Subject Lines Put to the Test

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