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EMAIL MARKETING FORUMSUBJECT LINE AS A SOCIAL CHOICE
25/04/2013
#EMForum@BisnodeBelgium
SUBJECT LINES
DO YOU TEST THEM?
FLORENT DIVERCHY
DIGITAL BUSINESS CONSULTANT
BISNODE (SINCE 2002)
@THEFRENCHFLO
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SUBJECT LINE IN THE EMAIL CREATION FLOW
Marketing Idea
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SUBJECT LINE IN THE EMAIL CREATION FLOW
Marketing Idea
Email content
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SUBJECT LINE IN THE EMAIL CREATION FLOW
Marketing Idea
Email content
Subject line: first draft
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SUBJECT LINE IN THE EMAIL CREATION FLOW
Marketing Idea
Email content
Subject line: first draft
Subject line: final
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SUBJECT LINE IN THE EMAIL CREATION FLOW
Marketing Idea
Email content
Subject line: first draft
Subject line: final
CREATIVE JOB
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SUBJECT LINE IN THE EMAIL CREATION FLOW
Marketing Idea
Email content
Subject line: first draft
Subject line: final
CREATIVE JOB
BEST PRACTICES
PERSONALIZATION
IMPORTANT ELEMENTS FIRST
NOT TOO LONG
UNICODE
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SUBJECT LINE IN THE EMAIL CREATION FLOW
Marketing Idea
Email content
Subject line: first draft
Subject line: final
CREATIVE JOB
BEST PRACTICES
PERSONALIZATION
IMPORTANT ELEMENTS FIRST
NOT TOO LONG
UNICODE
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THAT’S A PITY BECAUSE
Sent
Delivered
Opened
Clicks
Opt-in
Sales
IF YOU WANT TO
GENERATE SALES…
… FIRST YOU NEED
FOR PEOPLE TO SEE YOUR
OFFER!
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WICH EMAILS ARE OPENED ?
CHOICE MAKING IS STUDIED IN SOCIOLOGY
DECIDING TO OPEN AN EMAIL = MAKING A CHOICE
CAN SOCIOLOGY HELP US MAKE BETTER SUBJECTLINES ?
ARE A CHOICE?WHICH ELEMENTS TRIGGERING
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ACCORDING TO SOCIOLOGY…
…THERE ARE 4 DIFFERENT CHOICE TRIGGERS
VALUE
SOCIAL +
CHANGE
SOCIAL -
UNDERSTANDING FASHION CYCLES AS A SOCIAL CHOICE(14/09/2010)
http://arxiv.org/abs/1009.2617Rina Panigrahy Anish Das Sarma Sreenivas Li Zhang
VALUE
WHAT’S IN IT FOR ME?FEATURES OF THE OFFER.PRICE, QUALITY, CONTENT …
SOCIAL +
SOCIAL +
ME, TOWARD THE ITEM, AS A FOLLOWER.POSITIVE SOCIAL INFLUENCE.ME, AS PART OF A GROUP.
SOCIAL -
ME, TOWARD THE ITEM, AS AN INFLUENCER.I’M A PIONEER.I’M DIFFERENT.
CHANGE
CHANGE
REDUCE INDIVIDUAL BOREDOM.I WANT SOMETHING NEW!
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SO IF A CHOICE CAN HAVE 4 TRIGGERS….
CHOICE
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…WE SHOULD HAVE 4 ANGLES OF ATTACK TO WRITE OUR SUBJECT LINES!
CHOICE
7 STEPS TO IMPROVE YOUR SUBJECT LINES
HOW CAN I USE THIS FOR MY EMAIL
MARKETING?
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STEP 2: TEST THEMSTEP 3: CREATE A KNOWLEDGE BASESTEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNSSTEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKESTEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKESSTEP 7: DO IT REALTIME
STEP 1: CREATE 4 SUBJECT LINES
OF YOUR EMAIL.SCAN THE TEXT
OF THE TYPES.IDENTIFY ELEMENTS
CREATE SUBJECT LINES BASED
ON THESE.
VALUE: Laugh, Emotions and Sensations at Samuel Pauwels Circus!
SOCIAL- : Visit the Samuel Pauwels Circus as a VIP!
SOCIAL+: Nothing
CHANGE: Discover the Samuel Opauwels Circus Brand New Show!
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STEP 3: CREATE A KNOWLEDGE BASESTEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNSSTEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKESTEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKESSTEP 7: DO IT REALTIME
STEP 2: TEST THEM
STEP 1: CREATE 4 SUBJECTLINES
PERFORM AN A/B/C/D TESTING
ON SIMILAR POPULATIONS
LAUCHED AT THE SAME TIME
DON’T FORGET TO TEST BOTH LANGUAGES !
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STEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNSSTEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKESTEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKESSTEP 7: DO IT REALTIME
STEP 3: CREATE A KNOWLEDGE BASE
STEP 1: CREATE 4 SUBJECTLINESSTEP 2: TEST THEM
STORE USEFULL INFORMATION
WHICH ADVERTISER ?
WHICH TYPE OF CAMPAIGN ?
WHICH SECTOR ?
WHICH EVENT/DATE ?
AUDIENCE COMPOSITION ?WHICH
WHICH TRIGGER WON ?
CREATE
REPORTS!
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STEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKESTEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKESSTEP 7: DO IT REALTIME
STEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNS
STEP 1: CREATE 4 SUBJECTLINESSTEP 2: TEST THEMSTEP 3: CREATE A KNOWLEDGE BASE
WHAT WORKED PREVIOUSLY?
FOR THIS CLIENT ?
FOR THIS SECTOR ?
FOR THIS TYPE OF EVENT ?
FOR THIS KIND OF AUDIENCE ?ANALYZE !
LEARN FROM SEASONAL EFFECTS
VALENTINE’S DAY SOCIAL -
HOLIDAYS CHANGE
NEW YEAR’S EVE SOCIAL +
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STEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKESSTEP 7: DO IT REALTIME
STEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKE
STEP 1: CREATE 4 SUBJECTLINESSTEP 2: TEST THEMSTEP 3: CREATE A KNOWLEDGE BASESTEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNS
USE HISTORY AT INDIVIDUAL LEVEL
VALUE SOCIAL + SOCIAL - CHANGE
(never tested)
(never tested)
(never tested)
(never tested) (never tested)
VALUE
SOCIAL +
SOCIAL -
CHANGE
IT’S A FAN!
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STEP 7: DO IT REALTIME
STEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKES
STEP 1: CREATE 4 SUBJECTLINESSTEP 2: TEST THEMSTEP 3: CREATE A KNOWLEDGE BASESTEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNSSTEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKE
USE HISTORY AT POPULATION LEVEL
POPULATION VALUE SOCIAL + SOCIAL - CHANGE
SOCIO-DEMO
WOMEN
55-60 YEARS OLD
SOCIAL CLASS 3-4
RURAL TOWNS
LIFESTYLE
COUPON LOVERS
ANIMAL LOVERS
CRM
BEST CLIENT NEW CLIENT
PROSPECTS
DECLARATIVE
OWN A GARDEN
PLAY TENNIS BUY COKE 3X/MONTH
DRIVE A RENAULT
USE THE DATA YOU
HAVE.
NOT ENOUGH ?
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STEP 7: DO IT REALTIME
STEP 1: CREATE 4 SUBJECTLINESSTEP 2: TEST THEMSTEP 3: CREATE A KNOWLEDGE BASESTEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNSSTEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKESTEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKES
NOW YOU SHOULD HAVE
MORE STRUCTURE
IN YOUR SUBJECT LINE
CREATION PROCESS!
INITIAL SEGMENTSCREATE
LAUNCH YOUR CAMPAIGN
IN REALTIMEMEASURE THE BEST TRIGGER FOR EACH POPULATION
ADAPT IN REALTIME THE POPULATION OF EACH SEGMENT
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CONCLUSIONS
METHODOLOGY
SUBJECT LINE CATEGORIZATION
KNOWLEDGE
LONG-TERM OPTIMIZATION
UNDERSTANDING
1 12 23 34 45 56 67 78 89 10011112213314415516617718819921022123224325426527628729830932033134235336437538610%
12%
14%
16%
18%
20%
22%
24%
26%
2013
2012
2011
2010
2009
QUESTIONS
Florent [email protected]
@thefrenchflo
linkedin.com/in/florentdiverchy
#EMForum@BisnodeBelgium
