Subjects with Highest Open Rates
| Subject Line | Open Rate | Comment |
|---|---|---|
| Preliminary Floor Plans for Southern Village Neighborhood Circle Members | 93% | Timely information. Implied benefit for quick action and over 50 characters in length |
| Your April Website Stats | 92.6% | Timely and useful information |
| Idlewild Camp - Important Travel Information | 90.1% | Information I need now. |
| Invitation for Murdoch, Brown, Rove & Johnson's Snow Ball | 89.7 | Party invitation. Personal and timely |
| MotorCycling Magazine Reader Survey | 88.1% | High affinity to activity/experience |
| Announcing Paige Elizabeth Sullivan | 82.6% | Birth announcement. Personal and useful information. |
| Ship's Log #5: Parus Arrives in Phuket | 82.1% | Personal and timely |
| Nautica in Rutland Opens Soon! | 79.9% | New condos - valuable information to be first in line. |
| Updated Time Zones & Log On Information | 79.1% | Required information |
| MICHAEL DRUCKMAN 1949-2007 | 77.4% | Obituary: Personal |
| Inside Football: Summer Training Camp Preview Issue | 74.3% | Timely and useful information |
Subjects with Lowest Open Rates
| Subject Line | Open Rate | Comment |
|---|---|---|
| Final reminder for complimentary entry to attend the West Freelands BCI Cluster Conference 2006 | 0.5% | Reminder and subject is too long |
| Tempting August NUSA Specials! | 0.9% | Special. Exclamation mark |
| SALE ends soon - up to 50% off all bras at Kara! | 1.9% | Percent Off |
| Help Baylor create the ideal college experience | 2.5% | Help - means ignore |
| Printers World Offers 100% Commission Up Front | 7.5% | Too good to be true |
| 3% Commission For You, $10,000 in Upgrades For Your Client | 7.8% | Bait & Switch |
| Help Spread The News ! | 10.8% | Help |
| Don't Let 2006 Slip Away Without a Tax Deductible Donation To the Children & Families of Omire | 11.6% | Donation and too long |
Avoid Repetitive Subject Lines
If you send the same campaign over and over again (such as reminders for an event), your open rates will decline with each subsequent campaign. But just how much should you expect it to decline? We found one example in our study of a user sending event reminders to his list.
| Subject Line | Open Rate | Comment |
|---|---|---|
| Funk n Sandi @ The Roxy on 3 March | 8% | First Email |
| Funk 'n' Sandi @ The Roxy on 3 March | 6.3% | Second Email |
| This Sat 3 Feb - Funk n Sandi @ The Roxy | 5.1% | Third Email |
| Don't forget - Funk 'n' Sandi this Sat 3 Mar! | 3.5% | Fourth Email |
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