Motiva's Subject Line Analyzer (SLA) is an excellent tool for avoiding spam filters and for gaining clarity around the types of subject lines segments find engaging. The SLA automatically evaluates your email subject lines based on five categories grounded in best practices for B2B marketing.

Clarity: The number of difficult words within the word count.

  • Contacts should quickly grasp the subject of your email. Limit the number of difficult words in your subject lines unless you're using specialized keywords.

Spelling: The number of misspelled words and appropriate capitalization to avoid spam filters.

  • Build trust and confidence in your content by avoiding misspelled words and over-capitalization.

Length: The overall character count of the subject line.

  • Length and engagement often have a relationship. Long subject lines are too much to read and often result in lower engagement.

Concision: The use of acronyms and spam words within the word count.

  • Avoid obscure acronyms and the inauthentic use of FWD: and RE:. Avoid spammy words and phrases and be concise.

Engagement: The use of question words and mark, active verbs and merge fields.

  • Subject lines that are interrogative, use active verbs and incorporate merge fields for personalization often achieve higher engagement.

The SLA also provides an auxiliary analysis based on these categories to provide an evaluation of tone and readability.

Tone: A classification based on specific keywords: Friendly, Urgent, Curiosity Sparking, Neutral.

Readability: A range from "Easy" to "Difficult" based on the reading level of the vocabulary in the subject line.

Instructions

You can find the SLA in three places:

  • In the Motiva App for reporting, there's a tab titled "Subject Line Analyzer."
  • Motiva steps for the Eloqua campaign canvas to analyze subject lines before a canvas is activated
  • The configuration tab of email reports on Motiva's web app, which allows you to retroactively analyze subject lines of completed emails.

Subject Line Analyzer Tab

Step 1: After logging into the Motiva app using your Eloqua login credentials via the SSO, click the "Subject Line Analyzer" in the main navigation bar at the top of the window.

Step 2: Insert your subject line into the field displayed below and click the "Analyze" button.

Step 3: Review the analysis.

The analysis for each subject line you submit will be saved during your current session login so you can compare and contrast the subject line versions you develop.

Eloqua Canvas

Step 1: Open the configuration window of a Motiva step in the Eloqua canvas.

Step 2: Select email(s) from your asset library to use in the step. The SLA will appear next to each email you selected.

Step 3: Click "LEARN MORE" to view the analysis.

Step 4: Review the grade score for each characteristic and click "DETAILS" to get advice.

Motiva Individual Email Report

Step 1: In the Motiva app, click on the "Emails" tab in the main navigation menu at the top of the window.

Step 2: Select the past email campaign and step you wish to analyze by browsing though the list of campaigns on the left hand side of the window.

Step 3: Once the individual campaign report has loaded, click the "Configuration" tab.

Step 4: Click "Choose Which Email to Use"

Step 5: The SLA will appear next to each email that was sent for this campaign and you can click to review the detailed analysis.

Key Considerations

  • Currently supports only the English language.
  • Supports tokens and merge fields for personalization.
  • The underlying models do not evaluate based on your own data, but rather broad B2B data across verticals. Treat this as basic guidance and a failsafe against truly bad SL practices. We'll catch issues like misspellings, ALLCAPS, bad grammar, etc.
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