Subject Lines that Convert: A review of 100+ successful subject lines reveals what motivates people to open (or delete) an email

Subject Lines that ConvertA review of 100+ successful subject lines reveals what motivates people to open (or delete) an email

We’re sharing on Twitter!#WebClinic

Today's Speaker

Dr. Flint McGlaughlin – Managing Director, MECLABS

Flint McGlaughlin is the Managing Director of MECLABS Group. The organization has partnered with key market leaders including The New York Times, Microsoft Corporation and Reuters Group.

Dr. McGlaughlin also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (UK), as the Chairman of the Board of Governors for St. Stephen’s University, and as a Trustee for Westminster Theological Centre. Dr. McGlaughlin originally studied Philosophy and Theology at the University of London’s Specialist Jesuit College.

Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources.

@FlintsNotes

Source: © 2013 MarketingSherpa Email Marketing Benchmark Study | Methodology: Fielded December 2012, N=745

Staffing, expertise

Creating consistent, relevant content

Top Obstacles in Email

1 billion+ emailmessages

400 uniquerules

It evaluates performance based on:

• Over 400 unique rules

• 1 billion+ sent and tracked email messages

Background: Large financial institution offering mortgages to consumers.

Goal: To determine which claim of value will generate the most response.

Primary research question: Which subject line will produce the greatest open rate and click rate?

Approach: A/B/C single-factorial split

Experiment ID: (protected)Location: MarketingExperiments Research LibraryTest Protocol Number: TP2092

Test Scenario 1

Test Protocol ID: TP2092

Looking for a lower mortgage rate? You’re not alone.

Version A

Version B

Version C

Discover the advantages of [Brand Name] mortgages

Own your home sooner with free bi-weekly payments

Total Score(out of 100)

81

78

63

Test Scenario 1

Subject LineTool

ScoreOpenRate

Rel.Diff.

A Looking for a lower mortgage rate? You’re not alone. 63100

18.08% -

B Discover the advantages of [Brand Name] mortgages 78100

19.80% 9.5%

C Own your home sooner with free bi-weekly payments 81100

20.99% 16.0%

Accurate PredictionVersion B & C generated a statistically significant improvement over A

The tool’s prediction closely matched actual test results!

Subject LineTool

ScoreOpenRate

Rel.Diff.

A Looking for a lower mortgage rate? You’re not alone. 63100

18.08% -

B Discover the advantages of [Brand Name] mortgages 78100

19.80% 9.5%

C Own your home sooner with free bi-weekly payments 81100

20.99% 16.0%

Click Rate

Rel.Diff.

0.61% -

0.57% -7.4%

0.68% 11.3%

Accurate PredictionVersion B & C generated a statistically significant improvement over A

Mostly Accurate PredictionVersion C still generated a statistically significant improvement over A

Based on the tool, version B should have outperformed version A!

Background: A well-known news publication.

Goal: To increase subscriptions from former subscribers who have been absent between one and two years.

Primary Research Question: Which subject line will produce the greatest open rate?

Approach: A/B/C single-factorial split

Experiment ID: (protected)Location: MarketingExperiments Research LibraryTest Protocol Number: TP2078

Test Scenario 2


Choose from 2 ways to save big on the NEW [PublicationName].com

Version A

Version B

Save 50% on your choice of two new subscription options


56

59

Version C

Home Delivery comes with FREE access to [PublicationName].com

50

Test Scenario 2

Subject LineTool

ScoreOpenRate

Rel. Diff.

AChoose from 2 ways to save big on the NEW [PublicationName].com

56100

9.43% 50.2%

BSave 50% on your choice of two new subscription options

59100

7.01% 11.7%

CHome Delivery comes with FREE access to [PublicationName].com

50100

6.28% --

Inaccurate PredictionWhile Version A generated a statistically significant response, Version B did not

Based on the tool, version B should have outperformed version A!

Subject LineTool

ScoreOpenRate

Rel. Diff.

AChoose from 2 ways to save big on the NEW [PublicationName].com

56100

9.43% 50.2%

BSave 50% on your choice of two new subscription options

59100

7.01% 11.7%

CHome Delivery comes with FREE access to [PublicationName].com

50100

6.28% --

Inaccurate PredictionWhile Version A generated a statistically significant response, Version B did not

Click Rate

Rel Diff.

1.48% 86%

0.76% -5.3%

0.80% --

Based on the tool, version B should have also outperformed version C!


Target MDs with Surveys and Panels

Version A

Version B

Reach 120,000 Physicians through Social Media


94

76

Test Scenario 3

Sent to: Rented list (B2B magazine subscribers)

Subject LineTool

ScoreOpen Rate

Rel Diff.

A Target MDs with Surveys and Panels 94100

21.30% --

BReach 120,000 Physicians through Social Media

76100

22.92% 7.6%

Inaccurate PredictionVersion B generated a statistically significant higher response than A

Based on the tool, version A should have outperformed version B!

Subject LineTool

ScoreOpen Rate

Rel Diff.

A Target MDs with Surveys and Panels 94100

21.30% --

BReach 120,000 Physicians through Social Media

76100

22.92% 7.6%

Inaccurate PredictionVersion B generated a statistically significant higher response than A

Click Rate

Rel Diff.

0.40% --

0.56% 27.6%

Based on the tool, version A should have outperformed version B!

Experiment: Results

The tool predicts a winner:

31.57% of the time

After rating hundreds of subject lines from our library of statistically significant experiments …

Experiment: Results

The tool predicts a winner:

31.57% of the time

After rating hundreds of subject lines from our library of statistically significant experiments …

A coin predicts a winner:

50% of the time

25¢ Subject Line Rating ToolCheck Yours Now!

Decisions based on industry standards:• Does not contain a sense of urgency• Mobile subject line is over 35 characters• Length is over 50 characters• Contains any word that has more than 8

characters• Includes one exclamation mark• Use of a word in all caps• Includes the word “You” or “Your”• Contains comma• Starts with Save• Use of $• Contains % off

So what went wrong with the tool?

• A computer draws conclusions from algorithms, rules, switches and settings.

• A human draws conclusions from context, emotions and desires.

Computer Logic vs. Customer Logic

What We Discovered

• Customers aren’t trying to open your emails, they are trying to eliminate them.

• To prevent elimination, the marketer must ensure an immediate connection with the customer.

FKey Principles

Today, we are going to review two effective approaches to build an immediate connection

through your subject lines.

Today’s Focus

Approach #1:

Connect to an Internal Issue


• An interruption is not enough; we must transfer customer attention into customer interest. This transfer occurs when we create a space in the customer’s mind that can only be filled with what is coming next.

• In most cases, we can create this space by connecting to an internal issue common to our customers, and intensifying the offer’s connection to that issue to attract them towards a potential resolution.

FKey Principles

Example: Internal IssueProtocol ID: CS7771

From This

Sent to: Previous (non-active) customer list

[Company Name]: A New Way to Order

While this hints at potential issues in their ordering, it does not make a clear connection

Example: Internal IssueProtocol ID: CS7771

From This

To This

Sent to: Previous (non-active) customer list

[Company Name]: A New Way to Order

[Company Name]: Now only 2-meal minimum order

196%Increase in clicks

25.3%Increase in opens

This clearly connects the offer to an internal issue experienced by the customer (minimum required cost)


Internal Issue Examples:

• Limited resources (time, money, help)

• Unmet expectations (work and family)

• Deficient skillsets (inability or inadequacy)

• Operational difficulties (routine usability)

• Fragmented perspectives (ignorance or misunderstanding)

From This, To ThisProtocol ID: TP2137

From This

While customers want access, this does not directly addresstheir trouble getting it (resources)

Get Unlimited Access to [Newspaper.com] with Home Delivery

Sent to: Non-paid registrants of the online site


From This

To This 33.9%Increase in clicksFree Unlimited Access to

[Newspaper] Online

Get Unlimited Access to [Newspaper.com] with Home Delivery


Sent to: Non-paid registrants of the online site

This connects directly to that internal issue and provides a potential way around it


From This



This only connects to a general activity of desire and does not address a need to find a new way to do it


From This

To This

Reach 120,000 Physicians through Social Media



27.6%Increase in clicks


This connects to an internal need to get results faster and to find new ways to justify their personal value (expectation)


From This

Sent to: General house promo list


While this connects to a general need, it lacks an internal specificity making it harder to measure in the mind


From This

To This

Sent to: General house promo list


Own your home sooner with free bi-weekly payments

11.3%Increase in clicks

16%Increase in opens

Approach #2:

Connect to an External Event


Exposition

Climax

Resolution

Beginning (The Setup) Middle (The Confrontation) End (The Resolve)ACT 1 ACT 2 ACT 3

Climax

Rising Act.

Resolution /Exposition

Falling Act.

SUB STORY

Messages have more meaning when they are presented in a story – i.e., a series of events that build toward a conclusion. When you connect your message to the customer’s external story, it will have more meaning.


External Event Examples: (recent or distant)

• An action or behavior

• A conversation

• A single exchange (completed or abandoned)

• A cancellation (membership, contract, recurring transactions)

• A service interaction

Experiment ID: (Protected)Location: MarketingExperiments Research LibraryTest Protocol Number: TP2121

Background: National B2C, B2B financial company with an online and retail presence.

Goal: To increase account activity, engagement.

Primary research question: Which subject line will generate the most opens?

Approach: A/B/C/D split test (variable cluster)

Experiment: Background

[Name], Your Account Information is Ready To View

Version B

Version C

It's easy to access your [Bank Name] Accounts Online. Sign On Now

Your Accounts are Protected with [Bank Name] Online. Sign On Now

Version A

Version D

Did you forget your [Bank Name] Online username or password?

Which of these clearly connect to a recent event in the story of

the customer?

Experiment: Treatments

# Subject Line Open Rate Rel. Diff.

A 30.67% 92.2%

D 24.14% 51.3%

C 20.33% 27.4%

B 15.96% -

[Name], Your Account Information is Ready To View

Did you forget your [Bank Name] Online username or password?

It's easy to access your [Bank Name] Accounts Online. Sign On Now

Your Accounts are Protected with [Bank Name] Online. Sign On Now

Relative Increase in Open RateSubject lines A and D significantly outperformed those that did not connect to an event

92.2%

A Final Case StudySubject Lines that Convert

Location: MarketingExperiments Research LibraryTest Protocol Number: Pending

Background: MarketingExperiments, a marketing-research publication company.

Goal: To increase the open and click rates for a Web clinic promotional email send.

Research Question: Which email subject line will generate the highest click rate?

Test Design: A/B single-factorial split test

Experiment: Background

Subject lines that convert - MarketingExperiments Web clinic invite

Version A

Version B

What makes a good subject line?

Subject lines that fail - Recent research reveals why your emails don't get opened

Control

Experiment: Treatments

# Subject LineOpen Rate

% Rel. Change

Click Rate

% Rel.Change

-Subject lines that convert - MarketingExperiments Web clinic invite

7.48% - 0.96% -

A What makes a good subject line? 7.79% 4.15% 1.08% 12.63%

BSubject lines that fail - Recent research reveals why your emails don't get opened

7.93% 6.0% 1.14% 18.44%

Relative Increase in Click RateSubject line B significantly outperformed the original subject line in both open and click rates

18.4%

The subject line that focused on multiple internal needs (understand and meeting expectations) outperformed the original

!

Summary: Putting it all together

1. Customers aren’t trying to open your emails, they are trying to eliminate them. To prevent elimination, the marketer must transfer customer attention into customer interest. This transfer occurs when we create a space in the prospect’s mind that can only be filled with what is coming next.

2. Two effective approaches to create that space in the customer’s mind are to:• Connect to an internal issue

• Connect to an external event

FKey Points

See how you can conduct research with usMECLABS conducts rigorous experiments in the new science of optimization. We apply our discoveries to help leaders optimize the financial performance of their sales and marketing programs.

Learn more about how you may be a fit for a MECLABS Research Partnership:

• Select Research Partnership Opportunities on the post-webinar survey

• Contact us [email protected]

x

Technology

Subject Lines that Convert: A review of 100+ successful subject lines reveals what motivates people to open (or delete) an email