One of our competitors came up with a very interesting list of verboten words for email marketing campaign subject lines. Why? Because these phrases will land your email in the spam file.
The usual suspects made it to the list, including “100% free”, “make money” and “financial freedom”. But some very interesting ones also popped up, including “limited time”, “50% off” and anything that mentions Oprah. According to the list, even legit emails with the subject line “As seen on Oprah” will get sucked into the black hole known as the spam folder.
Which begs the question, what CAN you say in your subject lines? If you can’t put the words “discount”, “50% off” or “free samples”, for example, how can you possibly entice your customers? One hopes that once the majority of email marketers go double opt-in (it is possible, folks!), we’ll see less of these hysterical restrictions. But until this happens, expect subject lines to get more cryptic than ever.
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