According to Microsoft research consumers have a media attention span of 8 seconds. Same applies to email subject lines which are seen as engagement gatekeepers. In fact, a staggering 47{3eda5e173ca6275da4995c0ae548c8d458796745545971cbe387f3473f149606} of recipients decide whether to open an email based on subject line alone. So, how do customers choose what email messages to engage with when they have a limited attention span and on top of that time?

We tested the effect of personalised email subject lines on active and inactive customers in Rabbit Rewards, a loyalty program for the Bangkok Mass Transit System with 3.5 million members. Download the case study to find out which powerful change you can make today to revive your inactive customers. As at the end of the day, no matter how great your email content is, if it’s not getting opened, it’s not getting seen.

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