7000 Subject Lines Later
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This document summarizes an Informz webinar on best practices for email subject line testing. It discusses Informz's analysis of 7,000 subject line tests involving 104 million emails. Key topics covered include benchmarking metrics, subject line and deliverability trends, testing barriers, and best practices for consistent, challenging, and creative testing. Sample testing strategies like A/B tests and sample size tests are presented along with examples and ideas for different types of subject line tests.
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7000 Subject Lines Later
- 1. 7,000 Subject Line Tests Later February 8, 2017 #TopSubjectLines
- 2. Presented by…. Chris Scavo Product Marketer Vivian Swertinski Strategic Services Manager #TopSubjectLines
- 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. Webinar Agenda Data Analysis Subject Lines & Deliverability Winning Subject Line Trends Testing Best Practices
- 5. Benchmark Key Performance Metrics #TopSubjectLines
- 6. Data Analysis 7,000 Subject Line Tests 104 Million Test Emails Sent 20,000 Top Performing Subject Lines #TopSubjectLines
- 7. Audience Poll – Barriers to Testing Lack of Time Don’t know what to test Testing hasn’t worked Deliverability Concerns Other #TopSubjectLines
- 10. #TopSubjectLines
- 11. #TopSubjectLines
- 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. Spam filters score incoming messages • Impact Inbox placement • Subscriber complaints • Questionable words • Emails that are all images • Exposed hyperlinks • Excessive punctuation #TopSubjectLines
- 15. Deliverability – Know before you go send Virtual Inbox: Predictive Analytics: #TopSubjectLines
- 16. Winning Subject Line Trends
- 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. 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. 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. 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. 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. 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. 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. 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. 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. Step up to Testing
- 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. 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. 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. Testing Best Practices 4. Be creative • Challenge yourself • Emotion encourages engagement • Give them a reason to open • Have fun with your tests #TopSubjectLines
- 31. Traditional Testing Strategy A Group B Group #TopSubjectLines
- 32. Sample Size Testing 10% Group 10% Group 80% Group #TopSubjectLines
- 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. Subject line test ideas! Punctuation Deadline Dates Personalization Dollars Off Capital Letters Length Emoji's Urgency RSVP #TopSubjectLines
- 35. Takeaway Items Benchmark your metrics Make a test plan – pick 3 ideas Try sample size testing Test, Measure, Repeat
- 36. There’s no smarter solution Stay in Touch! experts@informz.com