Subject lines often have a hefty impact on the success of an email campaign. Yet, marketers rarely have the time for a deep-dive into the psychology of turning interruption into engagement.
In today’s MarketingExperiments Blog post we’re going to take a look at how Jonathan Hosier, Senior Marketing Specialist, MECLABS, used subject line testing to increase clickthrough 18%.
But first, let’s review the research notes for some background on the test.
Background: MarketingExperiments internal testing of Web clinic invitations.
Goal: To increase the open and clickthrough rates for a Web clinic invitation.
Primary Research Question: Which email subject line will generate the highest click rate?
Approach: A/B/C single-factorial split test
When I asked Jonathan about the control, he explained the focus was on identifiers – namely the email’s primary topic and “from” field.
“In previous subject line tests, the control has performed well and enjoyed a healthy reign as a champ for quite some time,” Jonathan explained. “So, it was time put the champ to the test based on new insights from recent research.”
In Version A, Jonathan explained the idea was to test a previous assumption that more intriguing philosophical questions hold more appeal for the audience. This was based on previous subject line tests where intrigue has outperformed other subject lines.
For Version B, Jonathan decided to focus on appealing to an internal need marketers have to understand and overcome failure.
Version B outperformed the control by a relative difference of 18.44% at a 99% level of statistical confidence. Version B also saw a 6% lift in open rates over the control at a 99% LOC as well.
What you need to know
The subject line that focused on appealing to multiple internal needs – understand and meeting expectations – outperformed intrigue and simple identifiers.
Although crafting subject lines can be fun at times, the real reward does not rest in the excitement of a few more opens or clicks.
The real reward is in the new discoveries about your audience and how you can connect to their needs on a much deeper level than before.
To learn more about how you can craft subject lines to appeal to internal needs, you can watch the free on-demand MarketingExperiments Web clinic replay of “Subject Lines that Convert.”
A/B Testing for Fun and Profit [Subject Line Writing Contest] – Deadline is Dec. 10