The question “How do I write effective subject lines?” with all its variants is the No1 FAQ in email marketing, despite the fact that subject lines are probably the most frequently A/B tested variables in email marketing. Most email marketers A/B split test subject lines on a regular basis so why hasn’t anyone come up with the answer yet?
Give a man a fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime.
I think it’s because most email marketing departments do not have enough resource to test more than 2 or 3 subject lines at a time. At that rate it could take several years to gather enough results to come up with a truly effective methodology for subject line writing. Which leaves no other option but to keep A/B split testing.
But relying on relying on A/B split testing to tell you which of the 2, 3 or more subject lines you come up with is like expecting someone to give you a fish every day for the rest of your life. we think it’s time to learn to fish; so we’re launching a unique new research project.
Our aim is to conduct the first ever subject line study to evaluate the impact on ROI of language – grammar, syntax and word choice. In association with digital copywriting agency Sticky Content, we’re analysing the results of hundreds of subject line split-tests conducted by us and participating clients over the last 18 months to find answers to such questions as:
- Which work better in subject lines – questions or instructions?
- What are the most effective words to use in subject lines – and what are the words to avoid?
- Does mentioning your brand name in a subject line really make a difference?
- Does personalisation in the subject lines improve performance?
Send us your subject lines – get a FREE advance report
Have you run A/B subject line tests in the last 18 months? If so, we would like to invite you to pool your test data with ours to create the largest collaborative subject line study ever run (and get a free copy advance copy).
Send us your subject line test results by Friday 2nd July and get a free advance copy of our whitepaper.
About the Author:
Dela Quist, has nearly 15 years of online media, advertising and marketing experience, the last 10 of which have been in the email space. He is CEO of Alchemy Worx, a digital marketing agency with a 100% focus on email and a diverse client portfolio of global brands such as Vodafone, Hilton Hotels, Lilly, AOL, IHG, the Avid Group and Virgin Holidays. Dela is an active member of the UK DMA’s Email Marketing Council and is regularly invited to speak on the creative, legal, commercial and technical issues that affect email marketers.