According to the National Retail Foundation, consumers are projected to spend $83.6 billion on school expenses in 2017, representing a more than 10 percent increase from last year and the second highest projection since 2012. Marketers follow suit, having invested $251 million in back-to-school advertising in 2016.
To better understand what drives marketing engagement around this prominent promotional period, Persado roused its vacationing linguistic experts and data science team, led by professors Matthew Bower, PhD, and Panagiotis Angelopoulos, PhD, to analyze 540 AI-crafted email subject lines used by five retail brands for email campaigns spanning three years, 2015 – 2017 (June 1 – September 30; through July 31 in 2017.)
The following infographic illustrates the lessons we’ve learned.
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