Email Subject Lines Case Study

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IT Professionals – Email Subject Lines

SITUATION:

• Marketing Group for Fortune 50 computer manufacturer wanted to ensure potential B2Bcustomers were opening marketing emails
• Many email subject lines had been created, but the group was unsure if any were interesting or effective in getting the target to actually open the information

TESTING:

• Gathered feedback on 8 email subject lines by interviewing technology purchase influencers
• Determined which were most popular, which would encourage the respondent to open, and which would be deleted
• Identified keywords which were both interesting and boring, as well as recall of phrases
• Results delivered via interactive dashboard within 48 hours

OUTCOME:

• Using the information provided, marketing team was able to use the subject lines which were most interesting, ensuring more opens and therefore more clicks through to the website
• Marketing team was also able to tailor future subject lines using test results to ensure a more receptive audience

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