Email Marketing : Improve Your Response Rate Up-To 36% By Changing 1 Word

In 2017  email marketing has changed a lot compared with 3-5 years ago where you could send a simple email and get a “bunch” of responses and clicks.

Today a prospect is getting bombarded daily with emails and offers and that’s why we always have to analyze and improve our strategies.

In this article we will see how your ending word in your email can significantly improve your response rates by changing your closing word.

The people at Boomerang, did a study to see if the words people use to close their emails has any effect on the response rate.

“We looked at closings in over 350,000 email threads,” data scientist Brendan Greenley wrote on the Boomerang blog.

“And found that certain email closings deliver higher response rates.”

Of course by now you realize that not all the emails need a response. You might be sending a content email, or an informational email that does not require a response.

With that being said you must choose your ending word wisely and strategically based on your email subject.

The most common closing words:

  1. Thanks
  2. Regards
  3. Cheers
  4. Best Regards
  5. Thanks in advance
  6. Thank you
  7. Best
  8. Kind regards

With not much of a surprise these are the 8 most common closing words for an email.

So the question here is how these words correlate with response rate? And how to increase email response rate?

Let’s take a closer look at the study that the people in Boomerang did.


Thank-you related closing words seems to work the best.

Emails that closed with a variation of thank you got significantly more responses than emails ending with other popular closings.

More detailed, emails with a thankful closing word got a response-rate of 62% in compared with emails without a thank-you variation which got a response-rate of 46%.

That means that closing an email with an expression of gratitude saw an impressive 36% increase in response-rates compared to any other way.


Generic email sign-offs like “regards” or “best” have lower response-rates.

An impressive outcome from the study was that words like “regards”, “best regards”, “best” had the lowest response-rates.

In fact the word “best” was the worst among the other popular words.

Ending an email with “best” had the lowest average response rate when compared to other email sign-offs that appeared 1,000+ times.

Take a closer look at the table with the most effective email closing words:

Email marketing - response rate
Email marketing – Response Rates


This study that the folks at Boomerang did it’s a live example of why you should always optimize and try new strategies.

By changing one word your rates can improve up-to 35%.

Let me know what is your experience or what are your thoughts around this.

Michael Porke



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3 thoughts on “Email Marketing : Improve Your Response Rate Up-To 36% By Changing 1 Word

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