{"id":11119,"date":"2013-07-01T19:46:29","date_gmt":"2013-07-01T10:46:29","guid":{"rendered":"http:\/\/www.exhibitionindustrynews.co.uk\/?p=3364"},"modified":"2013-07-01T19:46:29","modified_gmt":"2013-07-01T10:46:29","slug":"email-subject-lines-for-events-organisers-forget-conference-focus-on-benefits-urgency-and-savings","status":"publish","type":"post","link":"https:\/\/www.eventbiz.net\/english\/?p=11119","title":{"rendered":"Email subject lines for Events Organisers: Forget \u2018Conference\u2019 \u2013 focus on benefits, urgency and savings"},"content":{"rendered":"

Differentiation is key for B2B Events<\/b>, where there seems to be a conference, training course or seminar for every topic imaginable. Getting the subject words and lines right is a serious challenge for marketers. But broadly, for market leaders, focusing on their brand and making it clear why they are the leader will pay dividends \u2013 highlighting what\u2019s new to the long list of previous attendees, new exhibitors and product news. For smaller or new events, focus on content to show why it is trendier, nimbler or smarter \u2013 repurposing previous content will help generate leads. Highlighting urgency such as \u2018Don\u2019t Miss\u2019 tests well with +6.3% open rate and +40% click rate. Also calls to action or transactional-style message can work well: \u2018Badge\u2019, \u2018Download\u2019 and \u2018Invitation\u2019 all perform well. However, many traditional words and phrases are perhaps overused \u2013 \u2018conference\u2019, \u2018forum\u2019, \u2018keynote\u2019, \u2018speakers\u2019 all trend down.<\/p>\n

The B2C events<\/b> sector has taken off in a massive way, despite social media heralding the end of face-to-face connections as predicted by many. Everyone likes to save a pound or two, so when selling tickets focus on savings and offers and people will respond. But don\u2019t over-do it – using \u2018\u00a3\u2019 and discounts can boost opens, but watch out for click rates nose-diving and unsubscriberates rising [\u00a3: +14.6% opens, -43.6% clicks, +59.4% unsubs; 2for1: +30.2% opens, -53.8% clicks, +108.2% unsubs]. Prizes and free stuff may give a slightly lower open rate, but boosts click throughs \u2013 for example \u2018win\u2019 (-4.1%, +30.7%). Putting trust in customers that they\u2019ll do the right thing means, with a balanced campaign, marketers will be rewarded with response uplift. Ongoing testing is vital to ensure success.<\/p>\n

A subject line is one of the main things under an email marketer\u2019s control to influence their customers\u2019 behaviour in the events sector. Having an ineffective, confusing or overly-clever subject line delivers a poor user experience for the online journey.<\/p>\n

In the last couple of years, the way consumers interact with email has changed drastically. Much like the broader web, email is now all about usability. The 2013 Adestra Email Subject Line Analysis<\/i><\/b> report is a survey of over 2.2 billion emails, from over 90,000 campaigns, to identify trends in subject lines. These cover keywords and phrases that recipients respond to better OR are overused and ineffective for a sector.<\/p>\n

With the volumes of emails mushrooming and open and click through rates difficult to maintain, don\u2019t forget even if the campaigns aren\u2019t opened, the subject line is still performing – as they deliver key brand and product information to customers\u2019 inboxes.<\/p>\n

Parry Malm, Account Director at Adestra, says: “The fundamental challenge for event marketers is differentiation. People know what a \u201cconference\u201d is, what an exhibition\u201d is, and what a \u201cwebinar\u201d is. They get invitations every single day, yet nothing stands out.<\/i><\/b><\/p>\n

\u201cSubject line strategy should be seen as a series of branding tools over a period of time, not just one-offs to drive short term response. With usability firmly in mind, there are key words and phrases that statistically help drive response in your sector, try them and test them – constant testing is vital to success.\u201d<\/i><\/b><\/p>\n

For the Events report visit www.adestra.com\/subjectlineevents<\/a><\/p>\n

B2B Events<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Objective<\/b><\/td>\nKeyword<\/b><\/td>\nOpen Rate variance vs. average<\/b><\/td>\nClick Rate variance vs. average<\/b><\/td>\nClick to Open Ratio variance vs. average<\/b><\/td>\nUnsubscribe rate variance vs. average<\/b><\/td>\n<\/tr>\n
Product<\/td>\nConference<\/td>\n-1.4%<\/td>\n-7.4%<\/td>\n-6.1%<\/td>\n0.2%<\/td>\n<\/tr>\n
 <\/td>\nExhibition<\/td>\n-8.2%<\/td>\n-1.4%<\/td>\n7.5%<\/td>\n9.6%<\/td>\n<\/tr>\n
 <\/td>\nForum<\/td>\n-11.6%<\/td>\n-49.9%<\/td>\n-43.3%<\/td>\n-22.1%<\/td>\n<\/tr>\n
 <\/td>\nTraining<\/td>\n-10.1%<\/td>\n-21.9%<\/td>\n-13.1%<\/td>\n-24.8%<\/td>\n<\/tr>\n
 <\/td>\nWebinar<\/td>\n-3.1%<\/td>\n-28.3%<\/td>\n-26.0%<\/td>\n-19.2%<\/td>\n<\/tr>\n
Discounts<\/td>\nDiscount<\/td>\n-10.9%<\/td>\n-37.1%<\/td>\n-29.3%<\/td>\n-18.0%<\/td>\n<\/tr>\n
 <\/td>\nEarly bird<\/td>\n-4.7%<\/td>\n-40.5%<\/td>\n-37.5%<\/td>\n-6.4%<\/td>\n<\/tr>\n
 <\/td>\nFree<\/td>\n-3.0%<\/td>\n3.7%<\/td>\n6.9%<\/td>\n35.7%<\/td>\n<\/tr>\n
 <\/td>\nOffer<\/td>\n-13.1%<\/td>\n-30.8%<\/td>\n-20.3%<\/td>\n6.4%<\/td>\n<\/tr>\n
Urgency<\/td>\nDon’t miss<\/td>\n6.3%<\/td>\n40.0%<\/td>\n31.7%<\/td>\n9.4%<\/td>\n<\/tr>\n
 <\/td>\nLast chance<\/td>\n-10.1%<\/td>\n-43.0%<\/td>\n-36.6%<\/td>\n-26.4%<\/td>\n<\/tr>\n
 <\/td>\nTo go<\/td>\n-0.6%<\/td>\n-19.0%<\/td>\n-18.4%<\/td>\n-12.2%<\/td>\n<\/tr>\n
Features<\/td>\nAgenda<\/td>\n-2.9%<\/td>\n-21.0%<\/td>\n-18.6%<\/td>\n-6.8%<\/td>\n<\/tr>\n
 <\/td>\nBrochure<\/td>\n-0.4%<\/td>\n9.7%<\/td>\n10.2%<\/td>\n-26.2%<\/td>\n<\/tr>\n
 <\/td>\nIndustry<\/td>\n-4.7%<\/td>\n-11.4%<\/td>\n-7.0%<\/td>\n-0.3%<\/td>\n<\/tr>\n
 <\/td>\nKeynote<\/td>\n-15.3%<\/td>\n-40.9%<\/td>\n-30.2%<\/td>\n5.8%<\/td>\n<\/tr>\n
 <\/td>\nSpeakers<\/td>\n-1.4%<\/td>\n-36.8%<\/td>\n-35.9%<\/td>\n17.2%<\/td>\n<\/tr>\n
Benefits<\/td>\nExclusive<\/td>\n1.5%<\/td>\n6.6%<\/td>\n5.0%<\/td>\n0.1%<\/td>\n<\/tr>\n
 <\/td>\nInnovation<\/td>\n15.0%<\/td>\n-5.0%<\/td>\n-17.4%<\/td>\n58.2%<\/td>\n<\/tr>\n
 <\/td>\nLearn<\/td>\n-18.8%<\/td>\n-31.1%<\/td>\n-15.1%<\/td>\n6.2%<\/td>\n<\/tr>\n
 <\/td>\nROI<\/td>\n9.3%<\/td>\n42.7%<\/td>\n30.5%<\/td>\n-29.9%<\/td>\n<\/tr>\n
Call to action<\/td>\nBadge<\/td>\n15.6%<\/td>\n67.5%<\/td>\n44.9%<\/td>\n63.3%<\/td>\n<\/tr>\n
 <\/td>\nDownload<\/td>\n10.0%<\/td>\n77.4%<\/td>\n61.3%<\/td>\n-31.3%<\/td>\n<\/tr>\n
 <\/td>\nInvitation<\/td>\n18.1%<\/td>\n37.9%<\/td>\n16.8%<\/td>\n41.8%<\/td>\n<\/tr>\n
 <\/td>\nRegistration<\/td>\n9.2%<\/td>\n48.1%<\/td>\n35.7%<\/td>\n50.8%<\/td>\n<\/tr>\n
Free Stuff<\/td>\nGame<\/td>\n-3.8%<\/td>\n-45.0%<\/td>\n-42.8%<\/td>\n23.7%<\/td>\n<\/tr>\n
 <\/td>\niPad<\/td>\n1.9%<\/td>\n17.5%<\/td>\n15.2%<\/td>\n37.4%<\/td>\n<\/tr>\n
 <\/td>\nKindle<\/td>\n-15.5%<\/td>\n-47.8%<\/td>\n-38.3%<\/td>\n-19.9%<\/td>\n<\/tr>\n
 <\/td>\nWin<\/td>\n-4.1%<\/td>\n30.7%<\/td>\n36.4%<\/td>\n-10.3%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

 <\/p>\n

B2C Events<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Objective<\/b><\/td>\nKeyword<\/b><\/td>\nOpen Rate variance vs. average<\/b><\/td>\nClick Rate variance vs. average<\/b><\/td>\nClick to Open Ratio variance vs. average<\/b><\/td>\nUnsubscribe rate variance vs. average<\/b><\/td>\n<\/tr>\n
Money<\/td>\n$<\/td>\n25.5%<\/td>\n-74.9%<\/td>\n-80.0%<\/td>\n81.6%<\/td>\n<\/tr>\n
 <\/td>\n\u00a3<\/td>\n14.6%<\/td>\n-43.6%<\/td>\n-50.8%<\/td>\n59.4%<\/td>\n<\/tr>\n
 <\/td>\n\u20ac<\/td>\n5.2%<\/td>\n-42.3%<\/td>\n-45.1%<\/td>\n111.8%<\/td>\n<\/tr>\n
Ticket sales<\/td>\n2 for 1<\/td>\n30.2%<\/td>\n-53.8%<\/td>\n-64.5%<\/td>\n108.2%<\/td>\n<\/tr>\n
 <\/td>\nCheap<\/td>\n63.2%<\/td>\n-11.0%<\/td>\n-45.5%<\/td>\n82.1%<\/td>\n<\/tr>\n
 <\/td>\nDiscount<\/td>\n12.9%<\/td>\n-64.4%<\/td>\n-68.4%<\/td>\n72.1%<\/td>\n<\/tr>\n
 <\/td>\nEarly bird<\/td>\n7.3%<\/td>\n-50.5%<\/td>\n-53.9%<\/td>\n154.0%<\/td>\n<\/tr>\n
 <\/td>\nFree<\/td>\n8.7%<\/td>\n-66.4%<\/td>\n-69.1%<\/td>\n85.8%<\/td>\n<\/tr>\n
 <\/td>\nOffer<\/td>\n17.3%<\/td>\n-46.1%<\/td>\n-54.1%<\/td>\n145.8%<\/td>\n<\/tr>\n
 <\/td>\nSave<\/td>\n-3.4%<\/td>\n-65.5%<\/td>\n-64.3%<\/td>\n91.0%<\/td>\n<\/tr>\n
 <\/td>\nTickets<\/td>\n23.0%<\/td>\n-42.8%<\/td>\n-53.5%<\/td>\n72.9%<\/td>\n<\/tr>\n
Show features<\/td>\nExclusive<\/td>\n22.6%<\/td>\n-57.5%<\/td>\n-65.4%<\/td>\n152.3%<\/td>\n<\/tr>\n
 <\/td>\nExplore<\/td>\n19.3%<\/td>\n-52.6%<\/td>\n-60.3%<\/td>\n54.7%<\/td>\n<\/tr>\n
 <\/td>\nPreview<\/td>\n33.3%<\/td>\n15.0%<\/td>\n-13.7%<\/td>\n38.7%<\/td>\n<\/tr>\n
 <\/td>\nProgram<\/td>\n10.5%<\/td>\n-51.2%<\/td>\n-55.8%<\/td>\n56.6%<\/td>\n<\/tr>\n
 <\/td>\nReasons<\/td>\n25.1%<\/td>\n-41.2%<\/td>\n-53.0%<\/td>\n55.7%<\/td>\n<\/tr>\n
 <\/td>\nWin<\/td>\n26.2%<\/td>\n9.0%<\/td>\n-13.6%<\/td>\n100.8%<\/td>\n<\/tr>\n
Urgency<\/td>\nLast chance<\/td>\n16.8%<\/td>\n-51.2%<\/td>\n-58.2%<\/td>\n49.3%<\/td>\n<\/tr>\n
 <\/td>\nMeet<\/td>\n23.7%<\/td>\n-38.9%<\/td>\n-50.6%<\/td>\n72.0%<\/td>\n<\/tr>\n
 <\/td>\nStill time<\/td>\n25.9%<\/td>\n-58.5%<\/td>\n-67.1%<\/td>\n68.4%<\/td>\n<\/tr>\n
Call to action<\/td>\nOpens<\/td>\n16.1%<\/td>\n-36.8%<\/td>\n-45.6%<\/td>\n54.0%<\/td>\n<\/tr>\n
 <\/td>\nRegister<\/td>\n56.6%<\/td>\n-0.8%<\/td>\n-36.7%<\/td>\n93.7%<\/td>\n<\/tr>\n
 <\/td>\nTickets<\/td>\n23.0%<\/td>\n-42.8%<\/td>\n-53.5%<\/td>\n72.9%<\/td>\n<\/tr>\n
 <\/td>\nVisit<\/td>\n28.0%<\/td>\n-33.0%<\/td>\n-47.7%<\/td>\n82.0%<\/td>\n<\/tr>\n
Miscellaneous<\/td>\n!<\/td>\n24.6%<\/td>\n-28.2%<\/td>\n-42.4%<\/td>\n74.5%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

 <\/p>\n

For the \u20184 Steps to writing a killer subject line\u2019 Infographic visit: http:\/\/www.adestra.com\/wp-content\/uploads\/2013\/06\/4_steps_to_writing_a_killer_subject_line_infographic_adestra_full_size.jpg<\/a><\/p>\n

The post Email subject lines for Events Organisers: Forget \u2018Conference\u2019 \u2013 focus on benefits, urgency and savings<\/a> appeared first on Exhibition Industry News<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Differentiation is key for B2B Events, where there seems to be a conference, training course or seminar for every topic imaginable. Getting the subject words and lines right is a serious challenge for marketers. But broadly, for market leaders, focusing on their brand and making it clear why they are the leader will pay dividends […]<\/p>\n

The post Email subject lines for Events Organisers: Forget \u2018Conference\u2019 \u2013 focus on benefits, urgency and savings<\/a> appeared first on Exhibition Industry News<\/a>.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[19],"tags":[],"class_list":{"0":"post-11119","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-world-news"},"acf":[],"yoast_head":"\nEmail subject lines for Events Organisers: Forget \u2018Conference\u2019 \u2013 focus on benefits, urgency and savings - Exhibition & MICE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eventbiz.net\/english\/?p=11119\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email subject lines for Events Organisers: Forget \u2018Conference\u2019 \u2013 focus on benefits, urgency and savings - Exhibition & MICE\" \/>\n<meta property=\"og:description\" content=\"Differentiation is key for B2B Events, where there seems to be a conference, training course or seminar for every topic imaginable. 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But broadly, for market leaders, focusing on their brand and making it clear why they are the leader will pay dividends [...]The post Email subject lines for Events Organisers: Forget \u2018Conference\u2019 \u2013 focus on benefits, urgency and savings appeared first on Exhibition Industry News.","og_url":"https:\/\/www.eventbiz.net\/english\/?p=11119","og_site_name":"Exhibition & MICE","article_published_time":"2013-07-01T10:46:29+00:00","author":"\u5c55\u793a\u4f1a\u3068MICE\u7de8\u96c6\u90e8","twitter_card":"summary_large_image","twitter_misc":{"Written by":"\u5c55\u793a\u4f1a\u3068MICE\u7de8\u96c6\u90e8","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.eventbiz.net\/english\/?p=11119#article","isPartOf":{"@id":"https:\/\/www.eventbiz.net\/english\/?p=11119"},"author":{"name":"\u5c55\u793a\u4f1a\u3068MICE\u7de8\u96c6\u90e8","@id":"https:\/\/www.eventbiz.net\/english\/#\/schema\/person\/6f34aa91935198030df218e3035c2b3f"},"headline":"Email subject lines for Events Organisers: Forget \u2018Conference\u2019 \u2013 focus on benefits, urgency and savings","datePublished":"2013-07-01T10:46:29+00:00","mainEntityOfPage":{"@id":"https:\/\/www.eventbiz.net\/english\/?p=11119"},"wordCount":881,"articleSection":["World News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.eventbiz.net\/english\/?p=11119","url":"https:\/\/www.eventbiz.net\/english\/?p=11119","name":"Email subject lines for Events Organisers: Forget \u2018Conference\u2019 \u2013 focus on benefits, urgency and savings - Exhibition & MICE","isPartOf":{"@id":"https:\/\/www.eventbiz.net\/english\/#website"},"datePublished":"2013-07-01T10:46:29+00:00","author":{"@id":"https:\/\/www.eventbiz.net\/english\/#\/schema\/person\/6f34aa91935198030df218e3035c2b3f"},"breadcrumb":{"@id":"https:\/\/www.eventbiz.net\/english\/?p=11119#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.eventbiz.net\/english\/?p=11119"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.eventbiz.net\/english\/?p=11119#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"\u30db\u30fc\u30e0","item":"https:\/\/www.eventbiz.net\/english\/"},{"@type":"ListItem","position":2,"name":"Email subject lines for Events Organisers: Forget \u2018Conference\u2019 \u2013 focus on benefits, urgency and savings"}]},{"@type":"WebSite","@id":"https:\/\/www.eventbiz.net\/english\/#website","url":"https:\/\/www.eventbiz.net\/english\/","name":"Exhibition & MICE","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.eventbiz.net\/english\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.eventbiz.net\/english\/#\/schema\/person\/6f34aa91935198030df218e3035c2b3f","name":"\u5c55\u793a\u4f1a\u3068MICE\u7de8\u96c6\u90e8","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/da05b31196368038b4f19b2ffaecb459578fcd15b8742c9c79025bd110d86c67?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/da05b31196368038b4f19b2ffaecb459578fcd15b8742c9c79025bd110d86c67?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/da05b31196368038b4f19b2ffaecb459578fcd15b8742c9c79025bd110d86c67?s=96&d=mm&r=g","caption":"\u5c55\u793a\u4f1a\u3068MICE\u7de8\u96c6\u90e8"},"url":"https:\/\/www.eventbiz.net\/english\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/www.eventbiz.net\/english\/index.php?rest_route=\/wp\/v2\/posts\/11119","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.eventbiz.net\/english\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.eventbiz.net\/english\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.eventbiz.net\/english\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.eventbiz.net\/english\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=11119"}],"version-history":[{"count":0,"href":"https:\/\/www.eventbiz.net\/english\/index.php?rest_route=\/wp\/v2\/posts\/11119\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.eventbiz.net\/english\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=11119"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.eventbiz.net\/english\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=11119"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.eventbiz.net\/english\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=11119"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}