Subject line, email

VSfe always talk about what to test in your email marketing campaigns, but what are the outcomes At Marketo, weVe run 100s of email tests to discover what resonatEs well with our target audience. Yfy have tested subject lines, messaging, personalization, from lines, and the list goes on and on. So, what have we found to be the most effective ... 

To conduct this test, your email marketing solutian must have the capability to insert personalized token information and/or merge field capability Version A was sent from a human being (the lead s owner) version B was sent from a general marketing alias the subject lines were identical... 

Use pre- ow testing to determine follow-np emails You most likely created a variety of invite emails to send out before the show. Pay attention to what sort of subject lines worked and what tone in your copy resonated with attendees. 

Your email subject line is what drives open rates, so this is one of the most important aspects of good email design. Feel free to play around with your subject lines a bit You can be playful, humorous, mysterious, and intriguing. But make sure your subject line is clear and concise. The worst mistake an email marketer can make is to send out a subject line he thinks is clever, but is lost on everyone who opens it. So be creative, but also be clear. You can always A/B test your subject lines to see what works best (more on A/B testing in Chapter 19). 

Here are some approaches to email subject lines that I have seen work very well ... 

Ask a question Create a subject line that includes a question. This type of subject line often compels your readers to open the email. It also forces your reader to pause and consider the answer to this question. 

Make a list People love lists in blogs and content pieces, so why not try a list subject line in your emails Top 3, 5 tips, and so on do wonders for your open rates. 

Surprise your readers Use a subject line that surprises your readers and makes them stop in their tracks. Recently, I got an email from one of my favorite sites, Copyblogger, with the heading Why I Hate Copyblogger. Of course, this piqued my attention cmd made me open the email. 

Offer a discount Tons of discount emails hit my inbox, and I find that a deal is always likely to make me click. Start your subject line with 5% off, or Free Sample, and you have someone s attention instantly. 

Personalization With all of this talk about relevance, why not create a subject line that is personalized and speaks directly to the lead If you are using marketing automation, you can create a personalized token, and you can trigger emails based off of behaviors. So if a person makes a purchcise, send her an email saying, Thanks for buying X, we know you will love X ... 

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