email subject lines that sell. -...

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Email subject lines that sell.

www.phrasee.co

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Contents

Introduction 3

Dos and don’ts 4

Thebestandworstsubjectlineseverrrr 5

Glossaryofterms 6

Howtointerprettheresults 7

Awesomeanalysis 9

Calls-to-action 11

Salesincentives 12

Freedeliveryincentives 13

“New”stuff 14

Percentagediscounts 15

Brandname 16

Personalisation 17

Superlatives 18

Urgency 19

Questions 20

Punctuation 21

Countries 22

Appendix 23

Contact 36

About our subject line scientist

ParryMalmistheCEOofPhrasee.

Over the past 10 years he’s helped

hundredsofbusinesses,bigandsmall,

optimise their email subject lines. He’s

crunchedthenumbersonover40

billionsuccessfulandnotsosuccessful

emails.Inshort,heknowswhatworks

andissharingthatknowledgewithyou

inthisanalysis.

[email protected]

www.twitter.com/phrasee

www.linkedin.com/in/parrymalm

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“Brevity is the soul of wit,” orsosaidsomeoldEnglishguywhoneverwroteanemailsubjectline.

But he was right! Saying something in a small space is difficult.

Constructing a good subject line is hard. And thinking of multiple

variants is an incredible challenge.

AtPhrasee,webelievethatthereisasciencetoemailsubjectlines.

And we’ve got it figured out. We’re sharing some of our findings with you.

Readthisreport.Thinkaboutyoursubjectlines.Committoasubjectline

testingplan.And(obviously)logintoPhraseeandsuperchargeyour

emailsubjectlines!

If you sell anything online, this report is the one bit of research that you have to read.

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Do’s and don’ts of this report

DOtestyoursubjectlines.Anyonewho

saystheycanpredictresultsbylooking

atpastsubjectlineswithouttesting

theirassumptionsiscategoricallyand

scientificallywrong.

DO lookthroughtheresultsandthink

abouthowyoucanapplythemtoyour

brand. Are there some phrases you’ve

notconsideredusing?Someyouusetoo

much?Someemotionalsentimentsthat

you’ve not considered?

DO considerallthestatistics,including

thequartilespreads.Somewordsand

phrasesworksomeofthetime,forsome

people… how’s that for a wishy-washy

outcome!Thisisthechallengeofsubject

line testing. What works for you one week

won’t the next… and what works for one

brandmaynotworkforanother.

DON’Tassumethattheresultsarethe

final word on what you should or shouldn’t

doinyoursubjectlines.Long-runtrends

andvarianceanalysisarethebasisofthis

awesomereport,coveringawidevariety

ofPhraseeusers.

DON’T assumethatthesearetheonly

possible words! We analysed the phrases

thatwethoughtwereinteresting.Butthere

arebillionsofwaysofsayingsomethingin

English. It’s impossible for the human brain

tocomprehendallofthem.Ifweincluded

every possible word in this report we’d

breaktheinternet!

DOstartyourfreePhraseeaccountand

startlettingPhraseedothetestingand

learningforyou!

awesome.phrasee.co

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The best and worst subject lines everrrrrrrrrr

Please don’t take the top 5 and bottom 5 phrases and use them over and over. Please, please, please don’t use this report like that! It’ll make us sad faced.

But if you’re interested, we’ve constructed the best and worst subject lines everrrrrrr. People love “best ever” lists, right? Even if they’re statistically invalid.

Top 5 Phrasee Score™

Canada 93

plusfreedelivery 82

onordersover 84

midseasonsale 84

salestarts 83

Best everrrrr subject line: “Canadamidseasonsaleonordersover

$20plusfreedelivery”

SHAMELESS PLUG ZONE– This is where Phrasee’s magic

happens – we merge global results with your brand’s voice

todeliversubjectlinesthatsell.

Bottom 5 Phrasee Score™

oursummersale 12

dayofChristmas 16

endsmidnighttonight 16

claimyourfree 17

father’s day 17

Worst everrrrrrr subject line: “Claim your free Father’s Day tonight on

the12thdayofChristmasinoursummer

salethatendsatmidnight”

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6

Glossary of terms

Open rate Thenumberofuniquepeoplewhoopen

your email. It’s recorded by a small

tracking pixel. It’s the statistic most closely

correlatedwithsubjectlinesuccess.

Click rate Thenumberofuniquepeoplewhoclicked

on one or more links in your email. It’s

correlatedwithsubjectlinesuccessbut

lesssothanopenrates.

Click to open ratio Theproportionofopenerswhoalso

clickedonanemail.Itstronglycorrelates

withbothopenandclickrates.

Phrasee Score™ A statistic generated by Phrasee’s engine

thattellsyouhowreliablygoodorbada

givenwordorphraseis.Itisanalgorithmic

combinationofmanyfactors(including

open,click&CTOrates,frequencyofuse,

and location in subject line.) It’s between

1and100,with1beingpoorand100being

awesome.

Relative scores Allthepercentagescores(i.e.+10%or

-15%)arerelativeversusthesamplemean.

Soifthesamplemeanopenrateis20%,

andagivenphraseis+10%,thatmeansits

averageopenrateis22%(10%of20%is

2%andsoon…)

Quartiles 1st,median,and3rdquartilesarethe25th,

50th,and75thpercentilescoresofagiven

phrase.Ifyoulinedupalltherelevant

scoresfromworsttobest,the1stquartileis

¼ofthewaythroughthelist,themedian½

way,andthe3rdquartile¾.

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Our methodology

Thisanalysisisderivedfromanonymisedresponsemetricsthat

email marketers have inputted into Phrasee. It’s based on roughly

700millionemails,allintheretailandecommercesectors,

primarilyfromtheUSAandtheUK,withafewCanucks,Ozzies

andKiwisthrowninforgoodmeasure.Itisallveryrecentdata

fromthelast2months.

We then took the individual phrases and ran millions of Markov

ChainMonteCarlosimulations.Thisallowedustocreatemillions

morepotentialoutcomesthatexpandedthedatasetmuchfurther

beyond the original 700 million. We time-weighted the training

dataandbuiltrandomvarianceintothemodeltocontrolfor

experimentalbias.Thismethodismuchstrongerthanpurely

lookingatpastresults:itallowsustocreateapredictivemodelfor

subjectlinesuccess…andthusthePhraseeScore™.

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How to interpret the results

Get ready for long lists of phrases and statistics to bamboozle you! How should you read and interpret the data?

ThePhraseeScore™isanormalised,

weightedscorethataggregatesthe

overalleffectaphrasehasonresponse

metrics.ThehigherthePhraseeScore™the

morereliablypositivetheresultsfroma

phraseare.

Foreachoftheothermetrics–open,click,

andclick-to-openrates,therearefour

statisticstoconsider,themean,andthe

first-through-thirdquartiles.

Open rate Click rate CTO rate

Phrase PhraseeScore™

Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread Mean 1st qrt Median 3rd qrt Spread

Introducing 67 4.8% -27.1% 8.5% 36.5% 63.5% -3.8% -53.5% -16.2% 39.1% 92.6% -8.2% -40.7% -16.0% 10.5% 51.2%

Themeanstatisticshowsyoutheoverall

averageliftordecayversustheuniverse

average.Thisgivesyouasnapshotidea

abouthowgoodaphraseisversus

languagemeans.

Butmeanscanoftenbemisleading!For

example,takethesetwosetsofnumbers:

-1%,0%,+1%

-100%,0%,+100%

Themeanforbothofthesesetsis0%!But

theyarevastlydifferentresults.

To control for this, we’ve also calculated

thequartilemetricsforeachphraseand

statistic.Theseareonceagainrelative

metricsversustheuniverseaverage.

By looking at quartile metrics, you’ll get

abetterunderstandingofthevariability

ofagivenphrase.Youcanusethisto

determinetheappropriaterisk/benefitof

usingaparticularphraseinyoursplittests.

Eachphrasewillhavescoresthatlooksomethinglikethis:

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The awesome analysis.

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Get ready for the deepest analysis of subject lines that sell… ever.

Are you ready for some awesome analysis? We’ve looked at loads and loads of subject lines, and have produced loads and loads of statistics.

Get comfy, because you’re about to learn more about subject

linesthanyoueverthoughtwaspossible!

We’ve broken up the report into categories. Each category covers

varioussentimentsandphrasescommoninretail/ecommerce

subjectlines.

Youcanfindthefullresultsintheappendixofthisreport.

Happyreading!

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What calls-to-action in subject lines have the most impact?

If you don’t ask, you don’t get. But, there’s lots of ways to ask about something.

Inemail,youhavesuchasmallspacetoaskforaction.

Testingoutcalltoactionwordsiscritical!

Therearetwocleartrendsintheresults.Neitherofthesetrends

arerocketscience–infact,theyareMarketing101!But,

alltoooftenpeopleforgetthebasicsofconsumerbehaviour.

1. Experiential verbs do better.Thingslike“celebrate”or“love”getgreatresults.Functional

wordslike“spend,”“grab,”and“continues”tendtobelacklustre.

Ofcourse,intherightcontextanyofthesewordscanperform

awesomely – so don’t write them off. It’s all about testing, over

andoverandover…

2. Ask for the money! If you don’t ask, you don’t get. Any salesperson

willtellyoutheABCrule–alwaysbeclosing(or

aswesayatPhrasee,ABT–alwaysbetesting.)

Words like “buy” and “get your” test well.

But, if you’re always using the same phrases

sayingthesamething,yourcustomerswill

become immune to it. That’s why it’s critical to

tryoutloadsofdifferentphrasesallthetimeto

learnwhatworksforyourbusiness.

“�Gimme�all�your�money!”

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Introducing 67 4.8% -27.1% 8.5% 36.5% 63.5% -3.8% -53.5% -16.2% 39.1% 92.6% -8.2% -40.7% -16.0% 10.5% 51.2%

celebrate 64 6.3% -29.9% 0.7% 34.1% 64.0% -18.1% -57.9% -28.3% 20.1% 78.0% -22.9% -53.4% -27.0% 7.2% 60.6%

buy 61 18.0% -25.8% 5.6% 63.6% 89.4% -16.0% -56.9% -27.3% 37.7% 94.6% -28.8% -55.6% -28.8% 17.3% 72.9%

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What phrases can you use to sell more online without sounding desperate?

Ourfirstreactionwhenwediscovered

these results was: “Wow! If only every sale

onlylastedfor24hoursandoffereda

discountonordersoveracertainamount!”

But, unfortunately things aren’t that easy.

Firstofall,youneedtorememberthatyour

consumersarenotdummies.Humansare

intelligent,uniqueandcomplexbeings.

Liketheoldadagegoes,“youcanfool

meonce…”

Ifyoureadthisreportandstartusingthe

phrase“24houroffer”or“Xdiscountonall

ordersover$X”ineveryemail,goodluck…

Freekissesxxx




on orders over 83 17.3% -5.9% 11.7% 43.2% 49.2% 71.5% 9.2% 80.6% 158.2% 149.1% 46.3% 23.0% 50.5% 85.4% 62.4%

orders over 72 16.3% -7.9% 7.5% 43.2% 51.1% 54.4% -4.6% 47.8% 152.6% 157.2% 32.8% 18.8% 47.4% 83.6% 64.8%

off selected 71 36.6% 8.5% 36.8% 65.2% 56.7% 60.0% -16.2% 48.4% 141.2% 157.4% 17.1% -34.9% 16.7% 77.5% 112.3%

Two things will happen:

1.Yourcustomerswillgetboredofyour

repetitivemessaging;and

2.Yourcompetitionwillstartcopyingyou.

In 3 months’ time, “on orders over” and “24

houroffer”willhavethelowestPhrasee

Scores™around!

Remember:ouranalysisshowsthatthe

responsetoindividualwordsandphrases

change over time. What works now may

notworktomorrow.Alwaysbetesting!

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Free delivery incentives – how much do your customers hate paying for shipping?

Customers love free delivery. Having to pay for shipping is a barrier to purchase for many online consumers. How people respond to the wording of “free delivery” offers differ based upon the accompanying words.

It’s clear that the word “delivery” tends to work better than

“shipping.”Butwhatmakesthebigdifferenceisthedescriptors

placednextto“delivery.”

Adding“delivery”asanextraoption(i.e.“plusfreedelivery”)gets

lotsofeyeshare.Leadwiththesaleandtheproductandoffer

freedeliveryasabenefitofpurchasing.




plus free delivery 83 24.0% -5.6% 23.8% 43.2% 48.8% 77.6% 9.6% 64.8% 109.6% 100.0% 43.2% 8.4% 33.1% 58.2% 49.8%

free delivery 54 11.2% -14.2% 15.9% 57.5% 71.7% 33.3% -36.5% 12.3% 104.9% 141.4% 20.0% -29.9% 2.6% 50.4% 80.3%

delivery & returns 50 7.5% -18.2% 11.5% 49.6% 67.8% 15.4% -37.8% 5.4% 80.6% 118.4% 7.3% -36.3% 0.5% 47.7% 84.0%

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New

“New” stuff – and a bonus explanation of the importance of linguistic interdependence

The word “New” can evoke excitement amongst customers. Everyone wants the latest and greatest products.

But,contextisimportant.

Individualwordchoice

doesn’t make a big

difference.Ifyou

changeasingleword,

great – you’ve got a

thesaurus – but you’ve

notlearnedmuch.The

resultswillonlytweak

alittlebit.

Words in a subject line are interdependent

–onephraseaffectsanother,andvice

versa. Changing one phrase won’t lift your

openratesinthelongterm.Youneedto

considerthesentimentandmeaning

ofasubjectline,notjustindividual

wordsoutofcontext.

Forexample,asillustratedbelow,

usingtheword“New”issometimes

good,andsometimesnot.

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new products 73 16.0% -24.5% 4.5% 40.6% 65.2% 40.0% -31.2% 12.0% 72.4% 103.6% 20.7% -16.9% -0.5% 45.3% 62.2%

new lines added 73 1.7% -46.9% -0.4% 25.2% 72.1% 79.1% -13.3% 33.0% 124.9% 138.2% 76.1% 16.3% 76.8% 149.8% 133.5%

new arrivals 63 -10.2% -33.9% -9.9% 13.1% 47.0% 45.7% -36.5% 14.2% 105.3% 141.7% 62.2% 3.6% 28.9% 92.0% 88.4%

Anyonewhotellsyouasinglewordis

better than another hasn’t done their

homework… and doesn’t understand

subjectlinescience.

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15

Percentage discounts (and why bad open rates are sometimes good)

When it comes to percentage discounts, none of them have Phrasee Scores™ that light the world on fire. So this means you should never use a percentage discount, right?

Wrong! Remember the intention of the

PhraseeScore™istoshowpredictabilityof

goodorbadresults.Thelowerthescore,

thelesspredictableagoodresult.

Forpercentagediscounts,itishitormiss.

Youseetheeffectsintheclickthrough

ratemorethantheopenrate.Everysingle

percentagediscountoffervarieswildly.

What this means is that percentage

discounts,whenusedinanappropriate

way,candeliverhugeuplifttoyourresults.

Why not look at conversion

rates instead of clicks?

Conversionsclearlymatterthemost

whensellingviatheemailchannel.But,

conversionsarerareevents.Statistical

significanceisdifficulttomeasurewith

asinglecampaign,orevendozensof

campaigns.Byusingconversionratesas

decisioncriteriayouruntheriskofmaking

decisionsbaseduponrandomvariance

insteadofproperstatisticalinference.

Youmaybemakingdecisionsbasedupon

outliersandfalsepositives.

Phraseeaggregatesconversionmetricsacross

millionsofemailcampaignstodetermine

whatpercentagebasedofferstotest.But,

wealsoconsideropenandclickrates–

bothofwhichcorrelatewithconversion

rates in the long run. We let machine

learningdothework,notgutfeeling.




70% 61 -17.4% -39.4% -11.3% 25.2% 64.6% 49.4% -45.1% 43.8% 187.4% 232.5% 80.8% 4.5% 68.0% 149.4% 144.9%

50% 54 -5.7% -38.2% -2.5% 43.4% 81.6% 33.7% -60.8% 0.6% 153.2% 214.0% 41.9% -38.3% 18.0% 93.4% 131.7%

% off sale 53 18.0% -13.1% 19.4% 46.1% 59.2% 83.7% 31.9% 93.7% 151.8% 119.9% 55.7% 24.6% 70.7% 129.0% 104.4%

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16

Should you include your brand name in your subject lines?

Including your brand name in a subject line is often viewed as redundant. It’s already in your from name, so why include it in the subject line?

Because,repetitionworks.

Itreinforcesyourbrandastop-of-mind.Itreinforcesyourbrandastop-of-mind.

Itreinforcesyourbrandastop-of-mind.

Thinkaboutthemostannoyingadvertisingjingleyoucanthinkof.Humittoyourself.

AndIbetyouknowexactlywhatbranditrepresents.

We repeat, repetition works.




Include brand name

in subject line

66 15.9% -12.4% 2.7% 14.2% 26.6% 2.1% -12.1% 5.4% 14.2% 26.4% -30.5% -5.5% 30.9% 74.5% 80.0%

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17

Personalisation – does it work in subject lines, and is it creepy?

In 2015, personalisation is a big trend. The belief is that a more personalised message delivers better results. This is true… to a point.

Hi Bob




just for you 61 -10.6% -12.4% 8.1% 41.3% 53.7% -7.7% -31.4% 9.4% 157.5% 188.9% 3.3% -28.8% 13.3% 94.2% 123.1%

personalised for you 53 -23.2% -39.7% -10.2% 7.0% 46.7% -42.3% -75.2% -63.7% -17.3% 57.9% -24.9% -63.7% -53.4% -18.3% 45.4%

Including first name 53 -36.9% -57.2% -17.3% 49.5% 106.7% -34.6% -92.6% -66.0% 73.7% 166.3% 3.6% -77.9% -48.7% 38.4% 116.3%

Personalisation works when it’s done well.

And when it’s not done well, guess what –

it doesn’t work.

Using a person’s first name in a subject

linecanworkwonders.Sometimeseven

simplerpersonalisationworksjustaswell.

Forexample,intoningpersonalisation

withoutactualpersonalisation!Take,for

example,thephrase“Justforyou,”which

hasanaboveaveragePhraseeScore™.

Includingapersonalisedproductselection

inasubjectlinecanhaveanegative

effectonresults.Oftenwhenyouusea

personalised product it’s based upon

predictiveanalytics…andevenmoreoften

it’s based upon a customer’s last purchase.

Like we’ve said many times in this report,

consumersareficklebeasts.Predicting

whatsomeonewantstobuyistricky…

andifyougetitwrong,customersget

turnedoff.

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18

How many awesome superlatives should you use in incredible, life-changing emails?

This is an adequate section of the report. Or is it amazing? Read on to find out…

Usingwordsandphrasestobuildupon

coreconceptsmakesabigdifference.

Adjectives,adverbs,punctuationand

othersuperlativeelementsaddtoyour

subject line’s effectiveness.

InEnglish,thesewordscomebefore

anoun–meaningweinterpretthe

descriptivephrasebeforetheproduct.

Selectingtherightsuperlativephrases

matters…alot.

SHAMELESS PLUG ZONE

That’s where Phrasee comes in!

But,knowingwhattherightwordisatthe

righttimeishardtopredict.Sure,youcan

lookatpastresults…but,ifyoulookat

past results then you’ll keep using the same

wordsoverandover.

Accordingtothetablebelow,thesubject

line“brandnewideaswiththelatest,

fantasticgreatdeals!”maygetyoua

couplemoreopensintheshortterm.But

afterdoingitonce,thatshiphassailed…

andthinkingofmorevariantsishard.

MissMagnificent

CaptainAwesome




brand new 71 36.9% 1.9% 31.3% 70.6% 68.7% 8.2% -44.4% 14.7% 59.2% 103.6% -20.9% -53.0% -21.1% 27.8% 80.9%

latest 70 25.4% -31.3% 14.5% 87.1% 118.4% 12.9% -49.2% 6.2% 58.7% 107.9% -9.9% -36.1% -13.7% 22.7% 58.7%

special 70 11.6% -22.9% 1.6% 65.4% 88.3% 15.0% -63.6% -19.7% 71.7% 135.4% 3.1% -48.4% -15.0% 28.8% 77.2%

Thekeytosuperlativesuccessistotestout

many,manysynonymsandphrases…and

tore-testthemoverandover,manytimes.

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19

What about urgency? You had better read this section RIGHT NOW or you’ll miss out…

Making people take action from your email to purchase something is difficult. There are many factors that drive an email conversion. Highlighting the urgency of a sale can drive action… but it can also sound like a broken record.

Howmanytimeshaveyouseenanadvertisementofferingyouthe

“besteverdiscounts”?Someproductsarealwaysonsale…and

consumersbecomenumbtowardstheseoffers.

Therearebillionsofwaystodrivehomeanurgentoffer.Thekeyis

totryoutahugeamountofvariantsthatintoneurgency…without

beingboring.




sale starts 82 13.2% -12.9% 20.7% 49.7% 62.6% 77.6% 1.8% 91.9% 210.8% 209.0% 56.8% 8.2% 55.5% 141.0% 132.8%

back in stock 79 4.5% -49.9% -9.3% 26.5% 76.4% 22.5% -56.8% -10.6% 63.4% 120.2% 17.3% -21.3% -4.9% 32.6% 53.9%

sale now 73 2.2% -27.6% 9.7% 39.3% 66.9% 85.2% -25.5% 48.0% 176.0% 201.5% 81.1% 10.7% 45.3% 126.9% 116.2%

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20

Should you pose questions in subject lines? Hmm…

Often people ask questions within subject lines… which sometimes works, and sometimes doesn’t. Like a wise man once said – 60% of the time, it works every time.

Therearenotabledifferencesinquestion

content, so don’t make wide, sweeping

assumptionsaboutwhatsortsofquestions

work and which don’t. But there are some

interestingtrendsthatappearovertime.

“Why does the word

'monosyllabic' have

five syllables?”




what...? 64 10.6% -30.9% 11.1% 55.3% 86.2% -12.0% -65.5% -29.8% 45.0% 110.5% -20.5% -55.0% -24.7% 3.9% 58.9%

do...? 54 19.9% -16.9% 1.4% 25.7% 42.6% 26.1% -41.5% 15.4% 33.5% 75.0% 5.1% -34.4% 10.9% 14.4% 48.8%

can...? 54 -7.5% -72.5% -25.7% 55.3% 127.8% -20.7% -84.1% -39.0% 48.2% 132.3% -14.3% -54.0% -14.2% 47.9% 102.0%

Closedquestions(questionsyouanswer

withyesorno)tendtodobetterthan

open questions. Negative questions (don’t,

can’t) tend to perform worse. This doesn’t

meanyoushouldneverusenegativesor

openquestions.Itmeansthatyoushould

be sure it’s appropriate and in context…

andtestthemalloutonyouraudienceto

learnwhatworks.

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21

Punctuation, it’s important; what should you use, and when?!? Read on…

Punctuationchangesthegistofasubjectline.Ithasahugeeffect

onhowconsumersinterpretandrespondtoagiventextphrase.

Many people are loathe to use extra punctuation… but it’s not

alwaysbad!Forexample,usingmanyexclamationmarkstodrive

homeapointcanbeeffective.

Intheecommercesectoratleast,considerthenumberofpoints

youneedtomakeinasubjectline.Includingtoomanythings,for

exampleusinglotsofcommas,orplus/&,canhaveanegative

responseonresponse.

Sometimes,keepingitsimpleisbest!

Let’s eat, Grandma!

orLet’s eat Grandma!

Punctuation. It saves lives.




… 76 24.4% -1.0% 39.1% 63.8% 64.8% 49.7% -28.2% 23.9% 120.6% 148.8% 20.3% -36.2% -10.7% 107.3% 143.5%

!!! 72 15.5% 1.2% 1.5% 20.9% 19.6% -20.5% -47.3% 1.5% 18.7% 66.1% -31.1% -47.8% -2.3% 4.1% 51.9%

+ 54 -3.0% -36.8% -6.6% 28.2% 65.0% -1.7% -49.2% -12.2% 47.4% 96.6% 1.4% -31.5% -7.0% 51.6% 83.1%

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22

Here’s a list of countries mentioned in subject lines that has no scientific merit whatsoever.

Lots of our data is from travel companies who offer holidays to a variety of destinations. We got to thinking – what destinations get the most opens from this subset?

It turns out Canada is popular, and the USA less so. We don’t get

that–ourCTOjustspentamonthinTexasandourCEOlovesa

cheekyweekendinNewYorkorVegas!

Ourinitialthoughtispeoplewanttogoonholidaytoplaceswhere

peopledrinkmorealcohol.Nope!Thereisanegativecorrelation

(-0.02)betweenthePhraseeScore™andnationalalcohol

consumption!

Thereisapositivecorrelation(0.2)betweenthePhraseeScore™

andtheProgrammeforInternationalStudentAssessment.Istourism

about education these days? What happened to lying on a beach

andgettingasuntan?!?

Thesestatisticsmeanabsolutelynothing.Butwegotboredof

beingseriousforasecond.Backtosubjectlinesciencenow!

Phrasee Alcoholconsumption PISA Score™ percapita(Litres) Score

Canada 92 8 518

Scotland 65 11.8 494

France 54 12.6 495

Italy 42 6.9 485

UK 38 10 494

Germany 34 11.7 514

USA 19 8.6 481

Source:http://en.wikipedia.org/wiki/List_of_countries_by_alcohol_consumption_per_capita

Source:http://www.oecd.org/pisa/keyfindings/pisa-2012-results-overview.pdf

SHAMELESS PLUG ZONE

– You’ve been content marketed to

byPhrasee!(Erm...youshouldlogin

toPhraseenow!”)

www.phrasee.co

23

Appendix

www.phrasee.co

24

ActionOpen rate Click rate CTO rate



Introducing 67 4.8% -27.1% 8.5% 36.5% 63.5% -3.8% -53.5% -16.2% 39.1% 92.6% -8.2% -40.7% -16.0% 10.5% 51.2%

celebrate 64 6.3% -29.9% 0.7% 34.1% 64.0% -18.1% -57.9% -28.3% 20.1% 78.0% -22.9% -53.4% -27.0% 7.2% 60.6%

buy 61 18.0% -25.8% 5.6% 63.6% 89.4% -16.0% -56.9% -27.3% 37.7% 94.6% -28.8% -55.6% -28.8% 17.3% 72.9%

get your 54 10.7% -28.2% 8.8% 46.9% 75.1% 43.4% -20.8% 44.8% 125.2% 146.0% 29.6% -7.5% 50.8% 102.4% 109.9%

continues 55 -20.2% -46.9% -25.5% 6.5% 53.4% -19.5% -68.9% -35.3% 16.1% 85.0% 0.9% -43.1% -18.1% 30.4% 73.5%

love 52 -12.6% -38.8% -8.9% 26.1% 64.9% -26.3% -68.7% -29.4% 25.7% 94.4% -15.7% -51.7% -18.2% 21.8% 73.5%

grab a bargain 50 11.2% -5.1% 13.8% 82.7% 87.8% 64.3% 35.1% 51.3% 145.7% 110.6% 47.8% 19.9% 52.1% 77.7% 57.8%

win 48 -6.0% -42.2% -8.3% 57.7% 100.0% 13.4% -51.3% -0.2% 81.4% 132.8% 20.7% -33.6% 6.1% 66.0% 99.6%

shop 47 -17.0% -47.3% -20.9% 11.7% 59.0% -9.6% -64.1% -24.4% 31.8% 95.9% 8.8% -34.2% -4.3% 48.9% 83.1%

check out 44 -4.1% -24.7% -6.0% 31.2% 55.9% -2.7% -57.7% -16.1% 41.8% 99.6% 1.4% -44.4% -16.8% 16.4% 60.8%

join 40 -16.2% -48.5% -4.1% 22.0% 70.5% -41.6% -76.6% -45.7% 4.7% 81.3% -30.4% -58.9% -34.8% 5.1% 64.0%

get 39 -21.5% -53.9% -23.1% 14.7% 68.5% -34.4% -80.2% -45.6% 15.6% 95.7% -16.5% -59.8% -27.8% 16.2% 76.1%

enjoy 38 -19.8% -56.5% -23.0% 10.8% 67.3% -22.4% -70.8% -28.5% 19.9% 90.7% -3.3% -29.7% -2.2% 23.7% 53.4%

would you like 38 -31.7% -43.6% -10.9% 40.4% 84.1% -53.6% -72.6% -38.7% 24.0% 96.6% -32.1% -50.9% -37.9% 1.4% 52.3%

see 37 -16.4% -45.8% -8.4% 12.2% 57.9% -28.0% -67.8% -34.0% 11.5% 79.3% -13.9% -50.2% -25.8% -1.0% 49.2%

discover 37 12.8% -22.4% 5.6% 29.7% 52.0% -14.4% -54.5% -27.6% 12.5% 67.0% -24.1% -44.4% -21.4% 2.0% 46.4%

introducing our new 37 -12.9% -59.0% -36.0% 1.8% 60.8% 0.1% -80.1% -51.1% 2.8% 82.8% 15.0% -56.0% -6.4% 36.4% 92.4%

spend 34 2.2% -41.0% -9.2% 44.4% 85.4% -2.0% -67.6% -7.7% 57.7% 125.3% -4.1% -50.8% -10.5% 39.6% 90.5%

when you spend 29 -1.1% -36.3% -9.0% 31.6% 67.9% -27.4% -72.2% -37.2% 38.6% 110.8% -26.6% -56.4% -26.3% 22.3% 78.7%

claim your 25 -23.4% -63.9% -48.3% -6.2% 57.7% -62.5% -90.9% -77.3% -29.2% 61.7% -51.0% -79.8% -58.9% -36.2% 43.6%

get ready for 23 -11.9% -33.5% -15.8% 48.0% 81.5% -38.5% -71.1% -54.0% 1.7% 72.8% -30.2% -63.2% -41.3% 5.5% 68.6%

claim your free 17 -1.0% -25.5% -2.9% 52.5% 78.1% -50.8% -59.1% -31.7% -17.4% 41.7% -50.3% -59.8% -49.7% -36.8% 23.0%

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25

Brand nameOpen rate Click rate CTO rate



Include brand name

in subject line

66 15.9% -12.4% 2.7% 14.2% 26.6% 2.1% -12.1% 5.4% 14.2% 26.4% -30.5% -5.5% 30.9% 74.5% 80.0%

CountryOpen rate Click rate CTO rate



Canada 92 36.7% 34.3% 65.2% 84.1% 49.8% 86.9% 6.3% 137.7% 178.7% 172.4% 36.7% 50.7% 51.4% 89.9% 39.2%

Scotland 65 13.1% 5.0% 8.9% 35.3% 30.3% -19.6% -27.5% -7.5% 115.0% 142.5% -28.9% -33.4% -31.6% 71.5% 105.0%

France 54 23.9% -29.4% 15.9% 49.4% 78.7% 5.6% -40.0% -15.4% 41.1% 81.1% -14.8% -35.5% -23.1% -6.7% 28.8%

Italy 42 7.2% -28.9% -28.4% 64.6% 93.5% -49.7% -85.6% -82.2% 9.2% 94.8% -53.1% -79.9% -70.9% -33.7% 46.2%

UK 38 -5.1% -37.1% 8.7% 39.8% 76.9% 6.7% -38.5% 3.0% 80.6% 119.1% 12.5% -28.6% 13.3% 58.0% 86.6%

Germany 34 21.7% 38.5% 38.5% 47.2% 8.6% -41.4% -40.4% -40.4% -35.1% 5.3% -51.9% -53.2% -53.2% -30.2% 22.9%

America 19 -37.4% -38.5% -11.2% 4.5% 43.0% -44.7% -95.7% -54.2% 3.1% 98.8% -11.7% -55.9% -37.0% 8.3% 64.2%

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26

DeliveryOpen rate Click rate CTO rate



plus free delivery 83 24.0% -5.6% 23.8% 43.2% 48.8% 77.6% 9.6% 64.8% 109.6% 100.0% 43.2% 8.4% 33.1% 58.2% 49.8%

free delivery 54 11.2% -14.2% 15.9% 57.5% 71.7% 33.3% -36.5% 12.3% 104.9% 141.4% 20.0% -29.9% 2.6% 50.4% 80.3%

delivery & returns 50 7.5% -18.2% 11.5% 49.6% 67.8% 15.4% -37.8% 5.4% 80.6% 118.4% 7.3% -36.3% 0.5% 47.7% 84.0%

delivery 51 11.1% -11.0% 1.5% 32.8% 43.8% 76.7% 19.3% 59.6% 101.7% 82.5% 59.1% 30.2% 41.5% 69.1% 39.0%

next day delivery 47 -12.4% -18.2% -0.3% 10.6% 28.8% -52.7% -64.3% -55.2% -8.0% 56.4% -46.0% -59.6% -44.8% -19.7% 39.9%

+ free shipping 45 -9.3% -11.1% -4.9% 82.1% 93.1% 6.5% -17.1% 38.6% 151.4% 168.5% 17.5% -22.3% 38.1% 54.0% 76.3%

and free delivery 39 27.7% 17.1% 34.0% 112.9% 95.8% 84.1% -28.0% 12.4% 294.1% 322.1% 44.1% -31.4% -5.8% 66.6% 98.0%

free shipping 37 -10.4% -28.2% -13.6% 13.1% 41.4% 32.8% -11.0% 29.2% 92.1% 103.1% 48.2% -3.2% 51.6% 71.9% 75.2%

shipping 29 15.0% -16.8% 0.9% 48.9% 65.7% 11.1% -28.2% 9.3% 60.8% 89.0% -3.4% -35.4% 12.6% 59.2% 94.6%

+ free delivery 26 -8.4% -27.2% -10.2% 31.5% 58.7% -16.6% -58.9% -26.5% 47.9% 106.8% -8.9% -48.1% -14.0% 48.3% 96.4%

get free delivery 23 -6.2% -45.5% 12.9% 48.1% 93.5% -4.7% -66.3% -25.2% 57.6% 123.9% 1.6% -61.4% -18.9% 6.5% 67.9%

CurrencyOpen rate Click rate CTO rate



€ 57 12.3% -18.4% 17.5% 63.3% 81.7% 14.4% -47.2% 3.0% 101.1% 148.4% 1.9% -46.0% -11.4% 54.8% 100.8%

£ 48 -11.6% -42.5% -6.0% 42.3% 84.8% -14.6% -66.9% -23.4% 44.0% 110.9% -3.3% -51.9% -19.6% 34.6% 86.5%

$ 46 -30.3% -54.2% -9.2% 58.1% 112.2% -20.0% -86.2% -44.7% 113.4% 199.6% 14.7% -68.9% -17.6% 59.2% 128.1%

www.phrasee.co

27

Discount

GreetingsOpen rate Click rate CTO rate



FW 79 92.9% 68.2% 129.1% 234.9% 166.7% 257.3% 120.6% 319.5% 554.0% 433.4% 85.2% 28.2% 72.1% 121.2% 93.1%

hey 72 11.6% -2.6% 21.8% 56.3% 59.0% 2.8% -43.5% -11.3% 90.5% 134.0% -7.9% -41.1% -9.3% 29.9% 71.0%

RE: 61 -16.6% -1.9% 21.2% 53.2% 55.1% -66.9% -60.2% -18.1% 49.1% 109.3% -60.3% -67.1% -16.5% -2.6% 64.5%

hi 57 30.1% 12.9% 40.5% 73.4% 60.6% 90.7% 33.1% 93.9% 227.9% 194.8% 46.6% 21.1% 37.1% 89.0% 67.9%

hello 41 -25.9% -56.3% -26.6% -1.1% 55.2% -11.8% -69.1% -44.3% 3.7% 72.8% 19.0% -43.9% -1.2% 27.5% 71.4%




70% 61 -17.4% -39.4% -11.3% 25.2% 64.6% 49.4% -45.1% 43.8% 187.4% 232.5% 80.8% 4.5% 68.0% 149.4% 144.9%

50% 54 -5.7% -38.2% -2.5% 43.4% 81.6% 33.7% -60.8% 0.6% 153.2% 214.0% 41.9% -38.3% 18.0% 93.4% 131.7%

% off sale 53 18.0% -13.1% 19.4% 46.1% 59.2% 83.7% 31.9% 93.7% 151.8% 119.9% 55.7% 24.6% 70.7% 129.0% 104.4%

40% 48 14.3% -40.3% 3.8% 53.3% 93.6% 14.3% -62.2% -7.0% 65.5% 127.7% -0.1% -44.6% -13.7% 41.0% 85.6%

% off 43 -1.7% -32.8% -0.6% 37.3% 70.1% 21.7% -53.6% 3.1% 90.1% 143.6% 23.9% -32.5% 9.4% 62.9% 95.4%

30% 42 -10.4% -38.4% -12.6% 24.6% 63.0% -1.7% -67.9% -15.4% 82.5% 150.4% 9.7% -50.1% -6.7% 79.9% 130.0%

10% 42 -0.3% -30.4% 3.3% 43.8% 74.2% -2.1% -55.6% -4.2% 75.8% 131.5% -1.8% -37.4% -1.6% 44.2% 81.6%

25% 42 -1.9% -26.3% 6.0% 35.9% 62.2% 27.6% -38.0% 38.9% 118.4% 156.4% 30.1% -23.3% 32.0% 97.8% 121.0%

20% 41 5.1% -28.5% 9.2% 35.8% 64.3% 15.6% -53.0% -0.2% 75.0% 128.1% 10.0% -44.8% -3.0% 50.4% 95.2%

% 40 -3.2% -33.1% -0.8% 37.6% 70.7% 12.0% -57.0% -4.2% 84.9% 141.9% 15.7% -38.4% 3.1% 58.9% 97.4%

% off everything 34 -14.3% -36.0% -9.2% 28.9% 64.9% 10.1% -54.5% 7.0% 81.8% 136.3% 28.5% -25.6% 12.8% 49.8% 75.4%

15% 32 -0.7% -30.4% 5.6% 46.2% 76.6% -0.1% -55.6% -13.4% 72.4% 128.0% 0.5% -39.7% -5.8% 37.8% 77.6%

www.phrasee.co

28

OtherOpen rate Click rate CTO rate



news 60 0.6% -48.7% 2.0% 35.0% 83.8% -14.3% -80.5% -33.3% 26.4% 106.9% -14.8% -71.5% -31.1% 0.7% 72.1%

newsletter 57 -28.1% -48.8% -2.3% 12.6% 61.4% -48.2% -74.1% -34.2% -4.4% 69.7% -28.0% -65.2% -28.0% 8.6% 73.8%

online 57 14.4% -19.3% 10.8% 55.2% 74.5% 73.0% -30.0% 34.9% 169.8% 199.7% 51.3% -19.5% 41.6% 123.6% 143.1%

store 46 16.9% -17.6% 20.4% 47.5% 65.1% 48.9% -36.7% 10.7% 114.1% 150.8% 27.4% -45.2% 0.8% 95.6% 140.8%

tickets 42 -32.4% -47.2% -32.2% 18.9% 66.0% -16.9% -51.4% -12.0% 46.5% 97.9% 23.0% -29.8% 3.4% 85.7% 115.5%

store and online 40 15.0% -5.0% 20.4% 46.5% 51.4% 52.9% -17.7% 66.8% 133.0% 150.7% 32.9% -30.5% 53.6% 142.5% 173.0%

NewOpen rate Click rate CTO rate



new products 73 16.0% -24.5% 4.5% 40.6% 65.2% 40.0% -31.2% 12.0% 72.4% 103.6% 20.7% -16.9% -0.5% 45.3% 62.2%

new lines added 73 1.7% -46.9% -0.4% 25.2% 72.1% 79.1% -13.3% 33.0% 124.9% 138.2% 76.1% 16.3% 76.8% 149.8% 133.5%

new arrivals 63 -10.2% -33.9% -9.9% 13.1% 47.0% 45.7% -36.5% 14.2% 105.3% 141.7% 62.2% 3.6% 28.9% 92.0% 88.4%

new 62 9.3% -21.6% 9.4% 55.7% 77.3% 20.2% -46.9% 9.8% 95.8% 142.7% 10.0% -37.7% -4.7% 54.0% 91.6%

new season 44 -2.2% -23.5% 19.9% 53.0% 76.5% 32.3% -8.9% 52.6% 170.7% 179.6% 35.3% -12.9% 46.8% 108.0% 120.9%

www.phrasee.co

29

ProductOpen rate Click rate CTO rate



in stock 78 21.2% -26.3% 4.8% 97.9% 124.2% 22.0% -51.1% 10.1% 67.0% 118.1% 0.7% -34.1% -6.2% 29.9% 64.0%

gifts 56 -3.5% -19.2% -1.8% 13.8% 33.0% -17.8% -52.2% -17.4% 25.8% 78.0% -14.8% -43.5% -18.0% 14.4% 57.9%

gift ideas 51 14.3% -5.9% 12.3% 39.5% 45.3% -6.8% -23.5% -4.3% 38.0% 61.5% -18.5% -34.3% -19.3% 18.1% 52.4%

gift 48 0.4% -23.9% -0.2% 30.8% 54.7% -13.7% -58.9% -18.9% 29.4% 88.3% -14.0% -45.2% -19.7% 17.0% 62.2%

collection 48 2.3% -22.7% 2.9% 42.1% 64.8% 15.6% -47.4% 1.9% 92.2% 139.6% 12.9% -37.4% -2.4% 65.9% 103.2%

in store 46 13.8% -9.4% 21.7% 47.2% 56.6% 99.6% -16.2% 92.6% 188.5% 204.7% 75.4% -5.0% 87.5% 149.1% 154.1%

products 30 -12.9% -43.0% -16.4% 20.5% 63.5% -23.7% -71.9% -36.5% 3.3% 75.3% -12.5% -53.9% -21.8% 6.6% 60.5%

of the week 24 -9.6% -38.5% -24.3% 42.7% 81.2% -3.1% -60.3% -19.2% 55.3% 115.6% 7.1% -41.3% 5.1% 30.1% 71.4%

PersonalisationOpen rate Click rate CTO rate



Just for you 61 -10.6% -12.4% 8.1% 41.3% 53.7% -7.7% -31.4% 9.4% 157.5% 188.9% 3.3% -28.8% 13.3% 94.2% 123.1%

personalised for you 53 -23.2% -39.7% -10.2% 7.0% 46.7% -42.3% -75.2% -63.7% -17.3% 57.9% -24.9% -63.7% -53.4% -18.3% 45.4%

Including first name 53 -36.9% -57.2% -17.3% 49.5% 106.7% -34.6% -92.6% -66.0% 73.7% 166.3% 3.6% -77.9% -48.7% 38.4% 116.3%

www.phrasee.co

30

PunctuationOpen rate Click rate CTO rate



… 76 24.4% -1.0% 39.1% 63.8% 64.8% 49.7% -28.2% 23.9% 120.6% 148.8% 20.3% -36.2% -10.7% 107.3% 143.5%

!!! 72 15.5% 1.2% 1.5% 20.9% 19.6% -20.5% -47.3% 1.5% 18.7% 66.1% -31.1% -47.8% -2.3% 4.1% 51.9%

+ 54 -3.0% -36.8% -6.6% 28.2% 65.0% -1.7% -49.2% -12.2% 47.4% 96.6% 1.4% -31.5% -7.0% 51.6% 83.1%

! 53 -9.8% -33.5% -0.7% 33.3% 66.7% -4.4% -61.7% -18.4% 63.6% 125.3% 6.0% -45.9% -13.6% 43.2% 89.1%

& 51 8.3% -22.0% 2.7% 47.3% 69.3% 16.4% -43.8% 4.1% 81.4% 125.3% 7.5% -36.0% -0.6% 52.8% 88.8%

!! 47 -3.5% -9.5% -3.3% 4.3% 13.8% -34.0% -55.4% -41.6% -1.0% 54.4% -31.6% -48.1% -26.9% -2.6% 45.5%

two or more commas 45 6.6% -25.7% 4.1% 58.2% 83.8% 53.3% -29.4% 54.6% 124.2% 153.6% 43.9% -16.2% 37.6% 103.2% 119.4%

plus 42 1.8% -27.2% 1.9% 39.7% 66.9% 16.0% -36.0% 21.7% 84.0% 119.9% 13.9% -22.2% 19.0% 61.2% 83.4%

www.phrasee.co

31

QuestionsOpen rate Click rate CTO rate



what...? 64 10.6% -30.9% 11.1% 55.3% 86.2% -12.0% -65.5% -29.8% 45.0% 110.5% -20.5% -55.0% -24.7% 3.9% 58.9%

do...? 54 19.9% -16.9% 1.4% 25.7% 42.6% 26.1% -41.5% 15.4% 33.5% 75.0% 5.1% -34.4% 10.9% 14.4% 48.8%

can...? 54 -7.5% -72.5% -25.7% 55.3% 127.8% -20.7% -84.1% -39.0% 48.2% 132.3% -14.3% -54.0% -14.2% 47.9% 102.0%

may...? 54 -25.9% -56.3% -29.3% 6.5% 62.8% -37.7% -89.2% -67.9% -8.3% 80.9% -15.9% -74.7% -41.9% -1.0% 73.7%

won't...? 55 -9.6% -39.3% -3.5% 47.6% 86.9% -20.2% -75.1% -36.2% 16.9% 92.0% -11.7% -61.6% -41.3% 23.9% 85.5%

? 51 0.0% -34.5% 1.3% 48.5% 83.0% 0.0% -65.3% -17.8% 67.5% 132.8% 0.0% -51.0% -17.1% 38.4% 89.4%

how...? 47 7.3% -46.5% -9.8% 70.0% 116.6% 4.0% -68.6% -27.0% 53.3% 122.0% -3.1% -51.1% -21.8% 35.4% 86.5%

why...? 45 0.1% -38.5% -8.1% 30.1% 68.7% -33.8% -67.1% -32.0% 1.6% 68.7% -33.8% -61.6% -30.6% 5.6% 67.2%

can't...? 37 24.8% -19.1% 6.3% 84.6% 103.8% 21.2% -43.5% -32.0% 98.8% 142.3% -2.9% -46.9% 3.3% 49.5% 96.4%

will...? 30 -26.7% -67.4% -20.6% 4.5% 72.0% -28.4% -94.7% -77.9% -3.1% 91.6% -2.2% -86.5% -50.8% -3.9% 82.6%

where...? 27 -40.7% -47.0% -39.4% -22.9% 24.2% -63.4% -72.6% -60.7% -21.3% 51.3% -38.2% -50.7% -39.4% -15.3% 35.5%

who...? 28 -12.0% -25.7% -11.7% 3.0% 28.7% -10.7% -58.5% -39.7% 17.5% 76.1% 1.4% -43.9% -23.3% -5.2% 38.7%

don't...? 24 -17.6% -48.3% -21.6% 15.8% 64.1% -27.4% -78.7% -46.8% 4.1% 82.8% -11.8% -59.6% -35.4% 12.7% 72.3%

www.phrasee.co

32

SalesOpen rate Click rate CTO rate



on orders over 83 17.3% -5.9% 11.7% 43.2% 49.2% 71.5% 9.2% 80.6% 158.2% 149.1% 46.3% 23.0% 50.5% 85.4% 62.4%

orders over 72 16.3% -7.9% 7.5% 43.2% 51.1% 54.4% -4.6% 47.8% 152.6% 157.2% 32.8% 18.8% 47.4% 83.6% 64.8%

off selected 71 36.6% 8.5% 36.8% 65.2% 56.7% 60.0% -16.2% 48.4% 141.2% 157.4% 17.1% -34.9% 16.7% 77.5% 112.3%

your next order 69 -4.3% -12.1% -5.6% 41.5% 53.6% -35.7% -63.3% -35.3% 0.9% 64.1% -32.9% -54.9% -29.5% -18.2% 36.7%

available 69 13.9% 0.3% 34.6% 92.3% 92.0% 20.6% -46.7% 35.6% 185.8% 232.5% 5.9% -48.6% -0.9% 59.3% 108.0%

24 hour offer 68 -4.3% -8.8% -6.0% 2.9% 11.7% -43.0% -53.3% -41.7% -34.3% 19.0% -40.4% -46.8% -37.1% -26.9% 20.0%

save an extra 67 6.6% -39.7% 24.8% 92.5% 132.2% -29.5% -46.4% -29.7% -3.9% 42.5% -33.9% -47.2% -24.0% -20.6% 26.6%

voucher 65 -13.0% -43.3% -13.7% 9.9% 53.2% -13.8% -59.9% -27.1% 11.9% 71.8% -1.0% -39.9% -17.1% 48.2% 88.1%

our sale 65 4.5% -19.0% 13.8% 43.8% 62.8% 49.2% -15.4% 45.7% 150.2% 165.6% 42.7% -17.1% 31.9% 96.2% 113.4%

clearance 65 19.7% -17.6% 25.5% 59.5% 77.2% 99.2% 17.7% 112.9% 194.5% 176.8% 66.3% 30.3% 74.5% 118.8% 88.6%

reductions 65 8.3% -24.1% 4.7% 45.4% 69.5% 70.7% -17.5% 51.5% 166.2% 183.7% 57.6% 1.1% 38.0% 127.0% 125.9%

buy one get one free 60 89.4% 47.7% 74.0% 84.8% 37.1% -56.9% -63.2% -56.3% 90.2% 153.4% -77.3% -73.1% -70.4% 9.3% 82.4%

sale 60 4.5% -24.8% 8.8% 47.0% 71.8% 54.7% -31.5% 45.0% 147.5% 179.0% 48.0% -13.7% 33.4% 99.2% 112.9%

your order 59 85.0% -3.5% 188.3% 230.2% 233.7% 51.3% -57.5% 82.4% 187.5% 245.0% -18.2% -47.2% -20.4% -9.7% 37.5%

offers 58 14.5% -23.5% -2.0% 40.8% 64.3% 77.3% -13.3% 38.1% 166.2% 179.5% 54.9% -7.5% 36.0% 136.4% 143.9%

further reductions 59 16.8% -28.1% -5.1% 34.3% 62.4% -1.1% -61.8% -18.4% 40.4% 102.2% -15.3% -52.5% -14.9% 34.0% 86.5%

order 56 28.5% -0.8% 41.9% 133.9% 134.8% 66.7% -15.9% 110.2% 308.7% 324.6% 29.7% -17.7% 59.9% 109.7% 127.5%

worth 58 11.7% -22.2% 9.4% 81.9% 104.1% -10.0% -57.4% -6.9% 88.7% 146.0% -19.5% -53.6% -22.5% 18.4% 72.0%

only 56 2.5% -25.8% 5.4% 38.8% 64.5% -1.2% -59.6% -19.7% 47.4% 107.0% -3.6% -51.8% -23.1% 23.5% 75.3%

offer 56 6.5% -26.6% 2.3% 36.7% 63.2% -14.1% -65.5% -31.4% 29.9% 95.4% -19.4% -58.4% -28.9% 16.6% 75.0%

prices 56 68.7% -8.8% 74.5% 237.5% 246.4% 108.2% -30.9% 92.5% 344.6% 375.4% 23.4% -29.7% 6.1% 61.8% 91.6%

from just 53 28.4% -17.9% 20.3% 74.5% 92.4% 38.0% -51.9% 6.0% 109.8% 161.7% 7.5% -47.1% -14.0% 36.7% 83.8%

orders 54 30.9% -15.0% 10.1% 54.4% 69.3% 15.1% -29.8% 15.7% 45.0% 74.7% -12.1% -24.0% -6.7% 26.0% 49.9%

price 55 28.4% -17.9% 20.3% 74.5% 92.4% 38.0% -51.9% 6.0% 109.8% 161.7% 7.5% -47.1% -14.0% 36.7% 83.8%

from only 55 30.9% -15.0% 10.1% 54.4% 69.3% 15.1% -29.8% 15.7% 45.0% 74.7% -12.1% -24.0% -6.7% 26.0% 49.9%

orders 54 0.1% -0.3% 0.3% 0.4% 0.72% -0.2% -0.5% -0.5% 0.5% 1% -0.3 -0.6 0.01 1.2 1.9

www.phrasee.co

33

Sales (continued)Open rate Click rate CTO rate



from just 53 -68.2% -90.4% -67.3% -45.8% 44.6% -82.3% -98.1% -94.9% -86.6% 11.5% -44.5% -86.2% -80.8% -51.9% 34.3%

3 for 2 53 32.3% -15.1% 19.3% 40.6% 55.7% -18.3% -36.6% -6.7% 44.6% 81.3% -38.3% -38.8% -27.0% 20.2% 58.9%

2 for 1 51 10.6% -34.1% 33.8% 38.6% 72.8% -24.3% -48.9% -47.3% 48.7% 97.6% -31.5% -60.6% 0.8% 125.8% 186.4%

€* off 51 2.0% -19.5% 9.7% 41.7% 61.2% 20.9% -36.3% 16.2% 102.3% 138.6% 18.6% -35.3% 12.4% 72.8% 108.1%

sale continues 51 10.3% -28.2% 9.8% 43.8% 72.1% 42.9% -14.8% 60.0% 126.0% 140.8% 29.6% 0.8% 55.7% 106.4% 105.6%

get one free 50 51.3% -37.7% -5.7% 26.5% 64.2% -57.7% -75.4% -56.3% -12.7% 62.7% -72.0% -69.9% -47.9% -3.0% 66.9%

sale & clearance 50 8.6% -12.0% 23.0% 40.8% 52.8% 148.7% 93.8% 151.8% 234.2% 140.5% 129.1% 103.0% 129.0% 156.9% 54.0%

on all orders 50 -0.9% -26.0% 1.5% 25.6% 51.6% 12.2% -52.8% 24.6% 97.6% 150.5% 13.2% -42.9% 30.5% 78.8% 121.7%

deal 49 8.6% -29.5% 14.6% 61.6% 91.1% 4.2% -53.6% -4.9% 60.2% 113.7% -4.0% -41.3% -12.9% 34.4% 75.7%

up to 49 -4.3% -38.8% 1.9% 51.8% 90.6% 28.3% -56.4% 8.4% 109.1% 165.5% 34.0% -29.4% 12.2% 74.5% 103.9%

all orders 46 1.4% -26.4% 1.9% 24.9% 51.3% 8.6% -58.5% 14.3% 80.8% 139.3% 7.1% -43.3% 17.5% 71.2% 114.5%

£* off 45 -4.9% -41.1% -7.2% 51.8% 92.9% -17.2% -66.0% -35.0% 45.1% 111.1% -13.0% -52.8% -22.3% 14.8% 67.7%

deals 45 -7.1% -42.0% -5.4% 42.7% 84.7% -6.0% -53.6% -0.5% 52.8% 106.3% 1.2% -26.4% -1.4% 37.8% 64.2%

half price 45 8.3% -26.4% 6.5% 35.3% 61.6% 16.8% -57.2% -20.0% 65.8% 122.9% 7.9% -50.9% -16.0% 38.1% 89.0%

free product offer 44 -4.0% -43.9% 0.5% 28.0% 72.0% -63.4% -79.2% -73.9% -50.7% 28.5% -61.9% -72.0% -63.9% -56.3% 15.7%

vouchers 43 -20.2% -42.2% -9.6% 5.9% 48.1% -32.3% -57.7% -34.1% -4.0% 53.7% -15.1% -37.8% -18.6% -1.4% 36.4%

free 41 -6.2% -34.4% 5.1% 55.4% 89.8% -6.6% -58.3% -10.5% 88.6% 146.9% -0.5% -46.0% -7.9% 59.2% 105.2%

save 41 -3.7% -32.4% -1.3% 50.5% 82.9% -11.8% -65.3% -28.4% 40.4% 105.6% -8.5% -54.7% -26.2% 28.4% 83.1%

discount 41 -19.7% -51.8% -27.1% 13.9% 65.7% -8.4% -68.0% -25.3% 42.8% 110.8% 14.1% -39.7% -4.1% 51.9% 91.6%

everything 40 -8.4% -31.7% -5.8% 25.5% 57.3% 7.1% -47.1% -1.9% 66.7% 113.8% 16.9% -29.0% 2.2% 43.7% 72.6%

save up to 38 0.2% -32.4% 13.3% 60.7% 93.1% -7.6% -56.7% -2.5% 64.3% 121.0% -7.7% -39.8% -12.6% 32.8% 72.6%

off everything 34 -14.8% -36.6% -9.2% 27.0% 63.5% 8.0% -55.9% 3.7% 77.8% 133.7% 26.7% -28.5% 8.2% 48.6% 77.1%

savings 31 4.0% -39.4% -6.4% 50.9% 90.3% -7.4% -64.6% -26.5% 56.4% 121.0% -11.0% -46.0% -5.2% 34.7% 80.7%

$* off 28 -12.9% -24.2% -3.1% 21.5% 45.8% -3.9% -30.1% 10.9% 52.9% 83.0% 10.4% -11.6% 16.0% 44.9% 56.6%

off all 26 -3.7% -34.9% 8.5% 41.4% 76.2% 4.3% -67.1% -0.2% 100.7% 167.8% 8.3% -41.5% -5.7% 74.5% 116.0%

offer ends 23 16.1% -12.4% 16.0% 57.4% 69.8% -9.4% -59.6% -16.7% 33.1% 92.7% -22.0% -54.1% -29.1% 16.2% 70.2%

off when you 23 -15.6% -41.2% -35.4% -3.1% 38.1% -32.1% -77.1% -70.0% 18.0% 95.1% -19.5% -61.1% -48.8% -3.4% 57.8%

www.phrasee.co

34

SuperlativesOpen rate Click rate CTO rate



brand new 71 36.9% 1.9% 31.3% 70.6% 68.7% 8.2% -44.4% 14.7% 59.2% 103.6% -20.9% -53.0% -21.1% 27.8% 80.9%

latest 70 25.4% -31.3% 14.5% 87.1% 118.4% 12.9% -49.2% 6.2% 58.7% 107.9% -9.9% -36.1% -13.7% 22.7% 58.7%

special 70 11.6% -22.9% 1.6% 65.4% 88.3% 15.0% -63.6% -19.7% 71.7% 135.4% 3.1% -48.4% -15.0% 28.8% 77.2%

wonderful 60 -2.4% -9.5% -0.6% 58.2% 67.7% 18.3% -18.7% 29.5% 78.2% 96.9% 21.3% -50.2% -12.5% 79.3% 129.5%

great deals 58 8.7% -48.3% -13.5% 62.5% 110.8% -5.0% -62.7% -16.4% 101.2% 164.0% -12.6% -42.9% -9.1% 24.3% 67.2%

selected 58 16.3% -6.8% 27.2% 60.6% 67.4% 25.3% -41.2% 33.7% 122.6% 163.8% 7.8% -38.0% 5.3% 67.5% 105.5%

amazing 57 -3.5% -18.0% -3.3% 34.3% 52.3% 18.2% -59.5% -11.2% 67.6% 127.1% 22.5% -51.1% -13.9% 78.9% 130.0%

exclusive 55 -0.7% -43.1% 4.3% 56.6% 99.7% -2.4% -74.0% -35.0% 40.1% 114.1% -1.7% -56.8% -30.7% 16.7% 73.5%

exclusive 55 -0.7% -43.1% 4.3% 56.6% 99.7% -2.4% -74.0% -35.0% 40.1% 114.1% -1.7% -56.8% -30.7% 16.7% 73.5%

ideas 53 16.6% -12.4% 2.2% 29.9% 42.2% 6.3% -34.9% -10.9% 28.1% 63.0% -8.8% -34.8% -17.7% 28.1% 62.8%

extra 52 11.0% -22.0% 13.8% 56.4% 78.4% 37.8% -35.4% 35.0% 111.3% 146.7% 24.2% -26.1% 14.9% 70.7% 96.8%

incredible 51 6.1% -7.2% -1.3% 11.1% 18.3% 31.8% -19.7% -4.4% 113.3% 133.0% 24.2% -8.1% -6.5% 92.0% 100.1%

happy 49 -1.3% -36.5% 1.2% 54.8% 91.2% -6.0% -70.6% -19.5% 80.4% 151.1% -4.8% -54.8% -0.5% 43.1% 97.8%

big 48 9.7% -38.6% 8.0% 63.8% 102.4% 32.0% -49.5% -1.4% 100.8% 150.3% 20.3% -35.4% -3.6% 57.7% 93.1%

great 47 3.6% -30.8% -5.3% 33.5% 64.3% -5.8% -58.4% -20.8% 44.9% 103.2% -9.0% -47.5% -18.2% 26.1% 73.6%

great 47 3.6% -30.8% -5.3% 33.5% 64.3% -5.8% -58.4% -20.8% 44.9% 103.2% -9.0% -47.5% -18.2% 26.1% 73.6%

top 5 46 15.8% 2.3% 5.7% 13.3% 11.0% 42.1% 28.8% 82.3% 96.9% 68.1% 22.7% 5.0% 74.2% 85.0% 80.0%

fantastic 46 1.6% -23.5% -7.7% 39.0% 62.5% -21.0% -70.4% -27.2% 8.7% 79.1% -22.3% -61.5% -39.3% 28.9% 90.3%

top 38 -1.7% -32.5% 0.6% 35.8% 68.2% 2.7% -54.2% -4.7% 73.3% 127.5% 4.5% -39.8% -7.1% 58.9% 98.7%

best 38 -0.8% -31.3% 1.0% 45.0% 76.3% -16.1% -54.6% -20.4% 39.8% 94.5% -15.5% -47.7% -16.9% 27.7% 75.4%

exciting 37 18.8% -17.0% 10.3% 70.1% 87.2% 3.1% -47.7% 11.2% 67.9% 115.6% -13.2% -43.7% -18.7% 27.9% 71.6%

good 34 -19.9% -53.2% -33.7% 4.6% 57.8% -15.9% -71.3% -24.7% 6.8% 78.2% 5.0% -48.0% -13.7% 47.6% 95.6%

perfect 32 -3.1% -37.8% -7.3% 26.2% 64.0% -14.9% -66.3% -39.8% 22.4% 88.6% -12.2% -46.5% -31.9% 4.1% 50.6%

the perfect gift 18 -27.7% -50.2% -31.1% 2.9% 53.1% -51.2% -74.1% -63.0% -48.0% 26.1% -32.5% -50.9% -42.2% -30.9% 20.0%

www.phrasee.co

35

UrgencyOpen rate Click rate CTO rate



sale starts 82 13.2% -12.9% 20.7% 49.7% 62.6% 77.6% 1.8% 91.9% 210.8% 209.0% 56.8% 8.2% 55.5% 141.0% 132.8%

back in stock 79 4.5% -49.9% -9.3% 26.5% 76.4% 22.5% -56.8% -10.6% 63.4% 120.2% 17.3% -21.3% -4.9% 32.6% 53.9%

stock 76 17.9% -22.5% 4.8% 49.6% 72.0% 27.6% -48.7% 11.2% 80.0% 128.7% 8.2% -40.0% 0.6% 45.2% 85.2%

sale now 73 2.2% -27.6% 9.7% 39.3% 66.9% 85.2% -25.5% 48.0% 176.0% 201.5% 81.1% 10.7% 45.3% 126.9% 116.2%

now in 72 10.1% -33.3% 17.3% 61.5% 94.9% 20.5% -60.3% 8.8% 94.1% 154.4% 9.4% -25.1% -1.5% 38.9% 64.0%

supply 63 -37.2% -52.4% -40.1% -20.5% 31.9% 15.5% -48.9% 0.4% 55.5% 104.4% 84.1% 2.2% 63.6% 112.0% 109.8%

now 62 -1.6% -38.7% 1.2% 44.4% 83.0% 21.2% -63.1% -4.6% 99.9% 163.0% 23.2% -38.8% 1.9% 65.4% 104.2%

sale ends soon 58 -19.2% -24.5% -3.2% 14.7% 39.2% -3.8% -46.8% 6.9% 67.4% 114.2% 19.1% -31.1% 23.9% 66.7% 97.7%

this weekend 52 10.0% -23.8% 2.7% 30.8% 54.5% -23.1% -69.9% -42.7% 0.7% 70.6% -30.1% -64.8% -43.2% -4.0% 60.8%

now available 51 -5.8% -13.4% 68.5% 101.0% 114.4% -22.1% -65.1% 1.8% 121.7% 186.8% -17.3% -57.4% -17.1% 12.6% 70.0%

sale ends 51 0.4% -22.6% 1.0% 34.8% 57.4% 44.4% -46.8% 27.6% 141.6% 188.4% 43.9% -31.1% 23.9% 82.1% 113.1%

weekend only 50 -4.8% -32.1% -0.6% 29.6% 61.7% -39.2% -69.9% -43.5% -17.9% 52.0% -36.1% -61.9% -48.8% -6.8% 55.1%

this week 50 13.6% -24.1% 11.8% 43.1% 67.3% -1.7% -65.4% -28.6% 45.9% 111.4% -13.5% -58.2% -26.7% 25.7% 83.9%

limited 49 -24.8% -42.1% -1.1% 42.5% 84.6% -46.4% -86.2% -41.5% 59.9% 146.0% -28.8% -68.6% -38.9% 10.4% 79.0%

this weekend only 49 -8.6% -33.2% -0.8% 22.9% 56.1% -39.9% -70.0% -44.1% -18.8% 51.3% -34.2% -63.5% -43.0% -6.8% 56.6%

today 45 -14.3% -39.2% -5.9% 36.7% 75.9% -14.8% -73.2% -34.5% 46.9% 120.1% -0.5% -52.2% -26.4% 24.1% 76.3%

final 44 17.6% -18.0% 21.6% 56.6% 74.6% 33.3% -48.0% 6.4% 109.5% 157.5% 13.4% -46.4% -1.5% 59.6% 106.1%

tomorrow 43 1.7% -27.1% 0.9% 44.0% 71.1% 15.5% -52.6% 3.5% 89.9% 142.5% 13.6% -42.7% 11.0% 56.4% 99.1%

ends sunday 41 3.3% -17.1% 2.8% 27.8% 44.9% 44.1% -0.6% 48.0% 103.5% 104.1% 39.5% 15.4% 45.3% 86.0% 70.5%

ends soon 41 -6.8% -32.7% -13.2% 70.1% 102.8% 43.0% -68.3% -30.0% 174.9% 243.2% 53.5% -52.1% -9.1% 88.3% 140.4%

don't miss out 38 -5.0% -38.1% -12.8% 21.2% 59.2% -2.5% -60.1% -29.4% 36.2% 96.3% 2.6% -45.2% -25.2% 36.4% 81.6%

last few days 37 -0.6% -32.0% 5.6% 20.2% 52.2% 51.9% -54.2% 35.8% 111.5% 165.6% 52.8% -38.0% 35.4% 107.3% 145.3%

this week's deal 37 37.9% 11.8% 41.0% 66.8% 55.0% -8.6% -57.9% -1.8% 29.5% 87.3% -33.7% -48.1% -26.7% -15.4% 32.7%

hurry 36 -6.1% -35.4% -9.4% 29.7% 65.0% 9.1% -62.3% -9.1% 71.0% 133.3% 16.2% -47.4% 4.8% 59.6% 106.9%

www.phrasee.co

36

Urgency (continued)Open rate Click rate CTO rate



ends tomorrow 35 -1.2% -26.2% -2.4% 30.8% 56.9% 17.6% -48.1% 7.5% 83.1% 131.2% 19.0% -28.3% 22.1% 59.6% 87.9%

last chance to save 34 10.9% -32.4% -2.1% 50.2% 82.6% -39.0% -62.7% -54.6% 3.4% 66.1% -45.0% -61.9% -53.4% -13.0% 48.9%

last minute 33 0.5% -29.7% -9.6% 12.6% 42.3% -17.2% -68.1% -30.0% 14.7% 82.8% -17.6% -45.7% -32.0% 22.9% 68.6%

ends 30 6.3% -31.2% -0.8% 44.1% 75.2% 6.9% -57.4% -13.3% 59.8% 117.3% 0.6% -47.9% -16.5% 40.6% 88.5%

sale ends tomorrow 29 -1.9% -19.9% -8.6% 16.2% 36.1% 2.9% -50.4% -34.5% 56.2% 106.6% 4.9% -40.4% -15.5% 42.2% 82.6%

last 29 -4.3% -31.7% -4.5% 27.9% 59.6% -19.8% -68.1% -33.7% 26.0% 94.1% -16.2% -56.9% -27.6% 20.7% 77.6%

ready for the 29 -4.0% -28.3% -13.1% 35.0% 63.3% -22.0% -65.3% -25.8% 18.1% 83.4% -18.8% -63.2% -37.9% 12.2% 75.4%

days left 27 13.6% -32.1% -0.9% 40.4% 72.5% -0.3% -44.0% -5.9% 39.4% 83.4% -12.3% -37.0% -18.0% 21.7% 58.7%

last chance to win 26 9.4% -45.4% -7.3% 60.5% 105.9% 12.6% -34.1% -9.6% 56.1% 90.2% 3.0% -12.2% 14.6% 74.9% 87.1%

last chance 25 -2.4% -26.9% -0.7% 31.1% 58.0% -22.3% -63.5% -34.3% 31.2% 94.6% -20.4% -56.2% -25.4% 18.0% 74.2%

don't miss 24 -13.4% -43.8% -19.0% 15.8% 59.6% -14.0% -70.6% -44.7% 22.2% 92.8% -0.7% -51.0% -29.0% 35.8% 86.8%

hours 22 -20.3% -43.8% 1.0% 21.0% 64.8% -32.0% -72.0% -36.8% 6.1% 78.1% -14.7% -47.8% -26.5% 13.6% 61.4%

tonight 22 -7.4% -48.5% -19.6% 22.8% 71.3% -27.3% -74.9% -51.3% -12.6% 62.3% -21.5% -55.5% -36.0% -14.0% 41.6%

midnight 20 -5.3% -41.3% -16.7% 45.0% 86.3% -13.5% -75.4% -41.2% 26.9% 102.3% -8.6% -55.5% -33.0% 18.8% 74.3%

still time to 19 -36.6% -50.2% -34.2% -1.1% 49.1% -34.4% -77.8% -67.4% -15.9% 61.9% 3.5% -63.4% -29.6% 12.1% 75.6%

midnight tonight 18 -13.8% -48.5% -34.6% 10.8% 59.3% -36.5% -78.3% -64.4% -26.3% 51.9% -26.4% -58.5% -42.9% -18.4% 40.1%

ends midnight 18 -9.1% -43.2% -27.4% 19.8% 62.9% -33.7% -81.1% -54.8% -6.5% 74.5% -27.1% -62.0% -39.3% -9.1% 52.9%

ends midnight tonight 17 -13.4% -48.7% -37.5% 19.6% 68.3% -44.1% -81.1% -65.4% -13.3% 67.8% -35.5% -59.6% -38.3% -15.9% 43.7%

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