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Subject Lines Put to the Test          Jeanette Brown, MBA   Marketing Strategy Manager, Informz
Can You Hear Me Now?   If you can hear and see my slide, please note   this in the question box to your right.   If you ca...
Subject Lines Put to the Test          Jeanette Brown, MBA   Marketing Strategy Manager, Informz
3
About Me           @emktg_guru
Sections • Legislative • Product promotion • Enewsletter
Council on State Taxation   Legislative Update
Subject Line:COST Legislative Alert: Issue 12-XX: State Tax and Revenue Outlook
Subject Line:State Tax & Revenue Outlook
Results 25.0%                                    26% lift 20.0%                                    in opens 15.0%         ...
Subject Line A:Independent Tax Courts Hearing Held in GA and AL
Subject Line B:     Nexus Bill, Independent Tax Courts and morePre-header: Legislative Updates from Across the Country
Results 25.0% 20.0%                                                        31% lift                                       ...
How To: • Split 50/50 • Test topic based subject line for 2 weeks to the   same group then switch test group.
Subject Line Tips  • Mind your length
Subject Line Tips  • Mind your length  • Utilize a pre-header  • Identify top topics
Pi Beta PhiProduct Promotion
Subject Line A (control):Give a Gift from the Heart with Pi Phi Express               Subject Line B:        Show Your Pi ...
Results 45.0% 40.0%                                    63% lift in 35.0%                                          opens 30...
Subject Line Tip  • Target subject lines.
Medical Society of Virginia      E-Newsletter
Subject Line A (control):MSV Update – Together we can make a difference                Subject Line B:    Topic Based Subj...
How To: • Split 50/50 • Split topic based group again 50/50 • Average topic base subject line results   together to compar...
Results – Control vs Test 35.0% 30.0%                                        19% lift in 25.0%                            ...
Results – MSV Update placement 40.0% 35.0%                                                        26% lift in 30.0%       ...
Subject Line Tip  • Don’t duplicate friendly from and subject line
Final Thoughts•   Mind the length (less than 45 characters is ideal)•   Target content•   Identify hot topics•   Remove du...
Don’t Stop Testing
Need help with subject lines?   Contact me!   Jeanette Brown   brown@informz.com   @emktg_guru   www.informz.com   1.888.3...
Subject Lines Put to the Test
Subject Lines Put to the Test
Subject Lines Put to the Test
Subject Lines Put to the Test
Subject Lines Put to the Test
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Subject Lines Put to the Test

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Subject Lines Put to the Test

  1. 1. Subject Lines Put to the Test Jeanette Brown, MBA Marketing Strategy Manager, Informz
  2. 2. Can You Hear Me Now? If you can hear and see my slide, please note this in the question box to your right. If you cannot hear, please try re-dialing in, and let me know so I can be of assistance.
  3. 3. Subject Lines Put to the Test Jeanette Brown, MBA Marketing Strategy Manager, Informz
  4. 4. 3
  5. 5. About Me @emktg_guru
  6. 6. Sections • Legislative • Product promotion • Enewsletter
  7. 7. Council on State Taxation Legislative Update
  8. 8. Subject Line:COST Legislative Alert: Issue 12-XX: State Tax and Revenue Outlook
  9. 9. Subject Line:State Tax & Revenue Outlook
  10. 10. Results 25.0% 26% lift 20.0% in opens 15.0% Open 10.0% CTR 5.0% 0.0% Long Shortened
  11. 11. Subject Line A:Independent Tax Courts Hearing Held in GA and AL
  12. 12. Subject Line B: Nexus Bill, Independent Tax Courts and morePre-header: Legislative Updates from Across the Country
  13. 13. Results 25.0% 20.0% 31% lift in opens 15.0% Open 10.0% CTR 5.0% 0.0% Topic No Pre-Header Topic with Pre- Header
  14. 14. How To: • Split 50/50 • Test topic based subject line for 2 weeks to the same group then switch test group.
  15. 15. Subject Line Tips • Mind your length
  16. 16. Subject Line Tips • Mind your length • Utilize a pre-header • Identify top topics
  17. 17. Pi Beta PhiProduct Promotion
  18. 18. Subject Line A (control):Give a Gift from the Heart with Pi Phi Express Subject Line B: Show Your Pi Beta Phi Spirit! Surprise Her with a Pi Phi Gift!
  19. 19. Results 45.0% 40.0% 63% lift in 35.0% opens 30.0% 25.0% Open 73% lift in 20.0% 15.0% CTR CTR 10.0% 5.0% 0.0% Generic Personalized
  20. 20. Subject Line Tip • Target subject lines.
  21. 21. Medical Society of Virginia E-Newsletter
  22. 22. Subject Line A (control):MSV Update – Together we can make a difference Subject Line B: Topic Based Subject Line - MSV Update Or MSV Update – Topic Based Subject Line
  23. 23. How To: • Split 50/50 • Split topic based group again 50/50 • Average topic base subject line results together to compare to control
  24. 24. Results – Control vs Test 35.0% 30.0% 19% lift in 25.0% opens 20.0% Open 15.0% CTR 35% lift in 10.0% CTR 5.0% 0.0% Generic Topic Based
  25. 25. Results – MSV Update placement 40.0% 35.0% 26% lift in 30.0% CTR 25.0% 20.0% Open CTR 15.0% 10.0% 5.0% 0.0% MSV Update Preceding MSV Update @ End
  26. 26. Subject Line Tip • Don’t duplicate friendly from and subject line
  27. 27. Final Thoughts• Mind the length (less than 45 characters is ideal)• Target content• Identify hot topics• Remove duplication• Pre-header!
  28. 28. Don’t Stop Testing
  29. 29. Need help with subject lines? Contact me! Jeanette Brown brown@informz.com @emktg_guru www.informz.com 1.888.371.1842 @informz

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