Subject line presentation
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Custom Subject LinesANALYSISJanuary 2011
Q2 (2010) Data Analysis
• Health: AdvaMed, AANP, ANA• CPG: ICSC, NRF, GMA• Transportation/Hospitality: AGA, ATA• Small Business: NFIB• Ads/Telecom: CEA, AAF, CompTIA• Education: ASCD, CEC
Q2 (2010) Data Analysis
Analysis of average open rate, compared via:• Q2 of 2009 vs. Q2 2010 (April through June)• individual months (April vs. May vs. June 2010)• Type of subject head vs. similar estimated dates
from 2009
Types of subject lines
• Verbatim• Rewritten• Keywords • Attention grabbers• Top story• Combination (AANP and ANA only)
Average open rate
• Percentages refer to average open rates• Rates are calculated as:
• Caveat: Some averages differentiate by hundredths of a percent after rounding, so some months can be considered “about equal”
Total number of unique opens
Total messages sent
Overall
• Q2 2010 vs. 2009: Fell by 1.68%• Improvements:
– GMA (+0.36%) and ASCD (+1.05%)• GMA and ASCD were also the only briefs to see improvements
in all the rates – both by Q2 and month-by-month– AGA improved (+1.24%), but did not launch until June 2009.
There is no Q2 2009 date for AGA.• Steepest declines:
– CompTIA: - 7.28%– NFIB: - 6.1%
Q2 2010 vs. Q2 2009Rank Q2 2009 Q2 2010
1 AGA AGA
2 ATA ATA
3 AdvaMed ICSC
4 ICSC AdvaMed
5 NFIB NRF
6 NRF GMA
7 CEA AAF
8 AAF NFIB
9 GMA CEA
10 AANP AANP
11 ANA ANA
12 CompTIA ASCD
13 ASCD CompTIA
14 CEC CEC
Caveats:
• Comparing across industries
• Different subscriber numbers
• Different subscriber habits
• No proven correlation between custom subject lines and higher/lower open rates
Month-by-month
• Highest open rate: APRIL– Outliers: AdvaMed and AANP had highest rate in May
• Lowest open rate: JUNE– Outliers: AANP lowest in April; NFIB lowest in May
• Highest increase: ASCD: +1.23% in May• Steepest decline: CompTIA: -10.15% in April
Subject line types
• Best performing: Verbatim or Rewritten– News-type headline, or posed questions– Subject lines specific to audience; best practice or how-to stories– NFIB: Attention grabbers performed best by +2.45%
• Lowest: Keywords or Attention grabbers– Worst performing: “spam-like” (eg. Read this now!)
• Vs. 2009: Fell by 2.39%– BUT: ICSC and AdvaMed used Top Story headlines, and these
were lower than other subject types
Industry: HEALTH
• High open rates– Specific names (companies/federal) only IF there was a
connection to major industry• Eg.: legislation, health-care reform, new research
– News on studies, research, legislation• Low open rates
– Generalized subject lines without specificity– Generic attention grabbers (Read this!)– Keywords
Industry: CPG
• High open rates– Best practices or how-to– Brand names, if there’s a connection to best practice/how-to– Major news, like closures, acquisitions, financial stories
• Lowest open rates:– Studies or research– General trends without specific names– General keywords like “retailers” or “companies”
Industry: TRANSPORATION and HOSPITALITY
• High open rates– How-to stories– Mergers, financial stories– Stories about major companies in the industry
• Lowest open rates:– ATA: Stories that did not directly affect actual companies– AGA: Foreign markets, feature stories– Keywords and general nonspecific trends
Industry: SMALL BUSINESS
• High open rates– Attention grabbers (the only one where they did well!)– Best practices, especially about customers, how-to, subject lines
with numbers– Federal legislation, taxes
• Lowest open rates– Stories that didn’t directly apply to small businesses– Keywords and combination of modified headlines
Industry: EDUCATION
• High open rates– Focus on teachers– District or government legislation– Best practices
• Lowest open rates– Stories about students, programs for students or student life– Regional or local news– News about specific schools or districts
Industry: ADVERTISING and TELECOM
• High open rates– Digital or virtual stories, new technology– Major news about big names– Layoffs, funding– Interesting trends or quirky stories
• Lowest open rates– Generic IT or consumer electronic stories– Video game industry stories– Advertising: Financial or anything remotely technical