Every year, MarketingExperiments’ sister brand MarketingSherpa holds its annual MarketingSherpa Email Awards as a showcase to recognize marketers who designed email campaigns that exceeded expectations.
In today’s MarketingExperiments Blog post, I wanted to share a simple subject line test from a previous gold medal winner you can use to aid your email marketing efforts.
Winning back hearts and minds one email at a time
Travelocity identified a segment of existing email subscribers who had not booked for over a year and wanted to win back that segment’s business.
The team worked with StrongMail to develop an email campaign strategy to generate engagement, and drive conversion from the lapsed set of subscribers.
The StrongMail team started evaluating previous campaigns and testing offers.
One of the elements StrongMail used to test those offers was a subject line treatment offering a 10% discount incentive to the lapsed segment.
Here were the two subject lines:
Subject Line A: “Save an additional 10% for a limited time only.” (Shorter subject line with generic offer.)
Subject Line B: “As our valued customer, get an extra 10% off for a limited time only.” (Longer subject line with the “valued customer” message.)
Subject line B outperformed subject line A by a solid 10%.
What’s also interesting here is that when the 10% incentive was tested against a 15% discount, pictured above in a second round of testing, the increased incentive did not yield a significant difference in open rates.
What you need to know
A successful email marketing campaign requires more than identifying an unresponsive list. It also involves careful research of what has worked and not worked in the past and testing new approaches to engage a slumbering list.
The Travelocity and StrongMail teams were able to re-engage a significant percentage of those lapsed customers to generate incremental revenue that would likely have been lost to competitors.