Adestra: What words to use in subject lines
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Great presentation from Parry Malm of Adestra to the Dovetail User Group. Contains the latest research into what words work in email subject lines to get that vital click through rate up.
Adestra: What words to use in subject lines
- 1. www.adestra.com @adestraparry@adestra.com www.adestra.com @adestraparry@adestra.com Wednesday 11th September 2013 How Obama brought the sexy back to email And also how you can have better subject lines
- 2. www.adestra.com @adestraparry@adestra.com Parry Malm Heads up account management team With Adestra since 2010 Used MessageFocus since 2006 Blogs on Econsultancy sometimes Likes beards, bacon and whiskey This is me
- 5. www.adestra.com @adestraparry@adestra.com Oh wait. 2.4 billion internet users worldwide 2.2 billion webmail accounts (not including B2B) 1 billion Facebook accounts 200 million Twitter accounts 187 million LinkedIn accounts 32 MySpace accounts
- 6. www.adestra.com @adestraparry@adestra.com Todays Agenda 1. Subject lines kind of matter for todays publishers. 2. And heres why.
- 8. www.adestra.com @adestraparry@adestra.com Facebook gave him thumbs
- 9. www.adestra.com @adestraparry@adestra.com But email gave him money.
- 10. www.adestra.com @adestraparry@adestra.com His campaigns digital team 30 people total 24 focused on email 4 on social 2 did erm something else, presumably
- 11. www.adestra.com @adestraparry@adestra.com What did they learn? Subject lines matter
- 12. www.adestra.com @adestraparry@adestra.com Subject lines are kind of a big deal. We had a hunch We tested that hunch It was awesome and just may change your life* *This is not a guarantee.
- 13. www.adestra.com @adestraparry@adestra.com Caveats Correlations, not causation Long run averages Large spread due to large data set Not the silver bullet
- 14. www.adestra.com @adestraparry@adestra.com Methodology 2.2 billion emails across the last 12 months >95,000 cross-sector campaigns including B2B Publishing, B2C Publishing 40% UK, 60% ROW All English language
- 15. www.adestra.com @adestraparry@adestra.com Statistics are fun. Look at variance from the mean, not nominal statistics Also look at 1st-3rd quartiles to describe spread It almost broke Excel
- 16. www.adestra.com @adestraparry@adestra.com Change screens Parry! Oh yeah! Glad I put in this reminder.
- 17. www.adestra.com @adestraparry@adestra.com This is the fun part!* *Its not actually fun Want your keywords tested?
- 18. www.adestra.com @adestraparry@adestra.com Email will never be sexy
- 20. www.adestra.com @adestraparry@adestra.com And its often forgotten about
- 21. www.adestra.com @adestraparry@adestra.com But it works. Revenue per $1: Email: $39.40 Search: $22.38 Display: $19.71 Social: $12.90 Source: DMA