Subject Line Scoring

Optimize your subject lines with subject line scoring.

Note: Subject line scoring is only available with Prediction Manager.

How it Works

Subject lines are scored out of 100 possible points. As you type your subject line into the field in either Email Composer or Campaign Builder, the scoring model starts working. In Email Composer, scoring is built into the Subject Line and Preview Text editor. In Campaign Builder, the scoring box pops up as you start to type.

Subject line scoring includes both the score and related words.

Note: The scoring model takes into account individual words and characteristics of a subject line. It doesn’t score based on grammar or brand voice. It’s up to you to make sure you’re writing grammatically correct subject lines in your brand’s voice.

Subject line scoring supports:

  • Standard English
  • Emojis
  • Personalization with Zephyr

The Scoring Model

Each scoring model is built on a single account’s historical data. If you have more than one account, then each account has a separate model, only available when you’re logged in to that account. A new account needs 50 unique subject lines to start building an individual scoring model. If there isn’t enough data, or the model isn’t performing well enough, then scoring defaults to a generic model.

Your scoring model judges performance by correlating scores with open rates and adapts over time as your users engage with your messaging. While a high-scoring subject line may correlate to a higher open rate, the subject line scoring feature doesn’t predict email performance metrics. There are many factors involved in email performance, including timing and the sending audience. Subject line scoring isn’t tied to comparative reporting, but you can test scored subject lines against each other in an A/B test.

Note: The subject line scoring feature works off a global list of inappropriate or objectionable words to make sure they are not suggested to you. Currently, this feature does not support a brand-specific list of blocked words. Contact Support if you see a word recommendation you think is inappropriate or objectionable.

Scoring a Subject Line

In Email Composer

  1. From Email Composer, select Subject Line and Preview Text. The subject line and preview text editor opens:

    The Subject link and preview text editor

  2. Enter a subject line. As you type, the scoring model updates your score:

    Screen Shot 2018-11-15 at 11.29.32 AM

  3. Try some of the related words if they fall in your brand voice.

    Note: The scoring model takes into account individual words and characteristics of a subject line. It doesn’t score based on grammar or brand voice. It’s up to you to make sure you’re writing grammatically correct subject lines in your brand’s voice.

  4. Select Apply to add the subject line to your email.

In Campaign Builder

Subject line scoring is available from the Configure screen in Campaign Builder.

  1. Enter a subject line in the Basics section of the Campaign Builder Configure screen.
  2. As you begin typing, the Subject Line Scoring dialog box pops up with a score and suggested related words.
    Score subject lines from Campaign Builder
  3. Try some of the related words if they match your brand voice.

    Note: The scoring model takes into account individual words and characteristics of a subject line. It doesn’t score based on grammar or brand voice. It’s up to you to make sure you’re writing grammatically correct subject lines in your brand’s voice.

  4. When you’ve completed your subject line and clicked into another field, the score appears in the Email Subject field next to your text:
    Subject line in campaign builder text box.
  5. Finish building your campaign.
  6. Scoring FAQ

    Can I customize the algorithm to account for nuances in my own business or business niche?

    The model is trained to find patterns that are specific to each business, but it is not possible to customize the algorithm.

    Does it take account of the words used within a story’s full text? In other words, how is the suggested/guided subject line tested for suitability and relevance to the editorial content within the body of the email?

    The body text is not taken into account.

    How will the system account for possible audience fatigue if the Subject Line Scoring tool guides people towards using similar or repeat subject lines?

    The model updates periodically as new words are observed and as time passes. If the audience stops responding to common words and phrases, those words will begin to score lower over time.

    How are the suggested words generated?

    Word recommendations are generated off of related words commonly seen together in writing found throughout the internet. The goal is to suggest words that the marketer may not have thought of and help generate ideas for improvement. However, it’s up to the marketer to select words that reflect the brand voice.

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