
consumers become numb towards these offers.
There are billions of ways to drive home an urgent offer. The key is
to try out a huge amount of variants that intone urgency… without
being boring.
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread sale starts 82 13.2% -12.9% 20.7% 49.7% 62.6% 77.6% 1.8% 91.9% 210.8% 209.0% 56.8% 8.2% 55.5% 141.0% 132.8%
back in stock 79 4.5% -49.9% -9.3% 26.5% 76.4% 22.5% -56.8% -10.6% 63.4% 120.2% 17.3% -21.3% -4.9% 32.6% 53.9%
Should you pose questions in subject lines? Hmm…
Often people ask questions within
subject lines… which sometimes
works, and sometimes doesn’t. Like
a wise man once said – 60% of the
time, it works every time.
There are notable differences in question
content, so don’t make wide, sweeping
assumptions about what sorts of questions
work and which don’t. But there are some
interesting trends that appear over time.
“Why does the word
'monosyllabic' have
five syllables?”
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread what...? 64 10.6% -30.9% 11.1% 55.3% 86.2% -12.0% -65.5% -29.8% 45.0% 110.5% -20.5% -55.0% -24.7% 3.9% 58.9%
do...? 54 19.9% -16.9% 1.4% 25.7% 42.6% 26.1% -41.5% 15.4% 33.5% 75.0% 5.1% -34.4% 10.9% 14.4% 48.8%
can...? 54 -7.5% -72.5% -25.7% 55.3% 127.8% -20.7% -84.1% -39.0% 48.2% 132.3% -14.3% -54.0% -14.2% 47.9% 102.0%
Closed questions (questions you answer
with yes or no) tend to do better than
open questions. Negative questions (don’t,
can’t) tend to perform worse. This doesn’t
mean you should never use negatives or
open questions. It means that you should
be sure it’s appropriate and in context…
and test them all out on your audience to
learn what works.
Punctuation, it’s important; what should you use,
and when?!? Read on…
Punctuation changes the gist of a subject line. It has a huge effect
on how consumers interpret and respond to a given text phrase.
Many people are loathe to use extra punctuation… but it’s not
always bad! For example, using many exclamation marks to drive
home a point can be effective.
In the ecommerce sector at least, consider the number of points
you need to make in a subject line. Including too many things, for
example using lots of commas, or plus/&, can have a negative
response on response.
Sometimes, keeping it simple is best!
Let’s eat,
Grandma!
or
Let’s eat
Grandma!
Punctuation.
It saves lives.
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread … 76 24.4% -1.0% 39.1% 63.8% 64.8% 49.7% -28.2% 23.9% 120.6% 148.8% 20.3% -36.2% -10.7% 107.3% 143.5%
!!! 72 15.5% 1.2% 1.5% 20.9% 19.6% -20.5% -47.3% 1.5% 18.7% 66.1% -31.1% -47.8% -2.3% 4.1% 51.9%
Here’s a list of countries mentioned in subject lines
that has no scientific merit whatsoever.
Lots of our data is from travel companies who offer
holidays to a variety of destinations. We got to
thinking – what destinations get the most opens from
this subset?
It turns out Canada is popular, and the USA less so. We don’t get
that – our CTO just spent a month in Texas and our CEO loves a
cheeky weekend in New York or Vegas!
Our initial thought is people want to go on holiday to places where
people drink more alcohol. Nope! There is a negative correlation
(-0.02) between the Phrasee Score™ and national alcohol
consumption!
There is a positive correlation (0.2) between the Phrasee Score™
and the Programme for International Student Assessment. Is tourism
about education these days? What happened to lying on a beach
and getting a suntan?!?
These statistics mean absolutely nothing. But we got bored of
being serious for a second. Back to subject line science now!
Phrasee
Alcohol consumption
PISA
Score™
per capita (Litres)
Score
Canada
92
8
518
Scotland
65
11.8
494
France
54
12.6
495
Italy
42
6.9
485
UK
38
10
494
Germany
34
11.7
514
USA
19
8.6
481
Source: http://en.wikipedia.org/wiki/List_of_countries_by_alcohol_consumption_per_capita
Source: http://www.oecd.org/pisa/keyfindings/pisa-2012-results-overview.pdf
SHAMELESS PLUG ZONE
– You’ve been content marketed to
by Phrasee! (Erm... you should log in
to Phrasee now!”)
Action
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Introducing 67 4.8% -27.1% 8.5% 36.5% 63.5% -3.8% -53.5% -16.2% 39.1% 92.6% -8.2% -40.7% -16.0% 10.5% 51.2%
celebrate 64 6.3% -29.9% 0.7% 34.1% 64.0% -18.1% -57.9% -28.3% 20.1% 78.0% -22.9% -53.4% -27.0% 7.2% 60.6%
buy 61 18.0% -25.8% 5.6% 63.6% 89.4% -16.0% -56.9% -27.3% 37.7% 94.6% -28.8% -55.6% -28.8% 17.3% 72.9%
get your 54 10.7% -28.2% 8.8% 46.9% 75.1% 43.4% -20.8% 44.8% 125.2% 146.0% 29.6% -7.5% 50.8% 102.4% 109.9%
continues 55 -20.2% -46.9% -25.5% 6.5% 53.4% -19.5% -68.9% -35.3% 16.1% 85.0% 0.9% -43.1% -18.1% 30.4% 73.5%
love 52 -12.6% -38.8% -8.9% 26.1% 64.9% -26.3% -68.7% -29.4% 25.7% 94.4% -15.7% -51.7% -18.2% 21.8% 73.5%
grab a bargain 50 11.2% -5.1% 13.8% 82.7% 87.8% 64.3% 35.1% 51.3% 145.7% 110.6% 47.8% 19.9% 52.1% 77.7% 57.8%
win 48 -6.0% -42.2% -8.3% 57.7% 100.0% 13.4% -51.3% -0.2% 81.4% 132.8% 20.7% -33.6% 6.1% 66.0% 99.6%
shop 47 -17.0% -47.3% -20.9% 11.7% 59.0% -9.6% -64.1% -24.4% 31.8% 95.9% 8.8% -34.2% -4.3% 48.9% 83.1%
check out 44 -4.1% -24.7% -6.0% 31.2% 55.9% -2.7% -57.7% -16.1% 41.8% 99.6% 1.4% -44.4% -16.8% 16.4% 60.8%
join 40 -16.2% -48.5% -4.1% 22.0% 70.5% -41.6% -76.6% -45.7% 4.7% 81.3% -30.4% -58.9% -34.8% 5.1% 64.0%
get 39 -21.5% -53.9% -23.1% 14.7% 68.5% -34.4% -80.2% -45.6% 15.6% 95.7% -16.5% -59.8% -27.8% 16.2% 76.1%
enjoy 38 -19.8% -56.5% -23.0% 10.8% 67.3% -22.4% -70.8% -28.5% 19.9% 90.7% -3.3% -29.7% -2.2% 23.7% 53.4%
would you like 38 -31.7% -43.6% -10.9% 40.4% 84.1% -53.6% -72.6% -38.7% 24.0% 96.6% -32.1% -50.9% -37.9% 1.4% 52.3%
see 37 -16.4% -45.8% -8.4% 12.2% 57.9% -28.0% -67.8% -34.0% 11.5% 79.3% -13.9% -50.2% -25.8% -1.0% 49.2%
discover 37 12.8% -22.4% 5.6% 29.7% 52.0% -14.4% -54.5% -27.6% 12.5% 67.0% -24.1% -44.4% -21.4% 2.0% 46.4%
introducing our new 37 -12.9% -59.0% -36.0% 1.8% 60.8% 0.1% -80.1% -51.1% 2.8% 82.8% 15.0% -56.0% -6.4% 36.4% 92.4%
spend 34 2.2% -41.0% -9.2% 44.4% 85.4% -2.0% -67.6% -7.7% 57.7% 125.3% -4.1% -50.8% -10.5% 39.6% 90.5%
when you spend 29 -1.1% -36.3% -9.0% 31.6% 67.9% -27.4% -72.2% -37.2% 38.6% 110.8% -26.6% -56.4% -26.3% 22.3% 78.7%
claim your 25 -23.4% -63.9% -48.3% -6.2% 57.7% -62.5% -90.9% -77.3% -29.2% 61.7% -51.0% -79.8% -58.9% -36.2% 43.6%
get ready for 23 -11.9% -33.5% -15.8% 48.0% 81.5% -38.5% -71.1% -54.0% 1.7% 72.8% -30.2% -63.2% -41.3% 5.5% 68.6%
Brand name
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Include brand name
in subject line
66 15.9% -12.4% 2.7% 14.2% 26.6% 2.1% -12.1% 5.4% 14.2% 26.4% -30.5% -5.5% 30.9% 74.5% 80.0%
Country
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Canada 92 36.7% 34.3% 65.2% 84.1% 49.8% 86.9% 6.3% 137.7% 178.7% 172.4% 36.7% 50.7% 51.4% 89.9% 39.2%
Scotland 65 13.1% 5.0% 8.9% 35.3% 30.3% -19.6% -27.5% -7.5% 115.0% 142.5% -28.9% -33.4% -31.6% 71.5% 105.0%
France 54 23.9% -29.4% 15.9% 49.4% 78.7% 5.6% -40.0% -15.4% 41.1% 81.1% -14.8% -35.5% -23.1% -6.7% 28.8%
Italy 42 7.2% -28.9% -28.4% 64.6% 93.5% -49.7% -85.6% -82.2% 9.2% 94.8% -53.1% -79.9% -70.9% -33.7% 46.2%
UK 38 -5.1% -37.1% 8.7% 39.8% 76.9% 6.7% -38.5% 3.0% 80.6% 119.1% 12.5% -28.6% 13.3% 58.0% 86.6%
Germany 34 21.7% 38.5% 38.5% 47.2% 8.6% -41.4% -40.4% -40.4% -35.1% 5.3% -51.9% -53.2% -53.2% -30.2% 22.9%
Delivery
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread plus free delivery 83 24.0% -5.6% 23.8% 43.2% 48.8% 77.6% 9.6% 64.8% 109.6% 100.0% 43.2% 8.4% 33.1% 58.2% 49.8%
free delivery 54 11.2% -14.2% 15.9% 57.5% 71.7% 33.3% -36.5% 12.3% 104.9% 141.4% 20.0% -29.9% 2.6% 50.4% 80.3%
delivery & returns 50 7.5% -18.2% 11.5% 49.6% 67.8% 15.4% -37.8% 5.4% 80.6% 118.4% 7.3% -36.3% 0.5% 47.7% 84.0%
delivery 51 11.1% -11.0% 1.5% 32.8% 43.8% 76.7% 19.3% 59.6% 101.7% 82.5% 59.1% 30.2% 41.5% 69.1% 39.0%
next day delivery 47 -12.4% -18.2% -0.3% 10.6% 28.8% -52.7% -64.3% -55.2% -8.0% 56.4% -46.0% -59.6% -44.8% -19.7% 39.9%
+ free shipping 45 -9.3% -11.1% -4.9% 82.1% 93.1% 6.5% -17.1% 38.6% 151.4% 168.5% 17.5% -22.3% 38.1% 54.0% 76.3%
and free delivery 39 27.7% 17.1% 34.0% 112.9% 95.8% 84.1% -28.0% 12.4% 294.1% 322.1% 44.1% -31.4% -5.8% 66.6% 98.0%
free shipping 37 -10.4% -28.2% -13.6% 13.1% 41.4% 32.8% -11.0% 29.2% 92.1% 103.1% 48.2% -3.2% 51.6% 71.9% 75.2%
shipping 29 15.0% -16.8% 0.9% 48.9% 65.7% 11.1% -28.2% 9.3% 60.8% 89.0% -3.4% -35.4% 12.6% 59.2% 94.6%
+ free delivery 26 -8.4% -27.2% -10.2% 31.5% 58.7% -16.6% -58.9% -26.5% 47.9% 106.8% -8.9% -48.1% -14.0% 48.3% 96.4%
get free delivery 23 -6.2% -45.5% 12.9% 48.1% 93.5% -4.7% -66.3% -25.2% 57.6% 123.9% 1.6% -61.4% -18.9% 6.5% 67.9%
Currency
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread € 57 12.3% -18.4% 17.5% 63.3% 81.7% 14.4% -47.2% 3.0% 101.1% 148.4% 1.9% -46.0% -11.4% 54.8% 100.8%
£ 48 -11.6% -42.5% -6.0% 42.3% 84.8% -14.6% -66.9% -23.4% 44.0% 110.9% -3.3% -51.9% -19.6% 34.6% 86.5%
Discount
Greetings
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread FW 79 92.9% 68.2% 129.1% 234.9% 166.7% 257.3% 120.6% 319.5% 554.0% 433.4% 85.2% 28.2% 72.1% 121.2% 93.1%
hey 72 11.6% -2.6% 21.8% 56.3% 59.0% 2.8% -43.5% -11.3% 90.5% 134.0% -7.9% -41.1% -9.3% 29.9% 71.0%
RE: 61 -16.6% -1.9% 21.2% 53.2% 55.1% -66.9% -60.2% -18.1% 49.1% 109.3% -60.3% -67.1% -16.5% -2.6% 64.5%
hi 57 30.1% 12.9% 40.5% 73.4% 60.6% 90.7% 33.1% 93.9% 227.9% 194.8% 46.6% 21.1% 37.1% 89.0% 67.9%
hello 41 -25.9% -56.3% -26.6% -1.1% 55.2% -11.8% -69.1% -44.3% 3.7% 72.8% 19.0% -43.9% -1.2% 27.5% 71.4%
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread 70% 61 -17.4% -39.4% -11.3% 25.2% 64.6% 49.4% -45.1% 43.8% 187.4% 232.5% 80.8% 4.5% 68.0% 149.4% 144.9%
50% 54 -5.7% -38.2% -2.5% 43.4% 81.6% 33.7% -60.8% 0.6% 153.2% 214.0% 41.9% -38.3% 18.0% 93.4% 131.7%
% off sale 53 18.0% -13.1% 19.4% 46.1% 59.2% 83.7% 31.9% 93.7% 151.8% 119.9% 55.7% 24.6% 70.7% 129.0% 104.4%
40% 48 14.3% -40.3% 3.8% 53.3% 93.6% 14.3% -62.2% -7.0% 65.5% 127.7% -0.1% -44.6% -13.7% 41.0% 85.6%
% off 43 -1.7% -32.8% -0.6% 37.3% 70.1% 21.7% -53.6% 3.1% 90.1% 143.6% 23.9% -32.5% 9.4% 62.9% 95.4%
30% 42 -10.4% -38.4% -12.6% 24.6% 63.0% -1.7% -67.9% -15.4% 82.5% 150.4% 9.7% -50.1% -6.7% 79.9% 130.0%
10% 42 -0.3% -30.4% 3.3% 43.8% 74.2% -2.1% -55.6% -4.2% 75.8% 131.5% -1.8% -37.4% -1.6% 44.2% 81.6%
25% 42 -1.9% -26.3% 6.0% 35.9% 62.2% 27.6% -38.0% 38.9% 118.4% 156.4% 30.1% -23.3% 32.0% 97.8% 121.0%
20% 41 5.1% -28.5% 9.2% 35.8% 64.3% 15.6% -53.0% -0.2% 75.0% 128.1% 10.0% -44.8% -3.0% 50.4% 95.2%
% 40 -3.2% -33.1% -0.8% 37.6% 70.7% 12.0% -57.0% -4.2% 84.9% 141.9% 15.7% -38.4% 3.1% 58.9% 97.4%
% off everything 34 -14.3% -36.0% -9.2% 28.9% 64.9% 10.1% -54.5% 7.0% 81.8% 136.3% 28.5% -25.6% 12.8% 49.8% 75.4%
Other
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread news 60 0.6% -48.7% 2.0% 35.0% 83.8% -14.3% -80.5% -33.3% 26.4% 106.9% -14.8% -71.5% -31.1% 0.7% 72.1%
newsletter 57 -28.1% -48.8% -2.3% 12.6% 61.4% -48.2% -74.1% -34.2% -4.4% 69.7% -28.0% -65.2% -28.0% 8.6% 73.8%
online 57 14.4% -19.3% 10.8% 55.2% 74.5% 73.0% -30.0% 34.9% 169.8% 199.7% 51.3% -19.5% 41.6% 123.6% 143.1%
store 46 16.9% -17.6% 20.4% 47.5% 65.1% 48.9% -36.7% 10.7% 114.1% 150.8% 27.4% -45.2% 0.8% 95.6% 140.8%
tickets 42 -32.4% -47.2% -32.2% 18.9% 66.0% -16.9% -51.4% -12.0% 46.5% 97.9% 23.0% -29.8% 3.4% 85.7% 115.5%
store and online 40 15.0% -5.0% 20.4% 46.5% 51.4% 52.9% -17.7% 66.8% 133.0% 150.7% 32.9% -30.5% 53.6% 142.5% 173.0%
New
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread new products 73 16.0% -24.5% 4.5% 40.6% 65.2% 40.0% -31.2% 12.0% 72.4% 103.6% 20.7% -16.9% -0.5% 45.3% 62.2%
new lines added 73 1.7% -46.9% -0.4% 25.2% 72.1% 79.1% -13.3% 33.0% 124.9% 138.2% 76.1% 16.3% 76.8% 149.8% 133.5%
new arrivals 63 -10.2% -33.9% -9.9% 13.1% 47.0% 45.7% -36.5% 14.2% 105.3% 141.7% 62.2% 3.6% 28.9% 92.0% 88.4%
new 62 9.3% -21.6% 9.4% 55.7% 77.3% 20.2% -46.9% 9.8% 95.8% 142.7% 10.0% -37.7% -4.7% 54.0% 91.6%
Product
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread in stock 78 21.2% -26.3% 4.8% 97.9% 124.2% 22.0% -51.1% 10.1% 67.0% 118.1% 0.7% -34.1% -6.2% 29.9% 64.0%
gifts 56 -3.5% -19.2% -1.8% 13.8% 33.0% -17.8% -52.2% -17.4% 25.8% 78.0% -14.8% -43.5% -18.0% 14.4% 57.9%
gift ideas 51 14.3% -5.9% 12.3% 39.5% 45.3% -6.8% -23.5% -4.3% 38.0% 61.5% -18.5% -34.3% -19.3% 18.1% 52.4%
gift 48 0.4% -23.9% -0.2% 30.8% 54.7% -13.7% -58.9% -18.9% 29.4% 88.3% -14.0% -45.2% -19.7% 17.0% 62.2%
collection 48 2.3% -22.7% 2.9% 42.1% 64.8% 15.6% -47.4% 1.9% 92.2% 139.6% 12.9% -37.4% -2.4% 65.9% 103.2%
in store 46 13.8% -9.4% 21.7% 47.2% 56.6% 99.6% -16.2% 92.6% 188.5% 204.7% 75.4% -5.0% 87.5% 149.1% 154.1%
products 30 -12.9% -43.0% -16.4% 20.5% 63.5% -23.7% -71.9% -36.5% 3.3% 75.3% -12.5% -53.9% -21.8% 6.6% 60.5%
of the week 24 -9.6% -38.5% -24.3% 42.7% 81.2% -3.1% -60.3% -19.2% 55.3% 115.6% 7.1% -41.3% 5.1% 30.1% 71.4%
Personalisation
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Just for you 61 -10.6% -12.4% 8.1% 41.3% 53.7% -7.7% -31.4% 9.4% 157.5% 188.9% 3.3% -28.8% 13.3% 94.2% 123.1%
personalised for you 53 -23.2% -39.7% -10.2% 7.0% 46.7% -42.3% -75.2% -63.7% -17.3% 57.9% -24.9% -63.7% -53.4% -18.3% 45.4%
Punctuation
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread … 76 24.4% -1.0% 39.1% 63.8% 64.8% 49.7% -28.2% 23.9% 120.6% 148.8% 20.3% -36.2% -10.7% 107.3% 143.5%
!!! 72 15.5% 1.2% 1.5% 20.9% 19.6% -20.5% -47.3% 1.5% 18.7% 66.1% -31.1% -47.8% -2.3% 4.1% 51.9%
+ 54 -3.0% -36.8% -6.6% 28.2% 65.0% -1.7% -49.2% -12.2% 47.4% 96.6% 1.4% -31.5% -7.0% 51.6% 83.1%
! 53 -9.8% -33.5% -0.7% 33.3% 66.7% -4.4% -61.7% -18.4% 63.6% 125.3% 6.0% -45.9% -13.6% 43.2% 89.1%
& 51 8.3% -22.0% 2.7% 47.3% 69.3% 16.4% -43.8% 4.1% 81.4% 125.3% 7.5% -36.0% -0.6% 52.8% 88.8%
!! 47 -3.5% -9.5% -3.3% 4.3% 13.8% -34.0% -55.4% -41.6% -1.0% 54.4% -31.6% -48.1% -26.9% -2.6% 45.5%
two or more commas 45 6.6% -25.7% 4.1% 58.2% 83.8% 53.3% -29.4% 54.6% 124.2% 153.6% 43.9% -16.2% 37.6% 103.2% 119.4%
Questions
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread what...? 64 10.6% -30.9% 11.1% 55.3% 86.2% -12.0% -65.5% -29.8% 45.0% 110.5% -20.5% -55.0% -24.7% 3.9% 58.9%
do...? 54 19.9% -16.9% 1.4% 25.7% 42.6% 26.1% -41.5% 15.4% 33.5% 75.0% 5.1% -34.4% 10.9% 14.4% 48.8%
can...? 54 -7.5% -72.5% -25.7% 55.3% 127.8% -20.7% -84.1% -39.0% 48.2% 132.3% -14.3% -54.0% -14.2% 47.9% 102.0%
may...? 54 -25.9% -56.3% -29.3% 6.5% 62.8% -37.7% -89.2% -67.9% -8.3% 80.9% -15.9% -74.7% -41.9% -1.0% 73.7%
won't...? 55 -9.6% -39.3% -3.5% 47.6% 86.9% -20.2% -75.1% -36.2% 16.9% 92.0% -11.7% -61.6% -41.3% 23.9% 85.5%
? 51 0.0% -34.5% 1.3% 48.5% 83.0% 0.0% -65.3% -17.8% 67.5% 132.8% 0.0% -51.0% -17.1% 38.4% 89.4%
how...? 47 7.3% -46.5% -9.8% 70.0% 116.6% 4.0% -68.6% -27.0% 53.3% 122.0% -3.1% -51.1% -21.8% 35.4% 86.5%
why...? 45 0.1% -38.5% -8.1% 30.1% 68.7% -33.8% -67.1% -32.0% 1.6% 68.7% -33.8% -61.6% -30.6% 5.6% 67.2%
can't...? 37 24.8% -19.1% 6.3% 84.6% 103.8% 21.2% -43.5% -32.0% 98.8% 142.3% -2.9% -46.9% 3.3% 49.5% 96.4%
will...? 30 -26.7% -67.4% -20.6% 4.5% 72.0% -28.4% -94.7% -77.9% -3.1% 91.6% -2.2% -86.5% -50.8% -3.9% 82.6%
where...? 27 -40.7% -47.0% -39.4% -22.9% 24.2% -63.4% -72.6% -60.7% -21.3% 51.3% -38.2% -50.7% -39.4% -15.3% 35.5%
who...? 28 -12.0% -25.7% -11.7% 3.0% 28.7% -10.7% -58.5% -39.7% 17.5% 76.1% 1.4% -43.9% -23.3% -5.2% 38.7%
Sales
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread on orders over 83 17.3% -5.9% 11.7% 43.2% 49.2% 71.5% 9.2% 80.6% 158.2% 149.1% 46.3% 23.0% 50.5% 85.4% 62.4%
orders over 72 16.3% -7.9% 7.5% 43.2% 51.1% 54.4% -4.6% 47.8% 152.6% 157.2% 32.8% 18.8% 47.4% 83.6% 64.8%
off selected 71 36.6% 8.5% 36.8% 65.2% 56.7% 60.0% -16.2% 48.4% 141.2% 157.4% 17.1% -34.9% 16.7% 77.5% 112.3%
your next order 69 -4.3% -12.1% -5.6% 41.5% 53.6% -35.7% -63.3% -35.3% 0.9% 64.1% -32.9% -54.9% -29.5% -18.2% 36.7%
available 69 13.9% 0.3% 34.6% 92.3% 92.0% 20.6% -46.7% 35.6% 185.8% 232.5% 5.9% -48.6% -0.9% 59.3% 108.0%
24 hour offer 68 -4.3% -8.8% -6.0% 2.9% 11.7% -43.0% -53.3% -41.7% -34.3% 19.0% -40.4% -46.8% -37.1% -26.9% 20.0%
save an extra 67 6.6% -39.7% 24.8% 92.5% 132.2% -29.5% -46.4% -29.7% -3.9% 42.5% -33.9% -47.2% -24.0% -20.6% 26.6%
voucher 65 -13.0% -43.3% -13.7% 9.9% 53.2% -13.8% -59.9% -27.1% 11.9% 71.8% -1.0% -39.9% -17.1% 48.2% 88.1%
our sale 65 4.5% -19.0% 13.8% 43.8% 62.8% 49.2% -15.4% 45.7% 150.2% 165.6% 42.7% -17.1% 31.9% 96.2% 113.4%
clearance 65 19.7% -17.6% 25.5% 59.5% 77.2% 99.2% 17.7% 112.9% 194.5% 176.8% 66.3% 30.3% 74.5% 118.8% 88.6%
reductions 65 8.3% -24.1% 4.7% 45.4% 69.5% 70.7% -17.5% 51.5% 166.2% 183.7% 57.6% 1.1% 38.0% 127.0% 125.9%
buy one get one free 60 89.4% 47.7% 74.0% 84.8% 37.1% -56.9% -63.2% -56.3% 90.2% 153.4% -77.3% -73.1% -70.4% 9.3% 82.4%
sale 60 4.5% -24.8% 8.8% 47.0% 71.8% 54.7% -31.5% 45.0% 147.5% 179.0% 48.0% -13.7% 33.4% 99.2% 112.9%
your order 59 85.0% -3.5% 188.3% 230.2% 233.7% 51.3% -57.5% 82.4% 187.5% 245.0% -18.2% -47.2% -20.4% -9.7% 37.5%
offers 58 14.5% -23.5% -2.0% 40.8% 64.3% 77.3% -13.3% 38.1% 166.2% 179.5% 54.9% -7.5% 36.0% 136.4% 143.9%
further reductions 59 16.8% -28.1% -5.1% 34.3% 62.4% -1.1% -61.8% -18.4% 40.4% 102.2% -15.3% -52.5% -14.9% 34.0% 86.5%
order 56 28.5% -0.8% 41.9% 133.9% 134.8% 66.7% -15.9% 110.2% 308.7% 324.6% 29.7% -17.7% 59.9% 109.7% 127.5%
worth 58 11.7% -22.2% 9.4% 81.9% 104.1% -10.0% -57.4% -6.9% 88.7% 146.0% -19.5% -53.6% -22.5% 18.4% 72.0%
only 56 2.5% -25.8% 5.4% 38.8% 64.5% -1.2% -59.6% -19.7% 47.4% 107.0% -3.6% -51.8% -23.1% 23.5% 75.3%
offer 56 6.5% -26.6% 2.3% 36.7% 63.2% -14.1% -65.5% -31.4% 29.9% 95.4% -19.4% -58.4% -28.9% 16.6% 75.0%
prices 56 68.7% -8.8% 74.5% 237.5% 246.4% 108.2% -30.9% 92.5% 344.6% 375.4% 23.4% -29.7% 6.1% 61.8% 91.6%
from just 53 28.4% -17.9% 20.3% 74.5% 92.4% 38.0% -51.9% 6.0% 109.8% 161.7% 7.5% -47.1% -14.0% 36.7% 83.8%
orders 54 30.9% -15.0% 10.1% 54.4% 69.3% 15.1% -29.8% 15.7% 45.0% 74.7% -12.1% -24.0% -6.7% 26.0% 49.9%
price 55 28.4% -17.9% 20.3% 74.5% 92.4% 38.0% -51.9% 6.0% 109.8% 161.7% 7.5% -47.1% -14.0% 36.7% 83.8%
from only 55 30.9% -15.0% 10.1% 54.4% 69.3% 15.1% -29.8% 15.7% 45.0% 74.7% -12.1% -24.0% -6.7% 26.0% 49.9%
Sales (continued)
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread from just 53 -68.2% -90.4% -67.3% -45.8% 44.6% -82.3% -98.1% -94.9% -86.6% 11.5% -44.5% -86.2% -80.8% -51.9% 34.3%
3 for 2 53 32.3% -15.1% 19.3% 40.6% 55.7% -18.3% -36.6% -6.7% 44.6% 81.3% -38.3% -38.8% -27.0% 20.2% 58.9%
2 for 1 51 10.6% -34.1% 33.8% 38.6% 72.8% -24.3% -48.9% -47.3% 48.7% 97.6% -31.5% -60.6% 0.8% 125.8% 186.4%
€* off 51 2.0% -19.5% 9.7% 41.7% 61.2% 20.9% -36.3% 16.2% 102.3% 138.6% 18.6% -35.3% 12.4% 72.8% 108.1%
sale continues 51 10.3% -28.2% 9.8% 43.8% 72.1% 42.9% -14.8% 60.0% 126.0% 140.8% 29.6% 0.8% 55.7% 106.4% 105.6%
get one free 50 51.3% -37.7% -5.7% 26.5% 64.2% -57.7% -75.4% -56.3% -12.7% 62.7% -72.0% -69.9% -47.9% -3.0% 66.9%
sale & clearance 50 8.6% -12.0% 23.0% 40.8% 52.8% 148.7% 93.8% 151.8% 234.2% 140.5% 129.1% 103.0% 129.0% 156.9% 54.0%
on all orders 50 -0.9% -26.0% 1.5% 25.6% 51.6% 12.2% -52.8% 24.6% 97.6% 150.5% 13.2% -42.9% 30.5% 78.8% 121.7%
deal 49 8.6% -29.5% 14.6% 61.6% 91.1% 4.2% -53.6% -4.9% 60.2% 113.7% -4.0% -41.3% -12.9% 34.4% 75.7%
up to 49 -4.3% -38.8% 1.9% 51.8% 90.6% 28.3% -56.4% 8.4% 109.1% 165.5% 34.0% -29.4% 12.2% 74.5% 103.9%
all orders 46 1.4% -26.4% 1.9% 24.9% 51.3% 8.6% -58.5% 14.3% 80.8% 139.3% 7.1% -43.3% 17.5% 71.2% 114.5%
£* off 45 -4.9% -41.1% -7.2% 51.8% 92.9% -17.2% -66.0% -35.0% 45.1% 111.1% -13.0% -52.8% -22.3% 14.8% 67.7%
deals 45 -7.1% -42.0% -5.4% 42.7% 84.7% -6.0% -53.6% -0.5% 52.8% 106.3% 1.2% -26.4% -1.4% 37.8% 64.2%
half price 45 8.3% -26.4% 6.5% 35.3% 61.6% 16.8% -57.2% -20.0% 65.8% 122.9% 7.9% -50.9% -16.0% 38.1% 89.0%
free product offer 44 -4.0% -43.9% 0.5% 28.0% 72.0% -63.4% -79.2% -73.9% -50.7% 28.5% -61.9% -72.0% -63.9% -56.3% 15.7%
vouchers 43 -20.2% -42.2% -9.6% 5.9% 48.1% -32.3% -57.7% -34.1% -4.0% 53.7% -15.1% -37.8% -18.6% -1.4% 36.4%
free 41 -6.2% -34.4% 5.1% 55.4% 89.8% -6.6% -58.3% -10.5% 88.6% 146.9% -0.5% -46.0% -7.9% 59.2% 105.2%
save 41 -3.7% -32.4% -1.3% 50.5% 82.9% -11.8% -65.3% -28.4% 40.4% 105.6% -8.5% -54.7% -26.2% 28.4% 83.1%
discount 41 -19.7% -51.8% -27.1% 13.9% 65.7% -8.4% -68.0% -25.3% 42.8% 110.8% 14.1% -39.7% -4.1% 51.9% 91.6%
everything 40 -8.4% -31.7% -5.8% 25.5% 57.3% 7.1% -47.1% -1.9% 66.7% 113.8% 16.9% -29.0% 2.2% 43.7% 72.6%
save up to 38 0.2% -32.4% 13.3% 60.7% 93.1% -7.6% -56.7% -2.5% 64.3% 121.0% -7.7% -39.8% -12.6% 32.8% 72.6%
off everything 34 -14.8% -36.6% -9.2% 27.0% 63.5% 8.0% -55.9% 3.7% 77.8% 133.7% 26.7% -28.5% 8.2% 48.6% 77.1%
savings 31 4.0% -39.4% -6.4% 50.9% 90.3% -7.4% -64.6% -26.5% 56.4% 121.0% -11.0% -46.0% -5.2% 34.7% 80.7%
$* off 28 -12.9% -24.2% -3.1% 21.5% 45.8% -3.9% -30.1% 10.9% 52.9% 83.0% 10.4% -11.6% 16.0% 44.9% 56.6%
off all 26 -3.7% -34.9% 8.5% 41.4% 76.2% 4.3% -67.1% -0.2% 100.7% 167.8% 8.3% -41.5% -5.7% 74.5% 116.0%
offer ends 23 16.1% -12.4% 16.0% 57.4% 69.8% -9.4% -59.6% -16.7% 33.1% 92.7% -22.0% -54.1% -29.1% 16.2% 70.2%
Superlatives
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread brand new 71 36.9% 1.9% 31.3% 70.6% 68.7% 8.2% -44.4% 14.7% 59.2% 103.6% -20.9% -53.0% -21.1% 27.8% 80.9%
latest 70 25.4% -31.3% 14.5% 87.1% 118.4% 12.9% -49.2% 6.2% 58.7% 107.9% -9.9% -36.1% -13.7% 22.7% 58.7%
special 70 11.6% -22.9% 1.6% 65.4% 88.3% 15.0% -63.6% -19.7% 71.7% 135.4% 3.1% -48.4% -15.0% 28.8% 77.2%
wonderful 60 -2.4% -9.5% -0.6% 58.2% 67.7% 18.3% -18.7% 29.5% 78.2% 96.9% 21.3% -50.2% -12.5% 79.3% 129.5%
great deals 58 8.7% -48.3% -13.5% 62.5% 110.8% -5.0% -62.7% -16.4% 101.2% 164.0% -12.6% -42.9% -9.1% 24.3% 67.2%
selected 58 16.3% -6.8% 27.2% 60.6% 67.4% 25.3% -41.2% 33.7% 122.6% 163.8% 7.8% -38.0% 5.3% 67.5% 105.5%
amazing 57 -3.5% -18.0% -3.3% 34.3% 52.3% 18.2% -59.5% -11.2% 67.6% 127.1% 22.5% -51.1% -13.9% 78.9% 130.0%
exclusive 55 -0.7% -43.1% 4.3% 56.6% 99.7% -2.4% -74.0% -35.0% 40.1% 114.1% -1.7% -56.8% -30.7% 16.7% 73.5%
exclusive 55 -0.7% -43.1% 4.3% 56.6% 99.7% -2.4% -74.0% -35.0% 40.1% 114.1% -1.7% -56.8% -30.7% 16.7% 73.5%
ideas 53 16.6% -12.4% 2.2% 29.9% 42.2% 6.3% -34.9% -10.9% 28.1% 63.0% -8.8% -34.8% -17.7% 28.1% 62.8%
extra 52 11.0% -22.0% 13.8% 56.4% 78.4% 37.8% -35.4% 35.0% 111.3% 146.7% 24.2% -26.1% 14.9% 70.7% 96.8%
incredible 51 6.1% -7.2% -1.3% 11.1% 18.3% 31.8% -19.7% -4.4% 113.3% 133.0% 24.2% -8.1% -6.5% 92.0% 100.1%
happy 49 -1.3% -36.5% 1.2% 54.8% 91.2% -6.0% -70.6% -19.5% 80.4% 151.1% -4.8% -54.8% -0.5% 43.1% 97.8%
big 48 9.7% -38.6% 8.0% 63.8% 102.4% 32.0% -49.5% -1.4% 100.8% 150.3% 20.3% -35.4% -3.6% 57.7% 93.1%
great 47 3.6% -30.8% -5.3% 33.5% 64.3% -5.8% -58.4% -20.8% 44.9% 103.2% -9.0% -47.5% -18.2% 26.1% 73.6%
great 47 3.6% -30.8% -5.3% 33.5% 64.3% -5.8% -58.4% -20.8% 44.9% 103.2% -9.0% -47.5% -18.2% 26.1% 73.6%
top 5 46 15.8% 2.3% 5.7% 13.3% 11.0% 42.1% 28.8% 82.3% 96.9% 68.1% 22.7% 5.0% 74.2% 85.0% 80.0%
fantastic 46 1.6% -23.5% -7.7% 39.0% 62.5% -21.0% -70.4% -27.2% 8.7% 79.1% -22.3% -61.5% -39.3% 28.9% 90.3%
top 38 -1.7% -32.5% 0.6% 35.8% 68.2% 2.7% -54.2% -4.7% 73.3% 127.5% 4.5% -39.8% -7.1% 58.9% 98.7%
best 38 -0.8% -31.3% 1.0% 45.0% 76.3% -16.1% -54.6% -20.4% 39.8% 94.5% -15.5% -47.7% -16.9% 27.7% 75.4%
exciting 37 18.8% -17.0% 10.3% 70.1% 87.2% 3.1% -47.7% 11.2% 67.9% 115.6% -13.2% -43.7% -18.7% 27.9% 71.6%
good 34 -19.9% -53.2% -33.7% 4.6% 57.8% -15.9% -71.3% -24.7% 6.8% 78.2% 5.0% -48.0% -13.7% 47.6% 95.6%
perfect 32 -3.1% -37.8% -7.3% 26.2% 64.0% -14.9% -66.3% -39.8% 22.4% 88.6% -12.2% -46.5% -31.9% 4.1% 50.6%
Urgency
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread sale starts 82 13.2% -12.9% 20.7% 49.7% 62.6% 77.6% 1.8% 91.9% 210.8% 209.0% 56.8% 8.2% 55.5% 141.0% 132.8%
back in stock 79 4.5% -49.9% -9.3% 26.5% 76.4% 22.5% -56.8% -10.6% 63.4% 120.2% 17.3% -21.3% -4.9% 32.6% 53.9%
stock 76 17.9% -22.5% 4.8% 49.6% 72.0% 27.6% -48.7% 11.2% 80.0% 128.7% 8.2% -40.0% 0.6% 45.2% 85.2%
sale now 73 2.2% -27.6% 9.7% 39.3% 66.9% 85.2% -25.5% 48.0% 176.0% 201.5% 81.1% 10.7% 45.3% 126.9% 116.2%
now in 72 10.1% -33.3% 17.3% 61.5% 94.9% 20.5% -60.3% 8.8% 94.1% 154.4% 9.4% -25.1% -1.5% 38.9% 64.0%
supply 63 -37.2% -52.4% -40.1% -20.5% 31.9% 15.5% -48.9% 0.4% 55.5% 104.4% 84.1% 2.2% 63.6% 112.0% 109.8%
now 62 -1.6% -38.7% 1.2% 44.4% 83.0% 21.2% -63.1% -4.6% 99.9% 163.0% 23.2% -38.8% 1.9% 65.4% 104.2%
sale ends soon 58 -19.2% -24.5% -3.2% 14.7% 39.2% -3.8% -46.8% 6.9% 67.4% 114.2% 19.1% -31.1% 23.9% 66.7% 97.7%
this weekend 52 10.0% -23.8% 2.7% 30.8% 54.5% -23.1% -69.9% -42.7% 0.7% 70.6% -30.1% -64.8% -43.2% -4.0% 60.8%
now available 51 -5.8% -13.4% 68.5% 101.0% 114.4% -22.1% -65.1% 1.8% 121.7% 186.8% -17.3% -57.4% -17.1% 12.6% 70.0%
sale ends 51 0.4% -22.6% 1.0% 34.8% 57.4% 44.4% -46.8% 27.6% 141.6% 188.4% 43.9% -31.1% 23.9% 82.1% 113.1%
weekend only 50 -4.8% -32.1% -0.6% 29.6% 61.7% -39.2% -69.9% -43.5% -17.9% 52.0% -36.1% -61.9% -48.8% -6.8% 55.1%
this week 50 13.6% -24.1% 11.8% 43.1% 67.3% -1.7% -65.4% -28.6% 45.9% 111.4% -13.5% -58.2% -26.7% 25.7% 83.9%
limited 49 -24.8% -42.1% -1.1% 42.5% 84.6% -46.4% -86.2% -41.5% 59.9% 146.0% -28.8% -68.6% -38.9% 10.4% 79.0%
this weekend only 49 -8.6% -33.2% -0.8% 22.9% 56.1% -39.9% -70.0% -44.1% -18.8% 51.3% -34.2% -63.5% -43.0% -6.8% 56.6%
today 45 -14.3% -39.2% -5.9% 36.7% 75.9% -14.8% -73.2% -34.5% 46.9% 120.1% -0.5% -52.2% -26.4% 24.1% 76.3%
final 44 17.6% -18.0% 21.6% 56.6% 74.6% 33.3% -48.0% 6.4% 109.5% 157.5% 13.4% -46.4% -1.5% 59.6% 106.1%
tomorrow 43 1.7% -27.1% 0.9% 44.0% 71.1% 15.5% -52.6% 3.5% 89.9% 142.5% 13.6% -42.7% 11.0% 56.4% 99.1%
ends sunday 41 3.3% -17.1% 2.8% 27.8% 44.9% 44.1% -0.6% 48.0% 103.5% 104.1% 39.5% 15.4% 45.3% 86.0% 70.5%
ends soon 41 -6.8% -32.7% -13.2% 70.1% 102.8% 43.0% -68.3% -30.0% 174.9% 243.2% 53.5% -52.1% -9.1% 88.3% 140.4%
don't miss out 38 -5.0% -38.1% -12.8% 21.2% 59.2% -2.5% -60.1% -29.4% 36.2% 96.3% 2.6% -45.2% -25.2% 36.4% 81.6%
last few days 37 -0.6% -32.0% 5.6% 20.2% 52.2% 51.9% -54.2% 35.8% 111.5% 165.6% 52.8% -38.0% 35.4% 107.3% 145.3%
this week's deal 37 37.9% 11.8% 41.0% 66.8% 55.0% -8.6% -57.9% -1.8% 29.5% 87.3% -33.7% -48.1% -26.7% -15.4% 32.7%
Urgency (continued)
Open rate
Click rate
CTO rate
Phrase Phrasee Score™
Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread ends tomorrow 35 -1.2% -26.2% -2.4% 30.8% 56.9% 17.6% -48.1% 7.5% 83.1% 131.2% 19.0% -28.3% 22.1% 59.6% 87.9%
last chance to save 34 10.9% -32.4% -2.1% 50.2% 82.6% -39.0% -62.7% -54.6% 3.4% 66.1% -45.0% -61.9% -53.4% -13.0% 48.9%
last minute 33 0.5% -29.7% -9.6% 12.6% 42.3% -17.2% -68.1% -30.0% 14.7% 82.8% -17.6% -45.7% -32.0% 22.9% 68.6%
ends 30 6.3% -31.2% -0.8% 44.1% 75.2% 6.9% -57.4% -13.3% 59.8% 117.3% 0.6% -47.9% -16.5% 40.6% 88.5%
sale ends tomorrow 29 -1.9% -19.9% -8.6% 16.2% 36.1% 2.9% -50.4% -34.5% 56.2% 106.6% 4.9% -40.4% -15.5% 42.2% 82.6%
last 29 -4.3% -31.7% -4.5% 27.9% 59.6% -19.8% -68.1% -33.7% 26.0% 94.1% -16.2% -56.9% -27.6% 20.7% 77.6%
ready for the 29 -4.0% -28.3% -13.1% 35.0% 63.3% -22.0% -65.3% -25.8% 18.1% 83.4% -18.8% -63.2% -37.9% 12.2% 75.4%
days left 27 13.6% -32.1% -0.9% 40.4% 72.5% -0.3% -44.0% -5.9% 39.4% 83.4% -12.3% -37.0% -18.0% 21.7% 58.7%
last chance to win 26 9.4% -45.4% -7.3% 60.5% 105.9% 12.6% -34.1% -9.6% 56.1% 90.2% 3.0% -12.2% 14.6% 74.9% 87.1%
last chance 25 -2.4% -26.9% -0.7% 31.1% 58.0% -22.3% -63.5% -34.3% 31.2% 94.6% -20.4% -56.2% -25.4% 18.0% 74.2%
don't miss 24 -13.4% -43.8% -19.0% 15.8% 59.6% -14.0% -70.6% -44.7% 22.2% 92.8% -0.7% -51.0% -29.0% 35.8% 86.8%
hours 22 -20.3% -43.8% 1.0% 21.0% 64.8% -32.0% -72.0% -36.8% 6.1% 78.1% -14.7% -47.8% -26.5% 13.6% 61.4%
tonight 22 -7.4% -48.5% -19.6% 22.8% 71.3% -27.3% -74.9% -51.3% -12.6% 62.3% -21.5% -55.5% -36.0% -14.0% 41.6%
midnight 20 -5.3% -41.3% -16.7% 45.0% 86.3% -13.5% -75.4% -41.2% 26.9% 102.3% -8.6% -55.5% -33.0% 18.8% 74.3%
still time to 19 -36.6% -50.2% -34.2% -1.1% 49.1% -34.4% -77.8% -67.4% -15.9% 61.9% 3.5% -63.4% -29.6% 12.1% 75.6%
midnight tonight 18 -13.8% -48.5% -34.6% 10.8% 59.3% -36.5% -78.3% -64.4% -26.3% 51.9% -26.4% -58.5% -42.9% -18.4% 40.1%
ends midnight 18 -9.1% -43.2% -27.4% 19.8% 62.9% -33.7% -81.1% -54.8% -6.5% 74.5% -27.1% -62.0% -39.3% -9.1% 52.9%
