Thought Leadership

What’s the Big Deal? A Look Inside 6 Different Types of Email Offers

Over the last year, brands have increasingly started using offer incentives like 'free shipping,' '% off,' 'buy 1, get 1 free,' and more. 

To determine which offers perform best, Yes Marketing analyzed nearly 8 billion emails and studied which incentives appealed most to consumers.

Key findings include:

  • Offers were used in 30% of all email subject lines and in nearly half (44%) of retail-only subject lines
  • Across all industries, incentives related to loyalty programs outperformed all other offer types, generating the highest open, click and click-to-open (CTO) rates
  • On average, emails without an offer in the subject line boasted higher open, click and CTO rates than those promoting specific incentives.