eMail marketing articles.

Subject Line Optimisation

You're receiving clicks for those who open your email, but how do you get more people actually opening the message.

Creating a good first impression

It's important to optimise the first point of contact of your campaigns – the subject line.

Traditionally the way to do this would be to split up a database into a number of lists, send each the same message with a different subject line and run a post-campaign report to see which worked best.

The major disadvantage to this method is you can only know which subject line elicits the best response after the delivery has finished. If you send three and only one works really well, you've lost the opportunity to get the same level of response from two-thirds of your database.

Taking out the guesswork

At Maze we have a better way automatic subject-line testing.

We can enter a selection of subject lines on delivery, only an initial selection of the database would be tested for their responses.

After an hour, our software determines which subject line had been most successful, and then subsequent deliveries to the rest of the database use that subject line.