The Best Subject Lines of 2015
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Subject line testing is the only way to stay in front of audience engagement. Check out the webinar where we share real examples of what worked and what didn’t based on results from over 5,000 different subject line tests. Now's your chance to get fresh ideas for your 2016 strategic test plan. During this webinar we'll walk through: • The top takeaways from over 80 million emails sent. • Recommendations for crafting effective subject lines. • How to utilize pre-header text to reinforce the subject line. • Strategies for putting together a subject line test plan.
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The Best Subject Lines of 2015
- 1. The Best Subject Lines of 2015 January 13, 2016 #2015TopSLs
- 2. Presented by…. Chris Scavo Digital Marketing Strategist Vivian Swertinski Sr. Digital Marketing Strategist #2015TopSLs
- 3. Agenda Identify Benchmark Metrics – Data Analysis Top Takeaways – What worked and what didn’t Pre-header text usage Subject Line Test Plans #2015TopSLs
- 4. • 5th consecutive year produced • Over 1,300 Associations and Nonprofits • 12 months of data • Over 1 billion emails • US, Australia, New Zealand, Canada, UK #2015TopSLs
- 5. 2015 Benchmark Report Key Metrics 98.34% Delivery Rate 35.49% Open Rate 15.87% Click Rate #2015TopSLs
- 6. Data Analyzed Over 5,800 A/B Subject Line Tests 73 Million Test Emails Sent 58 Million “High Performing” Emails Sent #2015TopSLs
- 8. What you’ve tested… Punctuation Numbers Personalization Invitations Usage of “Free” Play on words #2015TopSLs
- 9. 2015 Best Subject Lines #2015TopSLs
- 10. *Winner* - Making it “Personal” “First Name”, 2 Steps and You’re Back (34%) Opportunities for “Daughter’s Name” (64%) “Full Name” – 4 Days Left (52%) $64,000 - 45 DAYS! 11% Increase #2015TopSLs
- 11. Personalization drives response! Help “Company Name” Avoid Violations. Join us for tomorrow's audio call (56%) “Chapter Name” Can Lead the Way (44%) Find the Best Insurance in Your “City” Area (56%) Your membership has an expiration date of “Expire Date” (52%) Information Request for “Company Name” (60%) #2015TopSLs
- 12. *Winner* - Giving Thanks Thank you for all you do! (65%) A Heartfelt Thank You (63%) Thank you for your outstanding support! (57%) *Thank You* for Making a Difference (53%) #2015TopSLs
- 13. Using the word FREE… Free Book Coming your Way (60%) Register Today – Free Breakfast on Saturday (58%) Did someone say free food? (68%) #2015TopSLs
- 14. Complimentary nudges past free in performance! Free access to Airport Magazine (28%) Complimentary Access to Airport Magazine (31%) Free Self-assessment Programs! (28%) Complimentary Self-assessment Programs! (30%) Free Online CME Courses (26%) Complimentary Online CME Courses (29%) #2015TopSLs
- 15. #2015TopSLs
- 16. Which one won? It’s a trashy party, and you’re invited! 35% Join us at the Red Clay Valley Clean Up! 28% #2015TopSLs
- 17. IAMAP Membership Renewal 29% Uh-oh, your membership is expiring! 35% Which one won? #2015TopSLs
- 18. Using NUMBERS… $25 in Your Pocket! (38%) 7+ Reasons to Attend this Year! (35%) Renew your 2015–16 Membership (67%) #2015TopSLs
- 19. Numbers in the subject line… “First Name”- Early bird rate expires Oct. 5 (52%) Early-bird Rate Expires on Monday (46%) 17 Sessions | One Low Price | Register Today (21%) Get It On-Demand Today | Health and Wellness Innovations Virtual Conference (18%) 64 girls need your help! (26%) Faith's story sends girls to camp this summer! (19%) #2015TopSLs
- 20. You are invited! You are invited: Holiday Gathering (40%) Please join us for community cheer! (33%) (You're Invited) Annual BBQ and more! (36%) (July 11) Golf Tournament & BBQ (33%) #2015TopSLs
- 21. Exclamation and Questions Marks OMG, HMF!! (40%) Harvest Moon Festival – Sign up now! (25%) Is today the day? (58%) Last chance to save (48%) Are you in? (27%) Less than 50 days to go (20%) #2015TopSLs
- 22. Your Benefits will Expire Soon! 30% Can You Live Without Your Benefits? 26% Which one won? #2015TopSLs
- 23. TweetChat January 29 29% #ASAPainUpdate 31% Which one won? #2015TopSLs
- 24. Preheader plays a supporting role
- 25. Content Elements work together… You got 3 chances to make a great inbox impression! • Friendly From • Subject Line • Preheader #2015TopSLs
- 26. Maximize inbox messaging Friendly From Subject Line Preheader No Preheader #2015TopSLs
- 27. Preheader area is valuable real estate – put it to good use! Preheader #2015TopSLs
- 28. Preheader considerations Keep your message brief Include a call to action What about Web/Text Version links? Get creative – color, font, format #2015TopSLs
- 29. Constructing a Test Plan
- 30. Where to begin • Start with what you have • Your average opens • Characteristics that perform better • State the objective • Increase open rates? • Increase content adoption? • Set a time frame • What type of email are you testing? • Span of 3 emails minimum
- 31. Test plan tips • Do you have only one chance? • Set your baseline version • Be consistent • Does it support other email elements? • Creativity counts #2015TopSLs
- 32. Executing the subject line test Traditional Split (50 -50) or A/B Send to Winner #2015TopSLs
- 33. What will you be testing in 2016? Punctuation Numbers Personalization Invitations Usage of “Free” Play on words #2015TopSLs
- 34. Questions? Stay in touch! experts@informz.com