Smart marketers know that a perfect email subject line increases email open rates and ROI. We partnered with Alchemy Worx, the world’s largest email marketing agency, to launch a unique email marketing feature: Subject Line Advisor powered by Touchstone. The new feature is an email subject line testing tool that instantly predicts the open, click and delivery rate of email campaigns before they are sent.
Tests will lead you to a perfect subject line
Why should you test an email subject line? Need some proof? Consider that 40% of email marketers state that email subject line testing had a high impact on their return on investment, as reported by a MarketingSherpa.com survey. According to Dela Quist, CEO of Alchemy Worx, creators of Touchstone, email subject line is the most significant variable affecting the response rate of email campaigns. However, there is a reason for why so few people A/B test regularly – it simply takes too long to achieve the needed results!
The perfect email subject line has always been a matter of interest to Mailigen customers. Among all the A/B split tests run by our customers, 82% are email subject line tests. Only 18% of tests are conducted according to sender name, email content and sending time. Being aware of our customers’ interests in creating engaging email subject lines and wishing to do so quickly and easily, we went a step further to bring subject line testing to the next level.
What is Subject Line Advisor?
Subject Line Advisor is a remarkable email subject line testing tool that analyzes your written subject line, predicts campaign results and suggests improvements. You can check numerous variations of your subject line and choose the best one, so that your customers receive only the most engaging version.
Previously, only personal experience could be counted on when creating an email subject line. However, by using Subject Line Advisor, 21.6 billion email results are taken into account each time your email subject line is tested! Sounds amazing, doesn’t it?
Analyzes, predicts and provides suggestions
So what’s so special about our new feature? It’s simple – it performs three crucial actions to create a perfect email subject line!
Subject Line Advisor will analyze your email subject line with a global performance in mind. This means that email results of the largest brands in both the US and UK are taken into account each time your email subject line is tested with Subject Line Advisor, providing a 93.33% accuracy rate result.
The new feature will predict your campaign results according to both your selected industry and entire database. Subject Line Advisor will advise whether and how much above or below average the following elements are:
- email open rate
- email click through rate
- email delivery rate
Additionally, you will receive an in-depth analysis of how good or bad your subject line will perform by taking into account the following:
- number of words
- number of characters
- average size of words
Subject Line Advisor will deliver simple tips on how to improve your subject line content.
- The red exclamation mark warns about wrongly-chosen words and will advise better
alternatives that will increase results
- The green check mark approves changes in terms of appropriate word choice for your subject line
Test your subject line in three easy steps
How does it all work? There are only three easy steps to creating a perfect email subject line with Subject Line Advisor.
1. Select industry
Select one of the following industries to which your campaign is targeted:
- Media and entertainment
- Financial services
- Customer services
- Telecom and technology
- Price comparison
2. Choose your subject line
Simply write a subject line for your email marketing campaign and click ‘analyze’.
3. See the results
Results will begin to appear in seconds! You will see predictions for the open, click and delivery rate, as well as suggestions for improving the subject line content. Make improvements and conduct the test again until your subject line is perfect. Then include it in your email campaign and continue creating your campaign as usual.
How does it all look?
And how does it all look like in a real life? Let’s try it!
We chose a B2B industry and wrote a test subject line: “Get more than 9000 courses for $10 deal“.
Our first test revealed the following results:
- Open rate was 8% below average for the B2B sector and 9% below average for the entire database
- Click rate was 14% below average for the B2B sector and 10% below average for the entire database
- Delivery rate was average
Subject Line Advisor also provided feedback on content: the words more and deal did not work as well as we would have liked to in the context of our industry. Colored red and noted with an exclamation mark, they were shown to provide poor rates for our email campaign; therefore, they needed to be changed.
Now take a look at a graph of our subject line!
Our subject line consisted of eight words, 40 characters and the average size of words was four characters. Now consider the numbers of:
- Matching messages
- Open rate
- Click rate
- Delivery rate
As we can see, rates were average. Except for two items that were below average, an eight-word subject line gave us a click rate that was 2% less than the average, while a 40-symbol subject line brought us a click rate that was 4% less than the average. Let’s therefore continue to test and improve our subject line!
We replaced the phrase “courses for $10 deal” with “courses for just $10”. We can now see the positive change in results:
- Open rate was 60% above the average for the B2B sector and 9% above the average for the entire database;
- Click rate was 99% above average for the B2B sector and 15% above the average for the entire database;
- Delivery rate was average for the B2B sector and 7% above average for the entire database.
These are much better results, aren’t they? Especially if we rate the B2B sector. However, it would also be useful to improve the results for the entire database. So let’s continue!
Next, we wrote “Get cooler” instead of “Get more than”.
Our results couldn’t have been better:
- Open rate was 60% above average for the B2B sector and 45% above average for the entire database;
- Click rate was 99% above average for the B2B sector and 89% above average for the entire database.
- Delivery rate was average for the B2B sector and 1% above average for the entire database.
Thus, our final subject line: “Get cooler with 9000 Courses just for $10″ predicted extremely successful results for our email marketing campaign!
Start testing subject lines with Mailigen
Can’t wait to start using Subject Line Advisor in the Mailigen system?
- Log in to your Mailigen account and navigate to the Campaigns section.
- In the first step of the campaign planning wizard, next to the subject line field, you will see a link, Subject Line Advisor.
- Click on the link and a new window will appear where you can check your subject line as described above. Select the industry, write your subject line and click to analyze. Repeat tests until it’s done and insert it in your campaign.
You have 15 free credits in your Mailigen account to test 15 variations of your subject line! You can upgrade any time!
Mailigen makes this process easy for quickly managing your work. Tailor your email subject line according to best email marketing practices; step up your email subject line strategy to receive brand awareness and customer engagement!
We’ve already tested Subject Line Advisor for our own email campaigns and we’re in love with it! Leave a comment below on how you like it and what results it has brought your campaigns!