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Subject Line Optimization - Coggle Diagram
Subject Line Optimization
Value proposition
Emarsys perspective
One more feature in the Emarsys Marketing Platform, making the client harder to migrate to competitor platforms
Optimizing subject lines, customers get better results, more loyal to Emarsys
Consultants/sales have more data to compare customers, learn which customer does better, why, can advise other clients for increased performance
If the client earns more, it makes it easier to upsell more products, charge more for existing ones. Emarsys could also charge extra for this feature
Integration of this feature increases the total value of the Emarsys Marketing Platform
Customer perspective
Better subject lines increase open rate, and, ultimately profit
No guesswork on the Subject line, AI can predict how well it will convert
Automation and optimization increases productivity, consistency in communication
No need for separate software for Subject line optimization
Functionality to consider
Long term
Real-time, location-based customization, like Facebook will know WhatsApp user locations at any given time. Send the popcorn coupon exactly when the client is in the movie theater. This may require data sources outside of Emarsys, hence this is a long term goal
Optimize the subject line for the given user. Based on the user's preference/prior behavior/cultural background. A/B testing only shows which one converts better on a larger sample. If you know what the exact user likes, it can be customized to him/her - This also seems more complex, needs more time to implement, should not be part of the MVP
Things to understand about emails
On which platform people tend to read it? Mobile vs desktop
Understand how much text is visible in the most common email applications
Usage of special characters, emojis, graphic elements. Do people like them? Are they likely flagged by spam filters?
Email Subject is the only thing that convinces the customer to open the email, postpone, or delete it
Short term, Low hanging fruit, easy to implement. MVP
Personalization. Name, Location, user interest, past behavior
Auto identify and suggest keywords from the email body
AB(C,D..) testing, suggesting alternative subject lines
AI Scoring of the headline, like Grammarly does based on different factors, like keyword density, writing style, message clarity, etc
Knowing and using exact keywords, expressions used in other channels, such as FB/Instagram ads, In-Store, to make it familiar to the user
AI can see trends, changes in user preferences, changing its suggestions over time
Showing similar Subject lines that performed well in the past
Ideal Team, How to start building the product?
Ideal Team - Different roles could be assumed by the same people, depending on how much resources Emarsys allocates for the project
Engineers for the coding required, preferably people who have built related elements of the overall product, the Emarsys Marketing Platform
UX designer/testing, so our new feature is intuitive, easy to use, features are tested, client feedback is received
UI designer for layout, usability, making the feature intuitive
How to start
Customer input for testing our ideas, understanding their pain-points, requirements
Requirements, understanding the problem we create a solution for
Find and assign team members who will work on the project
What is the MVP? Ideation, product design, planning of resources
Translating requirements to tasks, mapping dependencies, identifying risks
Selecting a design method fit for the job. This will define the whole process, iterations, prototyping, and how we roll out the finished feature