7000 subject lines later
TRANSCRIPT
7,000 Subject Line Tests Later
February 8, 2017
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Presented by….
Chris ScavoProduct Marketer
Vivian SwertinskiStrategic Services Manager
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Informz - Sophistication Made Easy
1,500+ clients
11,000 users
Database Integrations
Headquartered in Saratoga Springs, NY
Email Marketing
Marketing Automation
Analytics
Strategic Services
Webinar Agenda
Data Analysis
Subject Lines & Deliverability
Winning Subject Line Trends
Testing Best Practices
Benchmark Key Performance Metrics
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Data Analysis
7,000 Subject Line Tests
104 Million Test Emails Sent
20,000 Top Performing Subject Lines
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Audience Poll – Barriers to Testing
Lack of Time
Don’t know what to test
Testing hasn’t worked
Deliverability Concerns
Other
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Important: Sender Reputation
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Be aware of spam traps
• Email address set as a trap for catching spammers
• Data quality is paramount
• Grow your list organically
• Subscriber permission
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Spam filters score incoming messages
• Impact Inbox placement
• Subscriber complaints
• Questionable words
• Emails that are all images
• Exposed hyperlinks
• Excessive punctuation
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Deliverability – Know before you go send
Virtual Inbox: Predictive Analytics:
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Winning Subject Line Trends
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%
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Trendy Personalization
A. “Informal Name”, Let's Brunch! 50%B. RSVP Today: Brunch 41%
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A. Hey, “Informal Name”! 👋👋 60%B. See Who's Coming To Reunion! 🎉🎉 42%
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%
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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%
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Subject Line Length Matters
You're In! We did it! Be Aware! Thank You! Interested? Don't Forget! Need Your Help Urgent Notice!
Open Rate95% 69%54% 81%66% 65% 73% 73%
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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%
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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%
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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%
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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%
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Subject Line: “Informal Name”, will I see you? 55%(Registration is up 27% over last year)
Step up to Testing
Testing Best Practices
1. Be clear – Know what you want to test
• Dollars Off vs. Save • Complimentary vs. Free • Statement vs. Question
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A. Your membership has expired!B. Did you know your membership is expired?
Testing Best Practices
2. Be consistent
• Easier test management• Easier analysis of results
Monthly NewsA Version B Version
Our Monthly NewsletterOur Monthly NewsletterIAMAP NewsIAMAP News
John, here is your monthly update
Monthly News
March Newsletter
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Testing Best Practices
3. Be challenging
• The goal is to learn
• Structure tests over a period of time
• Don’t be afraid of change
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Testing Best Practices4. Be creative
• Challenge yourself
• Emotion encourages engagement
• Give them a reason to open
• Have fun with your tests
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Traditional Testing StrategyA Group B Group
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Sample Size Testing10% Group 10% Group 80% Group
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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%)
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Subject line test ideas!
Punctuation
Deadline Dates
Personalization
Dollars Off
Capital Letters
Length
Emoji's
Urgency
RSVP
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Takeaway Items
Benchmark your metrics
Make a test plan – pick 3 ideas
Try sample size testing
Test, Measure, Repeat
