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[Latest Study] Two-word subject lines outperform, simple email tactics for your restaurant’s next email marketing campaign

According to a recent study published by regie.ai that analyzed nearly 150,000 inbound, outbound and follow-up sales emails, short and sweet wins.

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Open Rate: 2-word Subject Line

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Open Rate: Overall Avg.

Subject lines with 2 words were clear winners. Outperforming all others. Averaging a 34% open rate. Compared to an overall average of 25% – the 9% increase may translate to a substantial impact to email marketing goals – Ultimately, impact on sales, repeat customers, loyalty and overall brand lift.

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Reply Rate: 2-word Subject Line

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Reply Rate: Overall Avg.

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Reply Rate: 1-word Subject Lines

Reply Rate on a two-word subject line came in at 8%. . Compared to an overall average of 4%.

Interestingly enough, subject lines with a single word came in at a strong 6% Reply Rate. Still well above the overall average.

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Open Rate: 2-word Subject Line

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Open Rate: 7-word Subject Line

Even more interestingly, seven-word subject lines also came in at a 6% Reply Rate and an average open rate of 34%. Exact same open rate as 2-word subject lines.

  • 85% 85%

Additionally, all cap subjeclines and excessive punctuations can trigger emails to be marked as spam. In fact, 85% of recipients prefer the subject line in all-lowercase.

From an alternative perspective, keeping the subject line down to no more than 50 characters, which is about 6-7 words, in addition to getting to point, clear and simple – will further add to the subject line’s effectiveness.

Quick and Easy | Do-it-today Takeaways

  • When sending your restaurant’s promotion, 2-word and 7-word subject lines were clear winners.
  • Experiment and A/B test with single word subject lines, track Open Rate and Reply Rate
  • Experiment and A/B test  7-word subject lines. However, approach crafting the 7-word subject line with more intentionality. Deliver value, be clear with the receiver’s potential problem, offer exclusivity, clarify scarcity.
Published - December 17, 2021

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