If a brand uses FOMO, for example, "you don't want to miss this offer", Brits are 39% percent more likely to engage.
Humour was also high on the list of opening factorts, moreso when it appealed to the British sense of humour, an 8% increase was seen when using phrases such as "most embarrassing".
The Study also highlighted some big no nos for email marketers. Sweaing would put off a 5th off readers, whilst words such a free, cheap, discount would discourage more than a third.
However this all very much depends on the geographical location of your subscriber base. If we move the stats out into Europe, the French are 9% less likely to open a FOMO based email, whilst the Spaniards are in fact 59% more likely to open this type of campaign.
Try some subject line split testing in your next marketing missive and include some humour and some attention grabbing FOMO headlines.