Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
7,000 Subject Line
Tests Later
February 8, 2017
#TopSubjectLines
Presented by….
Chris Scavo
Product Marketer
Vivian Swertinski
Strategic Services Manager
#TopSubjectLines
Informz - Sophistication Made Easy
1,500+ clients
11,000 users
Database Integrations
Headquartered in Saratoga Springs, NY...
Webinar Agenda
Data Analysis
Subject Lines & Deliverability
Winning Subject Line Trends
Testing Best Practices
Benchmark Key Performance Metrics
#TopSubjectLines
Data Analysis
 7,000 Subject Line Tests
 104 Million Test Emails Sent
 20,000 Top Performing
Subject Lines
#TopSubjectL...
Audience Poll – Barriers to Testing
 Lack of Time
 Don’t know what to test
 Testing hasn’t worked
 Deliverability Conc...
#TopSubjectLines
#TopSubjectLines
#TopSubjectLines
#TopSubjectLines
Important: Sender Reputation
#TopSubjectLines
Be aware of spam traps
• Email address set as a trap for catching spammers
• Data quality is paramount
• Grow your list or...
Spam filters score incoming messages
• Impact Inbox placement
• Subscriber complaints
• Questionable words
• Emails that a...
Deliverability – Know before you go send
Virtual Inbox: Predictive Analytics:
#TopSubjectLines
Winning Subject Line Trends
Traditional Personalization
A. Hey “First Name”, sorry about the technical difficulty 37%
B. Oops. We had a technical diff...
Trendy Personalization
A. “Informal Name”, Let's Brunch! 50%
B. RSVP Today: Brunch 41%
#TopSubjectLines
A. Hey, “Informal ...
Professional Personalization
A. Dr. “Last Name”, Invitation to Engage 45%
B. AOA Member: Invitation to Engage 40%
A. Dr. “...
Banking on Dollars
A. $500 Off First-Time COE Applications 34%
B. Save $500 on Your COE Application 26%
A. Your early rene...
Subject Line Length Matters
You're In!
We did it!
Be Aware!
Thank You!
Interested?
Don't Forget!
Need Your Help
Urgent Not...
CAPITAL Letters
LEADERSHIP | Eyer Returns to the Line 73%
SAFETY | ATC & Pilot Deviations 72%
TRAINING | eLearning Modules...
Celebrate Special Dates
Happy Anniversary “First Name” 63%
Your CPNP Anniversary 53%
Happy 50th Birthday AILA! 42%
Congrat...
Urgency
A. RSVP Today: Lawrence in New York 2/24 36%
B. Join Us: Lawrence in New York 2/24 30%
A. Less than 48 hours to ge...
Abandoned Online Transactions
A. Oops, you did not finish. You Can Still Register & Save 38%
B. Come Back and Save! (We Sa...
Step up to Testing
Testing Best Practices
1. Be clear – Know what you want to test
• Dollars Off vs. Save
• Complimentary vs. Free
• Statemen...
Testing Best Practices
2. Be consistent
• Easier test management
• Easier analysis of results
Monthly News
A Version B Ver...
Testing Best Practices
3. Be challenging
• The goal is to learn
• Structure tests over a period of time
• Don’t be afraid ...
Testing Best Practices
4. Be creative
• Challenge yourself
• Emotion encourages engagement
• Give them a reason to open
• ...
Traditional Testing Strategy
A Group B Group
#TopSubjectLines
Sample Size Testing
10% Group 10% Group 80% Group
#TopSubjectLines
Example of Sample Size Testing Option
Test Results:
A. Come Back and Save! (We Saw You Looking ) (20%)
B. Oops, you did no...
Subject line test ideas!
Punctuation
Deadline Dates
Personalization
Dollars Off
Capital Letters
Length
Emoji's
Urgency
RSV...
Takeaway Items
Benchmark your metrics
Make a test plan – pick 3 ideas
Try sample size testing
Test, Measure, Repeat
There’s no smarter solution
Stay in Touch!
experts@informz.com
Upcoming SlideShare
Loading in …5
×

7000 Subject Lines Later

377 views

Published on

Do your open rates need a boost? Are you feeling pressure to pick the perfect subject line?
In this webinar you'll learn:
• The top takeaways from over 100 million emails tested.
• A/B split versus sample size testing: what strategy is right for you?
• Personalization fatigue is real: true or false?
• Trendy words, phrases, and punctuation.

Published in: Business
  • Be the first to comment

7000 Subject Lines Later

  1. 1. 7,000 Subject Line Tests Later February 8, 2017 #TopSubjectLines
  2. 2. Presented by…. Chris Scavo Product Marketer Vivian Swertinski Strategic Services Manager #TopSubjectLines
  3. 3. Informz - Sophistication Made Easy 1,500+ clients 11,000 users Database Integrations Headquartered in Saratoga Springs, NY Email Marketing Marketing Automation Analytics Strategic Services
  4. 4. Webinar Agenda Data Analysis Subject Lines & Deliverability Winning Subject Line Trends Testing Best Practices
  5. 5. Benchmark Key Performance Metrics #TopSubjectLines
  6. 6. Data Analysis  7,000 Subject Line Tests  104 Million Test Emails Sent  20,000 Top Performing Subject Lines #TopSubjectLines
  7. 7. Audience Poll – Barriers to Testing  Lack of Time  Don’t know what to test  Testing hasn’t worked  Deliverability Concerns  Other #TopSubjectLines
  8. 8. #TopSubjectLines
  9. 9. #TopSubjectLines
  10. 10. #TopSubjectLines
  11. 11. #TopSubjectLines
  12. 12. Important: Sender Reputation #TopSubjectLines
  13. 13. Be aware of spam traps • Email address set as a trap for catching spammers • Data quality is paramount • Grow your list organically • Subscriber permission #TopSubjectLines
  14. 14. Spam filters score incoming messages • Impact Inbox placement • Subscriber complaints • Questionable words • Emails that are all images • Exposed hyperlinks • Excessive punctuation #TopSubjectLines
  15. 15. Deliverability – Know before you go send Virtual Inbox: Predictive Analytics: #TopSubjectLines
  16. 16. Winning Subject Line Trends
  17. 17. Traditional Personalization A. Hey “First Name”, sorry about the technical difficulty 37% B. Oops. We had a technical difficulty 33% A. “Company Name”, Just 4 Days Left to Become a Trial Member! 28% B. Trial Membership Deadline 23% #TopSubjectLines
  18. 18. Trendy Personalization A. “Informal Name”, Let's Brunch! 50% B. RSVP Today: Brunch 41% #TopSubjectLines A. Hey, “Informal Name”! 👋👋 60% B. See Who's Coming To Reunion! 🎉🎉 42%
  19. 19. Professional Personalization A. Dr. “Last Name”, Invitation to Engage 45% B. AOA Member: Invitation to Engage 40% A. Dr. “Last Name”, don't miss this webinar! 32% B. Last Call: Hiring and Firing in PA Webinar 27% #TopSubjectLines
  20. 20. Banking on Dollars A. $500 Off First-Time COE Applications 34% B. Save $500 on Your COE Application 26% A. Your early renewal offer ends today 30% B. Last day to save $15 22% A. Never Attended? 30% B. Never Attended? Save $100! 23% #TopSubjectLines
  21. 21. Subject Line Length Matters You're In! We did it! Be Aware! Thank You! Interested? Don't Forget! Need Your Help Urgent Notice! Open Rate 95% 69% 54% 81% 66% 65% 73% 73% #TopSubjectLines
  22. 22. CAPITAL Letters LEADERSHIP | Eyer Returns to the Line 73% SAFETY | ATC & Pilot Deviations 72% TRAINING | eLearning Modules & Classroom Training 74% BENEFITS | Understanding the HSA Plan 70% SECURITY & TRAVEL | Protests & Pilot Accommodations 70% #TopSubjectLines
  23. 23. Celebrate Special Dates Happy Anniversary “First Name” 63% Your CPNP Anniversary 53% Happy 50th Birthday AILA! 42% Congratulations on Xi Chapter's 115th Anniversary! 49% #TopSubjectLines
  24. 24. Urgency A. RSVP Today: Lawrence in New York 2/24 36% B. Join Us: Lawrence in New York 2/24 30% A. Less than 48 hours to get your 2016 tax receipt! 42% B. Make your donation by midnight tomorrow! 35% A. Renew by Feb. 5 to Win 44% B. Increase Your Chapter Membership & Win 38% #TopSubjectLines
  25. 25. Abandoned Online Transactions A. Oops, you did not finish. You Can Still Register & Save 38% B. Come Back and Save! (We Saw You Looking ) 33% #TopSubjectLines Subject Line: “Informal Name”, will I see you? 55% (Registration is up 27% over last year)
  26. 26. Step up to Testing
  27. 27. Testing Best Practices 1. Be clear – Know what you want to test • Dollars Off vs. Save • Complimentary vs. Free • Statement vs. Question #TopSubjectLines A. Your membership has expired! B. Did you know your membership is expired?
  28. 28. Testing Best Practices 2. Be consistent • Easier test management • Easier analysis of results Monthly News A Version B Version Our Monthly NewsletterOur Monthly Newsletter IAMAP NewsIAMAP News John, here is your monthly update Monthly News March Newsletter #TopSubjectLines
  29. 29. Testing Best Practices 3. Be challenging • The goal is to learn • Structure tests over a period of time • Don’t be afraid of change #TopSubjectLines
  30. 30. Testing Best Practices 4. Be creative • Challenge yourself • Emotion encourages engagement • Give them a reason to open • Have fun with your tests #TopSubjectLines
  31. 31. Traditional Testing Strategy A Group B Group #TopSubjectLines
  32. 32. Sample Size Testing 10% Group 10% Group 80% Group #TopSubjectLines
  33. 33. Example of Sample Size Testing Option Test Results: A. Come Back and Save! (We Saw You Looking ) (20%) B. Oops, you did not finish. You Can Still Register & Save (24%) Final Results A. Come Back and Save! (We Saw You Looking ) (33%) B. Oops, you did not finish. You Can Still Register & Save (38%) #TopSubjectLines
  34. 34. Subject line test ideas! Punctuation Deadline Dates Personalization Dollars Off Capital Letters Length Emoji's Urgency RSVP #TopSubjectLines
  35. 35. Takeaway Items Benchmark your metrics Make a test plan – pick 3 ideas Try sample size testing Test, Measure, Repeat
  36. 36. There’s no smarter solution Stay in Touch! experts@informz.com

×