SlideShare a Scribd company logo
Devise a subject
line strategy?1.
We looked at which words and phrases were the most
popular, and then categorised them by objective. This
gives you solid statistics by keyword on what works and
what doesn’t, and will give you some great ideas on how
to improve your results.
What does work?2.
Give them a reason to open:
Summer
Weekend
Sell the benefits:
Be relevant and timely:
Educating people (boring!):
Stale content:
Don’t get stuck in a rut using the same old terms:
Don’t forget to test
and test and test...4.
In the Adestra Subject Line Analysis Report, you will discover the trends of subject
lines from over 2.2 billion emails. These trends cover the keywords and phrases that
recipients respond to better than most, and also, which ones are over-used and
ineffective for your sector.
Free delivery
New
Alert
News
Update
Be up to the minute:
Available
What doesn’t work?3.
Being creative is great – but don’t be crazy and
try things for a short term gain. If you used the
subject line“Free Beer!”then guess what? You'll
get a huge amount of opens, but lose credibility
when recipients realize the subject has nothing to do with your
message. Be careful not to prioritise short term response gains over
long term brand harm. Here are some tactics that really don’t work.
!!
Urgent
Re:
Learn
Training
Monthly
Annual
Newsletter
Being too forceful:
Trying to look like a reply or a forward:
FW:
Report
The real enemies of badly performing marketing
strategies for subject lines are assumptions and
biases based upon past experience. What may
have worked last week can stop tomorrow, and
what failed epically last year may make you a
million this year. That’s why you need to test, test,
and test again. And again. And for good measure, do it again.
Adestra Subject Line Analysis Report 2013
Keywords for killer subject lines
GET THE
REPORT
NOW!
With all the clutter in the world these days, making
your email stand out is more difficult than ever.
Download the report now at:
www.adestra.com/subjectlines
%
14.7 %
30.1
%
%
18.7
%
1.7
%
%
42.6
%
3.7
%
%
60.9
%
%
60.8
%
35.5
%
%
49.6
%
22.8
%
%
37.7
%
26.6
%
%
49.5
%
13.8
%
%
18.7
%
0.7
%
%
54.8
%
23.7
%%
13.2
%
18
%%
3.5
%
8.5
%%
17.2
%
8.6
%%
34.8
%
47.7
%%
38.1
%
61.8
%%
23.2
%
10.2
%%
28.3
%
8.3
%%
50.7
%
135.4
Emailshop.com Adestra, exclusive product + Free Delivery 13/06/2013 11.40
Emailshop.com Adestra, new product available for only £16.99 13/06/2013 11.40
Emailshop.com Adestra, limited products available for only £299 + Free Delivery 13/06/2013 11.40
Emailshop.com Adestra, product now only £129.99 + Free Delivery 13/06/2013 11.40
Emailshop.com Adestra, day out for four people now only £159.99 13/06/2013 11.40
Emailshop.com Adestra, new and exclusive product for only £12.99 + Free Delivery 13/06/2013 11.40
Notice the strategy with
the subject line?
Emailshop.com Adestra, exclusive product + Free Delivery
Emailshop.com Adestra, new product available for only £16.99
Emailshop.com Adestra, limited products available for only £299 + Free Delivery
Emailshop.com Adestra, product now only £129.99 + Free Delivery
Emailshop.com Adestra, day out for four people now only £159.99
Emailshop.com Adestra, new and exclusive product for only £12.99 + Free Delivery
Emailshop.com Adestra, exclusive product + Free Delivery
Emailshop.com Adestra, new product available for only £16.99
Emailshop.com Adestra, limited products available for only £299 + Free Delivery
Emailshop.com Adestra, product now only £129.99 + Free Delivery
It’s always consistently personalised with the company name, a
single product offer plus free delivery. That’s what the recipient will
associate with the brand.
Having a subject line strategy is important!
steps to writing
a killer subject line
Keyword
Open rate
variance vs.
average
Keyword
Click rate
variance vs.
average
4 @
How much time do you spend
developing your subject line strategy?
If you’re like 9/10 marketers, then the answer is“not enough!”
Many marketers spend hours creating their email and then pick a subject line as the
last step, forgetting that if your subject line isn’t good then no one will see all of your
hard work!
Not all of your emails will get opened all the time, but your
email campaign is not solely defined by opens and clicks!
Your subject line is prominent whether your emails are opened or not.
Open rate
variance vs.
average
Click rate
variance vs.
average
%
5.1
AA BB
FREE
BEER!
Multiple messages separated by commas
Multiple messages separated by pipes
%%
27.5
%
90.7
%%
19.5
%
36.4

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4 steps to writing a killer subject line

  • 1. Devise a subject line strategy?1. We looked at which words and phrases were the most popular, and then categorised them by objective. This gives you solid statistics by keyword on what works and what doesn’t, and will give you some great ideas on how to improve your results. What does work?2. Give them a reason to open: Summer Weekend Sell the benefits: Be relevant and timely: Educating people (boring!): Stale content: Don’t get stuck in a rut using the same old terms: Don’t forget to test and test and test...4. In the Adestra Subject Line Analysis Report, you will discover the trends of subject lines from over 2.2 billion emails. These trends cover the keywords and phrases that recipients respond to better than most, and also, which ones are over-used and ineffective for your sector. Free delivery New Alert News Update Be up to the minute: Available What doesn’t work?3. Being creative is great – but don’t be crazy and try things for a short term gain. If you used the subject line“Free Beer!”then guess what? You'll get a huge amount of opens, but lose credibility when recipients realize the subject has nothing to do with your message. Be careful not to prioritise short term response gains over long term brand harm. Here are some tactics that really don’t work. !! Urgent Re: Learn Training Monthly Annual Newsletter Being too forceful: Trying to look like a reply or a forward: FW: Report The real enemies of badly performing marketing strategies for subject lines are assumptions and biases based upon past experience. What may have worked last week can stop tomorrow, and what failed epically last year may make you a million this year. That’s why you need to test, test, and test again. And again. And for good measure, do it again. Adestra Subject Line Analysis Report 2013 Keywords for killer subject lines GET THE REPORT NOW! With all the clutter in the world these days, making your email stand out is more difficult than ever. Download the report now at: www.adestra.com/subjectlines % 14.7 % 30.1 % % 18.7 % 1.7 % % 42.6 % 3.7 % % 60.9 % % 60.8 % 35.5 % % 49.6 % 22.8 % % 37.7 % 26.6 % % 49.5 % 13.8 % % 18.7 % 0.7 % % 54.8 % 23.7 %% 13.2 % 18 %% 3.5 % 8.5 %% 17.2 % 8.6 %% 34.8 % 47.7 %% 38.1 % 61.8 %% 23.2 % 10.2 %% 28.3 % 8.3 %% 50.7 % 135.4 Emailshop.com Adestra, exclusive product + Free Delivery 13/06/2013 11.40 Emailshop.com Adestra, new product available for only £16.99 13/06/2013 11.40 Emailshop.com Adestra, limited products available for only £299 + Free Delivery 13/06/2013 11.40 Emailshop.com Adestra, product now only £129.99 + Free Delivery 13/06/2013 11.40 Emailshop.com Adestra, day out for four people now only £159.99 13/06/2013 11.40 Emailshop.com Adestra, new and exclusive product for only £12.99 + Free Delivery 13/06/2013 11.40 Notice the strategy with the subject line? Emailshop.com Adestra, exclusive product + Free Delivery Emailshop.com Adestra, new product available for only £16.99 Emailshop.com Adestra, limited products available for only £299 + Free Delivery Emailshop.com Adestra, product now only £129.99 + Free Delivery Emailshop.com Adestra, day out for four people now only £159.99 Emailshop.com Adestra, new and exclusive product for only £12.99 + Free Delivery Emailshop.com Adestra, exclusive product + Free Delivery Emailshop.com Adestra, new product available for only £16.99 Emailshop.com Adestra, limited products available for only £299 + Free Delivery Emailshop.com Adestra, product now only £129.99 + Free Delivery It’s always consistently personalised with the company name, a single product offer plus free delivery. That’s what the recipient will associate with the brand. Having a subject line strategy is important! steps to writing a killer subject line Keyword Open rate variance vs. average Keyword Click rate variance vs. average 4 @ How much time do you spend developing your subject line strategy? If you’re like 9/10 marketers, then the answer is“not enough!” Many marketers spend hours creating their email and then pick a subject line as the last step, forgetting that if your subject line isn’t good then no one will see all of your hard work! Not all of your emails will get opened all the time, but your email campaign is not solely defined by opens and clicks! Your subject line is prominent whether your emails are opened or not. Open rate variance vs. average Click rate variance vs. average % 5.1 AA BB FREE BEER! Multiple messages separated by commas Multiple messages separated by pipes %% 27.5 % 90.7 %% 19.5 % 36.4