During our analysis, we identified a number of word pairs that were frequently used. Sometimes two words can provide context that a single word can’t convey. We thought it would be interesting to see how some of these word pairs perform.
First and foremost, people love to be thanked. It’s also apparent that campaigns about current events, like natural disasters and political issues, have higher open rates than normal. And finally, it seems as though recipients don’t like to be asked to sign up for anything—and they really don’t like being told they’re missing their last chance to get something they’ve already been emailed about.