An e-mail free-for-all

January 2004
Marketing Management;Jan/Feb2004, Vol. 13 Issue 1, p5
This article focuses on the free offer subject line used in an e-mail test conducted by E-Post Direct. According to the study, the word free in the subject line of an e-mail can capture customer attention and it has lifted response rates by 26%. The study also showed that the day of the week matters for specific types of individuals. For corporate executives, responses were highest on Wednesday. For sales and marketing, the highest response day was Thursday. Friday was the best day overall in late spring, but dropped dramatically at the beginning of summer. As for creativity preferences, hypertext mark-up language beat out text e-mails, lifting results by 32%.


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