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.

Subject Lines Tested

2,402 views

Published on

Published in: Business, Technology
  • Be the first to comment

Subject Lines Tested

  1. 1. Subject Lines Tested:How to write subject lines that double your clickthrough rate
  2. 2. #webclinic
  3. 3. Join the conversation on Twitter #webclinic #webclinic
  4. 4. Today’s team Dr. Flint McGlaughlin Ashley Hanania Managing Director Research Manager Daniel Burstein Director of Editorial Content #webclinic
  5. 5. Experiment: Background Experiment ID: Audience Subject Line Test Location: MarketingExperiments Research LibraryResearch Notes: Background: Copyblogger and MarketingExperiments Blog audiences competed in writing high-performing subject lines. Three subject lines were chosen from each audience. Goal: To increase clickthrough rate Primary Research Question: Which email subject line will generate the highest clickthrough rate? Approach: A/B split test #webclinic
  6. 6. Experiment: Design Subject Lines Email (Same body copy) Landing Page Subject Line T1 Subject Line T2 Subject Line T3 Subject Line T4 Subject Line T5 Subject Line T6 6 #webclinic
  7. 7. Experiment: Email Copy Top of Email #webclinic
  8. 8. Experiment: Email Copy Bottom of Email #webclinic
  9. 9. Experiment: Treatments Copyblogger MarketingExperiments Blog Subject Lines Subject Lines Treatment #4: Treatment #1: [Optimization Summit] 3 Days to a Quarterbacks aren’t the only Better Website ($300 Off Coupon changes being tested in Denver Inside!) Treatment #2: Treatment #5: A scientific way to increase your Learn 3 Tips that made 10,000 conversions landing pages extremely successful Treatment #3: Treatment #3: Do your landing pages pass this Optimization Summit 2012 -- test? Speaker’s List Up Now! + Save $300 Today #webclinic
  10. 10. Experiment: Results 106% Increase in Clickthrough Rate Treatment #3 generated a 105.9% higher clickthrough than treatment #1 Subject Lines CTR Rel. diff Stat. ConfT1 – Quarterbacks aren’t the only changes 0.32% - -being tested in DenverT2 – A scientific way to increase your 0.51% 57.9% 99%conversionsT3 – Do your landing pages pass this test? 0.73% 105.9% 99%T4 – [Optimization Summit] 3 Days to a Better 0.37% 14.8% 69%Website ($300 Off Coupon Inside)T5 – Learn 3 tips that made 10,000 landing 0.66% 105.2% 99%pages extremely successfulT6 - Optimization Summit 2012 – Speakers List 0.40% 24.9% 90%Up Now! + Save $300 Today #webclinic
  11. 11. Experiment: Results 106% Increase in Clickthrough Rate Treatment #3 generated a 105.9% higher clickthrough than treatment #1 Subject Lines CTR Rel. diff Stat. ConfT1 – Quarterbacks aren’t the only changes 0.32% - -being tested in DenverT2 – A scientific way to increase your 0.51% 57.9% 99%conversionsT3 – Do your landing pages pass this test? 0.73% 105.9% 99%T4 – [Optimization Summit] 3 Days to a Better  the process, treatmentlanding 0.37% 14.8% 69%Website ($300 Off Coupon Inside) What you need to understand: By clarifying the value of the next steps inT5 – Learn 3 tips that made 10,000 #3 generated a 106% higher clickthrough rate than 0.66% 105.2% 99% treatment #1.pages extremely successfulT6 - Optimization Summit 2012 – Speakers List 0.40% 24.9% 90%Up Now! + Save $300 Today #webclinic
  12. 12. So you think you have a good lead gen page? Enter your landing page at MarketingExperiments.com/LandingPageContest for a chance to win: LPO Online Course LPO Benchmark Report 12 #webclinic
  13. 13. SECTION 1: The purpose of a subject line 13#webclinic
  14. 14. What We LearnedF Key Principlesa. Simply getting the viewer’s attention with a subject line will not produce a significant result. We must understand the functional purpose of our subject line: converting attention into interest. 14 #webclinic
  15. 15. Converting Attention into Interest Getting Attention Subject Line Building Interest Image Button 15 #webclinic
  16. 16. Attention-getting Subject Lines Not this … Quarterbacks aren’t the only changes Attention captured with Tim being tested in Denver Tebow reference [Optimization Summit] 3 Days to a Attention captured with Better Website ($300 Off Coupon brackets and parentheses Inside) 16 #webclinic
  17. 17. Interest-building Subject Lines ... but this Learn 3 tips that made 10,000 Attention converted into landing pages extremely successful interest with “Learn 3 tips” Do your landing pages pass this test? Attention converted into interest with “pass this test?” 17 #webclinic
  18. 18. SECTION 2: The connection between subject lines and value propositions 18#webclinic
  19. 19. What We LearnedF Key Principlesa. Simply getting the viewer’s attention with a subject line will not produce a significant result. We must understand the functional purpose of our subject line: converting attention into interest.b. To build interest, we must understand the connection between our subject line and our value proposition. 19 #webclinic
  20. 20. Process-level Value Proposition PROCESS-LEVEL Question: Why should your ideal prospect buy PRODUCT-LEVEL from you rather than any of your competitors? PRODUCT PRODUCT #1 #1 Question: Why should [PROSPECT A] buy from PRODUCT PRODUCT #2 #2 you rather than any of your competitors? PROSPECT-LEVEL Question: Why should [PROSPECT A] buy this PRODUCT PRODUCT #3 product rather than any other product? #3 Primary Value Proposition Question: Why should [PROSPECT A] click this PPC ad PRODUCT PRODUCT rather than any other PPC ad? #4 #4 Prospect B PRODUCT PRODUCT #4 #1 1 PRODUCT PRODUCT #2 #3 2 3 Conversion steps associated with a specific product Learn more here: bit.ly/VPSpectrum #webclinic
  21. 21. Learn More Here:Process-level Value Proposition bit.ly/InvertedFunnelThe process-level value proposition is the reasonthey should progress in the micro-decisionfunnel to the next step. (U)YES Sales Call (M)YES (M)YES (M)YES Landing Page (M)YES Business Software Suite (M)YES #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.XXXXXXXXXX.com/Business PPC Ad (M)YES 21 #webclinic
  22. 22. Process-level Value Proposition Button Example VISITOR’S MIND Value Cost Submit V- 22 #webclinic
  23. 23. Process-level Value Proposition Button Example VISITOR’S MIND Cost Value Submit Click Here V- VØ 23 #webclinic
  24. 24. Process-level Value Proposition Button Example VISITOR’S MIND Cost Value Submit Click Here Get Free Access V- VØ V+ 24 #webclinic
  25. 25. Process-level Value Proposition Subject Line Example VISITOR’S MIND Value Cost No Castles in the air for you V- 25 #webclinic
  26. 26. Process-level Value Proposition Subject Line Example VISITOR’S MIND Cost Value No Castles in Mobile can help the air for you manage your money V- VØ 26 #webclinic
  27. 27. Process-level Value Proposition Subject Line Example VISITOR’S MIND Cost Value No Castles in Mobile can help Enjoy Over 2,000 the air for you manage your money Internet TV Channels! V- VØ V+ 27 #webclinic
  28. 28. Process-level Value Proposition Inbox Example Inbox Screenshot Which would? you open first? 28 #webclinic
  29. 29. Value Proposition Session at Optimization SummitLearn about valueproposition with Dr.Flint McGlaughlin atthe pre-SummitWorkshop inDenver.MECLABS.com/OptSummit 29 #webclinic
  30. 30. SECTION 3: The checklist for maximizing the force of a subject line 30#webclinic
  31. 31. What We LearnedF Key Principlesa. Simply getting the viewer’s attention with a subject line will not produce a significant result. We must understand the functional purpose of our subject line: converting attention into interest.b. To build interest, we must understand the connection between our subject line and our value proposition.c. To intensify the force of the process-level value proposition in our subject lines, we can employ a useful set of research-based criteria … 31 #webclinic
  32. 32. ? How can I consistently write subject lines that double my projected clickthrough rate? 32#webclinic
  33. 33. To help us write effective subject lines, we developedthis four-part checklist of elements that impact theforce of a subject line’s process-level value proposition. 33 #webclinic
  34. 34. ITEM #1: Is It Clear? 34#webclinic
  35. 35. ITEM #1: Is It Clear? Is the main point emphasized? For the ideal prospect to act on the process-level value proposition of your subject line, they must first comprehend the intended message. To ensure they understand, we can utilize the following clarity checklist:  Is the main point emphasized? 35 #webclinic
  36. 36. ITEM #1: Is It Clear? Is the main point emphasized? To emphasize the main point in any subject line, we must utilize point- sensitivity By making our subject lines point-first or point-last, we utilize the psychological principles of primacy and recency. Not this … (point middle)Optimization Summit 2012 – Speakers List Up Now!+ Save $300 Today … but this (point last) 66% IN CLICKTHROUGH Do Your Landing Pages Pass This Test? 36 #webclinic
  37. 37. ITEM #1: Is It Clear? Is the main point emphasized? To emphasize the main point in any subject line, we must utilize point- sensitivity By making our subject lines point-first or point-last, we utilize the psychological principles of primacy and recency. Not this … (point middle)[Optimization Summit] 3 Days to a Better Website($300 Off Coupon Inside) … but this (point first) 70% IN CLICKTHROUGH Learn 3 tips that made 10,000 landing pages extremely successful 37 #webclinic
  38. 38. ITEM #1: Is It Clear? Is the main point emphasized? For the ideal prospect to act on the process-level value proposition of your subject line, they must first comprehend the intended message. To ensure they understand, we can utilize the following clarity checklist:  Is the main point emphasized?  Are the qualifiers precise? 38 #webclinic
  39. 39. ITEM #1: Is It Clear? Are the qualifiers precise? Precise qualifiers help to cement the value of the subject line into the mind of the customer. Not this …[Optimization Summit] 3 Days to a Better Website($300 Off Coupon Inside!) … but this 37% IN CLICKTHROUGH A scientific way to increase your conversions. 39 #webclinic
  40. 40. ITEM #1: Is It Clear? Are the qualifiers precise? Precise qualifiers help to cement the value of the subject line into the mind of the customer. Not this …Ernie, A Special Offer for REAL SIMPLE readers* … but this Get An Instant AdWords Performance Report (Its On Us)* *Live Optimization Submissions #webclinic
  41. 41. ITEM #1: Is It Clear? Is the language simple? For the ideal prospect to act on the process-level value proposition of your subject line, they must first comprehend the intended message. To ensure they understand, we can utilize the following clarity checklist:  Is the main point emphasized?  Are the qualifiers precise?  Is the language simple? 41 #webclinic
  42. 42. ITEM #1: Is It Clear? Is the language simple? For maximum clarity, we must use words that can be instantly understood by our ideal prospect. Not this … No Castles in the air for you…* … but this Pop-culture reference that 30% Of Physicians Are At Risk - Dont is not widely known Wait Until Its Too Late!* *Live Optimization Submissions #webclinic
  43. 43. ITEM #1: Is It Clear? Is the language simple? For maximum clarity, we must use words that can be instantly understood by our ideal prospect. Not this … Turn your iPads into clickers with LanSchool* … but this “Clickers” should be replaced Dont Forget Mom! – Free Mother’s with “remotes” Day Shipping* *Live Optimization Submissions #webclinic
  44. 44. ITEM #1: Is It Clear? Is the wording concise? For the ideal prospect to act on the process-level value proposition of your subject line, they must first comprehend the intended message. To ensure they understand, we can utilize the following clarity checklist:  Is the main point emphasized?  Are the qualifiers precise?  Is the language simple?  Is the wording concise? 44 #webclinic
  45. 45. ITEM #1: Is It Clear? Is the wording concise? Concise wording is critical to producing clarity in the minds of our customers. It is important that we use the correct amount of words — no more, no less. Not this … Our gift to you -- FREE Shipping or No Service Charges … but this 21% IN CLICKTHROUGH Free Shipping or No Service Charge! Limited time offer! 45 #webclinic
  46. 46. ITEM #1: Is It Clear? Is the wording concise? Concise wording is critical to producing clarity in the minds of our customers. It is important that we use the correct amount of words — no more, no less. Not this … Quarterbacks arent the only changes being tested in Denver … but this Too many words Denver’s testing more than quarterbacks 46 #webclinic
  47. 47. ITEM #1: Is It Clear? Is the wording concise? Concise wording is critical to producing clarity in the minds of our customers. It is important that we use the correct amount of words — no more, no less. Not this … Denver’s testing quarterbacks… … but this Too few words Denver’s testing more than quarterbacks 47 #webclinic
  48. 48. ITEM #1: Is It Clear? For the ideal prospect to act on the process-level value proposition of your subject line, they must first comprehend the intended message. To ensure they understand, we can utilize the following clarity checklist:  Is the main point emphasized?  Are the qualifiers precise?  Is the language simple?  Is the wording concise? 48 #webclinic
  49. 49. ITEM #1: Is It Clear? Live Optimization Subject Line: No Castles in the air for you Audience: Distributors of the products Objective: Get recipients to click the link to the PuzzlerPromo http://bit.ly/thebestintest #webclinic
  50. 50. ITEM #2: Is It Appealing? 50#webclinic
  51. 51. ITEM #2: Is It Appealing? Is the message relevant? For the ideal prospect to act on the process-level value proposition of your subject line, they must find the offer appealing. To ensure appeal, we can utilize the following checklist:  Is the message relevant? 51 #webclinic
  52. 52. ITEM #2: Is It Appealing? Is the message relevant? Irrelevant messaging Not this … Quarterbacks arent the only changes being tested in Denver … but this A scientific way to increase your conversions. 57% IN CLICKTHROUGH 52 #webclinic
  53. 53. ITEM #2: Is It Appealing? Is the message relevant? Not this … Quarterbacks arent the only changes being tested in Denver … but this Do your landing pages pass this test? 106% IN CLICKTHROUGH 53 #webclinic
  54. 54. ITEM #2: Is It Appealing? Is the desire urgent? For the ideal prospect to act on the process-level value proposition of your subject line, they must find the offer appealing. To ensure appeal, we can utilize the following checklist:  Is the message relevant?  Is the desire urgent? 54 #webclinic
  55. 55. ITEM #2: Is It Appealing? Is the desire urgent? Suggests other (easier) ways to increase your conversions Not this … A scientific way to increase your conversions Suggests a simpler standard to judge your landing pages with 31% IN CLICKTHROUGH … but this Do your landing pages pass this test? 55 #webclinic
  56. 56. ITEM #2: Is It Appealing? Is the desire urgent? If the audience can watch it On-Demand, there is less Not this … reason to click now Vote for the Next TrainSignal Webinar | Register and Watch On-Demand* … but this Upcoming Webinar - Virgin Atlantic reveals its 7 secrets to e-Invoicing success* A big brand revealing secrets in an upcoming webinar invokes a higher sense of urgency *Live Optimization Submissions #webclinic
  57. 57. ITEM #2: Is It Appealing? Is the issue important? For the ideal prospect to act on the process-level value proposition of your subject line, they must find the offer appealing. To ensure appeal, we can utilize the following checklist:  Is the message relevant?  Is the desire urgent?  Is the issue important? 57 #webclinic
  58. 58. ITEM #2: Is It Appealing? Is the issue important? People don’t listen to speakers, people listen to people Not this … Optimization Summit 2012 – Speakers List Now Up! + Save $300 Today The issue of successful landing pages is important to marketers … but this Learn 3 tips that made 10,000 31% IN CLICKTHROUGH landing pages extremely successful 58 #webclinic
  59. 59. ITEM #2: Is It Appealing? Is the issue important? So what? Not this …Mobile can help manage your money* … but this Aspirin therapy pros and cons, 7 myths about calcium & vitamin D, lentil salad* Pertinent information related to my health and well-being *Live Optimization Submissions #webclinic
  60. 60. ITEM #2: Is It Appealing? For the ideal prospect to act on the process-level value proposition of your subject line, they must find the offer appealing. To ensure appeal, we can utilize the following checklist:  Is the message relevant?  Is the desire urgent?  Is the issue important? 60 #webclinic
  61. 61. ITEM #2: Is It Appealing? Live Optimization Subject Line: Vote for the Next TrainSignal Webinar | Register and Watch On-Demand Audience: IT Professionals, previous TrainSignal customers, previous webinar participants Objective: To get recipients to vote for a preferred webinar topic http://bit.ly/trainsignalemail 61 #webclinic
  62. 62. ITEM #2: Is It Appealing? Live Optimization Is the message relevant? Subject Line: Mary Potter Hospice Invites "Name" to take the $100 Challenge Audience: Business owners in same geographical area as Mary Potter Hospice Objective: To get recipients to click on “Take the Challenge” http://bit.ly/hospicechallenge 62 #webclinic
  63. 63. ITEM #3: Is It Exclusive? 63#webclinic
  64. 64. ITEM #3: Is It Exclusive? Is the only-factor apparent? For the ideal prospect to act on the process-level value proposition of your subject line, they must know the offer is exclusive. To ensure exclusivity, we can utilize the following checklist:  Is the only-factor apparent? 64 #webclinic
  65. 65. ITEM #3: Is It Exclusive? Is the only-factor apparent? Suggests other (easier) ways to increase your conversions Not this …A scientific way to increase your conversions The specific numbers imply an only-factor … but this Learn 3 tips that made 10,000 landing pages 24% IN CLICKTHROUGH extremely successful 65 #webclinic
  66. 66. ITEM #3: Is It Exclusive? Is the only-factor apparent? Does not imply an only-factor Not this … Merchant Account with REBATE* … but this Upcoming Webinar - Virgin Atlantic reveals its 7 secrets to e-Invoicing success*Virgin brand revealing secretsimplies an exclusive news scoop *Live Optimization Submissions #webclinic
  67. 67. ITEM #3: Is It Exclusive? Is the brand familiar? For the ideal prospect to act on the process-level value proposition of your subject line, they must know the offer is exclusive. To ensure exclusivity, we can utilize the following checklist:  Is the only-factor apparent?  Is the brand familiar? 67 #webclinic
  68. 68. ITEM #3: Is It Exclusive? Is the brand familiar? Not this …Exclusive First Look at New Products, Brand included in subjectTechnology, and More … but this IADC 2011 - Exclusive First Look at New 8% IN CLICKTHROUGH Products, Technology, and More 68 #webclinic
  69. 69. ITEM #3: Is It Exclusive? Is the brand familiar? For the ideal prospect to act on the process-level value proposition of your subject line, they must know the offer is exclusive. To ensure exclusivity, we can utilize the following checklist:  Is the only-factor apparent?  Is the brand familiar? 69 #webclinic
  70. 70. ITEM #3: Is It Exclusive? Live Optimization Subject Line: Learn how to improve your establishment’s web presence Audience: Small Business Restaurant and Bar Owners Objective: To get recipients to click on the http://bit.ly/establishmentspresence “Get Started Now!” button 70 #webclinic
  71. 71. ITEM #3: Is It Exclusive? Live Optimization Is the only-factor apparent Subject Line: Enjoy Over 2,000 Internet TV Channels! Audience: Consumers 60+ years old, more rural than urban Objective: Click the “Internet TV/Radio USB Stick” link http://bit.ly/harrietcarteremal #webclinic
  72. 72. ITEM #4: Is It Credible? 72#webclinic
  73. 73. ITEM #4: Is It Credible? Is the promise believable? For the ideal prospect to act on the process-level value proposition of your subject line, they must believe the offer is legitimate. To ensure credibility, we can utilize the following checklist:  Is the promise believable? 73 #webclinic
  74. 74. ITEM #4: Is It Credible? Is the promise believable? This is likely NOT a gift, and it undercuts the credibility of the offer Not this … that follows Our gift to you -- FREE Shipping or No Service Charges … but this Free Shipping or No Service Charge! 21% IN CLICKTHROUGH Limited time offer! The stand alone offer of “Free shipping or No Service Charge” is more credible 74 #webclinic
  75. 75. ITEM #4: Is It Credible? Is the promise believable? Use of fear tactics without qualifying information causes unbelief … At risk for what? Not this …30% Of Physicians Are At Risk - Dont WaitUntil Its Too Late!* … but this Aspirin therapy pros and cons, 7 myths about calcium & vitamin D, lentil salad* Pros and cons of aspirin therapy implies a balanced piece of useful content *Live Optimization Submissions #webclinic
  76. 76. ITEM #4: Is It Credible? For the ideal prospect to act on the process-level value proposition of your subject line, they must believe the offer is legitimate. To ensure credibility, we can utilize the following checklist:  Is the promise believable?  Is the tone appropriate? 76 #webclinic
  77. 77. ITEM #4: Is It Credible? Is the tone appropriate? Email sent to MarketingExperiments readers accustomed to science- Not this … based messagingQuarterbacks aren’t the only changes beingtested in Denver… … but this A scientific way to increase your conversions 57% IN CLICKTHROUGH 77 #webclinic
  78. 78. ITEM #4: Is It Credible? Is the tone appropriate? Email sent to MarketingSherpa readers accustomed to straight- Not this … forward messagingIf Alfred Hitchcock wrote emails, could he growan audience by 300%? … but this 25% IN CLICKTHROUGH How Blockbuster Express grew its email list 300% 78 #webclinic
  79. 79. ITEM #4: Is It Credible? For the ideal prospect to act on the process-level value proposition of your subject line, they must believe the offer is legitimate. To ensure credibility, we can utilize the following checklist:  Is the promise believable?  Is the tone appropriate?  Is the value specific? 79 #webclinic
  80. 80. ITEM #4: Is It Credible? Is the value specific? Very little specificity Not this … Quarterbacks arent the only changes being tested in Denver … but this Do your landing pages pass this test? 106% IN CLICKTHROUGH The specificity in “this test” credibly implies a test in the email to judge a landing page 80 #webclinic
  81. 81. ITEM #4: Is It Credible? Is the value specific? Very little specificity Not this … Wont Mom Be Delighted!* 10 easy steps with Microsoft 2010 … but this Design Your Own eBook Cover in 10 Easy Steps With Microsoft 2010* *Live Optimization Submissions #webclinic
  82. 82. ITEM #4: Is It Credible? For the ideal prospect to act on the process-level value proposition of your subject line, they must believe the offer is legitimate. To ensure credibility, we can utilize the following checklist:  Is the promise believable?  Is the tone appropriate?  Is the value specific? 82 #webclinic
  83. 83. ITEM #4: Is It Credible? Live Optimization Subject Line: Wont Mom Be Delighted! Audience: Married couples 35+ with no children Objective: To get recipients to “Shop Now” http://bit.ly/Jhhzjq 83 #webclinic
  84. 84. Summary: Putting it all togetherF Key Principlesa. Simply getting the viewer’s attention with a subject line will not produce a significant result. We must understand the functional purpose of our subject line: converting attention into interest.b. To build interest, we must understand the connection between our subject line and our value proposition.c. To intensify the force of the process-level value proposition in our subject lines, we can employ a useful set of research-based criteria … 84 #webclinic
  85. 85. Summary: Putting it all together  ITEM #1: Is It Clear?  ITEM #3: Is It Exclusive?  Is the point emphasized?  Is the only-factor apparent?  Are the qualifiers precise?  Is the brand familiar?  Is the language simple?  Is the wording concise?  ITEM #2: Is It Appealing?  ITEM #4: Is It Credible?  Is the message relevant?  Is the promise believable?  Is the desire urgent?  Is the tone appropriate?  Is the issue important?  Is the value specific? 85 #webclinic
  86. 86. #webclinic

×