SlideShare une entreprise Scribd logo
1  sur  19
Télécharger pour lire hors ligne
The
30-Character
Sales Pitch
How to write effective email
subject lines for mobile devices.

www.adestra.com
Are longer or shorter subject lines best?
Optimum character length for email marketing subject lines is a thing of some contention.
Recent studies by MailerMailer and Informz found that shorter subject lines clearly had the
best open rates. However, MailChimp’s 2012 study of more than 12 billion emails suggested
that there was no strong correlation between subject line length and open rates, and
that quality and not quantity was the key.

www.adestra.com
Are longer or shorter subject lines best?
Optimum character length for email marketing subject lines is a thing of some contention.
Recent studies by MailerMailer and Informz found that shorter subject lines clearly had the
best open rates. However, MailChimp’s 2012 study of more than 12 billion emails suggested
that there was no strong correlation between subject line length and open rates, and
that quality and not quantity was the key.

Confused?
What is clear is that optimum subject line lengths vary
depending on a host of factors including your industry,
your target audience and, not surprisingly, the type of
information you are trying to convey.

www.adestra.com
What about mobile devices?
Here’s where things get a little simpler...
Most mobile devices are only able to display
between 20 and 30 characters in their subject
line.
If mCommerce is your target, or if you know
that the majority of your clients are likely to
read your email on the move, then these are
the limits you should try to work to.

www.adestra.com
Why optimise your subject lines for
mobile email?
29%

12%

41

%

41% of all emails were opened
on mobile devices in the second
half of 2012, with 29% opened on
smartphones and 12% on tablets.

www.adestra.com
Why optimise your subject lines for
mobile email?
29%

12%

41% of all emails were opened
on mobile devices in the second
half of 2012, with 29% opened on
smartphones and 12% on tablets.

41

%

68

%

68% of UK consumers have used
their mobiles to check emails in
the past 30 days.

www.adestra.com
How to make the
most of your

30 characters

www.adestra.com
Understand the purpose of a
subject line
A subject line is a sales pitch, but what is it selling?
Your company? Your exclusive offer? The email
itself?
The truth is, this depends on how your recipient reacts to your message. For those who
don’t open your email (and there will often be more people who don’t than who do), they
will still have glanced at your subject line, albeit momentarily, before deciding to ignore it.
Think of it as an exercise in brand awareness; they might not want to hear from you today,
but it doesn’t hurt to remind them of who you are and what you stand for. Meanwhile, for
those who are hesitating, the purpose of your subject line is to persuade them to read on.

www.adestra.com
Example:
You are sending out your company’s newsletter. You write in
your subject line: ‘[Company name’s] newsletter for May.’ Or
‘Latest news from [Company name]’. WRONG. Your recipients
probably receive hundreds of newsletters each year; why
would they want to open yours? Think about the elements of
your newsletter that your customers are most likely to want
to read, and sell your email accordingly. For instance: ‘Our
top five design tips for 2014’.

www.adestra.com
Three seconds:
The length of time it takes for
a recipient to decide whether
or not to open your email.

www.adestra.com
Clear communication
When it comes to writing a killer subject line with
such a restricted character count, it is often best to
brainstorm the important elements of what you are
trying to convey. Then, you can decide what to run
with and what to ditch.
In other words, decide what you want to say, break it down in order of significance, tailor
your choices to your recipient’s preferences and be sure only to convey the most important
elements of your message.

www.adestra.com
Think mobile
!”%^*
!”%^*
!”%^*

Don’t be afraid to use punctuation, acronyms,
and symbols where appropriate in order to write
succinctly and get your message across in as few
characters as possible.

www.adestra.com
Think mobile
!”%^*
!”%^*
!”%^*

Don’t be afraid to use punctuation, acronyms
and symbols where appropriate in order to write
succinctly and get your message across in as few
characters as possible.

Example:
“RSVP: Executive lunch conference” conveys in 32 characters
what “Invitation to attend our top-level roundtable discussions
and executive lunch” does in 77.

www.adestra.com
Segmented lists and targeted
subject lines
Don’t adopt a one-size-fits-all approach, especially
when tailoring your email marketing for mobile
devices, where every character counts.
By analysing your customers’ preferences and characteristics, you will be able to take a
much more personalised approach and send the most effective subject lines to different
segments of your audience.

www.adestra.com
Testing
Learn from your own mistakes. Subject line testing delivers
the highest ROI of any form of email testing. So why aren’t
more people doing it? By tracking your results over a period
of time, you can learn what resonates for your database and
what falls flat.

www.adestra.com
Testing
Learn from your own mistakes. Subject line testing delivers
the highest ROI of any form of email testing. So why aren’t
more people doing it? By tracking your results over a period
of time, you can learn what resonates for your database and
what falls flat.

Word choice
A great deal of research has been undertaken in recent years
to analyse key words and phrases which do and don’t work
well in email subject lines. This research has proven that,
above all, subject line success is highly specific to industry
and audience. It pays to truly understand what your target
market wants, especially when every word counts.

www.adestra.com
Further reading:
Adestra’s 2013 Subject Line Analysis
Report analysed 2.2 billion emails
to see which keywords and phrases
resonate best with specific audiences,
overall, and by industry. The key
findings are summarised in the
Subject Line Report infographic.

www.adestra.com
Summary:
When writing subject lines for mobile devices, remember that your character count is vital.
In order to make these 30 characters speak volumes you must:

1

Prioritise your
messaging.

4

Segment your
lists.

2

Personalise your
content and
communication.

5

Test. And then test
again. And again.

3

Write clearly and
succinctly.

6

Understand your
target audience.

www.adestra.com
Do you know which words and phrases
in email subject lines resonate with
your particular industry and audience?
Take a look at Adestra’s Subject Line
Report.
View Subject Line Report Now

www.adestra.com

Contenu connexe

Dernier

OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureEric D. Schabell
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsSafe Software
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.YounusS2
 
Linked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesLinked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesDavid Newbury
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1DianaGray10
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarPrecisely
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding TeamAdam Moalla
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Will Schroeder
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Adtran
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPathCommunity
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfinfogdgmi
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024D Cloud Solutions
 
Building AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxBuilding AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxUdaiappa Ramachandran
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesMd Hossain Ali
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...Aggregage
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioChristian Posta
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdfPedro Manuel
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UbiTrack UK
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Commit University
 

Dernier (20)

OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability Adventure
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.
 
Linked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesLinked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond Ontologies
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity Webinar
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team
 
20230104 - machine vision
20230104 - machine vision20230104 - machine vision
20230104 - machine vision
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation Developers
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdf
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024
 
Building AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxBuilding AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptx
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and Istio
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdf
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)
 

En vedette

5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summarySpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best PracticesVit Horky
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project managementMindGenius
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...RachelPearson36
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Applitools
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at WorkGetSmarter
 
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...DevGAMM Conference
 
Barbie - Brand Strategy Presentation
Barbie - Brand Strategy PresentationBarbie - Brand Strategy Presentation
Barbie - Brand Strategy PresentationErica Santiago
 
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them wellGood Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them wellSaba Software
 
Introduction to C Programming Language
Introduction to C Programming LanguageIntroduction to C Programming Language
Introduction to C Programming LanguageSimplilearn
 
The Pixar Way: 37 Quotes on Developing and Maintaining a Creative Company (fr...
The Pixar Way: 37 Quotes on Developing and Maintaining a Creative Company (fr...The Pixar Way: 37 Quotes on Developing and Maintaining a Creative Company (fr...
The Pixar Way: 37 Quotes on Developing and Maintaining a Creative Company (fr...Palo Alto Software
 
9 Tips for a Work-free Vacation
9 Tips for a Work-free Vacation9 Tips for a Work-free Vacation
9 Tips for a Work-free VacationWeekdone.com
 
I Rock Therefore I Am. 20 Legendary Quotes from Prince
I Rock Therefore I Am. 20 Legendary Quotes from PrinceI Rock Therefore I Am. 20 Legendary Quotes from Prince
I Rock Therefore I Am. 20 Legendary Quotes from PrinceEmpowered Presentations
 

En vedette (20)

5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
 
ChatGPT webinar slides
ChatGPT webinar slidesChatGPT webinar slides
ChatGPT webinar slides
 
More than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike RoutesMore than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike Routes
 
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
 
Barbie - Brand Strategy Presentation
Barbie - Brand Strategy PresentationBarbie - Brand Strategy Presentation
Barbie - Brand Strategy Presentation
 
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them wellGood Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
 
Introduction to C Programming Language
Introduction to C Programming LanguageIntroduction to C Programming Language
Introduction to C Programming Language
 
The Pixar Way: 37 Quotes on Developing and Maintaining a Creative Company (fr...
The Pixar Way: 37 Quotes on Developing and Maintaining a Creative Company (fr...The Pixar Way: 37 Quotes on Developing and Maintaining a Creative Company (fr...
The Pixar Way: 37 Quotes on Developing and Maintaining a Creative Company (fr...
 
9 Tips for a Work-free Vacation
9 Tips for a Work-free Vacation9 Tips for a Work-free Vacation
9 Tips for a Work-free Vacation
 
I Rock Therefore I Am. 20 Legendary Quotes from Prince
I Rock Therefore I Am. 20 Legendary Quotes from PrinceI Rock Therefore I Am. 20 Legendary Quotes from Prince
I Rock Therefore I Am. 20 Legendary Quotes from Prince
 

The 30-character Sales Pitch

  • 1. The 30-Character Sales Pitch How to write effective email subject lines for mobile devices. www.adestra.com
  • 2. Are longer or shorter subject lines best? Optimum character length for email marketing subject lines is a thing of some contention. Recent studies by MailerMailer and Informz found that shorter subject lines clearly had the best open rates. However, MailChimp’s 2012 study of more than 12 billion emails suggested that there was no strong correlation between subject line length and open rates, and that quality and not quantity was the key. www.adestra.com
  • 3. Are longer or shorter subject lines best? Optimum character length for email marketing subject lines is a thing of some contention. Recent studies by MailerMailer and Informz found that shorter subject lines clearly had the best open rates. However, MailChimp’s 2012 study of more than 12 billion emails suggested that there was no strong correlation between subject line length and open rates, and that quality and not quantity was the key. Confused? What is clear is that optimum subject line lengths vary depending on a host of factors including your industry, your target audience and, not surprisingly, the type of information you are trying to convey. www.adestra.com
  • 4. What about mobile devices? Here’s where things get a little simpler... Most mobile devices are only able to display between 20 and 30 characters in their subject line. If mCommerce is your target, or if you know that the majority of your clients are likely to read your email on the move, then these are the limits you should try to work to. www.adestra.com
  • 5. Why optimise your subject lines for mobile email? 29% 12% 41 % 41% of all emails were opened on mobile devices in the second half of 2012, with 29% opened on smartphones and 12% on tablets. www.adestra.com
  • 6. Why optimise your subject lines for mobile email? 29% 12% 41% of all emails were opened on mobile devices in the second half of 2012, with 29% opened on smartphones and 12% on tablets. 41 % 68 % 68% of UK consumers have used their mobiles to check emails in the past 30 days. www.adestra.com
  • 7. How to make the most of your 30 characters www.adestra.com
  • 8. Understand the purpose of a subject line A subject line is a sales pitch, but what is it selling? Your company? Your exclusive offer? The email itself? The truth is, this depends on how your recipient reacts to your message. For those who don’t open your email (and there will often be more people who don’t than who do), they will still have glanced at your subject line, albeit momentarily, before deciding to ignore it. Think of it as an exercise in brand awareness; they might not want to hear from you today, but it doesn’t hurt to remind them of who you are and what you stand for. Meanwhile, for those who are hesitating, the purpose of your subject line is to persuade them to read on. www.adestra.com
  • 9. Example: You are sending out your company’s newsletter. You write in your subject line: ‘[Company name’s] newsletter for May.’ Or ‘Latest news from [Company name]’. WRONG. Your recipients probably receive hundreds of newsletters each year; why would they want to open yours? Think about the elements of your newsletter that your customers are most likely to want to read, and sell your email accordingly. For instance: ‘Our top five design tips for 2014’. www.adestra.com
  • 10. Three seconds: The length of time it takes for a recipient to decide whether or not to open your email. www.adestra.com
  • 11. Clear communication When it comes to writing a killer subject line with such a restricted character count, it is often best to brainstorm the important elements of what you are trying to convey. Then, you can decide what to run with and what to ditch. In other words, decide what you want to say, break it down in order of significance, tailor your choices to your recipient’s preferences and be sure only to convey the most important elements of your message. www.adestra.com
  • 12. Think mobile !”%^* !”%^* !”%^* Don’t be afraid to use punctuation, acronyms, and symbols where appropriate in order to write succinctly and get your message across in as few characters as possible. www.adestra.com
  • 13. Think mobile !”%^* !”%^* !”%^* Don’t be afraid to use punctuation, acronyms and symbols where appropriate in order to write succinctly and get your message across in as few characters as possible. Example: “RSVP: Executive lunch conference” conveys in 32 characters what “Invitation to attend our top-level roundtable discussions and executive lunch” does in 77. www.adestra.com
  • 14. Segmented lists and targeted subject lines Don’t adopt a one-size-fits-all approach, especially when tailoring your email marketing for mobile devices, where every character counts. By analysing your customers’ preferences and characteristics, you will be able to take a much more personalised approach and send the most effective subject lines to different segments of your audience. www.adestra.com
  • 15. Testing Learn from your own mistakes. Subject line testing delivers the highest ROI of any form of email testing. So why aren’t more people doing it? By tracking your results over a period of time, you can learn what resonates for your database and what falls flat. www.adestra.com
  • 16. Testing Learn from your own mistakes. Subject line testing delivers the highest ROI of any form of email testing. So why aren’t more people doing it? By tracking your results over a period of time, you can learn what resonates for your database and what falls flat. Word choice A great deal of research has been undertaken in recent years to analyse key words and phrases which do and don’t work well in email subject lines. This research has proven that, above all, subject line success is highly specific to industry and audience. It pays to truly understand what your target market wants, especially when every word counts. www.adestra.com
  • 17. Further reading: Adestra’s 2013 Subject Line Analysis Report analysed 2.2 billion emails to see which keywords and phrases resonate best with specific audiences, overall, and by industry. The key findings are summarised in the Subject Line Report infographic. www.adestra.com
  • 18. Summary: When writing subject lines for mobile devices, remember that your character count is vital. In order to make these 30 characters speak volumes you must: 1 Prioritise your messaging. 4 Segment your lists. 2 Personalise your content and communication. 5 Test. And then test again. And again. 3 Write clearly and succinctly. 6 Understand your target audience. www.adestra.com
  • 19. Do you know which words and phrases in email subject lines resonate with your particular industry and audience? Take a look at Adestra’s Subject Line Report. View Subject Line Report Now www.adestra.com