Subject Line Analysis

Report
2013 Adestra Subject
Line Analysis Report
Keywords for killer subject lines
Alert
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For email marketing
that delivers results: +44 (0)1865 242425 www.adestra.com moreinfo@adestra.com

2013 Adestra Subject Line Analysis Report 2
INTRODUCTION
Your subject line is the key to success for your
email campaigns. However, how much time
do you spend developing your subject line
strategy? If you’re like 9/10 marketers, then
the answer is “not enough!”
Undoubtedly, you spend hours constructing
great email campaigns – working on the
template layout, writing effective copy, and
ensuring it looks good on all the major email
clients. But many marketers will do all this work
and then pick a subject line as the last step,
clearly forgetting that if your subject line isn’t
good then no one will see all of your hard work!
In the last couple of years, the way consumers interact with
email has changed drastically. Much like the broader web,
email is now all about usability. Your subject line is one
of the main things within your control to influence your
customers' behaviour. Having an ineffective, confusing or
ambiguous subject line delivers a poor user experience for
their online journey.
Conversely, a subject line that is strong, effective and usable
drives short and long term response rates. Further, don’t
forget that more emails are being sent out than ever before.
With all the clutter in the world these days, making your
email stand out is more difficult than ever. In this report, you
will discover the trends of subject lines from over 2.2 billion
emails. These trends cover the keywords and phrases that
recipients respond to better than most… and also, which
ones are over-used and ineffective for your sector.
Trends of subject
lines in over
2.2bn
emails
Parry Malm
Account Director, Adestra
For email marketing

Contents
Methodology 4
How do the results work? 5
What is your subject line strategy? 6
A note on split testing 7
Overall results 8
B2B Publishing 9
B2C Publishing 11
B2B Events 13
B2C Events 15
Retail and ecommerce 17
Charities 19
Appendix 21
- About the author 22
- Overall results 23
- B2B Publishing 25
- B2C Publishing 27
- B2B Events 29
- B2C Events 31
- Retail and ecommerce 33
- Charities 35
For email marketing

Methodology
To generate the statistics in this report, we took a random
sample of over 90,000 email campaigns, each with a list size
of minimum 5000, for a total of over 2 billion emails.
Why have we ignored
tiny campaigns?
Smaller campaigns have a higher
propensity to be statistical outliers,
therefore skewing the results.
By controlling for these, the overall
results are more robust, and
consequently more useful for your
marketing decision making.
Actionable results
for your industry
Overall results are interesting,
but what you really want to know
is how you can improve your
subject lines for your recipients
in your industry.
To make the results more actionable,
we’ve split the report into 6 key
industry areas:
• B2B publishing
• B2C publishing
• B2B events
• B2C events
• Retail ecommerce
• Charities and Not for Profit
We looked at which words and
phrases were the most popular
by sector, and then categorised
them by objective. This gives you
solid statistics by keyword for what
works and what doesn’t, and will
give you some great ideas on how
to improve your results.
How to use this report
For each industry, you will find a
list of common keywords, and what
their effect are on the response rates
of the email, including:
• Open rate
• Click rate
• Click to open ratio
• Unsubscribe rate
Which keywords did we test?
There were simply too many
keywords to talk about! Therefore,
we’ve highlighted key findings for
you in the main report, but as we
don’t want you to miss out, you’ll
find a full list of tested keywords
and phrases per sector in the
appendix.
For email marketing

How do the
results work?
For each keyword, you will see the average deviation
from the mean for campaigns with subject lines
including that keyword.
To illustrate: If the industry average
open rate is 20%, and the word
“Foo” shows 12% higher opens,
that means that inclusion of the word
“Foo” in a subject line delivered
a 22.4% open rate (so, a 12%
increase on 20%.)
Just a quick note of caution: your lists
may respond differently to the long-run
averages in the following pages.
However, at the very least this report
will give you some ideas on what you
should be testing on a campaign-by-
campaign basis, and will help
you develop a robust and profitable
subject line strategy. Individual
campaign results will vacillate wildly
from excellent to awful and all points
in between; the key is to focus on
a long-term subject line strategy
and this report is your how-to-guide.
To help you to make probabilistically-driven
choices for your subject lines,
we've also included the Median, 1st
and 3rd quartile points in the tables
in the appendix. This will give you
a broader picture of the entire data
spread, and whether any outliers are
affecting the average.
To illustrate, if:
20%
is the industry
average open rate
And the word “Foo” shows
12% higher opens, that means
that inclusion of the word “Foo”
in a subject line delivered a
22.4% open rate (so, a 12%
lift on 20%).
22.4%
open rate delivered
by “Foo”
For email marketing

What is your subject
line strategy?
Not all of your emails will get opened all the time.
Even market leaders routinely have less than half of
their emails opened on a campaign-by-campaign basis.
Your email campaign is not solely
defined by opens and clicks! Your
subject line is prominent in your
customers’ inboxes whether or not
your emails are opened.
In the example above check out
the inbox. Not all of these campaigns
have been opened and yet, they are
all delivering key brand and product
information. Therefore, you need to
think about your subject lines as a
series of branding tools over a period
of time, not just one-offs to drive
short term response.
When planning your email marketing
campaigns, make sure you have a
defined subject line strategy in mind.
For example:
• Are you a content producer looking
to position yourself as a source of
hot news? Feature snippets
of your top stories.
• Are you a publisher soliciting free
trials? Let your prospects know
how, for no risk, they can benefit
from your product.
• Are you putting on a large
exhibition in a competitive
marketplace? Shout about what
makes your show different from all
the others.
• Are you a charity soliciting
donations? Focus on the outcomes
of your endeavours and how your
donators will be helping.
• Are you a retailer competing on
price? Feature both percentage
and monetary discounts for
popular product ranges.
There is a multitude of ways to
promote your key goal in your
subject line. Taking the exhibition
example above, let’s imagine that
their stand sales team have brought
on numerous new exhibitors. On
the right are a few subject lines all
driving to the same end, but stated
differently.
By no means should you always
use the same subject line –
that would be a wasted opportunity
– but by adhering to a central
subject line strategy you are
simultaneously building your
brand and driving response.
Example subject line
strategy
To:
Cc:
Subject: SHOWNAME now has 50 more exhibitors than last year! Register now to meet them.
Subject:
SHOWNAME
now has 50 more
exhibitors than last
year! Register now
to meet them.
To:
Cc:
Subject:
Don’t miss
SHOWNAME
– meet 25% more
exhibitors than
2012’s edition
To:
Cc:
Subject:
Registration is now
open for SHOWNAME.
Source innovative
vendors – including
50 new exhibitors
for 2013
For email marketing

A note on
split testinG
If you aren’t split testing your subject line, start now.
BUT, if you are split testing follow this cardinal rule:
Be creative but don’t be crazy
What does this mean? Being creative
is great – this report will help you
generate lots of ideas for words and
phrases to test. But don’t be crazy
and try things for a short term gain.
If you used the subject line “Free
Beer!” then guess what? You’ll get
a huge amount of opens. But unless
the contents of the email actually
pour your customers a beer, then
you’ll have achieved nothing but
short term response gain and long
term brand harm. Other examples
could be using Re: or Fw: at the
beginning of your subject lines.
They might get opened the first
time, but you'll get ignored the
next time. The results below speak
for themselves.
Therefore, when you split test, ensure
that all your splits, be it a simple A/B
or all the way to Z, adhere to your
overarching subject line strategy.
And, don’t assume what worked
last time will work this time. Things
change in marketing campaigns,
much of which is outside of your
control. The only solid testing
strategy is to constantly test.
The real enemies of testing are
assumptions and biases based upon
past experience. What may have
worked last week can stop tomorrow,
and what failed epically last year
may make you a million this year.
That’s why you need to test, test,
and test again. And again. And for
good measure, do it again.
Free beer can mean
a high open rate but
long term brand harm
FREE
BEER!
100%
80%
60%
40%
20%
0%
-20%
-40%
-60%
-3.70%
Open Rate
Variance vs.
Average
“Re:”
42.60% 277.7%
Unsub Rate
Variance vs
Average
300%
250%
200%
150%
100%
50%
0%
-50%
-100%
-14.30%
Open Rate
Variance vs.
Average
“Fw:”
-47.50%
Click Rate
Variance vs
Average
Unsub Rate
Variance vs
Average
-42.60%
Click Rate
Variance vs
Average
For email marketing

Overall
results
Overall usage patterns of email have drastically changed
in the last few years, and this is strongly evidenced in how
people interact with email as a communications channel.
In 2005 newsletters were standard –
sending out that week’s latest news.
But since then, numerous popular
content aggregators (like Google
News, Reddit, etc.) have taken over
that space. Why bother to sign up
for a newsletter when you can get a
simple alert from a free web service?
For example, the word “Newsletter”
shows a marginal effect on open rates
(+0.7%), but a strong negative effect
on click rates (-18.7%.) This should be
of no surprise – the word “newsletter”
harks back to the day of receiving
a posted and photocopied A4 list
of stories. But don’t fret – there is still
an extremely valuable opportunity
to provide unique content via email.
Take the word “Alert,” which shows
+38.1% opens and +61.8% clicks.
Why is this? The word “alert”
connotes activity – something that is
happening now – and incites a sense
of urgency in readers.
It gives the impression that the
news is breaking, that it is cutting
edge, that it can’t be missed. We see
the same with the word “Bulletin”
(+15.8%, +12.7%).
On this point, it looks as though
one of the big trends this year,
Content Marketing, has over-saturated
customers, both B2B and
B2C, with too much information.
For example, “Report” (-23.7%,
-54.8%,) “Learn” (-35.5%, -60.8%,)
and “Book” (-4.6%, -25.4%) are
trending down. When working on
your content marketing plan, bear in
mind that everyone else is too. Focus
on differentiating your offerings.
There is also a strong logic in creating
an expectation to receive scheduled
messages. Communications that are
sent out “Daily” (+27.8%, +100.3%)
and “Weekly” (+27.1%, +50.6%)
perform strongly. This is because
your customers begin to expect your
emails on a frequent basis, and get
into the habit of reading them.
At the other end of the spectrum,
“Monthly” (-26.6%, -37.0%) is
probably too infrequent, and you’re
losing the top-of-mind position for
which you are striving.
The statistics also show something
ground-breaking: people love to save
money! And, everyone loves getting
a good deal. For example, simple
things like offering “Free Delivery”
(+50.7%, +135.4%) seem to work a
treat. Or, specifying a percentage off
in the subject line (+10.5%, +27.4%).
“The main thing about email is that it is trending towards usability.
Having a “Sale” (+23.2%, +60.7%)? Say so! Got something “New”
(+17.2%, +38.2%) to talk about?Talk about it! Just uploaded
a new “Video” (+18.5%, +64.8%)? Promote it!”
Parry Malm, Adestra
1 In related news, water is wet.
For email marketing

Overall
results
Keyword table
Objective Keyword
Open rate
variance vs.
average
Click rate
variance vs.
average
Click to
open rate
variance vs.
average
Unsubscribe
rate variance vs.
average
Benefits Exclusive 12.3% -0.3% -11.2% 22.0%
Free -3.0% -6.3% -3.3% -1.3%
Free delivery 50.7% 135.4% 56.3% 82.4%
Gift 12.4% -11.3% -21.1% 21.2%
Latest 8.3% 11.7% 3.1% -9.9%
New 17.2% 38.2% 17.9% -2.6%
Offer 7.3% -18.6% -24.1% 22.3%
Only -4.1% -37.3% -34.7% 11.9%
Sale 23.2% 60.7% 30.5% 31.6%
Save 3.4% -25.2% -27.7% 18.1%
Voucher 20.0% -2.4% -18.7% 60.6%
Content Alert 38.1% 61.8% 17.2% -63.2%
Bulletin 15.8% 12.7% -2.6% -22.9%
Issue 10.8% 10.4% -0.4% 29.6%
Learn -35.5% -60.8% -39.2% -23.9%
News 34.8% 47.7% 9.6% -26.0%
Newsletter 0.7% -18.7% -19.2% 2.9%
Report -23.7% -54.8% -40.8% -54.6%
Today -15.9% -37.9% -26.1% 5.2%
Video 18.5% 64.8% 39.0% -26.0%
Webinar -16.6% -70.7% -64.8% 8.8%
Win 1.8% 26.7% 24.4% -2.9%
Date Daily 27.8% 100.3% 56.7% -75.0%
Monthly -26.6% -37.0% -14.2% 13.8%
Weekly 27.1% 50.6% 18.5% -49.8%
Call to action Download 1.4% -6.1% -7.4% -28.2%
Get -8.6% -16.1% -8.2% 2.5%
Register -9.6% -54.9% -50.1% 27.7%
Subscription 5.0% -19.1% -23.0% 89.3%
Urgency Don't miss -8.8% -42.9% -37.3% 33.2%
Misc iPad 31.6% 19.9% -9.0% 19.1%
Re: -3.7% -42.6% -40.4% 90.8%
Fw: -14.3% -47.5% -62.8% 135.4%
For email marketing

B2B
Publishing
News, simply put, is no longer newsworthy. If people want to
get aggregated news stories, they can access this easily via RSS,
or even a Google News alert.
Readers don’t need your newsletter
to provide what they probably
already get elsewhere. That is, unless
your offering is targeted to them and
provides a unique slant on things.
What people do want is to know
about news as soon as it breaks –
like the old time hacks called it on
Fleet Street, your subject lines need
to shout “Extra extra, read all about
it!” Words like “Alert” and “Breaking”
show extremely positive response.
Especially in B2B publishing, where
in this day and age we’re all
increasingly time-poor, get right
to the point and make sure your
content really is special.
The age of content marketing
has desensitised people to things
like “reports”, “forecasts” and
“intelligence.” As with most trends,
everyone has jumped aboard
the content marketing train, with
mixed results. If the content you are
marketing is of low quality, then, low
and behold, you’ll get poor results. In
all this clutter, the old adage “content
is king” is more true than ever. Go
buy your editor a beer and cosy
up to them, as it’s his or her inside
knowledge of popular well-crafted
content that will get you more
eyeshare.
Importantly, focus on how you
frame subscription renewal emails.
The evidence shows that being
straight to the point works best here.
As it’s effectively a basic transactional
email, simply stating what needs to
be done – “Renew now for £100” or
the like – seems to perform more
strongly than beating around the
bush. However as with everything,
make sure you test your message on
a regular and strategic basis.
36%
35.5%
35%
34.5%
34%
33.5%
33%
32.5%
32%
Alert Report
0%
-10%
-20%
-30%
-40%
-50%
-60%
-70%
-80%
Click Rate
Variance vs
Average
35.7%
-64.10%
Click Rate
Variance vs
Average
Open Rate
Variance vs.
Average
32.9%
-30.6%
Open Rate
Variance vs.
Average
For email marketing

B2B
Publishing
Keyword table
Objective Keyword
Open rate
variance vs.
average
Click rate
variance vs.
average
Click to
open rate
variance vs.
average
Unsubscribe
rate variance
vs. average
Content *|*|* 2 27.5% 90.7% 14.2% -8.0%
Alert 32.9% 35.7% 2.1% -45.5%
Breaking 35.4% 77.6% 31.2% -65.8%
Editor 28.7% 68.3% 30.7% -15.5%
Forecast -34.0% -68.3% -51.9% -37.9%
Issue 6.9% -4.8% -11.0% 69.1%
Latest -2.0% -8.7% -6.8% 17.1%
News 20.5% 13.9% -5.4% -20.0%
Newsletter -11.2% -52.6% -46.7% 48.5%
Report -30.6% -64.1% -48.3% -43.7%
Top stories -11.2% -30.5% -21.7% -0.3%
Update 26.8% 8.9% -14.1% -5.7%
Date This week -18.5% -28.6% -12.3% 5.6%
Daily 12.6% 35.8% 20.7% -51.2%
Weekly 27.5% 24.7% -2.2% -26.5%
Monthly -6.4% -19.1% -13.6% 134.6%
Subscriptions £ 21.9% 80.5% 48.2% -19.3%
Access 2.9% -7.3% -9.9% 80.6%
Free 3.0% -8.4% -11.1% 64.9%
Renew 0.6% 22.6% -21.9% 175.6%
Subscription -8.2% -22.7% -15.8% 266.7%
Trial 8.8% -6.6% -14.1% 13.8%
“Alert” and
“Breaking” boost
your open and
click through
rates.
The old adage
“content is king”
is more true than
ever, but you need
to demonstrate
the benefits.
2 This refers to a subject line that has multiple stories delineated by pipes.
For example, “Headline 1 | Headline 2 | Headline 3”
For email marketing

B2C
Publishing
B2C publishers are facing a revolution in the way they
deliver content to their customers, and it shows – people
are no longer after repurposed web content. What they want
are things unique to the specific market you specialise in.
This is evidenced quite strongly!
“Review”, “Update” and “Special”
all test well. But there’s more: users
devour “video” content. Package up
your content as something special,
something they can’t find elsewhere,
and shout about it in your subject
lines.
Dealing with money, however,
is more of a slippery slope.
Consumers have gotten to know
your brands as content providers,
and the big challenge is effectively
monetising it. Try to mix up the
subject lines – soft sell for a
couple weeks, then go in for the kill
with a hard sell. If you don’t ask for
the money you’ll never get it, but
if you always ask for it you’ll have
angry customers!
A quick and easy way to build your
lists is contests, something used
by publishers around the world.
However, make sure the contest
is marketed effectively and that
you don’t do it too often! Open
rates on contest emails are trending
downwards but clicks are going
up, such as “Win” (-2.3%, +18.3%).
Think about how you can segment
your data better. Can you create a
“contest” list and focus on it, thus not
bugging pure content-seekers with
one-offs?
160%
140%
120%
100%
80%
60%
40%
20%
0%
Video “?”
0%
-5%
-20%
-15%
-20%
-25%
-30%
-35%
-40%
Click Rate
Variance vs
Average
96.6%
-22.20%
Click Rate
Variance vs
Average
Open Rate
Variance vs
Average
27.6%
-16.9%
Open Rate
Variance vs
Average
For email marketing

B2C
Publishing
Keyword table
Objective Keyword
Open rate
variance vs.
average
Click rate
variance vs.
average
Click to
open rate
variance vs.
average
Unsubscribe
rate variance
vs. average
Content ? -16.9% -22.2% -6.4% -1.1%
*|*|* 3 7.2% 32.4% 23.5% -40.8%
*,*,* 4 17.8% 67.0% 41.7% -52.4%
Exclusive 11.3% -1.2% -11.2% 3.7%
Newsletter 6.4% 16.5% 9.5% 3.8%
Review 37.1% 152.3% 84.0% -66.5%
Special 12.2% -12.1% -21.7% 82.7%
Update 29.0% 6.7% -17.3% 141.2%
Video 27.6% 96.6% 54.1% -39.8%
Win -2.3% 18.3% 21.1% -5.8%
Date Daily 35.1% 115.0% 59.2% -99.2%
Weekly -1.1% 2.7% 3.8% -48.8%
Monthly -4.9% -24.6% -20.7% -9.8%
Money % off -3.6% -21.7% -18.7% -9.2%
£ -19.7% -37.7% -22.3% 9.9%
Discount -38.8% -59.2% -33.4% 2.4%
Free -10.3% -23.4% -14.7% -35.9%
Half price 9.7% -44.1% -49.1% 51.2%
Subscriptions Last chance -16.5% -50.6% -40.8% 24.1%
Limited 23.7% 16.4% -5.9% -4.6%
On sale now -2.8% 0.9% 3.8% -15.6%
Subscription -5.3% -47.8% -44.8% 68.1%
Trial -45.6% -74.6% -53.3% -8.7%
Miscellaneous Deals 7.3% -12.3% -18.3% 53.6%
Facebook -6.7% 15.2% 23.4% -58.9%
iPad 37.3% 19.4% -13.1% 16.9%
Twitter 12.2% 18.1% 5.3% -52.1%
Promoting
videos in your
subject lines will
drive your results
skyward.
Asking
questions
has a negative
impact on your
results.
3 This refers to a subject line that has multiple stories delineated by pipes.
For example, “Headline 1 | Headline 2 | Headline 3”
4 This refers to a subject line that has multiple stories delineated by commas.
For example, “Headline 1, Headline 3”
For email marketing

B2B
events
If you’re reading this, then you know how tough it is
to differentiate your events from everyone else’s. It seems
like these days there is a conference, training course or
exhibition about every possible topic under the sun!
In any industry sector, there are
usually 2-3 market leading events,
and then a litany of smaller events
trying to chip away at the giants’
market share. If you’re one of the
market leaders, focus on your brand.
You’ll have a long list of previous
attendees – let them
know what’s new this year. Have
you signed a number of new
exhibitors? Will there be product
announcements on-site? Let them
know that you are the market leader
for a reason – and make this clear
as day in your subject lines.
If you’re a new entrant or an
underdog event, focus on how your
event is trendier, nimbler, or smarter
than the market leaders. Re-purpose
content from previous years
(i.e. speaker presentations, videos,
reports etc.) and use that to generate
leads. You’ll not be able to beat the
big boys on brand, but you will
be able to beat them on your unique
content or other benefits.. Shout
about this!
And don’t shy away from using
transactional-style messages as a
thinly veiled opportunity. Words like
“Badge,” “Download,” and “Invitation”
all test well. Used correctly as part
of your marcomms plan you can
generate massive response off the
back of it. But don’t over-use it; keep
it as your secret weapon to be rolled
out once or twice in the event cycle,
right during your prime visitor-acquisition
period.
0%
-1%
-2%
-3%
-4%
-5%
-6%
-7%
-8%
Conference Don’t miss
40%
35%
30%
25%
20%
15%
10%
5%
0%
-7.4%
Click Rate
Variance vs Average
40%
Click Rate
Variance vs
Average
-1.4%
Open Rate
Variance vs
Average
Open Rate
Variance vs
Average
6.3%
For email marketing

B2B
events
Keyword table
Objective Keyword
Open rate
variance vs.
average
Click rate
variance vs.
average
Click to
open rate
variance vs.
average
Unsubscribe
rate variance
vs. average
Product Conference -1.4% -7.4% -6.1% 0.2%
Exhibition -8.2% -1.4% 7.5% 9.6%
Forum -11.6% -49.9% -43.3% -22.1%
Training -10.1% -21.9% -13.1% -24.8%
Webinar -3.1% -28.3% -26.0% -19.2%
Discounts Discount -10.9% -37.1% -29.3% -18.0%
Early bird -4.7% -40.5% -37.5% -6.4%
Free -3.0% 3.7% 6.9% 35.7%
Offer -13.1% -30.8% -20.3% 6.4%
Urgency Don't miss 6.3% 40.0% 31.7% 9.4%
Last chance -10.1% -43.0% -36.6% -26.4%
To go -0.6% -19.0% -18.4% -12.2%
Features Agenda -2.9% -21.0% -18.6% -6.8%
Brochure -0.4% 9.7% 10.2% -26.2%
Industry -4.7% -11.4% -7.0% -0.3%
Keynote -15.3% -40.9% -30.2% 5.8%
Speakers -1.4% -36.8% -35.9% 17.2%
Benefits Exclusive 1.5% 6.6% 5.0% 0.1%
Innovation 15.0% -5.0% -17.4% 58.2%
Learn -18.8% -31.1% -15.1% 6.2%
ROI 9.3% 42.7% 30.5% -29.9%
Call to action Badge 15.6% 67.5% 44.9% 63.3%
Download 10.0% 77.4% 61.3% -31.3%
Invitation 18.1% 37.9% 16.8% 41.8%
Registration 9.2% 48.1% 35.7% 50.8%
Free Stuff Game -3.8% -45.0% -42.8% 23.7%
iPad 1.9% 17.5% 15.2% 37.4%
Kindle -15.5% -47.8% -38.3% -19.9%
Win -4.1% 30.7% 36.4% -10.3%
The main challenge is
differentiation. People
know what a “conference”
is, what an exhibition” is,
and what a “webinar” is.
They get invitations every
single day. Nothing stands
out. This is a fundamental
challenge for B2B event
marketers… and there’s
no easy solution.
Parry Malm, Adestra
For email marketing

B2C
events
When Facebook and Twitter took off, all of the doomsday pundits told us it was
the end of human connections; that we’d cease to be social beings and simply live
lonely, isolated lives on our computers. And yet the B2C events sector has taken
off in a massive way thanks to the promotional boost from social media.
Why is this? The last time you went
to a friend’s birthday party, were you
invited on Facebook? I bet that’s the
case. Social media is simply a new
channel for us to undertake one of
the fundamental parts of the human
experience – getting out with friends
and family to enjoy ourselves!
However, despite the preceding
altruism, let’s face it, another part
of the human experience is we all
like to save a pound. And in the B2C
events space, this is as clear as day.
When selling tickets, focus on savings
and offers and people will respond.
Just make sure you explain them
as clearly as possible.
And; don’t be afraid of talking about
money or stressing the urgency
of the situation. No one likes to
be pressured, sure but when the
pressure’s on is when you take action!
Don’t be pushy, don’t be rude – but
do be up front about it. If a great
offer is ending, say so. If there’s only
two days left, say so. You’re selling
a great event, not double-glazing,
and people know that. Trust in your
customers that they’ll do the right
thing and you’ll be rewarded with
response uplift.
20%
10%
0%
-10%
-20%
-30%
-40%
-50%
-60%
“£”
-43.6%
Click Rate
Variance vs
Average
14.6%
Open Rate
Variance vs
Average
40%
35%
30%
25%
20%
15%
10%
5%
0%
Win
30.7%
Click Rate
Variance vs
Average
Open Rate
Variance vs
Average
4.1%
B2C events suffer the
same problem as their B2B
compatriots – a saturated
market and the need for
differentiation. Focus on
what makes your event
different and the savings
and offers you can give to
your audience. This will
make you stand out from
the crowd
Parry Malm, Adestra
For email marketing

B2C
events
Keyword table
Objective Keyword
Open rate
variance vs.
average
Click rate
variance vs.
average
Click to
open rate
variance vs.
average
Unsubscribe
rate variance
vs. average
Money $ 25.5% -74.9% -80.0% 81.6%
£ 14.6% -43.6% -50.8% 59.4%
€ 5.2% -42.3% -45.1% 111.8%
Ticket sales 2 for 1 30.2% -53.8% -64.5% 108.2%
Cheap 63.2% -11.0% -45.5% 82.1%
Discount 12.9% -64.4% -68.4% 72.1%
Early bird 7.3% -50.5% -53.9% 154.0%
Free 8.7% -66.4% -69.1% 85.8%
Offer 17.3% -46.1% -54.1% 145.8%
Save -3.4% -65.5% -64.3% 91.0%
Tickets 23.0% -42.8% -53.5% 72.9%
Show features Exclusive 22.6% -57.5% -65.4% 152.3%
Explore 19.3% -52.6% -60.3% 54.7%
Preview 33.3% 15.0% -13.7% 38.7%
Program 10.5% -51.2% -55.8% 56.6%
Reasons 25.1% -41.2% -53.0% 55.7%
Win 26.2% 9.0% -13.6% 100.8%
Urgency Last chance 16.8% -51.2% -58.2% 49.3%
Meet 23.7% -38.9% -50.6% 72.0%
Still time 25.9% -58.5% -67.1% 68.4%
Call to action Opens 16.1% -36.8% -45.6% 54.0%
Register 56.6% -0.8% -36.7% 93.7%
Tickets 23.0% -42.8% -53.5% 72.9%
Visit 28.0% -33.0% -47.7% 82.0%
! 24.6% -28.2% -42.4% 74.5%
Free Stuff Game -3.8% -45.0% -42.8% 23.7%
iPad 1.9% 17.5% 15.2% 37.4%
Kindle -15.5% -47.8% -38.3% -19.9%
Win -4.1% 30.7% -36.4% -10.3%
“Early bird”
can have a positive
impact on your open
rates but a massively
negative impact on
your unsubscribe
rates.
Prizes and
free stuff may
give you a slightly
lower open rate but
boosts your click
throughs.
For email marketing

Retail and
ecommerce
The online retail sector is continuously under extreme
pressure. If you Google any product under the sun you’ll
get 10 pages of results of websites selling it. The key
is to differentiate your offering in whatever way possible.
Many purchases online are
determined by price. Research
denotes that one of the main
reasons for losing a sale online is
delivery charges. Simply offering
“Free Delivery” (+35.9%, +81.3%)
can help you keep that deal. Further,
consumers love a “Sale” (+10.7%,
+26.7%) and specific offers such as
% off, (+6.1%, +17.7%). However,
generic offers such as “Save” (-4.4%,
-27.4%) and pushy calls to action like
“Buy” (-19.3%, -59.1%) have a
negative effect.
You also need to make sure that the
way you’re communicating your
offers isn't devaluing your product.
Take the words “Cheap” (-67.2%,
-71.6%) and “Free” (-23.7%, -34.8%) –
you get what you pay for in this life.
There’s no such thing as a free lunch,
or so they say, and it would appear
that consumers believe this too.
The challenge in this sector is to
balance short term response uplifts
(limited offers and the like) with long-term
brand value. If you do nothing
but offer discounts, guess what,
you’ll be perceived as a discount
brand. Make sure you know beyond
a shadow of a doubt what your core
brand values are, then make sure
your subject lines follow this through.
-65%
-66%
-67%
-68%
-69%
-70%
-71%
-72%
-73%
Cheap Free delivery
80%
70%
-67.2%
60%
Open Rate
Variance vs
50%
Average Open Rate
40%
30%
20%
10%
0%
-71.6%
Click Rate
Variance vs
Average
81.3%
Click Rate
Variance vs
Average
Variance vs
Average
35.9%
Using Cheap can
reduce your results
For email marketing

Retail and
ecommerce
Keyword table
Objective Keyword
Open rate
variance vs.
average
Click rate
variance vs.
average
Click to
open rate
variance vs.
average
Unsubscribe
rate variance
vs. average
Incentives % off 6.1% 17.7% 10.9% 38.1%
Cheap -67.2% -71.6% -13.3% -34.6%
Free -23.7% -34.8% -14.6% 32.4%
Half price 11.5% -21.3% -29.4% 29.8%
Sale 10.7% 26.7% 14.4% 75.0%
Save -4.4% -27.4% -24.0% 38.2%
Win -21.0% -13.8% 9.2% 27.8%
Calls to Action Buy -19.3% -59.1% -49.3% 9.9%
Order 6.2% -19.8% -24.5% 2.9%
Events Birthday -6.1% -36.6% -32.4% 11.4%
Christmas -3.9% -29.2% -26.3% 35.2%
Holiday -26.3% -51.6% -34.3% 88.2%
Launch 0.3% -30.1% -30.3% 1.0%
Summer -15.1% -26.9% -13.9% 16.4%
Benefits Available 28.3% 8.3% -15.6% 47.0%
Essential -15.1% -32.7% -20.8% 31.9%
Free
delivery
35.9% 81.3% 33.4% 107.0%
New 23.2% 10.2% -10.5% 32.0%
Offer -3.3% -41.2% -39.2% 34.6%
Superlatives Great 14.7% -9.6% -21.2% 47.1%
Fantastic -12.5% -48.4% -41.1% 7.9%
Good -7.3% -40.3% -35.6% 65.8%
Exclusive -6.2% -37.6% -33.5% 66.6%
Latest 95.4% -1.0% -49.3% 9.8%
“Cheap” and “free”
can devalue your
proposition and
cause your results
to slump.
Sales and savings
still work and are
great for driving
clicks through to
your website.
For email marketing

Charities
Engagement is key for charities. Whether you’re asking for a
donation right now, or for recipients to become advocates,
focus on engagement means you’ll have that email address
for life and not just a one off donation.
There are so many charities for so
many causes out there that it is more
important than ever to ensure your
supporter list engages with you not
just from a monetary standpoint, but
from a cause standpoint.
Donation requests can work, but it
needs to be a mutual exchange. For
example simply asking people to
“Donate” (+17.4%, -56.9%) will get
you opens, because people know
what you’re going to ask. You may
not get as many clicks, but it’s
a simple way to separate those ready
to give, and those not.
However, not all donation requests
are monetary – often they are around
asking for a “volunteer” (+55.6%,
+44.9%,) or simply asking recipients
to “help” (+34.7, +14.2%.) Sometimes
the softly-softly approach works
better – consumers want to feel
like they’re making a difference.
Over-soliciting donations will
turn you into an online chugger!
Try mixing up your engagement
requests in your subject line so you
aren’t perceived as the person with
a jar hassling pub patrons.
Importantly, a major function of
charities is acting as advocates
for a given cause. People who
engage with you online, regardless
of their donation status, can help
you advance your goals. Let them
know what you are doing to solve
problems. Give them an “update”
(+46.2%, +18.6%) or explain how
you’re helping “society”
(+69.6%, +44.5%).
Have you ever walked
down the street and
been accosted by a well-intentioned
“chugger”
trying to separate you from
your hard earned cash?
I have… and have never
given to them. This isn’t
because I’m a mean old
dude, but it’s because it’s an
extremely poorly targeted
solicitation. I’m qualified as
a lead by virtue of walking
down the street.
Now, I’m sure this
strategy works in certain
circumstances. But in an
online channel, it is evident
that such a widespread
approach doesn’t pay
dividends.
Parry Malm, Adestra
62%
60%
58%
56%
54%
52%
50%
48%
46%
News Support
0%
-10%
-20%
-30%
-40%
-50%
-60%
-70%
-80%
50.7%
Click Rate
Variance vs
Average
-66.6%
Click Rate
Variance vs
Average
60.7%
Open Rate
Variance vs
Average
-8.5%
Open Rate
Variance vs
Average
For email marketing

Charities
Keyword table
Objective Keyword
Open rate
variance vs.
average
Click rate
variance vs.
average
Click to
open rate
variance vs.
average
Unsubscribe
rate variance
vs. average
Donations Cards -19.2% -48.2% -35.9% -98.3%
Donate 17.4% -56.9% -63.2% -90.0%
Gift -25.2% -46.7% -28.7% -92.2%
Give -37.0% -79.0% -66.7% -6.8%
Help 34.7% 14.2% -15.2% 296.7%
Join 12.4% -28.4% -36.3% -20.1%
Member 19.8% -34.3% -45.1% 63.0%
Order -18.8% -51.8% -40.7% -100.0%
Presents -3.3% -41.3% -39.3% 3.0%
Registration 22.0% -50.1% -59.1% 201.6%
Support -8.5% -66.6% -63.4% 110.8%
Volunteer 55.6% 44.9% -6.9% -2.6%
Money % off -1.5% 1.3% 2.8% -84.9%
£ -1.5% -71.1% -70.7% -82.7%
Events Challenge 17.8% -50.7% -58.1% -61.5%
Christmas 8.7% -13.2% -20.2% -33.9%
Event 19.6% -51.0% -59.0% -16.3%
Marathon 9.6% -71.2% -73.8% -10.0%
Run 3.3% -60.6% -61.9% -34.0%
Content Action -22.1% -57.3% -45.1% -94.7%
Campaign -15.1% -50.1% -41.3% -62.4%
Child -12.1% -65.2% -60.4% 177.0%
Difference 18.2% -70.8% -75.3% 235.6%
Inspiration -48.2% -68.1% -38.3% -100.0%
Lives -24.5% -86.2% -81.7% -88.5%
News 60.7% 50.7% -6.2% 40.9%
Society 69.6% 44.5% -14.8% 52.3%
Today -20.5% -52.2% -39.9% -100.0%
Update 46.2% 18.6% -18.9% 174.5%
Video -21.8% -67.8% -58.8% -39.9%
Views -29.6% -40.4% -15.4% -94.0%
Win -13.0% -42.5% -33.9% -65.2%
Asking for
people to “give”
and “support” doesn’t
have the impact
that “news” and
“help” does.
For email marketing

Appendix
Definitions for Terms Used in This Paper
Here you’ll find the definition of terms used throughout this
paper and in the appendix tables.
Click rate
Measures the percentage of recipients who have clicked on a link within the
email content.
Click to open rate
Measures the percentage of opened messages that recorded clicks.
Unsubscribe Rate
The percentage of delivered email messages that generate unsubscribe requests.
Mean
The mean is the average of the numbers: a calculated “central” value of a set of numbers.
To calculate: Just add up all the numbers, then divide by how many numbers there are.
Median
The middle number (in a sorted list of numbers). To find the Median, place the numbers
you are given in value order and find the middle number.
1st Quartile
For a set of data, the number for which 25% of the data is less than that number. To find
the first quartile, place the numbers you are given in value order and find the number
which represents the first quarter of values.
3rd Quartile
For a set of data, a number for which 75% of the data is less than that number. To find the
first quartile, place the numbers you are given in value order and find the number which
represents the first quarter of values.
Variance vs. average
In simple terms, this is the uplift or drop in results compared to the average.
For email marketing

About
the author
Parry Malm – Account Director
Parry joined Adestra in 2010 and,
having run marketing teams in
his previous roles, has a deep
understanding of client needs.
He is a seasoned digital marketer
and is responsible for running
Adestra’s Account Management
team and for delivering high-level
strategic direction to Adestra clients.
On weekends, Parry can be found
policing the mean streets of London
in a Mountie uniform.
About
ADESTRA
Adestra is a leading email service provider. Hundreds of organisations
and thousands of users trust us to grow their email marketing strategies.
Our global presence spans Oxford, London and New York. So wherever you
are, you’ll receive consistent email marketing solutions that deliver results.
Since forming in 2004, we’ve worked hard to become one of the industry’s
most respected names. Our success is driven by our innovative technology,
excellent client service and proven deliverability.
For email marketing that delivers results, call now on +44 (0)1865 242425,
visit our website www.adestra.com or email moreinfo@adestra.com
For email marketing

2013 Adestra Email Subject Line Analysis 24
All sectors
Objective Keyword Open rate variance vs. average Click rate variance vs. average Click to open rate variance vs. average Unsubscribe rate variance vs. average
Mean 1st Quartile Median 3rd Quartile Mean 1st Quartile Median 3rd Quartile Mean 1st Quartile Median 3rd Quartile Mean 1st Quartile Median 3rd Quartile
Benefits Exclusive 12.3% -30.7% 5.5% 53.4% -0.3% -78.7% -40.5% 46.3% -11.2% -69.9% -45.3% 14.8% 22.0% -88.7% -32.8% 63.9%
Free -3.0% -34.5% 1.0% 45.7% -6.3% -75.2% -39.0% 58.6% -3.3% -64.3% -31.1% 32.2% -1.3% -75.7% -33.3% 46.0%
Free delivery 50.7% 10.3% 46.3% 116.6% 135.4% -2.4% 73.7% 219.6% 56.3% -11.3% 22.3% 82.5% 82.4% -48.8% 10.5% 118.2%
Gift 12.4% -14.7% 20.0% 59.5% -11.3% -65.9% -20.3% 54.5% -21.1% -61.5% -30.2% 9.4% 21.2% -71.4% 11.5% 116.5%
Half price 21.5% -3.0% 25.5% 48.9% -7.0% -66.4% -23.6% 43.1% -23.5% -68.1% -40.2% 3.4% 31.4% -16.9% 27.7% 91.4%
Latest 8.3% -23.1% 6.0% 38.2% 11.7% -56.6% -15.8% 63.9% 3.1% -48.5% -12.9% 43.3% -9.9% -78.1% -44.7% 10.9%
New 17.2% -23.5% 7.1% 50.2% 38.2% -74.2% -27.5% 93.6% 17.9% -66.6% -27.0% 51.9% -2.6% -80.6% -39.0% 37.5%
Offer 7.3% -26.2% -1.1% 29.4% -18.6% -83.9% -49.5% 17.9% -24.1% -78.3% -49.1% 4.8% 22.3% -79.1% -29.5% 45.3%
Only -4.1% -32.0% -6.3% 27.7% -37.3% -86.4% -66.6% -6.7% -34.7% -79.6% -59.7% -16.4% 11.9% -71.5% -23.5% 53.3%
Sale 23.2% -6.1% 27.6% 56.3% 60.7% -42.5% 46.0% 178.0% 30.5% -41.3% 23.7% 93.0% 31.6% -80.6% -22.5% 68.2%
Save 3.4% -26.6% -3.1% 34.7% -25.2% -83.3% -62.1% -9.6% -27.7% -79.0% -58.7% -16.7% 18.1% -68.3% -19.5% 64.1%
Special 4.1% -29.2% 0.9% 29.9% -21.2% -85.3% -52.6% 21.0% -24.4% -78.3% -49.0% 0.9% 18.9% -81.4% -44.8% 37.4%
Voucher 20.0% -17.2% 8.0% 41.6% -2.4% -79.0% -27.5% 26.2% -18.7% -70.1% -38.8% -6.5% 60.6% -65.3% 17.8% 138.9%
Content Alert 38.1% 20.6% 48.1% 77.3% 61.8% -3.9% 61.2% 157.2% 17.2% -30.0% 18.3% 61.6% -63.2% -90.6% -80.1% -66.0%
Book -4.6% -32.0% -4.2% 34.7% -25.4% -82.7% -58.6% 7.7% -21.8% -77.5% -51.8% -9.5% 11.0% -80.3% -34.9% 35.7%
Bulletin 15.8% -13.9% 4.5% 51.5% 12.7% -50.8% -20.3% 54.2% -2.6% -46.9% -13.0% 33.9% -22.9% -75.6% -38.2% 0.8%
Conference -10.6% -30.3% -11.9% 9.9% -54.3% -82.3% -67.9% -41.8% -48.9% -75.9% -60.7% -38.5% 26.9% -96.7% -37.5% 44.5%
Issue 10.8% -25.4% 8.3% 41.3% 10.4% -79.5% -27.9% 63.5% -0.4% -72.1% -32.1% 26.9% 29.6% -61.8% -5.7% 77.9%
Journal -12.8% -39.6% -12.6% 39.9% -26.2% -88.0% -69.3% 30.7% -15.4% -79.6% -60.0% 17.6% 79.7% -36.3% 25.1% 124.1%
Learn -35.5% -46.5% -28.1% -4.2% -60.8% -87.4% -74.4% -41.5% -39.2% -79.0% -60.6% -19.0% -23.9% -73.1% -39.6% 42.3%
News 34.8% -1.2% 25.8% 73.7% 47.7% -45.8% 20.7% 137.5% 9.6% -41.7% -4.6% 52.2% -26.0% -86.2% -69.9% -36.9%
Newsletter 0.7% -20.4% -1.4% 35.7% -18.7% -71.6% -25.9% 27.1% -19.2% -65.3% -27.5% 13.7% -2.9% -61.4% -24.9% 53.1%
Report -23.7% -43.4% -26.9% 2.7% -54.8% -86.5% -73.8% -37.3% -40.8% -76.1% -58.9% -26.7% -54.6% -84.4% -72.1% -43.9%
Today -15.9% -33.2% -12.4% 26.0% -37.9% -85.1% -60.3% -4.1% -26.1% -76.5% -48.2% -0.6% 5.2% -81.4% -46.0% 29.6%
For email marketing

All sectors
Content Update 17.2% -19.2% 16.8% 48.6% 8.6% -63.1% -23.6% 45.5% -7.3% -57.9% -26.9% 40.5% 12.6% -71.0% -44.9% 9.9%
Video 18.5% -23.1% 3.0% 46.7% 64.8% -68.1% -18.0% 95.7% 39.0% -63.1% -19.2% 59.0% -26.0% -77.4% -54.8% 7.1%
Webinar -16.6% -32.1% -18.7% -1.1% -70.7% -88.3% -78.3% -62.0% -64.8% -83.1% -73.1% -56.4% 8.8% -73.7% -38.9% 23.6%
Win 1.8% -28.8% 4.3% 45.2% 26.7% -73.0% -13.5% 105.2% 24.4% -62.7% -10.9% 60.7% -2.9% -80.4% -41.0% 28.0%
Date Daily 27.8% 0.6% 45.2% 65.7% 100.3% 12.2% 115.6% 203.2% 56.7% -0.5% 67.0% 100.7% -75.0% -100.0% -90.5% -76.9%
Monthly -26.6% -17.5% 31.6% 46.1% -37.0% -64.1% 2.5% 94.2% -14.2% -60.7% -15.2% 45.9% 13.8% -56.9% -26.0% 36.6%
Weekly 27.1% 17.2% 42.5% 59.6% 50.6% -26.5% 40.4% 141.0% 18.5% -31.1% 14.2% 62.4% -49.8% -75.0% -58.3% -38.1%
Call to action Attend -12.5% -31.4% -14.4% 8.3% -60.5% -83.5% -70.3% -49.2% -54.8% -76.6% -64.3% -43.4% 4.2% -83.0% -38.4% 30.4%
Download 1.4% -24.4% -1.7% 20.9% -6.1% -70.9% -37.8% 18.8% -7.4% -62.0% -37.9% 7.7% -28.2% -67.7% -31.6% 55.5%
Get -8.6% -37.8% -5.5% 32.2% -16.1% -82.1% -47.9% 51.2% -8.2% -72.9% -36.4% 35.7% 2.5% -84.6% -41.5% 33.4%
Register -9.6% -31.8% -13.1% 14.1% -54.9% -85.1% -69.1% -36.2% -50.1% -80.2% -62.9% -36.6% 27.7% -69.8% -25.2% 53.3%
Subscription 5.0% -26.9% -4.1% 33.1% -19.1% -75.7% -24.4% 38.6% -23.0% -71.1% -27.1% 26.2% 89.3% -5.7% 136.2% 234.4%
Tickets 22.3% -14.4% 27.1% 71.7% -9.9% -63.0% -28.6% 48.0% -26.3% -61.2% -35.8% 7.6% 42.5% -43.7% 19.8% 91.7%
Money $ -14.3% -55.0% -4.8% 31.6% -27.4% -84.4% -55.8% 24.2% -15.3% -70.9% -43.7% 29.0% 35.9% -81.2% -39.1% 80.3%
% off 10.5% -14.9% 25.6% 55.9% 27.4% -54.7% 22.3% 143.1% 15.2% -52.9% 3.9% 78.5% 12.2% -53.3% -4.3% 69.4%
£ -1.6% -23.5% 14.2% 53.2% 5.6% -76.3% 9.3% 161.0% 7.4% -67.5% -2.7% 87.0% -4.2% -86.4% -57.4% 16.7%
€ -3.7% -29.3% -2.4% 31.4% -17.7% -81.2% -54.2% 30.7% -14.5% -74.8% -47.8% 14.1% 4.3% -79.6% -46.3% 23.3%
Urgency Don't miss -8.8% -38.0% -10.0% 17.3% -42.9% -88.2% -71.2% -35.6% -37.3% -82.0% -64.4% -35.2% 33.2% -60.5% -13.5% 78.1%
Early bird -20.3% -35.4% -17.8% 4.0% -70.1% -87.2% -77.5% -64.5% -62.5% -82.7% -71.6% -57.1% 72.7% -76.0% -18.4% 84.8%
Last chance -10.1% -37.6% -19.8% 9.3% -54.0% -88.7% -77.6% -49.2% -48.8% -83.7% -70.3% -45.7% 12.9% -67.9% -20.3% 64.6%
To go -1.1% -26.8% -8.3% 14.2% -38.1% -83.5% -69.0% -40.9% -37.4% -79.6% -63.7% -36.1% 7.5% -62.3% -9.3% 56.9%
Misc ! 2.9% -27.3% 1.2% 44.0% -11.3% -81.1% -52.4% 21.1% -13.7% -74.9% -49.6% 3.1% 21.0% -64.6% -15.0% 61.6%
? -11.4% -34.7% -8.6% 22.3% -25.9% -84.3% -59.2% 6.0% -16.3% -76.9% -50.5% 5.2% 18.0% -82.3% -46.1% 37.2%
iPad 31.6% -28.0% 6.8% 71.4% 19.9% -74.5% -41.9% 40.9% -9.0% -66.4% -47.2% -4.2% 19.1% -75.2% -33.0% 60.7%
For email marketing

B2B Publishing
Content % -7.6% -33.1% -4.2% 20.3% -21.3% -81.8% -39.5% 51.1% -14.9% -73.6% -31.0% 41.9% 32.1% -81.8% -30.1% 53.1%
*|*|* 27.5% 7.3% 28.1% 54.5% 90.7% 7.2% 80.9% 168.9% 49.5% 5.8% 37.8% 83.3% -53.7% -88.7% -71.8% -50.9%
*,*,* 19.5% -9.8% 35.2% 79.6% 36.4% -40.6% 40.7% 153.7% 14.2% -40.6% 7.8% 56.9% -8.0% -72.4% -49.7% 0.0%
Alert 32.9% 16.7% 42.4% 71.0% 35.7% -18.7% 35.2% 117.4% 2.1% -38.7% 3.5% 41.6% -45.5% -85.9% -70.0% -49.5%
Best Practice -31.1% -56.4% -34.6% -21.4% -57.8% -93.4% -83.4% -45.6% -38.7% -87.4% -70.3% -29.8% 89.3% -61.1% -6.8% 85.7%
Book -7.2% -34.6% -10.4% 26.9% -31.6% -82.4% -57.4% 7.2% -26.3% -76.0% -47.1% -4.4% 50.5% -73.8% -11.5% 68.1%
Breaking 35.4% 14.8% 40.7% 54.9% 77.6% -0.4% 69.7% 142.6% 31.2% -16.5% 22.2% 64.7% -65.8% -81.9% -68.1% -52.5%
Bulletin 15.2% -19.1% 4.3% 55.8% 0.8% -62.1% -37.8% 54.2% -12.5% -57.5% -30.4% 50.9% 8.2% -72.9% -25.4% 40.6%
CPD 3.2% -11.5% -0.8% 16.6% -39.4% -84.9% -59.5% -34.9% -41.3% -79.9% -58.2% -40.6% 83.8% -40.7% 54.1% 132.1%
Editor 28.7% 9.2% 35.8% 49.8% 68.3% -47.4% 49.6% 150.8% 30.7% -47.1% 20.5% 73.6% -15.5% -72.5% -48.4% 30.0%
Exclusive -0.4% -20.5% -5.3% 20.9% -23.4% -81.0% -43.4% 29.5% -23.1% -77.2% -46.3% 10.5% 42.9% -86.2% -39.2% 74.3%
Forecast -34.0% -56.0% -38.9% -2.0% -68.3% -86.9% -79.1% -56.9% -51.9% -74.3% -58.2% -25.0% -37.9% -85.3% -72.0% -48.7%
Insight -15.6% -28.7% -19.5% -3.8% -76.7% -93.8% -87.8% -75.3% -72.4% -93.1% -81.0% -68.3% 44.9% -49.3% 23.4% 135.8%
Intelligence -15.7% -28.7% -19.5% -5.4% -84.1% -94.8% -89.9% -76.7% -81.1% -93.9% -86.4% -71.0% 20.9% -47.2% 11.2% 115.9%
Interview -4.3% -22.3% -6.7% 19.5% -2.4% -69.8% -5.3% 63.0% 2.0% -57.2% -8.6% 47.2% -33.8% -74.4% -54.7% -24.9%
Issue 6.9% -24.6% 8.1% 34.5% -4.8% -81.7% -17.0% 56.2% -11.0% -72.5% -20.5% 23.6% 69.1% -44.3% 19.9% 136.7%
Journal -25.3% -44.0% -22.5% 21.6% -52.3% -90.7% -78.2% -14.5% -36.2% -83.2% -68.6% -15.3% 193.4% 12.2% 104.7% 256.5%
Latest -2.0% -24.7% 0.9% 28.0% -8.7% -57.5% -23.2% 38.5% -6.8% -49.2% -11.8% 29.6% 17.1% -69.6% -26.4% 40.4%
Magazine 0.2% -31.6% -11.8% 34.8% -22.1% -78.8% -53.3% -1.1% -22.2% -69.0% -45.6% -5.1% 131.7% -36.3% 42.7% 155.6%
News 20.5% -0.8% 23.6% 67.0% 13.9% -52.8% 1.4% 102.9% -5.4% -48.1% -15.2% 38.0% -20.0% -80.0% -60.0% -25.4%
Newsletter -11.2% -25.0% -16.0% 1.8% -52.6% -84.8% -62.7% -20.9% -46.7% -77.4% -55.4% -10.7% 48.5% -45.8% 4.1% 104.0%
Policy -14.3% -55.3% -49.6% -2.6% -17.2% -82.9% -74.6% -35.3% -3.4% -64.1% -52.4% -20.1% -24.9% -72.3% -45.6% -11.2%
Report -30.6% -46.8% -31.8% -5.6% -64.1% -88.4% -78.2% -49.2% -48.3% -78.2% -64.0% -36.8% -43.7% -77.3% -61.4% -26.3%
Research 1.7% -27.2% -1.8% 23.7% -4.4% -72.7% -32.9% 47.0% -6.0% -65.6% -28.3% 31.3% 37.3% -85.6% -20.4% 73.2%
For email marketing

B2B Publishing
Content Special -3.6% -30.2% -2.5% 18.1% -37.0% -87.9% -54.4% 9.2% -34.6% -81.9% -49.4% -2.1% 15.3% -72.6% -29.8% 66.3%
Tips -13.7% -34.9% -21.1% 11.4% -13.3% -83.1% -56.3% 31.7% 0.4% -71.1% -44.4% 24.3% -15.8% -75.9% -44.7% 49.6%
Top stories -11.2% -13.7% -4.3% 5.1% -30.5% -47.3% -2.9% 26.6% -21.7% -36.2% 0.5% 17.2% -0.3% -65.2% -47.9% -8.4%
Trends -14.6% -34.4% -19.0% 3.6% -51.0% -82.0% -63.5% -40.6% -42.6% -74.6% -55.5% -24.4% 56.1% -53.9% -5.9% 107.1%
Update 26.8% -7.9% 16.5% 45.0% 8.9% -52.5% -11.8% 59.9% -14.1% -52.2% -22.5% 28.0% -5.7% -56.4% -24.2% 20.5%
Video -11.6% -34.2% -15.4% 11.0% -32.0% -74.7% -53.6% -3.7% -23.1% -66.7% -42.3% -3.9% -13.7% -74.0% -55.1% 4.5%
Webinar -24.5% -34.3% -20.1% -0.3% -76.9% -89.1% -81.8% -71.7% -69.3% -84.9% -77.6% -68.9% 62.4% -45.2% 2.4% 95.3%
Date This week -18.5% -28.6% -7.8% 9.0% -28.6% -57.5% -31.4% 2.7% -12.3% -40.1% -14.9% 7.0% 5.6% -50.5% -15.7% 42.9%
Daily 12.6% -10.3% 16.4% 57.0% 35.8% -20.0% 31.4% 111.4% 20.7% -29.3% 19.6% 67.5% -51.2% -89.5% -77.7% -57.4%
Weekly 27.5% 21.9% 40.1% 53.8% 24.7% -36.5% 24.0% 108.1% -2.2% -44.6% -3.3% 41.1% -26.5% -61.8% -39.3% -13.0%
Monthly -6.4% 11.3% 31.7% 39.4% -19.1% -48.4% 24.9% 85.7% -13.6% -52.3% -2.6% 34.3% 134.6% -23.0% 13.3% 75.0%
Subscriptions $ 10.1% -8.2% 8.2% 30.2% 19.2% -44.3% 27.4% 84.0% 8.2% -41.4% 11.9% 57.2% -25.3% -100.0% -78.4% -26.1%
£ 21.9% 0.2% 23.5% 47.5% 80.5% 5.4% 97.7% 182.9% 48.2% 0.1% 61.2% 99.1% -19.3% -86.0% -69.3% -34.8%
€ 3.5% -21.9% 0.6% 27.2% 1.3% -75.3% -33.5% 50.5% -2.1% -69.0% -30.7% 36.4% 9.4% -81.9% -51.9% 14.2%
Access 2.9% -28.8% -1.8% 30.2% -7.3% -75.0% -45.6% 24.9% -9.9% -67.5% -36.5% 11.0% 80.6% -31.7% 40.0% 127.2%
Free 3.0% -31.5% -5.2% 29.5% -8.4% -79.4% -44.5% 36.9% -11.1% -68.6% -40.0% 16.1% 64.9% -60.0% -6.5% 81.9%
Renew 0.6% -17.4% 1.5% 19.5% 22.6% -60.9% -7.3% 96.1% 21.9% -45.9% -1.9% 70.3% 175.6% -72.0% 80.3% 273.5%
Subscription -8.2% -31.8% -13.3% 8.8% -22.7% -78.6% -41.7% 11.7% -15.8% -73.1% -28.3% 23.6% 266.7% 81.9% 300.6% 494.1%
Trial 8.8% -20.9% 3.3% 28.4% -6.6% -77.1% -47.5% 38.2% -14.1% -70.5% -44.2% 10.9% 13.8% -82.9% -56.8% 84.5%
Personalisation $AMF_ 18.3% -15.0% 6.8% 43.8% 6.3% -62.6% -13.1% 49.2% -10.1% -60.7% -21.8% 28.1% 115.3% -40.6% 58.4% 258.6%
Multichannel iPad 2.1% -26.9% -6.2% 24.0% -40.7% -74.1% -56.9% -23.9% -41.9% -68.5% -56.0% -36.1% 44.0% -100.0% -42.9% 93.0%
iPhone 24.5% -19.1% 4.3% 69.9% -37.4% -74.0% -54.5% -11.8% -49.7% -73.7% -60.6% -31.4% 7.8% -61.1% -30.8% 31.6%
? -11.4% -34.7% -8.6% 22.3% -25.9% -84.3% -59.2% 6.0% -16.3% -76.9% -50.5% 5.2% 18.0% -82.3% -46.1% 37.2%
iPad 31.6% -28.0% 6.8% 71.4% 19.9% -74.5% -41.9% 40.9% -9.0% -66.4% -47.2% -4.2% 19.1% -75.2% -33.0% 60.7%
For email marketing

B2C Publishing
Content ! -2.6% -30.1% 3.1% 52.5% -14.7% -77.7% -41.9% 57.7% -12.4% -70.6% -35.7% 27.4% 22.3% -72.5% -16.3% 77.6%
~? -16.9% -36.4% -7.7% 29.5% -22.2% -81.5% -36.4% 25.6% -6.4% -68.9% -29.0% 15.5% -1.1% -72.6% -48.2% 12.0%
*|*|* 7.2% -20.5% -8.6% 45.7% 32.4% -38.3% 0.1% 72.7% 23.5% -24.1% 15.1% 45.3% -40.8% -53.4% -42.4% -24.0%
*,*,* 17.8% 11.4% 29.4% 47.8% 67.0% 15.9% 100.5% 135.1% 41.7% 14.3% 55.4% 72.2% -52.4% -100.0% -100.0% -56.7%
Alert -17.2% -22.0% 5.9% 29.3% -26.4% -60.2% -18.6% 115.9% -11.2% -55.1% -9.4% 60.2% -27.9% -100.0% -65.0% 71.2%
Contest 28.8% 18.6% 30.2% 35.8% 129.9% 72.0% 119.8% 187.6% 78.5% 51.4% 66.2% 80.4% -59.6% -100.0% -77.3% -38.4%
Diary 6.5% -3.3% 33.0% 42.5% 19.8% -88.3% 24.5% 132.6% 12.4% -72.3% 18.5% 64.2% -19.6% -100.0% -100.0% -22.7%
Exclusive 11.3% -20.7% 23.8% 49.2% -1.2% -66.3% -22.1% 72.6% -11.2% -61.7% -37.1% 33.8% 3.7% -100.0% -41.6% 91.2%
Interview -7.9% -43.3% -13.3% 18.0% 7.0% -48.7% -18.9% 39.4% 16.2% -21.2% 6.8% 34.7% -29.7% -79.1% -45.9% 10.4%
Issue -2.7% -35.8% -3.5% 42.4% -18.8% -85.1% -57.7% 13.6% -16.5% -77.3% -53.8% -3.5% 44.8% -35.2% 29.5% 121.4%
Latest -2.3% -31.6% 10.3% 36.1% 8.0% -59.8% -26.3% 98.0% 10.6% -44.2% -16.8% 53.8% -17.4% -72.8% -50.9% 51.4%
News -1.5% -34.0% 13.8% 41.6% 12.1% -58.9% -4.7% 87.3% 13.8% -39.2% -11.3% 53.8% -7.1% -69.9% -48.9% 18.9%
Newsletter 6.4% -26.1% 17.8% 46.7% 16.5% -42.3% -6.2% 68.8% 9.5% -25.0% -10.4% 55.5% 3.8% -61.1% -34.1% 37.3%
Opinion -8.7% -15.6% -9.3% 29.1% -59.9% -75.3% -65.2% -34.4% -56.0% -72.0% -61.6% -3.4% 302.2% 132.1% 269.8% 383.4%
Review 37.1% 14.9% 38.8% 64.1% 152.3% 58.1% 123.3% 230.4% 84.0% 36.3% 67.9% 111.6% -66.5% -100.0% -68.5% -25.9%
Special 12.2% -8.4% 22.6% 77.8% -12.1% -63.9% -12.9% 56.4% -21.7% -59.7% -33.9% 16.1% 82.7% -76.4% 11.5% 137.6%
Update 29.0% 2.3% 23.2% 58.0% 6.7% -76.4% -38.6% 58.5% -17.3% -73.9% -48.6% 37.6% 141.2% -47.2% 78.1% 238.0%
Video 27.6% -2.4% 41.7% 85.5% 96.6% 2.0% 75.6% 229.7% 54.1% 10.4% 42.1% 81.1% -39.8% -65.3% -36.9% 7.0%
Win -2.3% -36.5% -0.4% 54.7% 18.3% -71.7% -8.6% 89.8% 21.1% -51.5% 0.5% 52.1% -5.8% -71.9% -34.3% 34.7%
Date Daily 35.1% 27.1% 34.5% 45.2% 115.0% 97.5% 115.4% 134.4% 59.2% 48.1% 59.9% 70.5% -99.2% -100.0% -100.0% -100.0%
Weekly -1.1% -53.1% 6.0% 22.7% 2.7% -53.9% -3.5% 26.8% 3.8% -25.2% -2.9% 18.5% -48.8% -100.0% -100.0% -31.5%
Monthly -4.9% -39.4% -8.4% 74.3% -24.6% -90.0% -6.8% 139.6% -20.7% -80.1% -11.0% 26.3% -9.8% -100.0% -100.0% 69.4%
Money % off -3.6% -15.8% 22.3% 34.9% -21.7% -59.9% -11.8% 98.1% -18.7% -58.2% -20.6% 51.5% -9.2% -100.0% -53.6% 94.6%
$ -10.2% -66.9% -17.9% 25.9% -57.2% -89.9% -77.3% -56.2% -52.3% -77.8% -66.0% -48.3% 85.5% -56.3% 11.5% 135.9%
For email marketing

B2C Publishing
Money £ -19.7% -41.8% -5.8% 32.8% -37.7% -86.6% -45.8% 44.4% -22.3% -77.4% -44.8% 29.6% 9.9% -96.0% -33.0% 66.7%
€ -31.5% -60.1% -19.1% 17.0% -53.8% -88.6% -70.4% -16.1% -32.6% -74.8% -55.0% -12.7% 14.6% -61.3% -22.3% 77.3%
Discount -38.8% -55.7% -28.3% -7.8% -59.2% -83.0% -66.6% -45.2% -33.4% -66.1% -42.5% -22.2% 2.4% -50.6% -16.4% 67.3%
Free -10.3% -26.8% -2.5% 34.1% -23.4% -74.6% -48.7% 28.9% -14.7% -68.0% -38.5% 17.8% -35.9% -84.4% -43.3% 43.4%
Half price 9.7% -0.1% 9.2% 56.0% -44.1% -76.6% -52.2% -23.9% -49.1% -80.4% -57.5% -40.4% 51.2% -11.4% 118.1% 233.4%
Personalisation $AMF_ -13.2% -69.2% -18.6% 20.0% -61.1% -90.5% -78.2% -59.2% -55.1% -78.1% -66.6% -49.9% 93.5% -54.6% 13.1% 142.1%
Subs Newsstand Gift -3.1% -33.5% 1.4% 34.1% -46.9% -81.4% -62.1% -4.9% -45.1% -72.2% -55.6% -26.1% 61.8% -73.7% 33.2% 155.0%
Hurry 3.1% -6.0% 10.1% 52.7% -50.5% -64.1% -48.3% -36.5% -52.0% -70.9% -53.7% -39.2% 108.7% 29.5% 87.7% 193.3%
Last chance -16.5% -45.8% -9.2% 26.6% -50.6% -88.1% -59.6% -18.3% -40.8% -80.1% -60.0% -26.6% 24.1% -42.6% 44.6% 137.9%
Limited 23.7% -15.6% 26.0% 45.0% 16.4% -91.8% -77.1% 12.9% -5.9% -88.8% -70.5% 3.4% -4.6% -63.9% -14.1% 81.7%
Newsstand 36.6% 34.1% 73.2% 97.0% -58.8% -67.6% -58.8% -17.5% -69.8% -82.9% -65.1% -38.5% 131.3% -50.5% -7.4% 596.6%
Next issue -27.1% -40.2% -36.6% -2.1% -82.4% -87.2% -78.5% -75.2% -75.9% -76.4% -71.1% -64.8% 43.0% 11.6% 38.1% 121.4%
On sale now -2.8% -18.3% -12.0% 36.2% 0.9% -62.4% -36.3% 1.4% 3.8% -58.8% -24.2% -0.3% -15.6% -100.0% -15.5% 55.5%
Order today 0.6% -36.6% -2.1% 41.9% -67.7% -82.2% -75.2% -3.6% -67.9% -74.7% -70.2% -44.3% 47.9% -8.7% 15.8% 137.3%
Soon 14.6% -28.3% 0.7% 32.7% 1.8% -78.8% -54.0% -29.3% -11.2% -72.8% -58.1% -32.1% 96.2% -24.3% 67.4% 139.3%
Subscription -5.3% -34.0% 1.4% 43.8% -47.8% -82.1% -43.3% -1.7% -44.8% -78.3% -48.9% -26.1% 68.1% -53.4% 101.3% 193.9%
Trial -45.6% -77.5% -43.9% -1.6% -74.6% -94.4% -80.2% -52.2% -53.3% -76.4% -65.4% -44.6% -8.7% -69.0% -40.3% 24.2%
Misc Deals 7.3% -3.2% 27.1% 49.9% -12.3% -66.8% -6.4% 51.4% -18.3% -52.5% -30.5% 2.1% 53.6% -100.0% -8.9% 178.8%
iPad 37.3% -35.6% 42.7% 97.0% 19.4% -76.2% -17.3% 51.3% -13.1% -70.5% -46.1% 9.1% 16.9% -45.5% -19.4% 88.6%
For email marketing

B2B EVENTS
Product Conference -1.4% -23.6% -2.3% 21.2% -7.4% -60.2% -28.1% 27.1% -6.1% -50.4% -20.9% 19.3% 0.2% -100.0% -55.1% 4.2%
Course -5.9% -25.5% -11.5% 6.6% -14.8% -66.9% -41.0% 6.8% -9.5% -56.8% -31.1% 6.2% -16.8% -100.0% -34.0% 17.9%
Exhibition -8.2% -31.0% 4.6% 36.8% -1.4% -57.1% -15.7% 56.5% 7.5% -50.0% -8.5% 55.9% 9.6% -66.1% -30.6% 31.7%
Expo -3.8% -18.8% 0.8% 22.5% -1.8% -59.3% -24.2% 44.0% 2.1% -56.0% -22.3% 32.4% 49.8% -68.8% -17.3% 56.9%
Forum -11.6% -25.7% -10.5% 7.9% -49.9% -70.6% -49.5% -9.6% -43.3% -63.5% -41.2% -4.2% -22.1% -100.0% -51.3% -8.5%
Seminar 0.1% -20.0% -5.4% 30.0% -19.0% -60.0% -25.5% 21.1% -19.0% -56.8% -27.1% 7.4% 69.4% -64.6% -13.6% 69.9%
Summit 8.0% -17.6% 1.0% 26.3% -28.5% -64.4% -40.9% -1.8% -33.8% -64.8% -35.4% -2.3% 2.1% -75.7% -47.7% 10.0%
Training -10.1% -27.3% -16.3% 0.8% -21.9% -66.1% -41.8% 6.9% -13.1% -57.0% -30.6% 15.4% -24.8% -100.0% -44.5% 15.8%
Webinar -3.1% -23.4% -8.6% 11.3% -28.3% -72.4% -47.8% -0.3% -26.0% -64.5% -41.6% -1.1% -19.2% -84.9% -56.3% -9.7%
Money $ 18.5% -11.2% 12.7% 50.1% 49.4% -43.7% 9.9% 104.6% 26.0% -40.0% -2.7% 56.7% 72.0% -71.5% -28.6% 44.1%
£ 1.0% -29.4% -1.5% 31.9% 27.4% -70.2% -31.6% 86.3% 26.1% -68.2% -29.0% 86.1% -15.9% -76.3% -53.5% 4.3%
€ 0.7% -25.0% -7.1% 24.3% -13.9% -69.4% -40.6% 13.4% -14.4% -64.4% -36.9% 9.1% -10.8% -81.3% -53.4% -1.6%
Discounts Discount -10.9% -27.8% -16.6% 1.1% -37.1% -73.8% -56.9% -22.0% -29.3% -63.7% -46.2% -23.3% -18.0% -91.0% -49.4% 9.3%
Early bird -4.7% -23.4% -5.7% 17.2% -40.5% -69.1% -44.4% -14.2% -37.5% -62.9% -40.8% -11.5% -6.4% -88.8% -52.2% -13.4%
Free -3.0% -25.6% -2.6% 30.3% 3.7% -63.9% -15.0% 77.8% 6.9% -54.4% -13.3% 66.7% 35.7% -70.3% -23.5% 49.2%
Offer -13.1% -30.0% -13.6% 10.3% -30.8% -76.5% -56.8% -16.9% -20.3% -70.7% -42.8% -10.2% 6.4% -90.8% -45.2% 5.9%
Save -5.7% -27.5% -6.2% 17.5% -32.4% -69.1% -47.0% -9.6% -28.4% -64.3% -41.5% -8.0% -22.6% -84.7% -44.4% 4.3%
Saving -23.5% -42.1% -17.1% 15.5% -23.7% -74.3% -48.3% -13.1% -0.3% -65.1% -42.8% -10.9% 92.5% -74.0% -49.4% 4.2%
Urgency Countdown -2.6% -33.0% -10.9% 6.4% -18.2% -68.0% -47.2% 9.1% -16.1% -61.4% -33.9% 5.3% -37.4% -100.0% -25.6% -1.1%
Don't forget 9.5% -21.2% 10.5% 46.9% 77.0% -56.1% -22.9% 76.1% 61.6% -48.2% 2.3% 77.0% -37.6% -76.8% -44.9% 47.8%
Don't miss 6.3% -20.3% -2.6% 27.2% 40.0% -64.8% -42.7% 34.7% 31.7% -59.1% -32.5% 18.9% 9.4% -63.8% -24.1% 45.3%
Last chance -10.1% -32.4% -14.6% 9.8% -43.0% -76.1% -58.6% -22.8% -36.6% -71.2% -51.4% -11.9% -26.4% -79.7% -52.3% 2.6%
To go -0.6% -21.0% -2.0% 17.7% -19.0% -66.6% -41.7% 1.8% -18.4% -62.3% -34.2% 3.9% -12.2% -66.6% -25.0% 18.7%
Features Agenda -2.9% -22.5% -1.4% 18.2% -21.0% -59.9% -23.6% 37.1% -18.6% -52.0% -20.2% 23.8% -6.8% -91.9% -53.4% 6.6%
For email marketing

B2B EVENTS
Features Brochure -0.4% -20.2% -1.8% 18.9% 9.7% -38.3% -1.0% 50.6% 10.2% -29.5% 2.1% 52.6% -26.2% -100.0% -63.9% -5.6%
Cpd 17.4% -19.2% 2.3% 53.3% 31.7% -43.5% -3.7% 72.5% 12.2% -37.2% -1.2% 58.8% 11.5% -66.2% -36.1% 30.0%
Exhibitor -6.3% -20.2% 7.0% 36.9% 7.1% -44.4% 10.9% 68.4% 14.3% -40.2% 1.8% 56.2% 29.2% -27.8% 8.4% 125.9%
Industry -4.7% -24.1% -2.4% 24.1% -11.4% -56.2% -26.6% 23.7% -7.0% -51.2% -22.3% 24.7% -0.3% -69.5% -31.1% 15.0%
Keynote -15.3% -33.8% -14.4% 6.9% -40.9% -63.0% -49.1% -17.1% -30.2% -53.0% -31.5% -6.4% 5.8% -100.0% -58.4% 18.0%
New 1.7% -26.4% -4.9% 22.5% -6.1% -65.4% -34.9% 29.7% -7.7% -59.1% -27.1% 22.5% 2.1% -75.8% -33.8% 28.9%
Programme 1.6% -23.5% 3.3% 29.3% -3.6% -60.3% -12.7% 47.0% -5.2% -54.5% -16.3% 40.3% 44.6% -75.3% -25.9% 49.0%
Speakers -1.4% -20.4% -3.9% 16.8% -36.8% -62.3% -38.8% 1.1% -35.9% -61.2% -36.2% -1.3% 17.2% -79.3% -44.0% 39.0%
Benefits Exclusive 1.5% -17.2% 5.3% 33.2% 6.6% -61.1% -22.8% 68.3% 5.0% -51.8% -25.8% 42.1% 0.1% -76.1% -40.7% 15.5%
Ideas -5.5% -28.8% -6.1% 10.3% -11.8% -62.0% -30.4% 25.4% -6.6% -42.2% -20.6% 12.1% 263.4% -26.4% 34.2% 236.1%
Important 24.8% -21.7% 8.2% 68.9% 49.9% -73.2% -39.1% 102.2% 20.0% -65.0% -40.2% 27.2% 16.8% -72.9% -39.4% 29.1%
Innovation 15.0% -17.5% 4.5% 43.2% -5.0% -57.9% -20.7% 36.6% -17.4% -53.6% -25.7% 11.5% 58.2% -81.6% -12.9% 64.9%
Learn -18.8% -40.2% -23.7% -3.9% -31.1% -70.0% -47.9% -7.0% -15.1% -57.0% -25.8% 22.9% 6.2% -72.4% -33.8% 35.8%
ROI 9.3% -20.1% 7.3% 51.8% 42.7% -95.7% -52.0% 177.6% 30.5% -95.8% -54.7% 119.0% -29.9% -88.2% -77.9% -7.8%
Call to action Attend -2.8% -22.7% -4.5% 22.4% -10.8% -60.9% -32.0% 14.9% -8.3% -51.6% -26.8% 13.5% -23.7% -89.8% -56.1% -2.8%
Badge 15.6% -21.0% 19.8% 100.9% 67.5% -48.2% 78.5% 261.8% 44.9% -37.7% 17.8% 97.3% 63.3% -37.2% 12.7% 59.5%
Download 10.0% -14.0% 7.0% 22.1% 77.4% -33.9% 20.8% 104.8% 61.3% -28.0% 21.2% 98.7% -31.3% -70.3% -53.4% 2.6%
Invitation 18.1% -7.3% 12.2% 37.7% 37.9% -45.1% 3.1% 68.7% 16.8% -44.0% -11.5% 39.9% 41.8% -77.0% -40.5% 48.5%
Register -1.6% -26.3% -5.7% 22.2% 1.3% -64.5% -31.0% 27.1% 3.0% -56.9% -22.8% 24.4% -3.8% -74.3% -43.2% 9.2%
Registration 9.2% -21.6% 4.4% 34.5% 48.1% -41.4% 3.1% 89.5% 35.7% -31.3% 2.7% 63.4% 50.8% -62.8% -14.3% 68.8%
Misc ~? -0.6% -27.1% -6.2% 26.7% -14.7% -72.3% -39.8% 19.7% -14.2% -67.2% -37.5% 11.1% 22.6% -76.0% -38.4% 32.1%
! 5.1% -18.8% -0.6% 28.3% -3.9% -68.3% -36.4% 20.7% -8.6% -65.5% -34.1% 11.3% 18.3% -67.4% -28.2% 33.6%
$AMF_ 21.8% -7.4% 18.0% 65.2% 44.9% -39.8% 12.1% 104.2% 18.9% -39.7% -4.5% 50.0% 102.0% -62.8% -14.1% 64.7%
Free Stuff Game -3.8% -27.4% -9.9% 15.1% -45.0% -81.7% -72.9% 7.1% -42.8% -80.6% -69.7% -16.0% 23.7% -47.9% -20.0% 111.9%
iPad 1.9% -28.6% -1.3% 52.8% 17.5% -84.9% -23.9% 76.4% 15.2% -81.8% -22.1% 78.4% 37.4% -87.8% -22.7% 74.3%
Kindle -15.5% -33.3% -27.0% 53.1% -47.8% -100.0% -99.2% -25.0% -38.3% -100.0% -98.7% -18.6% -19.9% -85.1% -73.7% 81.0%
LinkedIn -8.9% -44.3% -8.1% 29.6% 30.9% -59.8% -17.5% 97.1% 43.7% -44.9% 3.1% 174.2% -25.1% -100.0% -83.7% -66.1%
Win -4.1% -29.1% -6.7% 30.9% 30.7% -70.4% -28.5% 71.1% 36.4% -62.6% -18.0% 51.3% -10.3% -80.5% -44.0% 2.6%

B2C EVENTS
Product Fair 22.4% -5.5% 41.2% 67.5% -17.4% -46.8% -22.7% 40.6% -32.5% -48.0% -37.6% -22.2% 119.2% 64.8% 105.0% 137.2%
Fest 27.1% -42.8% 16.3% 25.7% -31.1% -68.7% -28.1% -11.4% -45.8% -52.1% -23.8% 3.9% 95.0% -22.5% 72.6% 77.3%
Show 20.7% -13.3% 16.3% 57.2% -41.2% -73.1% -55.3% -25.8% -51.3% -73.6% -58.2% -42.1% 64.8% 24.1% 70.2% 117.5%
Money $ 25.5% 6.3% 47.6% 238.3% -74.9% -87.0% -66.8% -48.1% -80.0% -89.9% -84.7% -77.0% 81.6% 27.9% 116.1% 404.7%
£ 14.6% -15.6% 12.9% 34.3% -43.6% -70.6% -54.3% 4.3% -50.8% -67.4% -52.2% -7.5% 59.4% 13.2% 49.5% 100.1%
€ 5.2% -7.6% 7.3% 16.2% -42.3% -73.2% -29.3% -8.3% -45.1% -72.3% -32.4% -4.1% 111.8% 27.1% 139.9% 420.0%
Ticket sales 2 for 1 30.2% 17.8% 29.3% 44.2% -53.8% -66.3% -54.1% -43.9% -64.5% -72.9% -66.5% -60.0% 108.2% 69.3% 118.7% 128.7%
Cheap 63.2% 58.0% 58.1% 95.6% -11.0% -23.6% -11.6% 36.9% -45.5% -49.7% -44.0% -30.0% 82.1% 45.5% 111.3% 146.2%
Discount 12.9% -66.7% -1.4% 42.2% -64.4% -87.7% -66.8% -17.5% -68.4% -71.4% -64.9% -28.5% 72.1% -63.5% 19.5% 99.6%
Early bird 7.3% -12.2% 0.7% 35.7% -50.5% -72.9% -52.8% -28.2% -53.9% -68.2% -57.4% -22.4% 154.0% 49.0% 128.7% 245.0%
Free 8.7% -53.5% -37.6% 15.2% -66.4% -87.1% -77.7% -52.3% -69.1% -75.7% -66.2% -49.2% 85.8% 5.5% 60.3% 147.8%
Offer 17.3% -27.3% 2.1% 28.7% -46.1% -81.0% -62.9% -37.0% -54.1% -70.1% -60.3% -45.7% 145.8% 28.1% 98.5% 166.5%
Save -3.4% -27.8% -6.7% 20.0% -65.5% -77.0% -56.3% -36.0% -64.3% -72.5% -42.8% -31.2% 91.0% -0.6% 17.5% 116.3%
Tickets 23.0% -0.6% 18.5% 58.0% -42.8% -65.3% -46.8% -8.2% -53.5% -67.4% -54.8% -21.7% 72.9% 29.2% 78.6% 120.7%
Show features Advice -19.4% -30.5% -14.1% 15.9% -78.3% -82.1% -78.5% -74.5% -73.1% -79.2% -75.1% -60.9% 32.3% 11.9% 105.6% 187.5%
Exclusive 22.6% -20.0% 28.7% 45.4% -57.5% -71.2% -55.8% -38.8% -65.4% -70.6% -64.9% -50.2% 152.3% 53.6% 108.3% 197.1%
Explore 19.3% -32.4% 18.2% 23.3% -52.6% -88.6% -53.9% -49.3% -60.3% -83.1% -61.0% -58.9% 54.7% 66.2% 72.8% 133.9%
Live 1.5% -35.0% -2.2% 25.2% -64.4% -82.7% -73.3% -51.8% -64.9% -78.1% -69.6% -53.5% 92.3% -4.9% 84.9% 159.0%
Preview 33.3% 26.0% 57.2% 314.2% 15.0% -2.4% 5.7% 1038.2% -13.7% -36.5% -16.1% 174.8% 38.7% 41.0% 73.8% 195.5%
Program 10.5% -28.1% -18.0% 39.4% -51.2% -90.1% -72.7% -14.2% -55.8% -80.4% -70.7% -37.1% 56.6% 11.5% 121.6% 190.8%
Reasons 25.1% -27.3% 39.3% 79.4% -41.2% -62.4% -46.2% 2.8% -53.0% -63.0% -55.8% -42.7% 55.7% 16.8% 31.2% 185.7%
Win 26.2% -5.5% 41.4% 76.1% 9.0% -36.4% -4.3% 68.1% -13.6% -45.6% -32.5% 18.1% 100.8% 45.5% 116.3% 137.2%
Urgency Don't miss -5.7% -39.7% -14.1% 44.7% -65.6% -83.3% -65.6% -51.7% -63.5% -75.5% -62.1% -56.3% 87.0% 31.8% 55.8% 87.8%
Ends 2.2% -27.9% -6.2% 20.0% -60.1% -77.7% -63.3% -30.7% -61.0% -68.6% -60.5% -36.8% 83.3% 56.8% 134.9% 174.9%
For email marketing

B2C EVENTS
Urgency Final 13.7% -26.0% -13.9% 10.4% 119.0% -88.6% -82.0% -18.7% 92.6% -89.2% -68.8% -8.5% 19.6% -35.2% 29.5% 59.8%
Last chance 16.8% -25.4% 2.6% 40.5% -51.2% -80.6% -63.9% -43.9% -58.2% -74.5% -67.9% -56.0% 49.3% -54.3% 13.2% 99.6%
Meet 23.7% 13.2% 43.5% 213.6% -38.9% -77.1% -52.6% 8.5% -50.6% -78.7% -63.2% -36.6% 72.0% 57.7% 125.1% 300.2%
Still time 25.9% 14.0% 29.3% 135.5% -58.5% -74.3% -62.4% -43.5% -67.1% -76.0% -72.9% -63.2% 68.4% 47.0% 69.3% 103.9%
To go 37.2% -16.9% 18.2% 57.2% -17.9% -77.4% -58.7% 53.5% -40.2% -77.9% -64.6% -26.4% 104.5% 59.0% 93.8% 189.0%
Call to action Buy 7.0% -37.6% 10.0% 18.5% -60.2% -87.1% -72.2% -61.0% -62.8% -75.7% -71.4% -64.6% 89.5% 43.0% 63.8% 90.7%
Come 16.5% -40.1% -5.4% 35.2% -67.5% -82.3% -62.6% -48.7% -72.1% -75.0% -68.2% -54.0% 1.5% -7.5% -4.2% 19.9%
Invit 41.6% -1.4% 40.5% 56.3% -40.6% -62.1% -53.6% -10.5% -58.0% -71.7% -61.6% -37.9% 193.9% 143.6% 197.1% 395.7%
Opens 16.1% -5.7% 23.8% 56.3% -36.8% -71.0% -51.6% 20.4% -45.6% -70.8% -57.3% -20.9% 54.0% 28.6% 78.6% 175.4%
Register 56.6% 47.1% 66.0% 78.8% -0.8% -28.8% -4.3% 35.1% -36.7% -51.6% -38.4% -24.5% 93.7% 32.1% 89.2% 136.5%
Tickets 23.0% -0.6% 18.5% 58.0% -42.8% -65.3% -46.8% -8.2% -53.5% -67.4% -54.8% -21.7% 72.9% 29.2% 78.6% 120.7%
Visit 28.0% 16.3% 35.3% 79.4% -33.0% -66.1% -38.4% 180.1% -47.7% -68.3% -48.3% 70.3% 82.0% 2.5% 54.0% 195.5%
Misc $AMF_ 25.5% 6.3% 47.6% 238.3% -74.9% -87.0% -66.8% -48.1% -80.0% -89.9% -84.7% -77.0% 81.6% 27.9% 116.1% 404.7%
! 24.6% -13.3% 18.0% 58.1% -28.2% -73.2% -46.8% -7.5% -42.4% -72.5% -56.4% -32.4% 74.5% 15.1% 68.2% 125.9%
~? 6.4% -25.9% -13.4% 44.3% -49.2% -81.4% -69.7% -34.6% -52.2% -80.3% -63.4% -39.2% 68.0% 12.8% 71.4% 133.0%
For email marketing

Retail
Incentives % off 6.1% -15.2% 11.8% 43.2% 17.7% -43.5% 15.8% 83.5% 10.9% -43.5% 9.1% 53.4% 38.1% -30.7% 6.9% 76.5%
Cheap -67.2% -66.4% -41.9% -30.3% -71.6% -95.3% -34.2% -9.3% -13.3% -81.8% 10.5% 40.5% -34.6% -56.8% -39.8% -13.9%
Deal -10.5% -40.1% 18.8% 105.0% 28.6% -60.1% -7.2% 211.9% 43.7% -35.2% 5.0% 87.3% 31.4% -67.2% -12.5% 139.7%
Free -23.7% -47.5% 1.2% 62.0% -34.8% -78.3% -22.8% 80.5% -14.6% -62.8% -13.0% 32.5% 32.4% -70.2% -33.2% 59.6%
Half price 11.5% -1.0% 13.9% 30.5% -21.3% -66.8% -31.5% 23.0% -29.4% -66.7% -40.0% 0.6% 29.8% -20.4% 28.7% 80.7%
Only 7.1% -12.9% 10.1% 44.8% -27.7% -64.2% -27.8% 23.1% -32.5% -60.1% -39.8% 4.8% 17.3% -39.9% 12.5% 79.6%
Prize -13.8% -43.1% -22.2% 20.7% 14.4% -51.5% 0.4% 53.5% 32.7% -24.3% 12.1% 54.0% 5.2% -44.4% -19.6% 33.4%
Sale 10.7% -17.8% 12.2% 50.4% 26.7% -51.6% 21.0% 116.0% 14.4% -41.8% 10.3% 72.3% 75.0% -28.8% 19.4% 134.8%
Save -4.4% -14.5% 7.7% 59.8% -27.4% -64.6% -35.5% 46.1% -24.0% -63.7% -40.3% 27.2% 38.2% -51.0% -14.8% 99.2%
Savings -0.3% -29.4% -10.5% 18.6% -30.9% -65.3% -41.4% 17.5% -30.7% -58.8% -25.8% 18.6% 55.4% -30.8% 37.8% 156.6%
Voucher 6.4% -26.3% 1.0% 73.6% -22.7% -63.9% -21.6% 63.1% -27.3% -60.9% -33.7% 38.8% 19.4% -35.8% 11.5% 70.3%
Win -21.0% -35.6% -3.6% 54.1% -13.8% -55.1% -0.1% 68.4% 9.2% -48.7% -6.6% 49.1% 27.8% -53.9% -3.0% 96.2%
Calls to Action Buy -19.3% -40.3% 10.2% 87.0% -59.1% -78.7% -50.4% -3.9% -49.3% -68.5% -57.2% -33.7% 9.9% -36.8% 35.4% 155.3%
Get -39.8% -72.0% -33.9% 6.2% -59.7% -94.1% -72.2% -25.1% -33.2% -80.5% -56.5% -13.9% 8.2% -68.4% -26.2% 31.0%
Order 6.2% -18.2% 4.0% 41.6% -19.8% -52.2% -17.5% 34.9% -24.5% -51.9% -17.4% 10.3% 2.9% -100.0% -40.7% 30.7%
Own -12.7% -32.4% 4.0% 37.5% -44.1% -75.4% -44.3% 33.6% -36.0% -60.8% -43.7% 16.4% 43.1% -26.4% 72.8% 131.8%
Today -32.8% -72.7% -7.9% 21.3% -41.7% -87.9% -65.0% 0.0% -13.3% -65.2% -45.9% 1.7% -2.3% -65.8% -25.0% 22.1%
Events Birthday -6.1% -27.6% -11.6% 1.0% -36.6% -59.1% -44.9% -26.3% -32.4% -49.3% -37.5% -15.1% 11.4% -32.2% 1.4% 40.0%
Christmas -3.9% -24.1% -3.3% 26.2% -29.2% -77.7% -37.4% 19.4% -26.3% -74.5% -41.5% 6.5% 35.2% -44.0% 8.0% 118.1%
Holiday -26.3% -40.3% -20.3% 11.4% -51.6% -86.1% -46.0% 10.3% -34.3% -76.4% -34.6% 6.9% 88.2% -13.9% 45.3% 171.4%
Launch 0.3% -32.1% 3.2% 43.7% -30.1% -66.8% -38.5% 17.8% -30.3% -54.4% -34.5% 0.7% 1.0% -93.5% 52.8% 153.5%
Party 8.3% -11.0% 15.5% 42.2% -14.1% -67.8% -30.0% 25.4% -20.6% -62.7% -34.9% -2.9% 15.9% -29.0% 32.3% 204.4%
Summer -15.1% -38.9% -9.9% 15.7% -26.9% -71.1% -38.5% 10.3% -13.9% -49.1% -26.2% 16.0% 16.4% -43.2% 0.9% 139.4%
Valentines -7.8% -43.3% -35.3% 39.7% -17.2% -78.1% -73.0% 52.0% -10.2% -61.2% -59.2% 9.6% 327.0% 94.1% 133.0% 621.9%
For email marketing

retail
Benefits Available 28.3% 3.0% 30.4% 75.0% 8.3% -56.1% -4.8% 104.4% -15.6% -66.3% -25.7% 35.5% 47.0% -12.9% 57.5% 127.0%
Essential -15.1% -50.4% -21.6% 4.0% -32.7% -68.6% -49.7% -24.3% -20.8% -49.0% -34.4% -16.2% 31.9% -34.9% 15.6% 136.3%
Free delivery 35.9% -3.3% 29.0% 106.0% 81.3% -16.0% 37.9% 148.0% 33.4% -18.3% 6.0% 55.1% 107.0% -47.2% 1.5% 109.5%
Gift 0.9% -13.7% 5.2% 38.5% -26.1% -61.8% -28.7% 21.8% -26.8% -60.0% -28.2% 4.8% 33.0% -32.9% 12.7% 98.2%
Limited -38.7% -57.8% -14.9% 107.9% -71.7% -85.0% -54.5% 53.4% -53.8% -73.7% -54.2% -7.9% -3.7% -35.2% 7.2% 78.7%
New 23.2% -17.4% 14.8% 80.5% 10.2% -62.5% -4.0% 76.2% -10.5% -63.1% -27.1% 28.4% 32.0% -42.6% 0.9% 80.5%
Next day 10.5% -16.5% -3.5% 16.1% -53.1% -76.0% -69.5% -45.4% -57.5% -70.9% -64.9% -39.8% 31.8% -7.8% 15.5% 58.7%
Offer -3.3% -21.1% -1.5% 25.6% -41.2% -74.8% -49.3% -6.3% -39.2% -70.8% -48.1% -9.2% 34.6% -47.8% -9.8% 68.6%
VIP -0.2% -13.6% -5.1% 26.7% -16.1% -33.7% 0.1% 16.7% -15.9% -16.3% 6.3% 17.8% 107.4% 7.3% 52.0% 101.8%
Superlatives Great 14.7% -29.1% -3.5% 50.1% -9.6% -66.7% -32.2% 75.0% -21.2% -55.9% -34.2% -0.1% 47.1% -58.0% -11.6% 80.1%
Fantastic -12.5% -29.4% -10.5% 16.3% -48.4% -82.0% -71.2% -26.0% -41.1% -74.2% -64.6% -13.9% 7.9% -57.9% -20.6% 57.5%
Good -7.3% -54.8% -10.0% 21.0% -40.3% -83.6% -37.9% 7.9% -35.6% -63.8% -38.7% 10.4% 65.8% -54.0% 12.6% 118.6%
Exclusive -6.2% -57.9% 11.7% 65.5% -37.6% -83.9% -59.3% 15.4% -33.5% -70.9% -54.8% -19.1% 66.6% -56.2% -12.4% 96.8%
Exciting 36.3% -11.5% 14.8% 83.2% -11.0% -60.5% -13.4% 34.3% -34.7% -59.9% -52.8% 18.3% 95.3% -50.9% 150.6% 275.2%
Best -8.3% -29.5% -0.7% 59.6% -40.2% -63.0% -36.4% 15.3% -34.8% -61.9% -46.3% 12.3% -3.5% -43.9% -15.7% 49.5%
Latest 95.4% -0.7% 119.2% 151.5% -1.0% -64.0% -4.9% 25.4% -49.3% -61.4% -47.8% -22.1% 9.8% -48.1% -18.1% 38.6%
Golden -16.8% -38.5% -17.2% 2.0% 11.9% -58.2% -30.0% 83.4% 34.5% -45.5% 8.5% 77.6% -26.9% -100.0% -100.0% 110.2%
Really 5.2% -11.1% 2.6% 39.5% -21.4% -34.1% 1.2% 29.4% -25.3% -42.0% -9.2% 11.6% 16.2% -22.5% 34.7% 77.4%
Money £ -22.7% -60.2% -7.6% 49.4% -40.1% -90.3% -49.4% 44.3% -22.4% -73.8% -42.1% 18.5% 8.4% -68.1% -33.5% 57.0%
$ -43.0% -72.2% -39.3% 27.1% -49.9% -96.4% -77.4% 22.9% -12.1% -83.5% -50.1% 15.7% -2.9% -84.2% -39.2% 130.7%
€ 3.2% -20.3% 10.1% 63.8% -5.8% -62.8% -7.6% 85.8% -8.7% -60.3% -17.6% 38.8% 53.7% -46.1% -3.9% 78.5%
Misc $AMF_ -47.1% -78.4% -43.0% 24.7% -57.0% -97.6% -88.2% -12.7% -18.7% -87.1% -73.3% -9.4% -0.9% -76.2% -29.8% 177.3%
Facebook 34.1% 23.8% 35.5% 70.9% 61.9% -15.2% 75.3% 176.4% 20.8% -24.3% 6.1% 99.3% 39.0% -100.0% -100.0% 23.5%
iPad -7.7% -37.7% -7.7% 63.0% -37.5% -89.9% -30.5% 63.6% -32.3% -66.1% -43.8% 8.8% 107.8% -36.3% 25.4% 188.8%
iPhone -68.2% -83.5% -63.0% -44.0% -84.1% -91.3% -85.0% -79.9% -50.0% -64.0% -50.3% -35.4% -38.0% -59.5% -35.6% -3.8%
For email marketing

charities
Donations Appeal -29.4% -24.9% -21.5% 21.4% -87.1% -89.4% -82.7% -79.3% -81.8% -85.8% -79.0% -73.6% -58.3% -100.0% 150.6% 224.3%
Cards -19.2% -31.4% -29.7% 9.3% -48.2% -63.8% -60.4% -21.1% -35.9% -57.4% -48.5% -18.2% -98.3% -100.0% -100.0% -100.0%
Donat 17.4% -9.0% 57.3% 176.5% -56.9% -71.3% -11.5% 5.3% -63.2% -68.5% -61.9% -35.4% -90.0% -100.0% -100.0% 639.8%
Gift -25.2% -38.3% -17.0% 6.9% -46.7% -64.0% -49.1% -27.6% -28.7% -40.7% -32.4% -21.9% -92.2% -100.0% -100.0% -100.0%
Give -37.0% -39.3% 17.0% 24.9% -79.0% -77.7% -69.0% -59.0% -66.7% -75.1% -71.7% -63.2% -6.8% -29.6% 129.4% 612.3%
Help 34.7% 7.0% 34.0% 71.6% 14.2% -60.2% -21.1% 52.3% -15.2% -69.5% -33.4% 9.1% 296.7% 30.8% 84.0% 272.4%
Join 12.4% -20.5% 0.2% 62.1% -28.4% -73.1% -43.1% 3.7% -36.3% -66.3% -44.2% -1.8% -20.1% -100.0% -23.5% 78.8%
Member 19.8% 3.8% 11.6% 39.9% -34.3% -52.4% -24.1% -0.9% -45.1% -59.1% -32.0% -4.5% 63.0% 62.0% 149.9% 214.7%
Order -18.8% -53.7% 17.0% 223.9% -51.8% -66.9% -20.9% 71.9% -40.7% -50.9% -42.4% -35.3% -100.0% -100.0% -100.0% -100.0%
Presents -3.3% 20.0% 55.7% 71.9% -41.3% -35.9% -0.5% 8.5% -39.3% -44.3% -37.8% -35.0% 3.0% -100.0% 157.5% 487.4%
Registration 22.0% 20.5% 21.8% 34.5% -50.1% -66.5% -34.4% -14.2% -59.1% -75.1% -49.5% -29.6% 201.6% -75.2% 223.3% 655.5%
Shop -16.4% -38.0% 3.4% 18.1% -35.1% -58.2% -23.4% 4.4% -22.3% -55.8% -11.9% 35.1% -82.7% -100.0% -100.0% -40.4%
Support -8.5% -24.6% 13.1% 52.3% -66.6% -86.4% -28.8% 8.5% -63.4% -86.6% -49.2% -35.0% 110.8% -100.0% 68.1% 451.1%
Volunteer 55.6% 41.2% 63.1% 149.6% 44.9% -14.5% 86.1% 303.1% -6.9% -37.4% 9.8% 58.4% -2.6% -100.0% 77.9% 100.6%
Money % off -1.5% -5.5% 11.9% 22.7% 1.3% -32.0% 6.2% 121.7% 2.8% -21.5% 22.2% 59.4% -84.9% -100.0% -100.0% -100.0%
£ -1.5% -6.8% 9.0% 19.9% -71.1% -85.2% -32.0% -5.7% -70.7% -83.8% -27.0% -13.4% -82.7% -100.0% -38.2% 43.2%
$ -13.3% -39.3% 2.0% 65.8% -70.2% -91.0% -71.4% -54.8% -65.6% -88.0% -69.2% -59.4% 260.0% 132.2% 234.8% 323.0%
€ -9.8% -17.0% 21.0% 63.5% -42.4% -71.1% -35.8% 70.1% -36.1% -73.4% -30.8% 18.7% -77.7% -100.0% -100.0% 27.0%
Events Challenge 17.8% 7.5% 26.5% 71.0% -50.7% -67.6% -48.8% 10.3% -58.1% -63.7% -59.9% -35.5% -61.5% -100.0% -100.0% 60.9%
Christmas 8.7% -4.3% 33.0% 71.9% -13.2% -55.2% -4.3% 65.0% -20.2% -49.2% -21.9% 4.9% -33.9% -100.0% 51.5% 145.6%
Event 19.6% 12.6% 26.5% 38.4% -51.0% -73.4% -68.8% -48.7% -59.0% -74.4% -70.3% -57.8% -16.3% -100.0% 2.9% 203.9%
Marathon 9.6% 0.2% 8.6% 22.3% -71.2% -76.2% -73.6% -25.1% -73.8% -77.6% -75.9% -25.2% -10.0% -100.0% -100.0% 454.4%
Run 3.3% -14.4% 4.4% 15.0% -60.6% -74.7% -67.3% -34.4% -61.9% -70.1% -69.1% -49.5% -34.0% -100.0% -100.0% 223.3%
Content Action -22.1% -20.3% -18.4% 46.4% -57.3% -69.5% -52.8% 7.2% -45.1% -62.1% -42.2% -16.0% -94.7% -100.0% -100.0% 55.7%
For email marketing

charities
Mean 1st Quartile Median 3rd Q uartile Mean 1st Quartile Median 3rd Quartile Mean 1st Quartile Median 3rd Quartile Mean 1st Quartile Median 3rd Quartile
Content Campaign -15.1% -26.1% 35.4% 118.9% -50.1% -75.5% -71.0% 38.7% -41.3% -59.7% -54.1% -7.0% -62.4% -100.0% 34.2% 64.9%
Child -12.1% -15.3% 49.6% 54.3% -65.2% -90.2% -68.9% -28.8% -60.4% -78.7% -69.2% -52.4% 177.0% 111.1% 164.7% 216.8%
Difference 18.2% -22.9% 2.0% 97.4% -70.8% -85.3% -78.6% -54.8% -75.3% -89.4% -85.5% -55.7% 235.6% 144.9% 210.4% 284.2%
Future 51.5% 52.1% 53.8% 61.6% -50.1% -72.7% -59.1% -56.0% -67.0% -78.4% -74.7% -71.1% 92.6% 32.5% 66.8% 191.3%
Inspiration -48.2% -62.9% -52.1% -6.0% -68.1% -74.4% -69.2% -56.0% -38.3% -72.8% -61.2% -8.2% -100.0% -100.0% -100.0% -100.0%
Learn 61.3% 49.3% 79.2% 89.6% 108.8% 75.7% 79.8% 209.7% 29.5% 5.2% 12.4% 63.3% 10.1% -20.6% 7.9% 56.2%
Lives -24.5% -23.3% -22.5% 15.0% -86.2% -88.2% -85.1% -74.9% -81.7% -88.0% -80.6% -69.5% -88.5% -100.0% -100.0% 191.7%
News 60.7% 41.2% 66.5% 92.4% 50.7% 16.7% 56.5% 150.6% -6.2% -30.1% -5.9% 34.4% 40.9% 6.0% 45.4% 112.1%
Protect 41.2% 23.5% 26.8% 73.5% 43.7% -8.2% -2.4% 138.1% 1.8% -27.6% -21.0% 37.3% 52.4% 45.6% 53.0% 75.0%
Society 69.6% 66.2% 74.8% 82.3% 44.5% 23.0% 180.1% 193.6% -14.8% -26.0% 56.4% 60.4% 52.3% 22.0% 54.3% 75.7%
Story 9.4% -3.8% 60.9% 63.9% -44.0% -38.3% -11.5% -7.7% -48.8% -67.9% -46.0% -11.9% -62.8% -100.0% -100.0% 38.4%
Today -20.5% -21.0% -10.3% 37.5% -52.2% -69.2% -62.9% -42.3% -39.9% -61.4% -36.7% -33.1% -100.0% -100.0% -100.0% -100.0%
Update 46.2% 27.4% 73.7% 102.9% 18.6% -56.6% 13.8% 174.2% -18.9% -75.0% -28.6% 43.1% 174.5% -100.0% 77.9% 253.7%
Video -21.8% -31.0% 1.2% 69.1% -67.8% -76.6% -61.7% 135.9% -58.8% -66.0% -53.9% 56.2% -39.9% -100.0% -100.0% 55.9%
Views -29.6% 37.4% 38.0% 59.7% -40.4% 6.2% 17.8% 233.3% -15.4% -23.1% -14.3% 67.9% -94.0% -100.0% -100.0% -4.7%
Win -13.0% -31.4% 4.4% 29.5% -42.5% -73.4% -56.6% 50.4% -33.9% -71.4% -44.2% 35.1% -65.2% -100.0% -100.0% 8.2%
Misc ! 13.4% -5.5% 20.0% 54.6% -28.4% -72.0% -49.2% 18.7% -36.8% -77.5% -50.8% -15.2% -51.4% -100.0% -100.0% 47.1%
~? 8.7% -3.8% 17.9% 55.5% -36.2% -60.4% -29.0% 41.7% -41.3% -61.6% -43.2% -1.8% 78.2% -100.0% -2.4% 133.1%
$AMF_ -13.3% -39.3% 2.0% 65.8% -70.2% -91.0% -71.4% -54.8% -65.6% -88.0% -69.2% -59.4% 260.0% 132.2% 234.8% 323.0%
For email marketing

Subject Line Analysis

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