Clickbait Subject Lines can Backfire

Written by: Phillip Nones

With email being an effective marketing communications channel but with so many emails crowding inboxes these days, it’s understandable that marketers try to write subject lines that will generate the most clickthroughs. But the evidence shows that including seemingly constructive terms like secrets, discount, free, $ and % actually decrease read rates.

According to email services provider Return Path, attributes that relate more to the performance of the product itself (e.g., easiest, fastest) tend to lift response rather than decrease it.

And here’s another interesting finding: There’s no need to obsess over the length of the subject line, because the stats show that there’s little difference in read rates either way.


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Important COVID-19 Announcement

At Mullin/Ashley, we’re very concerned about the well-being of our customers, employees, business partners and communities currently battling to control the COVID-19 (Coronavirus) threat.

Maryland Governor Larry Hogan announced that effective Monday, March 23, 2020, all non-essential businesses in the state must close their offices.  A follow-up pronouncement on March 30 instituted further “stay-at-home” orders for Maryland residents.

We are complying with these mandates.  In fact, in anticipation of the Governor’s announcements, we had already taken steps to reduce our social footprint by setting up all Mullin/Ashley employees to work from home, with no interruption in the delivery of services.

In addition, travel activities by our staff have been severely curtailed since early March.

By taking these steps, we’re committed to continuing to provide our customers with the services they need, even as we work to reduce our social footprint.

As of July, certain workplace restrictions have been lifted but social distancing mandates continue in force.  We are monitoring the situation on a daily basis and will continue to take all necessary steps to minimize the risks from the COVID-19 virus.  Thank you for your patience and understanding as we work collectively to control the Coronavirus threat.

— The Mullin/Ashley Team