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Subject Lines Put to the Test Jeanette Brown, MBA Marketing Strategy Manager, Informz
Subject Lines Put to the Test
Jeanette Brown, MBA
Marketing Strategy Manager, Informz
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Subject Lines Put to the Test
Jeanette Brown, MBA
Marketing Strategy Manager, Informz
3
About Me
@emktg_guru
Sections
• Legislative
• Product promotion
• Enewsletter
Council on State Taxation
Legislative Update
Subject Line:
COST Legislative Alert: Issue 12-XX: State Tax and Revenue Outlook
Subject Line:
State Tax & Revenue Outlook
Results
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Long Shortened
Open
CTR
26% lift in opens
Subject Line A:
Independent Tax Courts Hearing Held in GA and AL
Subject Line B:
Nexus Bill, Independent Tax Courts and more
Pre-header: Legislative Updates from Across the Country
Results
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Topic No Pre-Header Topic with Pre-Header
Open
CTR
31% lift in opens
How To:
• Split 50/50
• Test topic based subject line for 2 weeks to the same group then switch test group.
Subject Line Tips
• Mind your length
Subject Line Tips
• Mind your length
• Utilize a pre-header
• Identify top topics
Pi Beta Phi
Product Promotion
Subject Line A (control):
Give a Gift from the Heart with Pi Phi Express
Subject Line B:
Show Your Pi Beta Phi Spirit!
Surprise Her with a Pi Phi Gift!
Results
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
Generic Personalized
Open
CTR
63% lift in opens
73% lift in CTR
Subject Line Tip
• Target subject lines.
Medical Society of Virginia
E-Newsletter
Subject Line A (control):
MSV Update – Together we can make a difference
Subject Line B:
Topic Based Subject Line - MSV Update
Or
MSV Update – Topic Based Subject Line
How To:
• Split 50/50
• Split topic based group again 50/50
• Average topic base subject line results together to compare to control
Results – Control vs Test
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Generic Topic Based
Open
CTR
19% lift in opens
35% lift in CTR
Results – MSV Update placement
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
MSV Update Preceding MSV Update @ End
Open
CTR
26% lift in CTR
Subject Line Tip
• Don’t duplicate friendly from and subject line
Final Thoughts
• Mind the length (less than 45 characters is ideal)
• Target content
• Identify hot topics
• Remove duplication
• Pre-header!
Don’t Stop Testing
Need help with subject lines?
Contact me!
Jeanette [email protected]@emktg_guru
www.informz.com1.888.371.1842@informz
