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The Best Subject Lines
of 2015
January 13, 2016
#2015TopSLs
Presented by….
Chris Scavo
Digital Marketing Strategist
Vivian Swertinski
Sr. Digital Marketing Strategist
#2015TopSLs
Agenda
Identify Benchmark Metrics – Data Analysis
Top Takeaways – What worked and what didn’t
Pre-header text usage
Subjec...
• 5th consecutive year produced
• Over 1,300 Associations and Nonprofits
• 12 months of data
• Over 1 billion emails
• US,...
2015 Benchmark Report Key Metrics
98.34%
Delivery Rate
35.49%
Open Rate
15.87%
Click Rate
#2015TopSLs
Data Analyzed
 Over 5,800 A/B Subject Line
Tests
 73 Million Test Emails Sent
 58 Million “High Performing”
Emails Sent...
Your favorite words
#2015TopSLs
What you’ve tested…
Punctuation
Numbers
Personalization
Invitations
Usage of “Free”
Play on words
#2015TopSLs
2015 Best Subject Lines
#2015TopSLs
*Winner* - Making it “Personal”
“First Name”, 2 Steps and You’re Back (34%)
Opportunities for “Daughter’s Name” (64%)
“Ful...
Personalization drives response!
Help “Company Name” Avoid Violations. Join us for
tomorrow's audio call (56%)
“Chapter Na...
*Winner* - Giving Thanks
Thank you for all you do! (65%)
A Heartfelt Thank You (63%)
Thank you for your outstanding suppor...
Using the word FREE…
Free Book Coming your Way (60%)
Register Today – Free Breakfast on Saturday (58%)
Did someone say fre...
Complimentary nudges past free in performance!
Free access to Airport Magazine (28%)
Complimentary Access to Airport Magaz...
#2015TopSLs
Which one won?
It’s a trashy party, and you’re invited!
35%
Join us at the Red Clay Valley Clean Up!
28%
#2015TopSLs
IAMAP Membership Renewal
29%
Uh-oh, your membership is expiring!
35%
Which one won?
#2015TopSLs
Using NUMBERS…
$25 in Your Pocket! (38%)
7+ Reasons to Attend this Year! (35%)
Renew your 2015–16 Membership (67%)
#2015To...
Numbers in the subject line…
“First Name”- Early bird rate expires Oct. 5 (52%)
Early-bird Rate Expires on Monday (46%)
17...
You are invited!
You are invited: Holiday Gathering (40%)
Please join us for community cheer! (33%)
(You're Invited) Annua...
Exclamation and Questions Marks
OMG, HMF!! (40%)
Harvest Moon Festival – Sign up now! (25%)
Is today the day? (58%)
Last c...
Your Benefits will Expire Soon!
30%
Can You Live Without Your Benefits?
26%
Which one won?
#2015TopSLs
TweetChat January 29
29%
#ASAPainUpdate
31%
Which one won?
#2015TopSLs
Preheader plays a supporting role
Content Elements work together…
You got 3 chances to make a great inbox impression!
• Friendly From
• Subject Line
• Prehe...
Maximize inbox messaging
Friendly From
Subject Line
Preheader
No Preheader
#2015TopSLs
Preheader area is valuable real estate – put it to good use!
Preheader
#2015TopSLs
Preheader considerations
Keep your message brief
Include a call to action
What about Web/Text Version links?
Get creative ...
Constructing a Test Plan
Where to begin
• Start with what you have
• Your average opens
• Characteristics that perform better
• State the objective...
Test plan tips
• Do you have only one chance?
• Set your baseline version
• Be consistent
• Does it support other email el...
Executing the subject line test
Traditional Split (50 -50) or A/B Send to Winner
#2015TopSLs
What will you be testing in 2016?
Punctuation
Numbers
Personalization
Invitations
Usage of “Free”
Play on words
#2015TopSLs
Questions? Stay in touch!
experts@informz.com
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The Best Subject Lines of 2015

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Subject line testing is the only way to stay in front of audience engagement. Check out the webinar where we share real examples of what worked and what didn’t based on results from over 5,000 different subject line tests. Now's your chance to get fresh ideas for your 2016 strategic test plan.
During this webinar we'll walk through:
• The top takeaways from over 80 million emails sent.
• Recommendations for crafting effective subject lines.
• How to utilize pre-header text to reinforce the subject line.
• Strategies for putting together a subject line test plan.

Published in: Business
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The Best Subject Lines of 2015

  1. 1. The Best Subject Lines of 2015 January 13, 2016 #2015TopSLs
  2. 2. Presented by…. Chris Scavo Digital Marketing Strategist Vivian Swertinski Sr. Digital Marketing Strategist #2015TopSLs
  3. 3. Agenda Identify Benchmark Metrics – Data Analysis Top Takeaways – What worked and what didn’t Pre-header text usage Subject Line Test Plans #2015TopSLs
  4. 4. • 5th consecutive year produced • Over 1,300 Associations and Nonprofits • 12 months of data • Over 1 billion emails • US, Australia, New Zealand, Canada, UK #2015TopSLs
  5. 5. 2015 Benchmark Report Key Metrics 98.34% Delivery Rate 35.49% Open Rate 15.87% Click Rate #2015TopSLs
  6. 6. Data Analyzed  Over 5,800 A/B Subject Line Tests  73 Million Test Emails Sent  58 Million “High Performing” Emails Sent #2015TopSLs
  7. 7. Your favorite words #2015TopSLs
  8. 8. What you’ve tested… Punctuation Numbers Personalization Invitations Usage of “Free” Play on words #2015TopSLs
  9. 9. 2015 Best Subject Lines #2015TopSLs
  10. 10. *Winner* - Making it “Personal” “First Name”, 2 Steps and You’re Back (34%) Opportunities for “Daughter’s Name” (64%) “Full Name” – 4 Days Left (52%) $64,000 - 45 DAYS! 11% Increase #2015TopSLs
  11. 11. Personalization drives response! Help “Company Name” Avoid Violations. Join us for tomorrow's audio call (56%) “Chapter Name” Can Lead the Way (44%) Find the Best Insurance in Your “City” Area (56%) Your membership has an expiration date of “Expire Date” (52%) Information Request for “Company Name” (60%) #2015TopSLs
  12. 12. *Winner* - Giving Thanks Thank you for all you do! (65%) A Heartfelt Thank You (63%) Thank you for your outstanding support! (57%) *Thank You* for Making a Difference (53%) #2015TopSLs
  13. 13. Using the word FREE… Free Book Coming your Way (60%) Register Today – Free Breakfast on Saturday (58%) Did someone say free food? (68%) #2015TopSLs
  14. 14. Complimentary nudges past free in performance! Free access to Airport Magazine (28%) Complimentary Access to Airport Magazine (31%) Free Self-assessment Programs! (28%) Complimentary Self-assessment Programs! (30%) Free Online CME Courses (26%) Complimentary Online CME Courses (29%) #2015TopSLs
  15. 15. #2015TopSLs
  16. 16. Which one won? It’s a trashy party, and you’re invited! 35% Join us at the Red Clay Valley Clean Up! 28% #2015TopSLs
  17. 17. IAMAP Membership Renewal 29% Uh-oh, your membership is expiring! 35% Which one won? #2015TopSLs
  18. 18. Using NUMBERS… $25 in Your Pocket! (38%) 7+ Reasons to Attend this Year! (35%) Renew your 2015–16 Membership (67%) #2015TopSLs
  19. 19. Numbers in the subject line… “First Name”- Early bird rate expires Oct. 5 (52%) Early-bird Rate Expires on Monday (46%) 17 Sessions | One Low Price | Register Today (21%) Get It On-Demand Today | Health and Wellness Innovations Virtual Conference (18%) 64 girls need your help! (26%) Faith's story sends girls to camp this summer! (19%) #2015TopSLs
  20. 20. You are invited! You are invited: Holiday Gathering (40%) Please join us for community cheer! (33%) (You're Invited) Annual BBQ and more! (36%) (July 11) Golf Tournament & BBQ (33%) #2015TopSLs
  21. 21. Exclamation and Questions Marks OMG, HMF!! (40%) Harvest Moon Festival – Sign up now! (25%) Is today the day? (58%) Last chance to save (48%) Are you in? (27%) Less than 50 days to go (20%) #2015TopSLs
  22. 22. Your Benefits will Expire Soon! 30% Can You Live Without Your Benefits? 26% Which one won? #2015TopSLs
  23. 23. TweetChat January 29 29% #ASAPainUpdate 31% Which one won? #2015TopSLs
  24. 24. Preheader plays a supporting role
  25. 25. Content Elements work together… You got 3 chances to make a great inbox impression! • Friendly From • Subject Line • Preheader #2015TopSLs
  26. 26. Maximize inbox messaging Friendly From Subject Line Preheader No Preheader #2015TopSLs
  27. 27. Preheader area is valuable real estate – put it to good use! Preheader #2015TopSLs
  28. 28. Preheader considerations Keep your message brief Include a call to action What about Web/Text Version links? Get creative – color, font, format #2015TopSLs
  29. 29. Constructing a Test Plan
  30. 30. Where to begin • Start with what you have • Your average opens • Characteristics that perform better • State the objective • Increase open rates? • Increase content adoption? • Set a time frame • What type of email are you testing? • Span of 3 emails minimum
  31. 31. Test plan tips • Do you have only one chance? • Set your baseline version • Be consistent • Does it support other email elements? • Creativity counts #2015TopSLs
  32. 32. Executing the subject line test Traditional Split (50 -50) or A/B Send to Winner #2015TopSLs
  33. 33. What will you be testing in 2016? Punctuation Numbers Personalization Invitations Usage of “Free” Play on words #2015TopSLs
  34. 34. Questions? Stay in touch! experts@informz.com

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