Adestra: What words to use in subject lines

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Great presentation from Parry Malm of Adestra to the Dovetail User Group. Contains the latest research into what words work in email subject lines to get that vital click through rate up.

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Adestra: What words to use in subject lines

  1. 1. www.adestra.com @adestraparry@adestra.com www.adestra.com @adestraparry@adestra.com Wednesday 11th September 2013 How Obama brought the sexy back to email And also – how you can have better subject lines
  2. 2. www.adestra.com @adestraparry@adestra.com Parry Malm • Heads up account management team • With Adestra since 2010 • Used MessageFocus since 2006 • Blogs on Econsultancy sometimes • Likes beards, bacon and whiskey This is me
  3. 3. www.adestra.com @adestraparry@adestra.com Email is dead.
  4. 4. www.adestra.com @adestraparry@adestra.com That sucks.
  5. 5. www.adestra.com @adestraparry@adestra.com Oh wait. • 2.4 billion internet users worldwide • 2.2 billion webmail accounts (not including B2B) • 1 billion Facebook accounts • 200 million Twitter accounts • 187 million LinkedIn accounts • 32 MySpace accounts
  6. 6. www.adestra.com @adestraparry@adestra.com Today’s Agenda 1. Subject lines kind of matter for today’s publishers. 2. And here’s why.
  7. 7. www.adestra.com @adestraparry@adestra.com Recognise this guy?
  8. 8. www.adestra.com @adestraparry@adestra.com Facebook gave him thumbs
  9. 9. www.adestra.com @adestraparry@adestra.com But email gave him money.
  10. 10. www.adestra.com @adestraparry@adestra.com His campaign’s digital team • 30 people total • 24 focused on email • 4 on social • 2 did… erm… something else, presumably
  11. 11. www.adestra.com @adestraparry@adestra.com What did they learn? • Subject lines matter
  12. 12. www.adestra.com @adestraparry@adestra.com Subject lines are kind of a big deal. • We had a hunch • We tested that hunch • It was awesome and just may change your life* *This is not a guarantee.
  13. 13. www.adestra.com @adestraparry@adestra.com Caveats • Correlations, not causation • Long run averages • Large spread due to large data set • Not the silver bullet…
  14. 14. www.adestra.com @adestraparry@adestra.com Methodology • 2.2 billion emails across the last 12 months • >95,000 cross-sector campaigns including B2B Publishing, B2C Publishing • 40% UK, 60% ROW • All English language
  15. 15. www.adestra.com @adestraparry@adestra.com Statistics are fun. • Look at variance from the mean, not nominal statistics • Also look at 1st-3rd quartiles to describe spread • It almost broke Excel
  16. 16. www.adestra.com @adestraparry@adestra.com Change screens Parry! • Oh yeah! Glad I put in this reminder.
  17. 17. www.adestra.com @adestraparry@adestra.com This is the fun part!* *It’s not actually fun Want your keywords tested?
  18. 18. www.adestra.com @adestraparry@adestra.com Email will never be sexy
  19. 19. www.adestra.com @adestraparry@adestra.com It’ll never be cool
  20. 20. www.adestra.com @adestraparry@adestra.com And it’s often forgotten about
  21. 21. www.adestra.com @adestraparry@adestra.com But it works. • Revenue per $1: • Email: $39.40 • Search: $22.38 • Display: $19.71 • Social: $12.90 • Source: DMA
  22. 22. www.adestra.com @adestraparry@adestra.com www.adestra.com/subjectline Download the report now

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