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© Constant Contact 2015 Stand Out Subject Lines Get opened, get read, get results email marketing boot camp week2

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Page 1: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

© Constant Contact 2015

Stand Out Subject LinesGet opened, get read, get results

email marketing boot camp week2

Page 2: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

At its core, marketing is about getting results.

Page 3: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

Clicks / downloads

Visits to the store / office

Reservations / appointments

Calls

What kind of results?

Revenue / donations

Page 4: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

Email is hard to beat. It’s where people are...

91% of US adults like to receive promotional

emails from companies they do business with

138% spend more with email offers than

those who don’t receive any email offers

Page 5: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

Subject lines can...• Get your email read

• Bring you more business more revenue

• Build awareness around your business or organization

Page 6: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

open an email based on the subject line.More than 1/3 of people

Page 7: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

68%of emails are opened on mobile

The impact of mobile on email

150times/day

People check their phones

Page 8: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

Agenda

1. Why are Subject Lines so important?

2.How to write good ones

3. Consider desktop & mobile

4.Next steps

1. Why are Subject Lines so important?

Page 9: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

An email that isn’t opened...isn’t effective.

1. Why are Subject Lines so important?

Page 10: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

Now, later or never

1. Why are Subject Lines so important?

Three little words that rule your world...

Page 11: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

1. Why are Subject Lines so important?

1. Recognized sender Who sent it?

3 reasons they’ll open your email

When was it received?

Worth reading?

2. Convenient timing

3. Compelling subject

Page 12: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

1. Why are Subject Lines so important?

What’s the subject?

SECONDS WORDS TODAY

Winning the battle of priorities

Page 13: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

1. Why are Subject Lines so important?

Why should they open your email? Identify your purpose. Be clear, be clever and...

Page 14: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

Entice them.•Use “teaser” text •Customize the message

1. Why are Subject Lines so important?

Page 15: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

•Add custom greeting tag in preheader text.

1. Why are Subject Lines so important?

Page 16: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

• Avoid spam-like terms

• Check your spam folder

• Use spam-check button

1. Why are Subject Lines so important?

Choose your words carefully.

Freecredit

Save

offers

Click

income

traffic

nowcash

orderrates

Urgent

Act Now!

Act Now!

Get

home

dollarsFast!

guaranteed

FeesPurchasemoney

Refund

Win

remove

Page 17: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

Agenda

1. Why are Subject Lines so important?

2.How to write good ones

3. Consider desktop & mobile

4.Next steps

2. How to write good ones

Page 18: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

A good subject line can make or break an email.

Page 19: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

• Sales

• Event attendees

• Fundraising success

• Subscriber participation

2. How to write good ones

•It’s a driver of...

Page 20: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

2. How to write good ones

Standout subject lines = email opened

Short & sweet:4-7 words ideal

Attractive offers:Discounts & gifts

Keep it clean:Easy for mobile

Brand identity:Incorporate yours

Hint of mystery:Raise interest

Ask Questions:Make them think

Create urgency:Don’t miss out!

Entertain, warn, inform: Share knowledge

Literary techniques:Write like a pro

Page 21: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

2. How to write good ones

Top 3 reasons Top 5 priorities Top 7 concerns

Top 11 issues 9 best tips & tricks7 need-to-know

strategies

Improve any subject line using “top appeal”

Page 22: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

Great subject lines = email opened

2. How to write good ones

Top Appeal

7 must haves for Fall

Sense of Urgency

Only 12 seats left – get yours before midnight

Personalize

What you need to know about your

personal finances

Ask a Question

How can we help your business grow?

Exclusive Appeal

An exclusive offer just for you!

Stay “In the Know”

13 signs you’re budgeting wrong

Page 23: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

Literary techniques

2. How to write good ones

Onomatopoeia

Boom! Crackle! Pop!

Allusions

We’re bringing crafty back

Alliteration

Seven Simple Solutions to Saving

Chunking

Lions, Tigers & the Springfield Bears, oh my!

Numbers

13 Ways You’re KILLING Your Credit Score

Page 24: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

Adapt your subject line using “literary techniques”

2. How to write good ones

Basic Subject LineLiterary

Technique Improved Subject Lines

June Promotion Onomatopoeia

Joe’s Pet Store Newsletter Allusions

Mother’s Day SpecialsAlliteration

Sign up for Summer Camp Chunking

New England Concert Update: Numbers

Splish! Splash ! Oh, the prices we’ve slashed!

Cha-Ching!

Who let the dogs out?! Pet Shots This Saturday

Fido’s Got 99 Problems… But Fleas Ain’t One

Make Mom’s Morning Miraculous!

Cards, Candy and one Cozy Couch

Summer Camp 2015: NEW! Archery, fencing & sailing.

Kids love it. Parents dream about it. Registration is open.

3 Can’t Miss Summer Festivals

16 Bands but only 1 Miranda Lambert

Page 25: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

2. How to write good ones

What would you change?

Our monthly tax newsletter

3 overlooked tax deductions you may qualify for

New product arrival

You asked for it. It’s here.

Get a FREE Apple Watch!!!

Apple Watch. Want one?

Page 26: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

Finding inspiration

2. How to write good ones

• Check the news!

• Magazine headlines/covers

• Look at what others are doing

• Search results headlines

• Blog titles

• Tweets on Twitter with lots of engagement

• ‘Listicles’ that make you curiously click their headlines like:

• Buzzfeed

• Upworthy

• Mashable

Page 27: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

Use A/B Testing to test the effectiveness of your subject line:

• Create two new test contact lists in Constant Contact.

• Copy (not move) or import one-half of your contact list into each test list.

• Create two copies of your next email: "Copy A" and "Copy B".

• Edit Copy B to include the alternate subject line that you are testing.

1. Why are Subject Lines so important?

Weekly special

You never sausage

a sight

Page 28: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

Use A/B Testing to test the effectiveness of your subject line:

• Send Copy A to one-half of your contact list.

• Send Copy B to the other half.

• Compare the open rates for each email about 48 hours after each one

1. Why are Subject Lines so important?

Weekly special

You never sausage

a sight

Page 29: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

Agenda

1. Why are Subject Lines so important?

2.How to write good ones

3. Consider desktop & mobile

4.Next steps

3. Consider desktop & mobile

Page 30: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

Consider mobile.

3. Consider desktop & mobile

Page 31: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

76% of people read email on their phones

3. Consider desktop & mobile

67% of b2b workers view emails on their phone

64% of key decision makers read emails on mobile

Page 32: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

Best design practices• Use mobile friendly templates

or single column templates

• Logo is left or center & links to website

• Apply brand colors

• Minimum 12pt font for body text & 22pt for headlines

• Use customized pre-header text

3. Consider desktop & mobile

Page 33: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

3. Consider desktop & mobile

Preview pane & Preheader text... what?

Preview pane A way to read email on desktop -displays a snippet of your email.

Displays top ½ of your email.

Preheader text Is the 1st line of text above logo

Best seen on mobile devices

Page 34: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

Preheader text Is the 1st line of text above logo. Best seen on mobile

devices

Page 35: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

Preview pane A way to read email on desktop -displays a snippet of your email.

Displays top ½ of your email.

Start building trust with your email subscribers.

Start building trust with your email subscribers

Page 36: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

2. Subject Line optimization techniques

30-40 characters max typically appear on most mobile devices

6-11 words fit best; 4-7 has greatest response

Customize first 11-18 words of “pre-header” text to entice mobile readers

53% of email is opened on mobile devices

•Size matters. Keep it clear, make it clever, keep it short.

Page 37: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

Agenda

1. Why are Subject Lines so important?

2.How to write good ones

3. Consider desktop & mobile

4.Next steps

4. Next steps

Page 38: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

4. Next steps

Page 39: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

4. Next steps

Check the success of your subject lines.

Page 40: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

Four simple steps…

1. Brainstorm 3 versions

2. Test on mobile & desktop before sending

3. Consider preview pane & use pre-header text

4.Monitor your progress

4. Next steps

Page 41: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

Get started today…60-day free trial

bit.ly/MDiehlCTCTOR

Text MELANIE to 99000

ResourcesLearn more...

www.constantcontact.comSelect “Be a Better Marketer”»

Seminars & Training

Find help...Constant Contact Marketing Resources

blogs.constantcontact.com/libraryCheck out blog posts, guides, videos, infographics,

recorded webinars and more!

Page 42: email marketing boot camp week2 Stand Out Subject Lines · email marketing boot camp week2. At its core, ... How to write good ones Basic Subject Line ... •‘Listicles’ that

Homework

create 10 subject lines AND pre-header text

create the From name

Share your top 3 campaign subject lines with the best

open rate