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7,000 Subject Line
Tests Later
February 8, 2017
#TopSubjectLines
Presented by….
Chris Scavo
Product Marketer
Vivian Swertinski
Strategic Services Manager
#TopSubjectLines
Informz - Sophistication Made Easy
1,500+ clients
11,000 users
Database Integrations
Headquartered in Saratoga Springs, NY...
Webinar Agenda
Data Analysis
Subject Lines & Deliverability
Winning Subject Line Trends
Testing Best Practices
Benchmark Key Performance Metrics
#TopSubjectLines
Data Analysis
 7,000 Subject Line Tests
 104 Million Test Emails Sent
 20,000 Top Performing
Subject Lines
#TopSubjectL...
Audience Poll – Barriers to Testing
 Lack of Time
 Don’t know what to test
 Testing hasn’t worked
 Deliverability Conc...
#TopSubjectLines
#TopSubjectLines
#TopSubjectLines
#TopSubjectLines
Important: Sender Reputation
#TopSubjectLines
Be aware of spam traps
• Email address set as a trap for catching spammers
• Data quality is paramount
• Grow your list or...
Spam filters score incoming messages
• Impact Inbox placement
• Subscriber complaints
• Questionable words
• Emails that a...
Deliverability – Know before you go send
Virtual Inbox: Predictive Analytics:
#TopSubjectLines
Winning Subject Line Trends
Traditional Personalization
A. Hey “First Name”, sorry about the technical difficulty 37%
B. Oops. We had a technical diff...
Trendy Personalization
A. “Informal Name”, Let's Brunch! 50%
B. RSVP Today: Brunch 41%
#TopSubjectLines
A. Hey, “Informal ...
Professional Personalization
A. Dr. “Last Name”, Invitation to Engage 45%
B. AOA Member: Invitation to Engage 40%
A. Dr. “...
Banking on Dollars
A. $500 Off First-Time COE Applications 34%
B. Save $500 on Your COE Application 26%
A. Your early rene...
Subject Line Length Matters
You're In!
We did it!
Be Aware!
Thank You!
Interested?
Don't Forget!
Need Your Help
Urgent Not...
CAPITAL Letters
LEADERSHIP | Eyer Returns to the Line 73%
SAFETY | ATC & Pilot Deviations 72%
TRAINING | eLearning Modules...
Celebrate Special Dates
Happy Anniversary “First Name” 63%
Your CPNP Anniversary 53%
Happy 50th Birthday AILA! 42%
Congrat...
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 ge...
Abandoned Online Transactions
A. Oops, you did not finish. You Can Still Register & Save 38%
B. Come Back and Save! (We Sa...
Step up to Testing
Testing Best Practices
1. Be clear – Know what you want to test
• Dollars Off vs. Save
• Complimentary vs. Free
• Statemen...
Testing Best Practices
2. Be consistent
• Easier test management
• Easier analysis of results
Monthly News
A Version B Ver...
Testing Best Practices
3. Be challenging
• The goal is to learn
• Structure tests over a period of time
• Don’t be afraid ...
Testing Best Practices
4. Be creative
• Challenge yourself
• Emotion encourages engagement
• Give them a reason to open
• ...
Traditional Testing Strategy
A Group B Group
#TopSubjectLines
Sample Size Testing
10% Group 10% Group 80% Group
#TopSubjectLines
Example of Sample Size Testing Option
Test Results:
A. Come Back and Save! (We Saw You Looking ) (20%)
B. Oops, you did no...
Subject line test ideas!
Punctuation
Deadline Dates
Personalization
Dollars Off
Capital Letters
Length
Emoji's
Urgency
RSV...
Takeaway Items
Benchmark your metrics
Make a test plan – pick 3 ideas
Try sample size testing
Test, Measure, Repeat
There’s no smarter solution
Stay in Touch!
experts@informz.com
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7000 Subject Lines Later

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Do your open rates need a boost? Are you feeling pressure to pick the perfect subject line?
In this webinar you'll learn:
• The top takeaways from over 100 million emails tested.
• A/B split versus sample size testing: what strategy is right for you?
• Personalization fatigue is real: true or false?
• Trendy words, phrases, and punctuation.

Publicado en: Empresariales
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7000 Subject Lines Later

  1. 1. 7,000 Subject Line Tests Later February 8, 2017 #TopSubjectLines
  2. 2. Presented by…. Chris Scavo Product Marketer Vivian Swertinski Strategic Services Manager #TopSubjectLines
  3. 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. 4. Webinar Agenda Data Analysis Subject Lines & Deliverability Winning Subject Line Trends Testing Best Practices
  5. 5. Benchmark Key Performance Metrics #TopSubjectLines
  6. 6. Data Analysis  7,000 Subject Line Tests  104 Million Test Emails Sent  20,000 Top Performing Subject Lines #TopSubjectLines
  7. 7. Audience Poll – Barriers to Testing  Lack of Time  Don’t know what to test  Testing hasn’t worked  Deliverability Concerns  Other #TopSubjectLines
  8. 8. #TopSubjectLines
  9. 9. #TopSubjectLines
  10. 10. #TopSubjectLines
  11. 11. #TopSubjectLines
  12. 12. Important: Sender Reputation #TopSubjectLines
  13. 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. 14. Spam filters score incoming messages • Impact Inbox placement • Subscriber complaints • Questionable words • Emails that are all images • Exposed hyperlinks • Excessive punctuation #TopSubjectLines
  15. 15. Deliverability – Know before you go send Virtual Inbox: Predictive Analytics: #TopSubjectLines
  16. 16. Winning Subject Line Trends
  17. 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. 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. 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. 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. 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. 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. 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. 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. 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. 26. Step up to Testing
  27. 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. 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. 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. 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. 31. Traditional Testing Strategy A Group B Group #TopSubjectLines
  32. 32. Sample Size Testing 10% Group 10% Group 80% Group #TopSubjectLines
  33. 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. 34. Subject line test ideas! Punctuation Deadline Dates Personalization Dollars Off Capital Letters Length Emoji's Urgency RSVP #TopSubjectLines
  35. 35. Takeaway Items Benchmark your metrics Make a test plan – pick 3 ideas Try sample size testing Test, Measure, Repeat
  36. 36. There’s no smarter solution Stay in Touch! experts@informz.com

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