The latest tricks to drive open rates and get results

By Reggie Brady

Free to Use ‘Free’
In the past, marketers were warned not to use the word “free” in a subject line. The concern was that it triggered spam filters and reduced chances of delivery. Since “free” is the most powerful four-letter word in a marketer’s arsenal, however, many have continued to experiment and use it.

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Companies:
Dell Computer Corporation
FootSmart Products
Hello Direct
J. Crew Group, Inc.
Norm Thompson Outfitters, Inc.
Orvis Company
Staples
Williams-Sonoma

Reggie Brady Author's page Regina (Reggie) Brady is president of her own e-marketing and direct marketing consultancy, Reggie Brady Marketing Solutions. She is a leading authority on Internet direct marketing and has held executive positions in Internet marketing at FloNetwork Inc. (subsequently acquired by DoubleClick), Acxiom/Direct Media and CompuServe.

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