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I choose each electronic mail topic line that makes its approach into my inbox. I’m not exaggerating after I say that the topic line is the only issue I exploit to determine whether or not the content material of the e-mail can be fascinating to me.
Possibly I’m additional essential of electronic mail topic traces as a result of I’m a advertising author. I understand how a lot brainstorming goes into arising with catchy topic traces that can entice a subscriber to open the e-mail.
In truth, in keeping with our 2024 State of Marketing Report, 62% of electronic mail advertising groups take two or extra weeks to create an electronic mail.
With over 347 billion emails sent around the world per day, the topic line is your solely likelihood to face out in a crowded inbox. Learn on for some tried-and-true ideas to assist personalize your topic traces and enhance electronic mail engagement.
Desk of Contents
What makes a great electronic mail topic line?
In response to our 2024 State of Marketing Report, 41% of electronic mail entrepreneurs contemplate electronic mail advertising their simplest channel. Step one in making your emails simpler? Use a great electronic mail topic line.
There’s so much weighing in your electronic mail topic line. Not solely is it the very first thing subscribers see of their inboxes, nevertheless it additionally helps them determine in the event that they need to open your electronic mail or not.
A very good electronic mail topic line goals to pique your subscribers’ curiosity in order that they’ll open the e-mail and finally click on by means of to no matter you’re selling inside it.
Hyper-personalization is essential to electronic mail advertising in 2024, and topic traces are a serious contributing issue. Plus, with the innovation of AI instruments, they can be utilized to gather and manage subscribers’ private knowledge and conduct analytics.
And when you have got this knowledge, there are countless alternatives to craft topic traces that aren’t solely participating however extremely private.
Our report discovered that AI-powered personalization in advertising can enhance ROI by as much as 70%. How? You possibly can seize subscribers’ consideration by providing one thing what they need, resembling leisure, data, or a reduction.
Earlier than we get to our ideas, let’s go over some fundamentals of what makes an amazing topic line.
1. Urgency
Creating a way of urgency is an environment friendly solution to get folks to take motion. Topic traces that use phrases like “pressing,” “breaking,” “vital,” or “alert” can talk urgency.
By speaking a identified begin and finish date for a particular sale or promotion, viewers scrolling by means of their inbox will click on to see what they’ll get in that window of time.
That is greatest performed in a collection of emails counting down the window of alternative — so long as you don’t flood their inbox, which comes off as spammy.
You too can create urgency for webinars or content material by making them ungated for a set period of time after which giving your viewers codes or non permanent entry to the content material.
2. Curiosity
Topic traces typically work as a result of they’ll ship the message, “You’ll profit from opening this electronic mail.”
However different instances, it‘s good to keep up some thriller — particularly if it piques the recipient’s pure curiosity and curiosity. I do know from private expertise that curiosity typically drives my choice to open emails.
As a result of they require opening the e-mail to get extra data, curiosity-driven topic traces may end up in a better open fee. However ensure the topic line, whereas enigmatic, nonetheless aligns together with your model.
Too obscure, and it may find yourself being seen as spam.
3. Affords
Here is the place the advantage of opening a given electronic mail is available in. On the finish of the day, folks love new issues and experiences, particularly once they’re free or at the least discounted. Open with that by together with it in your topic line.
Personally, I‘m way more inclined to open my every day newsletters when there’s a suggestion or allusion for “free stuff” instantly talked about in my inbox.
4. Personalization
No two electronic mail subscribers are the identical. Typically, which means the emails you ship to them shouldn‘t be, both. At this level, entrepreneurs have by no means had extra methods to study their subscribers’ preferences, jobs, or normal (dis)likes.
As we talked about above, there are many AI instruments accessible that can assist you gather and manage private and behavioral knowledge that can be utilized to enhance your electronic mail personalization.
5. Relevance and Timeliness
After I subscribe to an electronic mail checklist, it is usually as a result of I need to be saved knowledgeable or be taught extra a couple of given subject (extra on that later).
Just like piquing your viewers’s curiosity, crafting email subject lines that incorporate trending subjects or well timed headlines might help you determine your model as an authority inside your trade — and may compel folks to click on to learn.
6. Identify Recognition
Let’s face it: All of us admire a well-known particular person or two. On the very least, we’d be compelled to open an electronic mail with sure celebrities’ names connected.
While you perceive your viewers’s preferences, you possibly can pique their curiosity by together with the names of those recognizable people in your content material — and mentioning them in your electronic mail topic traces.
However take heed: This tactic solely works when it aligns together with your model, product, or service. So preserve it related somewhat than simply throwing out a reputation for the sake of recognition.
7. Cool Tales
On the threat of sounding like a damaged file, here is one other place the place curiosity comes into play.
By front-loading your electronic mail topic line with a compelling allusion to a narrative — that may solely be learn if opened or clicked — your viewers is more likely to turn out to be intrigued and need to be taught extra.
Professional tip: Make sure that the story is related to your model. In any other case, it may possibly confuse your readers and stop them from opening the e-mail.
8. Size
Whereas shorter is often higher, there could also be instances when it’s a must to use extra characters to get your message throughout. Simply make certain that it suits inside the character limitations of the common show.
For instance, the Mail app on iPhones shows as much as 78 characters within the topic line space. And when you think about how many individuals learn emails on their telephones, your topic line size is vital to consider.
Don’t be afraid to A/B test how lengthy your perfect topic line needs to be. Martech Zone offers a helpful tool that allows you to see how your topic line seems in several electronic mail apps.
Now that the basics, let’s dive into electronic mail topic line greatest practices.
E-mail Topic Line Greatest Practices
1. Be taught from profitable electronic mail topic line examples.
I typically look to examples for inspiration at any time when I’m brainstorming or caught on what to make use of for an electronic mail topic line.
Seeing intelligent use of wordplay or emojis on one in every of our favourite newsletters might help us consider new methods to strategy our topic line.
That can assist you do the identical, we‘ve compiled an inventory of 100 electronic mail topic traces from actual companies. We hope you’ll be simply as impressed.
Download the Free Email Subject Lines Examples Guide
2. Get to the purpose.
As I discussed above, electronic mail topic traces will get reduce off in the event that they’re too lengthy, notably on cellular units.
Since 55% of emails are opened on mobile, we suggest utilizing topic traces with fewer than 50 characters to make sure that the folks scanning your emails learn your complete message.
If you happen to‘re struggling to maintain your topic traces brief, take into consideration which phrases matter much less and the place you possibly can take away a frivolous element.
For instance, for those who’re sending an order affirmation, does not “Your order is being processed” look higher than “Order #9435893458358 is being processed”?
The identical goes on your common emails: Do not waste your time together with the phrase “replace” or “e-newsletter” within the topic. Some research recommend these phrases can lower your open fee.
This language tells readers the e-mail is one in a collection, and due to this fact, they’ll catch the subsequent one.
3. Use a well-recognized sender identify.
That identify recognition we talked about earlier does not simply apply to the well-known — it applies to the acquainted.
When setting your sender identify, be as human as potential. Olivia@yourcompany.com is each inviting and unintimidating to folks once they open their inboxes.
If you happen to‘ve already met your recipients from a earlier dialog, use your personal identify because the sender’s deal with — even when the e-mail is technically coming from the corporate as an entire.
The perfect impression you can also make in your clients is that they are working with you, the person.
Finally, individuals are busy. They merely don‘t hassle for those who don’t sound like somebody who would make for a simple (or at the least pleasant) dialog.
4. Keep away from the ‘no-reply’ sender identify.
Due to the quantity of spam folks get, most individuals hesitate to open emails from unfamiliar senders. Even fewer folks get pleasure from speaking to a robotic. Take into consideration once you name an organization and may’t come up with an precise particular person.
It is irritating, proper? This is similar for electronic mail.
By no means use “noreply@firm.com.” Not solely does it look much less personable, nevertheless it additionally stops folks from including your electronic mail to their deal with e-book.
As an alternative, keep away from utilizing a generic electronic mail deal with and ship the e-mail from an actual particular person.
(HubSpot clients: Learn to personalize the “From” identify and electronic mail deal with here.)
5. Use personalization tokens.
Bear in mind the personalization we talked about earlier? Utilizing personalization tokens — like identify or location — within the topic line provides a sense of rapport, particularly when it is a identify.
Everybody loves the sound of their very own identify. Plus, it will increase click-through fee: Analysis has proven that emails with the recipient’s first identify of their topic line had higher click-through rates than emails that didn’t.
The instance under is an electronic mail I acquired from the non-public finance firm Credit Karma. The e-mail topic line grabs my consideration through the use of my first identify and sharing a promising provide to decrease my automotive insurance coverage fee.
The corporate is ready to personalize this electronic mail utilizing the information it has about my automotive insurance coverage fee, demographics, and placement.
One other personalization tactic that works is to tailor topic traces to the recipient‘s location — issues like lists of their respective cities’ greatest outside bars and eating places.
Little personalised touches present that extra about your recipient than simply their electronic mail deal with.
Nevertheless, for those who can‘t (or don’t need to) use personalization tokens within the topic line, use “you” or “your,” so it nonetheless sounds such as you’re addressing them instantly.
Simply do not go overboard with the personalization right here. That may be a little bit creepy.
6. Phase your lists.
Whereas electronic mail blasts that exit to your total checklist is perhaps related and useful to some folks, they will not be to others — inflicting confusion and frustration.
Why is that this restaurant sending me an inventory of one of the best native steakhouses after I’m a vegetarian? Why is that this firm sending me case research after I simply signed up for its electronic mail checklist yesterday?
That is the place segmentation is available in. While you manage your electronic mail checklist utilizing personalization and preferences, you enhance your subscribers’ want to open your electronic mail.
Gartner discovered that 53% of consumers like emails that share native or regional occasions and affords.
Personalize the expertise utilizing data out of your clients‘ actions — from which varieties they’ve crammed out to which industries they’re in and what their private preferences are.
In email marketing, you possibly can personalize your recipients’ expertise utilizing a little bit factor referred to as list segmentation.
7. Use AI to get private.
AI instruments can be utilized to personalize each topic traces and electronic mail content material.
Implementing AI in your topic traces might seem like adaptive testing.
Adaptive testing identifies variations in site visitors/open charges and adjusts the site visitors routinely in order that better-performing variations are proven extra and poorer-performing variations are proven much less.
Having a tough time arising with variations? AI is sweet for that, too. A generative AI device, like HubSpot’s Campaign Assistant or AI email writer, can provide you with dozens of concepts in a single click on.
Try this text on how you need to use AI to optimize your content.
8. Do not make false guarantees.
Your electronic mail topic line guarantees your reader what you’ll ship in your message. Be sure you make good on that dedication, and don’t attempt to get your electronic mail opened by making false guarantees.
This may irk your viewers, and so they’ll be taught to not belief your topic traces, leading to a decrease open fee and a better unsubscribe fee.
9. Do inform them what’s inside.
Talking of constructing guarantees, in case your customer has downloaded a suggestion and also you‘re delivering it through electronic mail, it’s an amazing thought to make use of a topic line that claims one thing like, “Your new e-book inside!” or, “Your information awaits!”
This works higher than a easy “thanks” within the topic line as a result of it makes it clear that one thing is ready inside the e-mail.
10. Time it proper.
Sending an electronic mail on the proper time with the proper topic line could make an enormous distinction in open and click-through charges.
A first-rate instance? When meals publication Eater despatched an electronic mail at 6:45 P.M. on a Wednesday night that mentioned, “The place to Drink Beer Proper Now” — it was simply in time for comfortable hour. Nailed it. Or, within the instance above, IRC Recipes despatched an electronic mail through the day that requested, “Want one thing tasty for lunch?”
The day of the week issues as nicely. Tuesdays have the highest email open rates (practically 27%), in comparison with Sundays, which have the bottom open charges (4%).
One other favourite instance is a basic electronic mail from Warby Parker with the topic line, “Uh-oh, your prescription is expiring.” It was despatched two weeks earlier than the recipient wanted to resume his prescription.
By sending an electronic mail on the proper time, Warby Parker elevated the possibilities of their electronic mail getting opened — and included a related call-to-action about getting a glasses improve, too.
11. Use concise language.
Understand that folks scan their inboxes in a short time — so the clearer and extra concise your topic line is, the higher.
It‘s often so much higher to be concise than it’s to make use of advanced and flowery language — until you’re going for an elusive topic tone to entice your recipients.
While you’re going for a concise topic line, take into consideration how your electronic mail will profit your recipients.
You will need to make that profit very clear. For instance, “Improve your open charges by 50% at present” is extra interesting than ”Easy methods to enhance open charges.”
In case your topic line must be longer, simply ensure it’s related and value it.
Analysis from Gartner discovered that 13% of people unsubscribe from emails which can be too lengthy. And for those who can’t be concise in your topic line, subscribers gained’t really feel assured you may be succinct in the remainder of the e-mail.
12. Begin with action-oriented verbs.
Topic traces are just like calls-to-action in that you really want the language to encourage folks to click on.
Topic traces that start with motion verbs are usually much more attractive, and your emails could possibly be drastically extra clickable by including a vibrant verb at first.
Actionable topic traces will encourage folks to click on in your electronic mail by instilling urgency and pleasure.
For instance, in an electronic mail inviting folks to a hockey legend dinner, the e-mail topic line may learn, “Dine with Bruins legend Bobby Orr,” somewhat than a extra generic “Native Boston Sports activities Legend Meal.”
The previous electronic mail makes use of “dine” to assist the reader envision themselves on the desk.
13. Make folks really feel particular.
The psychology of exclusivity is a strong factor. When folks really feel like they’re on the within, it offers them a way of belonging, which builds loyalty and compels them to transform in your emails.
The suitable phrasing could make your recipients really feel particular — and the impact may be magical. A number of concepts for phrasing embrace:
- “For our beloved clients solely…”
- “An unique provide for you…”
- “My present to you…”
- “You are invited!”
- “Non-public invite…”
14. Create a way of significance.
For many people, there is a phrase harking back to basic infomercials: “Act now!”
Whereas we would not encourage utilizing that actual language in your content material, we agree that speaking urgency and shortage in an electronic mail topic line might help compel readers to click on (or act) when phrased creatively and strategically.
Professional tip: You do not need to be often known as “the model that cried wolf,” so use these topic traces sparingly, and attempt to restrict them to when the event genuinely requires quick motion.
15. Use numbers.
Many companies ship emails with imprecise statements of their topic traces.
That is why utilizing knowledge and numbers is an effective way to get your emails seen, show a transparent and easy message about your provide, and set the precise expectations.
I’ve discovered that, like weblog titles, utilizing numbers in your topic line is an efficient electronic mail advertising greatest follow.
You may use numbers to discuss with the title of your listicle, the web page size of a suggestion, a particular low cost, or the numerical good thing about a specific useful resource you are offering — like “Be part of greater than 750 others at this occasion!”
16. Pose a compelling query.
Asking a query in your topic line can even draw readers in — particularly for those who‘re asking a query is related to your recipients’ purchaser persona. This is only one solution to pique that curiosity we talked about earlier.
For instance, you may attempt the next: “Are you making these search engine marketing errors?” or “Are you aware what your web site is doing mistaken?”
Zillow as soon as despatched an electronic mail with the topic line, “What Can You Afford?” that linked to a web site displaying flats for hire.
A topic line like that is each encouraging and a contact aggressive: Whereas it offers hope that there are flats on the market that’ll match inside your funds, it additionally pits your money towards what the market affords.
One other instance comes from DocuSign. Late within the lead nurturing course of, it despatched an electronic mail with the topic line, “What are your clients saying?”
The physique of the e-mail contained case research meant to assist the recipient transfer nearer to really buying DocuSign.
This was a sensible transfer: Of us additional down the funnel are doubtless extra receptive to buyer testimonials.
17. Do not be afraid to get punny.
Most individuals love a great pun. It is an effective way to thrill your recipients and boost your emails. A few of the greatest punny electronic mail topic traces come from JetBlue, with topic traces like “Land wander-ful low fares now!”
Quirky — a community-led invention platform — worded one in every of its electronic mail topic traces like this: “Abra-cord-abra! Yeah, we mentioned it.”
That second half is conversational and self-referential — precisely what most individuals would say after making a tacky joke in actual life.
Professional tip: If you happen to‘re in the slightest degree punny, take into consideration small methods to slide them into your emails when applicable. Simply don’t overdo it. And bear in mind the rule: When doubtful, ask a coworker.
18. DON’T USE ALL CAPS or overuse exclamation factors!!!
A topic line that claims, “OPEN NOW AND RECEIVE A FREE TRIAL” or, “50% off coupon at present solely!!!!!!!!” isn‘t going to get your electronic mail opened. If something, it’ll most likely get your electronic mail ignored. Or worse, marked as spam.
Why? Individuals do not wish to be yelled at, and utilizing all caps and/or quite a lot of exclamation factors can rub folks the mistaken approach.
Not solely are these ways disruptive, however they appear spammy.
So, as a substitute of utilizing disruptive ways like these to face out in folks’s inboxes, attempt personalizing your emails, establishing relevance, and utilizing catchy and pleasant language to indicate pleasure.
19. Do not embrace a query and exclamation in the identical topic line.
Right here‘s a topic line that may routinely wind up in a recipient’s spam folder: “Desire a resolution quick? Act now!”
The quick resolution isn‘t the issue within the instance above. It’s additionally not “act now” — though these are identified electronic mail advertising spam phrases. It is each phrases collectively.
This can be a basic electronic mail saboteur, and it is available in many varieties. All you want is to ask and yell on the identical time.
Internet servers typically flag emails as spam in the event that they include each a query mark and an exclamation mark within the topic line. The instance above is a standard one. Is {that a} good resolution? Do not do this!
Not solely is that this format overdone, nevertheless it alienates your viewers. Open-ended questions present ignorance; any good marketer is aware of their leads higher than that.
20. Use participating preview textual content.
Whereas preview textual content is not technically a part of your topic line, it seems proper close to the topic line and definitely deserves your consideration.
Preview textual content offers recipients a peek on the content material inside your electronic mail, which shoppers just like the iPhone Mail app, Gmail, and Outlook will show alongside the topic line.
(The precise quantity of textual content proven is determined by the e-mail consumer and consumer settings.)
While you don‘t set the preview textual content your self, the e-mail consumer routinely pulls it from the physique of your electronic mail. Relying in your electronic mail content material, this may look messy, and it’s additionally a wasted alternative to have interaction your viewers.
(HubSpot clients: Click here to learn to set the preview textual content of your emails.)
21. A/B take a look at your topic traces.
Though the following tips and greatest practices are an amazing place to start out, what works greatest for some firms might not work as nicely for others. It‘s all about determining what works greatest on your particular viewers. That’s the place A/B testing is available in.
Whereas it may be tempting to make use of your instinct to foretell what topic line language will make folks click on in your emails, it is best to at all times A/B take a look at your highest-stakes topic traces and tweak the wording in keeping with your outcomes.
What works greatest on your viewers: Lengthy or brief topic traces? Together with numbers or not together with numbers? Questions or statements? (HubSpot clients: Learn to A/B take a look at emails in HubSpot here.)
22. Attain out once more.
A typical downside in electronic mail advertising is usually, regardless of your greatest efforts, readers merely don’t open your emails. Nevertheless, present stats show that entrepreneurs are lacking out on additional engagement.
When retargeting, make this identified in your topic line with one thing like “Oops, appears to be like such as you missed this!” or “Don’t neglect to enroll in this Friday’s webinar” or no matter you’d like a missed goal to acknowledge.
Now that we’ve gone over one of the best practices, let’s evaluate the steps to creating efficient electronic mail topic traces.
Easy methods to Write Good E-mail Topic Traces
Step 1: Determine the aim of the e-mail.
Why is the e-mail being despatched, and the way does that inform the topic line?
Determine the true function or intention of the e-mail and use that as the inspiration to construct upon when brainstorming your topic line thought.
Step 2: Decide the decision to motion.
What is going to make the consumer click on on the e-mail? A reduction? One thing free? Vital data? What’s attractive sufficient to make them need to see or be taught extra about your provide?
Having a name to motion with an incentive but to be seen is tempting.
Step 3: Make it related.
Why ought to your reader open this explicit electronic mail? Take into account making your electronic mail time-sensitive or distinctive with a date or time-limited promotion.
Step 4: Draft a number of topic traces.
Write related topic traces that use various phrases and tones. You need to have just a few concepts to select from so that you’re not caught stewing over the identical sentence for too lengthy.
Step 5: Get suggestions.
Have colleagues evaluate the topic traces and provides their suggestions on which they like. Having a second opinion might help you see it from a distinct perspective.
Step 6: Check your topic line.
As talked about earlier, carry out an A/B test to see which topic line performs greatest.
After you’ve carried out the take a look at, take the best electronic mail topic line and use it in your upcoming electronic mail advertising marketing campaign.
Now that we’ve coated the steps to creating a great topic line, let’s look at some efficient examples.
Examples of Catchy E-mail Topic Traces
To offer you some added inspiration, here is a fast checklist of probably the most intriguing topic traces I’ve seen in my inbox lately.
Doen: Ending Quickly | Favorites Up To 70% Off ⏳
This electronic mail topic line from clothes model Doen communicates a way of urgency from a time-bound sale. Coupled with a related emoji, these two tips create an electronic mail topic line that might stand out from the remainder of your inbox.
Why I like this: I instantly opened this electronic mail after I noticed it. Not solely did it lead with urgency by letting me know the sale was ending quickly, nevertheless it additionally jogged my memory of the key low cost I could possibly be lacking out on if I didn’t store now.
Hunter.io: E-mail outreach vs. GDPR
This instance from Hunter is straightforward however efficient. Hunter is a device you need to use to seek out and confirm skilled emails, so it is smart to share guides on a subject that the majority of its subscribers can be considering.
Individuals who use the device to seek out contacts and ship chilly emails will undoubtedly need to guarantee they’re compliant.
Why I like this: This electronic mail grabbed my consideration as a result of it was easy and clear that it could be informative. I made a notice to come back again to this electronic mail so I may learn the included article later.
Clearscope: Your last reminder: Q&A panel invitation
Clearscope, an search engine marketing device, despatched this electronic mail as a follow-up reminder about an upcoming webinar it was internet hosting.
With the variety of emails folks get lately, it’s by no means a foul thought to ship follow-ups and reminders, particularly for occasions that individuals want to enroll in.
Why I like this: After I noticed this electronic mail topic line in my inbox, it felt like one thing I acquired from a colleague as a substitute of from an organization. The e-mail led with a way of urgency, nevertheless it additionally included the phrase “invitation,” which served as a reminder to RSVP to the upcoming occasion.
For Your Social gathering: Is This The Good Bachelorette Theme?
Again after I was wedding ceremony planning, I subscribed to emails from For Your Party, a customized celebration provide firm.
This electronic mail topic line from the model makes use of a query to generate curiosity with its subscribers. And, as we talked about earlier, posing a query is a brilliant solution to drive open charges.
Why I like this: Whereas I’m not in planning mode anymore, seeing an electronic mail topic line like this if I have been planning a bachelorette would instantly pique my curiosity.
Bloom Diet: Prime Day costs are BACK! 🎉
Whereas we cautioned towards CAPS lettering earlier, it doesn’t overwhelm this electronic mail topic line.
Bloom Nutrition lets its subscribers know that its discounted Amazon Prime Day costs are again for yet another day, so the emphasis on BACK — adopted up by a celebratory emoji — is warranted.
Why I like this: This electronic mail landed in my inbox the day after Amazon’s Prime Day (and all of its main reductions) ended. If you happen to have been like me and missed out on a sale or promotion, seeing this electronic mail would deliver a way of pleasure and encourage you so as to add to your cart instantly.
Monos: Escape to the Baja’s good shores
Baggage model Monos creates a imaginative and prescient for its subscribers with this descriptive electronic mail topic line.
If you happen to’re like me, you instantly envision your self on the seaside after studying this topic line, which is precisely what a journey model would hope to attain.
What I like: The perfect half about this electronic mail? It was despatched in January. The timeliness makes the e-mail much more attractive, as most subscribers are most likely coping with the frigid winter climate whereas dreaming in regards to the heat seaside.
Catch Extra Clicks With Catchy Topic Traces
On the finish of the day, in case your emails aren‘t getting opened, they’re not getting seen.
Your electronic mail topic line is the gateway to the remainder of your electronic mail, so it must seize your subscribers’ consideration. Experiment with totally different codecs, kinds, and lengths to determine what they’re most drawn to.
In my expertise, shorter electronic mail topic traces are likely to get my consideration as I’m scanning. However I’ll additionally open an extended electronic mail topic line if it’s from a model that I get pleasure from. My level is, each electronic mail is totally different which implies it’s value it to experiment.
Through the use of a few of our ideas, we hope you possibly can provide you with artistic and interesting topic traces of your personal. You have already got nice content material to share — now, show it in your topic line.
Editor’s notice: This put up was initially revealed in July 2016 and has been up to date for comprehensiveness.