2015 Subject Line Report Results - Improve your subject lines like never before

@adestra adestra.com

2015 Subject Line Report: Improve your subject lines like never before


Welcome!

• You can hear us, we can’t hear you• There will be time for questions at the end• Tweet us @adestra


We have been providing enterprise-level digital marketing technology solutions to organizations around the globe since 2004. Our clients trust our proven email, automation, social, and mobile marketing technology to deliver successful and cutting-edge marketing programs to their valued customers.

We were founded on the principle that marketing success takes more than technology, and that’s why customer service is at the heart of our business. We’re not just Software as a Service, we’re Software AND a Service.

About Adestra



Introducing AdestraPage 4

Our obsession is to make our customers successful by delivering the right email-driven technology and awesome customer service.

We bring clarity to complexity.


Hello!Page 5

Katie EvansAccount Manager

Anca NicolaescuContent Executive


What we’ll cover

• Why do subject lines matter?• Best & worst keywords• Subject lines across industries• Trends & patterns

@adestra adestra.com@adestra adestra.com

Why do subject lines matter?

Page 7


Open rates


Branding


Testing

1. Subject line 2. Pre-header text 3. Sender4. Time or day of

sending 5. Buttons6. Copy7. Images8. Call to action9. Footer


2015 Subject Line Report

Page 11


We analyzed…

300 keywords

4industries


Page 13

www.adestra.com/subjectlines


Best & worst keywords

Page 14


Top 10 keywords

*Sale now on | New lines added | Win trip to Dubai | Share your pics with #summer2015rules


Bottom ten keywords


Subject lines across industries

Page 17


Retail/B2C

1. ‘50% off’ vs ‘Half price’ 2. ‘Cheap’ vs ‘Essential’3. ‘Birthday’4. ‘Free delivery’

-7% vs +15% -41% vs +20%

+13% +9%


Examples

Cheap school uniform from £4vs

School essentials for you: uniforms from £4

Up to 50% Off!vs

Pay half price and save money across all our ranges today


Media/Publishing

1. ‘iPad’ & ‘iPhone’2. ‘Order today’3. ‘Breaking’, ‘exclusive’, ‘limited’4. ‘Journal’, ‘forecast’, ‘report’

+15% & +33% +35%

-53%, -42%, -39% +35%, +15%, +29%


Examples

Download the latest issue of Adestra Magazine on your iPad....

Be the first to get the news with the Adestra Magazine app

Explore the Journal of Email Marketing & Deliverability


Conference/Events

1. ‘2 for 1’, ‘expo’, ‘last chance’2. ‘Ideas’, ‘CPD’, ‘Course’

-96%, -44%, -25% +23%, +19%, +3%


Examples

2 for 1 tickets PLUS latest show newsvs

Get fresh baking ideas at Love Baking and bring a friend for free!

Katie, will you be attending Baking Expo?vs

Katie, don’t miss a baking course from Mary Berry and Paul Hollywood


B2B/Financial/Professional Services

1. ‘Alert’ & ‘breaking’2. ‘Exclusive’, ‘special’, ‘update’3. But ‘Revenue’ & ‘ROI’

-105% & -42%

-230% & -203% +39%, +22%, +9%


Examples

Whitepaper: Are you losing revenue?vs

Get an excusive look at our top tips for achieving your goals

Breaking news: we’ve launched a new featurevs

Introducing a special tool to bring you more leads than ever before


Let’s compare to previous years

Page 26


Open rates evolution - Retail

2012(%) 2013(%) 2015(%)

Half price 44.2 11.5 15

Birthday 36.7 -6.1 9

Essential 41.5 -15.1 20


Open rates evolution - Events

2012(%) 2013(%) 2015(%)

ROI 7.2 9.3 -11

2 for 1 40.4 30.2 -96

Early bird -10.9 -4.7 -12


Open rates evolution - Publishing

2012(%) 2013(%) 2015(%)

Breaking 12.6 35.4 35

Subscription 6 -8.2 -24

Report -15.2 30.6 39

Top stories -19.1 -11.2 28


There’s more!


Page 31

www.adestra.com/subjectlines


Questions

Page 32


Thank youFor more information please contact us:

+44 (0)1865 24 24 24 or email [email protected]
