Our annual compilation of the year’s best tactics and tips in the catalog/multichannel business

16. Freeing up ‘free’ on subject lines.
In the past, marketers were warned not to use “free” in subject lines, because it triggered spam filters and reduced deliverability. Many have continued to use it and the ISPs aren’t putting as much weight behind filtering the word “free.” “Free” increases open rates. So if it makes sense for your offer, try testing “free.”
Reggie Brady, Reggie Brady Marketing Solutions
E-Mail Applied column, “Change the Subject,”
June, Catalog Success