7. Split run test on offer for Secondary Assembly File (a resource for teachers) Subject Line A: Jim Carrey and Personal Development ? Written by the marketing team Subject Line B: Help Colleagues to Share the Responsibility of Assemblies Written by editorial A was opened by 28% of our list B was opened by just 16% Subject line tests Example 1 B2B
8. Subject lines Example 2 B2B We sent out (in error) an email with the subject line: [enter subject line] this had an opening rate of 18% against a list average of 12%.
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12. Case Study E-Marketing Campign o the year ‘Superbundle’ For several years, the B2C part of our business has published special reports in which we collect together articles from the newsletter and target focused areas, eg swimming, distance running, shoulder injuries. These special reports cost £20 each as hard-copy books. We have a large email database which, in May 2007, stood at approximately 200,000 leads. We had the idea of selling a bundle of our books with the aim of bringing in a large amount of revenue quickly. We decided to include every special report, but quickly worked out that shipping costs would be prohibitive, especially as so many of our audience are outside the UK. The ‘superbundle’ would consist of all of our special reports in PDF format, plus a number of additional mini-reports which already existed as premiums. The cost of putting together the product was effectively zero.
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16. Dear Peak Performance Subscriber, We are currently compiling our 2008 campaigns to build on the success of Peak Performance's ever strong subscriber base of the top competitive sports people in the world. We have decided to feature testimonials about Peak Performance and the benefits a subscription offers you. As someone who has shown great support to Peak Performance we wondered if you would be able to provide us with your opinion about the newsletter and how it has helped you. To make this as easy as possible we have set up a short online survey for subscribers… Testimonial collection, example of email copy:
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