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www.adestra.com @adestra parry@adestra.com www.adestra.com @adestra parry@adestra.com
Wednesday 11th September 2013
How Obama brought the sexy back to email And also – how you can have better subject lines
www.adestra.com @adestra parry@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
www.adestra.com @adestra parry@adestra.com
Email is dead.
www.adestra.com @adestra parry@adestra.com
That sucks.
www.adestra.com @adestra parry@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
www.adestra.com @adestra parry@adestra.com
Today’s Agenda
1. Subject lines kind of matter for today’s publishers.
2. And here’s why.
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Recognise this guy?
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Facebook gave him thumbs
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But email gave him money.
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His campaign’s digital team
• 30 people total
• 24 focused on email
• 4 on social
• 2 did… erm… something else, presumably
www.adestra.com @adestra parry@adestra.com
What did they learn?
• Subject lines matter
www.adestra.com @adestra parry@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.
www.adestra.com @adestra parry@adestra.com
Caveats
• Correlations, not causation
• Long run averages
• Large spread due to large data set
• Not the silver bullet…
www.adestra.com @adestra parry@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
www.adestra.com @adestra parry@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
www.adestra.com @adestra parry@adestra.com
Change screens Parry!
• Oh yeah! Glad I put in this reminder.
www.adestra.com @adestra parry@adestra.com
This is the fun part!* *It’s not actually fun
Want your keywords tested?
www.adestra.com @adestra parry@adestra.com
Email will never be sexy
www.adestra.com @adestra parry@adestra.com
It’ll never be cool
www.adestra.com @adestra parry@adestra.com
And it’s often forgotten about
www.adestra.com @adestra parry@adestra.com
But it works.
• Revenue per $1:
• Email: $39.40
• Search: $22.38
• Display: $19.71
• Social: $12.90
• Source: DMA
www.adestra.com @adestra parry@adestra.com
www.adestra.com/subjectline
Download the report now
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