The subject line is the most important piece of copy in every email you send. It has a direct impact on opens and engagement and presents a potent opportunity for increasing brand awareness in the inbox.
But finding the right subject line requires the endless application of A/B tests, segmentation and just plain dumb luck…or does it?
In this webinar, Dela Quist (CEO, AlchemyWorx), Parry Malm (CEO, Phrasee) and Dave Hendricks (President, LiveIntent) tell you:
• Why everything you know about subject lines is wrong
• Tips for crafting subject lines that increase awareness and opens
• New technologies that revolutionize the A/B testing process and make it possible to generate and optimize your email subject lines
4. About Dela and Alchemy Worx:
“Alchemy Worx did a great job creating an
email infrastructure that fit with our
unique business needs”
“…email-centric, but they’re fully
aware of how email impacts other
channels”
“…they are way ahead of
the curve in terms of
thinking about the
space”
“… a nice team to
work with”
“Everybody should
use them!”
“…a strong agency that
delivered as promised”
@liveintent #GetMoreOpens
5. About Parry and Phrasee:
• Subject lines
• Megadeth
• Bad statistics
• Nickelback
• CEO Phrasee
• Worked client, tech
and agency side
@liveintent #GetMoreOpens
6. What we’re going to do today:
1. Bust 5 Common Subject Line Myths
2. Share Testing Tips and Tech for Getting Opens
3. Provide Resources for Learning More
@liveintent #GetMoreOpens
8. Myth 1: Long vs. Short Subject Lines
Myth 1:
Long vs. Short
@liveintent #GetMoreOpens
9. Some people use bad statistics and graphs like
this to show length effect on subject lines:
@liveintent #GetMoreOpens
10. When controlling (normalising) you find there is
NO EFFECT on open rates:
Source: https://phrasee.co/the-final-word-on-email-subject-line-length/ @liveintent #GetMoreOpens
13. Myth 1: Long vs. Short Subject Lines
Myth 2:
Mobile Matters
@liveintent #GetMoreOpens
14. 59% of email opens are smartphone or tablet.
TabletSmartphone PC
41%42%
17%
Percentage of measurable impressions on LiveIntent Platform during Q3 2015 @liveintent #GetMoreOpens
24. How to apply learnings from A/B tests and
understand why one is better than the other:
Source: State of Split Testing Report (304 person global sample) @liveintent #GetMoreOpens
25. In language there’s emotion. Quantifying and
optimising emotion is what matters.
@liveintent #GetMoreOpens
26. What is Phrasee?
@liveintent #GetMoreOpens
Phrasee is software that uses artificial intelligence to generate better subject lines
than humans can.
It understands what emotions, sentiments, words & phrases makes your audience
tick. And gets you more opens, clicks & conversions.
phrasee.co
32. Dave Hendricks
President, LiveIntent
liveintent.com
Thank You
Dela Quist
CEO, Alchemy Worx
alchemyworx.com
Parry Malm
CEO, Phrasee
phrasee.co
@liveintent #GetMoreOpens
For more information visit:
info.liveintent.com/subject-line-webinar
Editor's Notes
DAVE
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DELA
PARRY
DAVE
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PARRY
PARRY
DELA
DELA
DAVE
DAVE
DELA
DAVE
PARRY
What if Coke never bought a billboard?
DAVE
DELA
PARRY
Individual words do not impact deliverability. Spam filters are smarter than that.
If you send out the subject line “Free Viagra delivered by Britney Spears’ recently deceased Nigerian uncle” then yeah, it’s spammy.
So don’t use that subject line. But saying “Free” isn’t bad. And if anyone says it is, they don’t understand statistics.
DAVE
PARRY
1. Would you take a pharmaceutical that hadn’t undergone a rigorous clinical trial?
2. If anyone tells you split testing is no longer necessary, they are categorically and scientifically incorrect.
3. Know what else is hard? Nuclear physics. And nuclear physicists test more than you. If you aren’t split testing, you aren’t doing your job right.
DAVE
PARRY
Most people don’t learn much. Which is a shame.
PARRY
Individual words matter a bit, but they’re a low-order variable.
Check out Phrasee Pheelings™
It’s tech that predicts emotionalresponse to your subject lines. And uses that information to generate subject lines thatout-perform human ones.