The subject line is the most important piece of copy in every email you send. It has a direct impact on opens and engagement and presents a potent opportunity for increasing brand awareness in the inbox. But finding the right subject line requires the endless application of A/B tests, segmentation and just plain dumb luck…or does it? In this webinar, Dela Quist (CEO, AlchemyWorx), Parry Malm (CEO, Phrasee) and Dave Hendricks (President, LiveIntent) tell you: • Why everything you know about subject lines is wrong • Tips for crafting subject lines that increase awareness and opens • New technologies that revolutionize the A/B testing process and make it possible to generate and optimize your email subject lines

1. Beyond A/B:
Subject Line Tips and Tech
for Optimizing to the Open

2. Dave Hendricks
President
LiveIntent
@davehendricks
@LiveIntent
Parry Malm
CEO
Phrasee
@ParryMalm
Dela Quist
CEO
Alchemy Worx
@DelaQuist
@AlchemyWorx
@liveintent #GetMoreOpens

3. About Dave and LiveIntent:
@liveintent #GetMoreOpens

4. About Dela and Alchemy Worx:
“Alchemy Worx did a great job creating an
email infrastructure that fit with our
unique business needs”
“…email-centric, but they’re fully
aware of how email impacts other
channels”
“…they are way ahead of
the curve in terms of
thinking about the
space”
“… a nice team to
work with”
“Everybody should
use them!”
“…a strong agency that
delivered as promised”
@liveintent #GetMoreOpens

5. About Parry and Phrasee:
• Subject lines
• Megadeth
• Bad statistics
• Nickelback
• CEO Phrasee
• Worked client, tech
and agency side
@liveintent #GetMoreOpens

6. What we’re going to do today:
1. Bust 5 Common Subject Line Myths
2. Share Testing Tips and Tech for Getting Opens
3. Provide Resources for Learning More
@liveintent #GetMoreOpens

7. Busting Subject Line Myths
Bustin’ Subject
Line Myths
@liveintent #GetMoreOpens

8. Myth 1: Long vs. Short Subject Lines
Myth 1:
Long vs. Short
@liveintent #GetMoreOpens

9. Some people use bad statistics and graphs like
this to show length effect on subject lines:
@liveintent #GetMoreOpens

10. When controlling (normalising) you find there is
NO EFFECT on open rates:
Source: https://phrasee.co/the-final-word-on-email-subject-line-length/ @liveintent #GetMoreOpens

11. Subject Line Length: Characters
@liveintent #GetMoreOpens

12. Subject Line Length: Number of Words
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13. Myth 1: Long vs. Short Subject Lines
Myth 2:
Mobile Matters
@liveintent #GetMoreOpens

14. 59% of email opens are smartphone or tablet.
TabletSmartphone PC
41%42%
17%
Percentage of measurable impressions on LiveIntent Platform during Q3 2015 @liveintent #GetMoreOpens

15. Subject line length DOES NOT
impact mobile opens.
@liveintent #GetMoreOpens

16. Myth 1: Long vs. Short Subject Lines
Myth 3:
Subject Line
Impact on Clicks
@liveintent #GetMoreOpens

17. Subject lines DO impact the number of clicks...
but not how you think.
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18. Myth 1: Long vs. Short Subject Lines
Myth 4:
Subject Line Impact
on Deliverability
@liveintent #GetMoreOpens

19. Subject line impact on deliverability:
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20. Individual words DO NOT impact deliverability.
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21. Myth 1: Long vs. Short Subject Lines
Myth 5:
A/B Testing
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22. Myths of A/B Tests:
3. Split testing is hard2. You don’t need to
split test.
1. You shouldn’t do it
Huh?
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23. Testing Tips
and Tech for
Getting Open
@liveintent #GetMoreOpens

24. How to apply learnings from A/B tests and
understand why one is better than the other:
Source: State of Split Testing Report (304 person global sample) @liveintent #GetMoreOpens

25. In language there’s emotion. Quantifying and
optimising emotion is what matters.
@liveintent #GetMoreOpens

26. What is Phrasee?
@liveintent #GetMoreOpens
Phrasee is software that uses artificial intelligence to generate better subject lines
than humans can.
It understands what emotions, sentiments, words & phrases makes your audience
tick. And gets you more opens, clicks & conversions.
phrasee.co

27. Touchstone: Virtual Subject Line Testing
Sources: www.subjectlinegold.com @liveintent #GetMoreOpens

28. Touchstone: Virtual Subject Line Testing
Sources: www.subjectlinegold.com @liveintent #GetMoreOpens

29. Busting Subject Line Myths
Resources for
Learning More
@liveintent #GetMoreOpens

30. Where to learn more:
Visit: info.liveintent.com/subject-line-webinar
@liveintent #GetMoreOpens

31. Busting Subject Line Myths
Questions?
@liveintent #GetMoreOpens

32. Dave Hendricks
President, LiveIntent
liveintent.com
Thank You
Dela Quist
CEO, Alchemy Worx
alchemyworx.com
Parry Malm
CEO, Phrasee
phrasee.co
@liveintent #GetMoreOpens
For more information visit:
info.liveintent.com/subject-line-webinar