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Wednesday, August 1, 2012

Dealer to Consumer Emails: Longer Subject Lines Get More Clicks - Automotive Marketing Professionals

Dealer to Consumer Emails: Longer Subject Lines Get More Clicks - Automotive Marketing Professionals


“Coupon” Fares Worst Among Offer Terms - Notably, the study finds that for the e-commerce sector, the word “coupon” has open rates that are 55.6% below the average for offers emails, with click rates also 85.8% below-average and CTOR 68.1% below-average. This appears to be in direct contradiction to results from an Epsilon study also released in July, which found that the keyword “coupon” was tops for email opens. However, that study only measured the 2011 holiday season, which may explain the discrepancy in results.  According to Adestra, the words “sale” and “% off” performed best in click rates and CTOR relative to the average for offer emails, and also perform among the best for open rates.