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BizReport : Email Marketing : February 19, 2016

'Cor blimey - Brits respond well to risqué language in subject lines

Include an old-fashioned swear word in your email subject line and you will find that 30% more people will open it, according to new research from Mailjet.

by Helen Leggatt

Brits are not put off by cheeky email subject lines. In fact, according to email provider Mailjet's research, including an old-fashioned or 'soft' swear word such as 'numpty' or 'Gordon Bennett' in an email's subject line actually increases open rates by as much as 28.6% (when compared with the average open rate of emails sent to the same distribution list without any swear words included).

However, while Brits have proven themselves to be tolerant and even responsive to such cheeky, tongue-in-cheek marketing, don't be tempted to try this on American audiences.

Mailjet found that using swear words in emails sent to U.S. recipients actually resulted in a 30% fall in open rates. The use of the word 'cock-up' by one company in an email resulted in the recipient filing a formal complaint.

"From cobblers, to 'cor blimey the research shows that marketers shouldn't play it safe and rule out using colourful language," says Amir Jirbandey, UK Marketing Manager at Mailjet. "By carefully selecting marketing friendly swear words, instead of causing offense or embarrassment, it will lead to clicks and ultimately better connections. By getting creative with risqué language in subject lines, marketers have the opportunity to reach much wider audiences through their email marketing efforts."

Image via Shutterstock

Tags: email marketing, marketing, open rates, U.K., U.S.

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