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BizReport : Email Marketing : October 20, 2008


Are you testing your email subject lines?

If not, you may be missing out on click-throughs and conversions. Following the best practices of including a brand name, keeping the subject line simple and being informational is enough. It may not be, and testing subject lines with a small group of list members could greatly improve the ROI of your next campaign. Here are a few things to test.

by Kristina Knight

This isn't a slam against the best practices. They are best practices for a reason, but there are times that following a best practice isn't actually the best practice. For example, branding.

Testing the brand. It makes sense to including your brand in the email subject. Branding can make an email stand out but it can also take up unnecessary space. So, test branding at the beginning or end of a subject line as well as including no branding in the title to determine if it is necessary.

Testing the triggers. What are you really advertising? Is it a new Oprah "best of" pick or an upgraded software version? In either case there are both long and short subject line versions which will trigger the consumer. But, if you test the short and long version you may find that a longer subject line may work in your favor because there are more triggers to capture consumer interest.

Testing personalization. As with brand, personalizing a subject line may work well. But it also may not. Text this tactic before your next campaign; it the personalization doesn't test significantly higher, consider dropping it and, in place of personalization, adding another trigger.






Tags: email, email marketing, email subject lines








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