As important as emotions are at driving engagement, many marketers we work with are equally interested in offer descriptions and specific words.
For example, one marketing manager we work with, Bill, wanted to know which offer phrase performs best:
- Buy one dress, get one dress free,
- Buy one get one free, or
Persado has a tool which can help answer these questions: Top Phrases within your datasets.
What are Top Phrases?
The “Top Phrase” section of Persado Predict looks at the frequency your marketing team uses certain words and phrases and looks at the efficacy of those phrases.
Specifically, it identifies frequently used one, two, and three word phrases. Then, it calculates the average open rate of subject lines containing those phrases.
Identify and use your best performing phrases
If you haven't already, navigate to the Top Phrases section of your dataset.
As you review words and phrases, try to find examples with average open rates above and below your average open rate for the dataset. Avoid words or phrases with average open rates significantly below the average open rate of your dataset.
In this example, Bethany uploaded a dataset of roughly 500 subject lines sent to her most engaged audience. She found that the word “sale” alone has an open rate of 32.2%, but when paired with the word “private,” open rate jumps up to 33.58%. An even higher performing than those two is the 3 word phrase “our private sale” with an open rate of 34.2%
Want cleaner insights? Make your predictions and datasets accurate by properly segmenting your data.
Need more inspiration?
Examples of what your peers learned from Top Phrases
- Tanya discovered including the names of hotel resorts had a significant, positive impact. She started including brand name more often in her subject lines as a result.
- Jeni discovered "Buy one, get one free" was top performing for BOGO campaigns. Her team stopped using "BOGO" and spell it out more often.
- Kristen discovered her audience is not price responsive. She started writing more
- Jess discovered "savings" or "save" performed worse than "sale" or "offer".
- Bill found that his team used the word "home" in 85% of their subject lines, but had the lowest open rate.