beyond a/b: tips and tech for optimizing to the open
TRANSCRIPT
Beyond A/B: Subject Line Tips and Tech for Optimizing to the Open
Dave HendricksPresidentLiveIntent@davehendricks@LiveIntent
Parry MalmCEOPhrasee@ParryMalm
Dela QuistCEOAlchemy Worx @DelaQuist@AlchemyWorx
@liveintent #GetMoreOpens
About Dave and LiveIntent:
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About Dela and Alchemy Worx:
“Alchemy Worx did a great job creating an email infrastructure that fit with our
unique business needs”
“…email-centric, but they’re fully aware of how email impacts other
channels”
“…they are way ahead of the curve in terms of thinking about the
space”
“… a nice team to work with”
“Everybody should use them!”
“…a strong agency that delivered as promised”
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About Parry and Phrasee:
• Subject lines• Megadeth
• Bad statistics• Nickelback
• CEO Phrasee• Worked client, tech
and agency side
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What we’re going to do today:
1. Bust 5 Common Subject Line Myths
2. Share Testing Tips and Tech for Getting Opens
3. Provide Resources for Learning More
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Busting Subject Line Myths
Bustin’ Subject Line Myths
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Myth 1: Long vs. Short Subject Lines
Myth 1:Long vs. Short
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Some people use bad statistics and graphs like this to show length effect on subject lines:
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When controlling (normalising) you find there is NO EFFECT on open rates:
Source: https://phrasee.co/the-final-word-on-email-subject-line-length/ @liveintent #GetMoreOpens
Subject Line Length: Characters
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Subject Line Length: Number of Words
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Myth 1: Long vs. Short Subject Lines
Myth 2:Mobile Matters
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59% of email opens are smartphone or tablet.
TabletSmartphone PC
41%42%
17%
Percentage of measurable impressions on LiveIntent Platform during Q3 2015 @liveintent #GetMoreOpens
Subject line length DOES NOT impact mobile opens.
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Myth 1: Long vs. Short Subject Lines
Myth 3:Subject Line Impact on Clicks
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Subject lines DO impact the number of clicks... but not how you think.
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Myth 1: Long vs. Short Subject Lines
Myth 4:Subject Line Impact on Deliverability
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Subject line impact on deliverability:
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Individual words DO NOT impact deliverability.
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Myth 1: Long vs. Short Subject Lines
Myth 5:A/B Testing
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Myths of A/B Tests:
3. Split testing is hard2. You don’t need to split test.
1. You shouldn’t do it
Huh?
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Testing Tips and Tech for Getting Open
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How to apply learnings from A/B tests and understand why one is better than the other:
Source: State of Split Testing Report (304 person global sample) @liveintent #GetMoreOpens
In language there’s emotion. Quantifying and optimising emotion is what matters.
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What is Phrasee?
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Phrasee is software that uses artificial intelligence to generate better subject lines than humans can.
It understands what emotions, sentiments, words & phrases makes your audience tick. And gets you more opens, clicks & conversions.
phrasee.co
Touchstone: Virtual Subject Line Testing
Sources: www.subjectlinegold.com @liveintent #GetMoreOpens
Touchstone: Virtual Subject Line Testing
Sources: www.subjectlinegold.com @liveintent #GetMoreOpens
Busting Subject Line Myths
Resources for Learning More
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Where to learn more:
Visit: info.liveintent.com/subject-line-webinar
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Busting Subject Line Myths
Questions?
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Dave Hendricks President, LiveIntentliveintent.com
Thank You
Dela QuistCEO, Alchemy Worxalchemyworx.com
Parry MalmCEO, Phraseephrasee.co
@liveintent #GetMoreOpens
For more information visit: info.liveintent.com/subject-line-webinar