Subject lines have a huge impact on marketing success. Yet, what busy marketer has the time to really focus on the cognitive psychology behind a 75-character subject line? In this Web clinic, Flint McGlaughlin, Managing Director, MECLABS, will share what an analysis of more than 100 successful subject lines reveal about how people choose to open an email. You will learn the common traits of the most successful email subject line as well as the most common mistakes. Specifically, we will address the following common questions related to subject lines: • What makes a subject line engaging? • What factors make a subject line more likely to be deleted? • How do we express value through so few characters? • How long/short should subject lines be?

1. Subject Lines that Convert
A review of 100+ successful subject lines reveals what motivates
people to open (or delete) an email

2. We’re sharing on Twitter!
#WebClinic

3. Today's Speaker
@FlintsNotes
Dr. Flint McGlaughlin – Managing Director, MECLABS
Flint McGlaughlin is the Managing Director of MECLABS Group. The organization has
partnered with key market leaders including The New York Times, Microsoft
Corporation and Reuters Group.
Dr. McGlaughlin also serves as the Director of Enterprise Research at the
Transforming Business Institute, University of Cambridge (UK), as the Chairman of
the Board of Governors for St. Stephen’s University, and as a Trustee for
Westminster Theological Centre. Dr. McGlaughlin originally studied Philosophy and
Theology at the University of London’s Specialist Jesuit College.
Today, his primary research is focused on enterprise as transformative agent. His
work has won multiple awards and has been quoted in more than 13,000 online and
offline sources.

4. Top Obstacles in Email
Staffing, expertise
Creating consistent, relevant content
Source: © 2013 MarketingSherpa Email Marketing Benchmark Study | Methodology: Fielded December 2012, N=745

6. It evaluates performance
based on:
• Over 400 unique rules
• 1 billion+ sent and tracked
email messages
messages
rules
1 billion+ email
400 unique

7. Test Scenario 1

Experiment ID: (protected)
Location: MarketingExperiments Research Library
Test Protocol Number: TP2092
Background: Large financial institution offering mortgages to consumers.
Goal: To determine which claim of value will generate the most response.
Primary research question: Which subject line will produce the greatest open rate
and click rate?
Approach: A/B/C single-factorial split

8. Test Scenario 1
Test Protocol ID: TP2092
Total Score
Version A
Looking for a lower mortgage rate? You’re not alone.
(out of 100)
63
Version B
Discover the advantages of [Brand Name] mortgages
Version C
Own your home sooner with free bi-weekly payments
78
81

9. 
Accurate Prediction
Version B & C generated a statistically significant improvement over A
Subject Line
Tool
Score
Open
Rate
Rel.
Diff.
18.08%
-
19.80%
9.5%
A
Looking for a lower mortgage rate? You’re not alone.
63
B
Discover the advantages of [Brand Name] mortgages
78
C
Own your home sooner with free bi-weekly payments
81
!
The tool’s prediction closely matched actual test results
100
100
100
20.99% 16.0%

10. 
Accurate Prediction
Mostly Accurate Prediction
B&C
Version C still generated a statistically significant improvement over A
significant improvement over A
Subject Line
Tool
Score
Open
Click Rel. Rel.
RateRate Diff. Diff.
A
Looking for a lower mortgage rate? You’re not alone.
63
B
Discover the advantages of [Brand Name] mortgages
78
C
Own your home sooner with free bi-weekly payments
81
!
Based on the tool, version B should have outperformed version A
100
100
100
18.08%
0.61%
-
-
19.80%
0.57% 9.5%
-7.4%
20.99% 16.0%
0.68% 11.3%

11. Test Scenario 2

Experiment ID: (protected)
Location: MarketingExperiments Research Library
Test Protocol Number: TP2078
Background: A well-known news publication.
Goal: To increase subscriptions from former subscribers who have been absent
between one and two years.
Primary Research Question: Which subject line will produce the greatest open rate?
Approach: A/B/C single-factorial split

12. Test Scenario 2
Test Protocol ID: TP2078
Total Score
(out of 100)
Version A
Choose from 2 ways to save big on the NEW
[PublicationName].com
56
Version B
Save 50% on your choice of two new subscription
options
Version C
Home Delivery comes with FREE access to
[PublicationName].com
59
50

13. Inaccurate Prediction
While Version A generated a statistically significant response, Version B did not
Subject Line
Tool
Score
Open
Rate
Rel. Diff.
9.43%
50.2%
7.01%
11.7%
6.28%
--
A
56
B
Save 50% on your choice of two new
subscription options
59
C
!
Choose from 2 ways to save big on the
NEW [PublicationName].com
Home Delivery comes with FREE access
to [PublicationName].com
50
100
100
100
Based on the tool, version B should have outperformed version A

14. Inaccurate Prediction
While Version A generated a statistically significant response, Version B did not
Subject Line
Tool
Score
A
56
B
Save 50% on your choice of two new
subscription options
59
C
!
Choose from 2 ways to save big on the
NEW [PublicationName].com
Home Delivery comes with FREE access
to [PublicationName].com
50
100
100
100
Open Click
Rel
Rel. Diff. Diff.
Rate Rate
1.48%
9.43%
86%
50.2%
7.01%0.76%11.7%
-5.3%
6.28%0.80%
--
--
Based on the tool, version B should have also outperformed version C

15. Test Scenario 3
Test Protocol ID: TP2076
Sent to: Rented list (B2B magazine subscribers)
Total Score
Version A
Target MDs with Surveys and Panels
(out of 100)
94
Version B
Reach 120,000 Physicians through Social Media
76

16. Inaccurate Prediction
Version B generated a statistically significant higher response than A
Subject Line
A Target MDs with Surveys and Panels
B
!
Reach 120,000 Physicians
through Social Media
Tool
Score
Open
Rate
Rel Diff.
94
21.30%
--
22.92%
7.6%
100
76
100
Based on the tool, version A should have outperformed version B

17. Inaccurate Prediction
Version B generated a statistically significant higher response than A
Subject Line
A Target MDs with Surveys and Panels
B
!
Reach 120,000 Physicians
through Social Media
Tool
Score
94
100
76
100
Open Click
Rel
Rel Diff. Diff.
Rate Rate
0.40% -21.30%
--
22.92%
0.56%7.6%27.6%
Based on the tool, version A should have outperformed version B

18. Experiment: Results
After rating hundreds of subject lines from our library of statistically significant experiments …
The tool predicts a winner:
31.57%
of the time

19. Experiment: Results
After rating hundreds of subject lines from our library of statistically significant experiments …
25¢ Subject Line Rating Tool
Check Yours Now!
A coin predicts a winner:
50%
of the time
The tool predicts a winner:
31.57%
of the time

20. So what went wrong with the tool?
Decisions based on industry standards:
•
•
•
•
•
•
•
•
•
•
•
Does not contain a sense of urgency
Mobile subject line is over 35 characters
Length is over 50 characters
Contains any word that has more than 8
characters
Includes one exclamation mark
Use of a word in all caps
Includes the word “You” or “Your”
Contains comma
Starts with Save
Use of $
Contains % off

21. Computer Logic vs. Customer Logic
• A computer draws conclusions
from algorithms, rules, switches
and settings.
• A human draws conclusions
from context, emotions and
desires.

22. What We Discovered
F
Key Principles
•
Customers aren’t trying to open your emails, they are trying to eliminate
them.
•
To prevent elimination, the marketer must ensure an immediate
connection with the customer.

23. Today’s Focus
Today, we are going to review two effective
approaches to build an immediate connection
through your subject lines.

24. Approach #1:
Connect to an Internal Issue

25. Connect to an Internal Issue
F
Key Principles
•
An interruption is not enough; we must transfer customer attention into
customer interest. This transfer occurs when we create a space in the
customer’s mind that can only be filled with what is coming next.
•
In most cases, we can create this space by connecting to an internal issue
common to our customers, and intensifying the offer’s connection to that
issue to attract them towards a potential resolution.

26. Example: Internal Issue
Protocol ID: CS7771
Sent to: Previous (non-active) customer list
From This
[Company Name]: A New Way to
Order
While this hints at potential issues in
their ordering, it does not make a clear
connection

27. Example: Internal Issue
Protocol ID: CS7771
Sent to: Previous (non-active) customer list
From This
[Company Name]: A New Way to
Order
To This
[Company Name]: Now only 2-meal
minimum order
This clearly connects the offer to an
internal issue experienced by the
customer (minimum required cost)
25.3%
Increase in opens
196%
Increase in clicks

28. Connect to an Internal Issue
Internal Issue Examples:
• Limited resources (time, money, help)
• Unmet expectations (work and family)
• Deficient skillsets (inability or inadequacy)
• Operational difficulties (routine usability)
• Fragmented perspectives (ignorance or misunderstanding)

29. From TP2137 To This
This,
Protocol ID:
Sent to: Non-paid registrants of the online site
From This
Get Unlimited Access to
[Newspaper.com] with Home Delivery
While customers want access,
this does not directly address
their trouble getting it (resources)

30. From TP2137 To This
This,
Protocol ID:
Sent to: Non-paid registrants of the online site
From This
Get Unlimited Access to
[Newspaper.com] with Home Delivery
To This
Free Unlimited Access to
[Newspaper] Online
This connects directly to that
internal issue and provides a
potential way around it
10.1%
Increase in opens
33.9%
Increase in clicks

31. From TP2076 To This
This,
Protocol ID:
Sent to: Rented list (B2B magazine subscribers)
From This
Target MDs with Surveys and
Panels
This only connects to a general
activity of desire and does not
address a need to find a new way
to do it

32. From TP2076 To This
This,
Protocol ID:
Sent to: Rented list (B2B magazine subscribers)
From This
Target MDs with Surveys and
Panels
To This
Reach 120,000 Physicians
through Social Media
This connects to an internal need to
get results faster and to find new
ways to justify their personal value
(expectation)
7.6%
Increase in opens
27.6%
Increase in clicks

33. From TP2092 To This
This,
Protocol ID:
Sent to: General house promo list
From This
Looking for a lower mortgage rate?
You’re not alone.
While this connects to a general
need, it lacks an internal
specificity making it harder to
measure in the mind

34. From TP2092 To This
This,
Protocol ID:
Sent to: General house promo list
From This
Looking for a lower mortgage rate?
You’re not alone.
To This
Own your home sooner with free biweekly payments
16%
Increase in opens
11.3%
Increase in clicks

35. Approach #2:
Connect to an External Event

36. Connect to an External Event
Climax
SUB STORY
Climax
Falling Act.
Rising Act.
Resolution /Exposition
Resolution
Exposition
ACT 1
Beginning (The Setup)
ACT 2
Middle (The Confrontation)
ACT 3
End (The Resolve)
Messages have more meaning when they are presented in a
story – i.e., a series of events that build toward a conclusion.
When you connect your message to the customer’s external
story, it will have more meaning.

37. Connect to an External Event
External Event Examples:
(recent or distant)
• An action or behavior
• A conversation
• A single exchange (completed or abandoned)
• A cancellation (membership, contract, recurring transactions)
• A service interaction

38. Experiment: Background

Experiment ID: (Protected)
Location: MarketingExperiments Research Library
Test Protocol Number: TP2121
Background: National B2C, B2B financial company with an online and retail presence.
Goal: To increase account activity, engagement.
Primary research question: Which subject line will generate the most opens?
Approach: A/B/C/D split test (variable cluster)

39. Experiment: Treatments
Version A
[Name], Your Account Information is
Ready To View
Version B
It's easy to access your [Bank Name]
Accounts Online. Sign On Now
Version C
Your Accounts are Protected with
[Bank Name] Online. Sign On Now
Version D
Did you forget your [Bank Name]
Online username or password?
Which of these clearly
connect to a recent
event in the story of
the customer?

40. 92.2% Relative Increase in Open Rate
Subject lines A and D significantly outperformed those that did not connect to an event
#
Subject Line
Open Rate
Rel. Diff.
A
[Name], Your Account Information is Ready To View
30.67%
92.2%
D
Did you forget your [Bank Name] Online username or password?
24.14%
51.3%
C
Your Accounts are Protected with [Bank Name] Online. Sign On Now
20.33%
27.4%
B
It's easy to access your [Bank Name] Accounts Online. Sign On Now
15.96%
-

41. A Final Case Study
Subject Lines that Convert

42. Experiment: Background

Location: MarketingExperiments Research Library
Test Protocol Number: Pending
Background: MarketingExperiments, a marketing-research publication company.
Goal: To increase the open and click rates for a Web clinic promotional email send.
Research Question: Which email subject line will generate the highest click rate?
Test Design: A/B single-factorial split test

43. Experiment: Treatments
Control
Subject lines that convert - MarketingExperiments
Web clinic invite
Version A
What makes a good subject line?
Version B
Subject lines that fail - Recent research reveals why
your emails don't get opened

44. 18.4% Relative Increase in Click Rate
Subject line B significantly outperformed the original subject line in both open and click rates
Open
Rate
% Rel.
Change
Click
Rate
% Rel.
Change
7.48%
-
0.96%
-
A What makes a good subject line?
7.79%
4.15%
1.08%
12.63%
Subject lines that fail - Recent research reveals why
B
your emails don't get opened
7.93%
6.0%
1.14%
18.44%
#
-
Subject Line
Subject lines that convert - MarketingExperiments
Web clinic invite
! The subject line that focused on multiple internal needs (understand and meeting
expectations) outperformed the original

45. Summary: Putting it all together
F
Key Points
1. Customers aren’t trying to open your emails, they are trying to eliminate
them. To prevent elimination, the marketer must transfer customer attention
into customer interest. This transfer occurs when we create a space in the
prospect’s mind that can only be filled with what is coming next.
2. Two effective approaches to create that space in the customer’s mind are to:
•
•
Connect to an internal issue
Connect to an external event

46. See how you can conduct research with us
MECLABS conducts rigorous experiments in the new science of optimization. We apply our
discoveries to help leaders optimize the financial performance of their sales and
marketing programs.
Learn more about how you may
be a fit for a MECLABS Research
Partnership:
• Select Research Partnership
Opportunities on the postwebinar survey
• Contact us directly
info@MECLABS.com
1-877-635-0565
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