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Emails That Say Thanks Get More Opens, Clicks [CHART]

Monday, November 26, 2012

Author: Joel Rothman

As we recover from turkey hangovers, I decided to look at how appreciated giving a simple thank you is. I took a look at about 875 million email sends looking for use of the word “Thanks” or “Thank You” in the subject line.  I am pleased to see that good old fashioned etiquette is still a best practice!

Why should we say thank you more often? Emails with Thank You in the subject line have a significantly higher open rate. In the sample that I looked at it was 14.29% higher. The  click through rate was higher as well, by 1.93%.

Surprisingly - marketers say “Thanks” less than 1% of the time! Come on, people - everyone appreciate a little common courtesy!
My take on this? It looks like we as marketers tend to say thanks after someone has taken an action, such as registered for a webinar (“Thanks for registering, here’s the login page!”)  or requested a demo (“Thanks for signing up for a demo, someone will be in touch shortly!”). So, often these messages are expected, or contain information that people actively asked for.

I did a similar analysis with “Please”. It’s used 0.4% of the time in subject lines, and it resulted in 0.15% less unsubscribes then when it wasn’t used. The rest is all pretty similar.


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