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Steal from the Best: Subject Line Secrets from the Top 3,000 RetailersTom Sather, Sr. Director, ResearchBonnie Malone, Director, Response ConsultingNick Cesares, Product Manager
Wednesday, April 22, 2015
Return Path: Email Optimization Pioneer15+ Years of Email Expertise• Global leader in email optimization, email fraud protection, and consumer insight solutions
• Serving over 2,000 leading brands across retail/eCommerce, publishing, social media, and financial services sectors
• 440+ dedicated email professionals• Offices in New York, Indianapolis, Denver, Sunnyvale, London, Paris, Hamburg, Sydney, Sao Paulo, and Toronto
Proven Data Infrastructure• Benefits extend across more than 2.5 billion mailboxes worldwide• Near-‐real-‐time analysis of trillions of messages annually• Longstanding partnerships with major mailbox providers and anti-spam organizations globally
The Center of the Email Universe
Mailbox Providers
Email Service Providers
Global Brands
Anti-spam Solutions
Helping You Achieve Unparalleled Performance
• Visibility into how much email was delivered to the inbox, by domain, IP address, and campaign type
• Monitoring and analysis of your sending reputation
• Email program management to stay up-to-date on trends, and dedicated service teams to handle any problem
• Experienced professionals dedicated to delivering higher ROI
Return Path develops strategic partnerships based on mutual goals and deep collaboration with over 300 email solutions providers
around the world.
Offering tools, data, and support to help you get more value from your email service provider
How Can My Email Marketing Deliver More Value?
Messages delivered to the spam folder simply don’t reach subscribers. You need to know when messages fail to reach the inbox, and how to take corrective action.
Beyond opens and clicks, subscribers’ interactions with your messages send signals that can influence inbox placement and help you strengthen relationships. To improve engagement, you need to see and measure it.
See -‐ and Measure -‐EngagementReach the Inbox See What Works for the
Competition
Top brands’ engagement and response from email marketing far outpaces the average. You need to see whose messages and which tactics are capturing your subscribers’ attention and dollars.
Personalized promotional emails had 26% higher unique open rates and 41% higher unique click rates than non-personalized mailings.
Experian "2013 Email Market Study" (2014)
74% of email marketers report having an 'excellent' or 'good' ROI, compared to just 37% who do not test.
Econsultancy , "Email Marketing Industry Census 2013”
Be mobile friendly!• Small screens, short attention spans• Frontload key words• Variety of user experiences• Keep it short – no truncating
•Exclusive: Friends & Family Get 20% Off•Last call! Up to 80% OFF Ends Today•Rewards member exclusive: __ for $25 Mix & Match Underwear•Today only! 25% OFF + free shipping•Ends tonight: 20% off your entire purchase
Which Subject Line was Read the Most?• Sunday Funday• Do the shuffle!• It’s tough out there…• Sundays > Mondays• You can do it!• We’re seeing double…
Be lifestyle-oriented!• Be better, faster, slimmer, smarter • Use phrases that appeal to your audience• Be a great resource• Pique interest
Marriott: The Email Tour Guide
• __ Must-See Museums in Philadelphia
• __ Destinations for President’s Weekend
• __ College Towns to Visit
Which Subject Line was Read the Most?• This Is What Every Athlete Wears To Be Better• Our Job is to Make Runners Better• This is Your Armour• It’s Not Getting Warmer Out There• Meet Our Latest Game Changers
Winner:Meet Our Latest Game Changers• 26% Read Rate• 24% - 25% Read Rate for All Other Subject Lines
Which Subject Line was Read the Most?
• Swimwear that makes waves• #FIRSTLIKE: new arrivals just added • BOUTIQUE FREAK• WANNA GO OUT?• Playing the Field• Denim: Wear It Your Way
Be personal!• “First Name” doesn’t always work • What data points do you have for personalization?• Geography can be interesting
LinkedIn Gets Personal
•Congratulate _ on the new job•__ & __ are looking for candidates like you!•___ has endorsed you!•___ get even more out of your account•__ added connections you may know
Which Subject Line was Read the Most?
• You’ll love this, Atlanta: __ music sweepstakes plus sweet deals• __ NEW nonstops, Dallas! On sale now• Double points on [Dallas/Austin] flights! Register now• These Spring Sales Will Make You…• Sale on spring travel. More daylight, less dollars
Winner:Double points on [Dallas/Austin] flights! Register now
• “Dallas” newsletter had 23% read rate, “Austin” 25% read rate• NEW nonstops, Dallas! Second place at 22%• You’ll love this, Atlanta had 17% read rate• Non-personalized campaigns had 16% read rate
Be persistently testing!• What works today may not work tomorrow• Strive to conduct at least one subject line test per month
Which Subject Line Split Test was Read the Most?• jetBlue tested two subject lines promoting their mileage pool for families:
• Your family can be points millionaires!• Join Family Pooling & enter to win __ million points!
Winner:Your family can be points millionaires!• “Your family can be points millionaires!” had a read rate of 42%, compared to a 27% read rate for “Join Family Pooling.”
Which Subject Line Split Test was Read the Most?jetBlue tested two subject lines on Valentine’s Day:
• Love is a trip.• Flying solo? Or with a seatmate? #loveisintheair
Winner:Tie
• Both campaigns had a 28% read rate• “Flying Solo?” had a slightly lower “deleted without read” rate (10% vs. 11%)