It’s the fist thing that seen so it must grab attention!If your email doesn’t grab your readers attention it is unlikely to get opened and you have just lost and wasted a load of your valuable time. For that reason, your subject line is where you should invest the majority of your effort, especially if it’s for a cold email marketing campaign you’re preparing. If you take the time to A – B split test your subjects you will soon get a good feel and idea of what is working best in your specific market place.
Here is what Vertical Response has to say on the subject:
Testing options offer choices for better open rates
So how does A/B testing work? As its name implies, it helps you make decisions in your email campaign by temporarily presenting two different options to your audience, then gauging response rates to determine which option is better received. Here’s what the process generally entails:
Determine which factors you’d like to test. Before getting started, you need a good handle on the subject-line variables you’d like to compare. Industry research in that regard is valuable, but you often can’t determine what will work best for your specific audiences and circumstances without going directly to the source.
To think about elements to compare, consider the questions that have occurred to you as you’ve tried to finesse your subject lines in the past. For example, you may be wondering:
Are short or long subject lines more appealing?
How would my audience respond to numbers and dollar figures?
How would recipients react to their names in the subject line?
How much other customization is advisable?
Should my subject line be phrased as a statement or question?
Are exclamation points OK?
Should I use industry jargon or more colloquial terms?
Will humor be well received, or should I maintain a straightforward tone?Once you’ve established your most burning questions, you can create a spreadsheet allowing you to record and compare results.
Establish logistics. In designing your test structure, you must establish ground rules so results aren’t skewed; that way, you gain real, scientific insights. Aim to control as many extenuating variables as possible. For example:
Your test groups should be equal in number.
Your tests should run for an equal time interval.
The tests should go out at the same time of day.Run your tests as frequently as you’d like. After the completion of each, you can fill in the results on your spreadsheet, after which you can take them up for consideration when crafting future emails.
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It’s spring as I write this which a great opportunity to include this fact in your next subject line. I have already written out my spring related headlines for the next couple of weeks which I know will keep my open rate pleasingly high.
Below is a spring related article I found I think you will find interesting:
Put a spring in your emails with 25 fresh subject line suggestions
Last week we discussed some of the ways to spring clean your email marketing efforts. This week we’ll work on digging up some fresh springtime subject line inspiration.
From April Fools’ to Easter to graduation, and everything in between, there’s no shortage of seasonal events to draw from for creative copy. Will retailers encourage their readers to do a little “spring cleaning” of their wardrobes and get a head start with 2017 lines? Are gardeners and landscapers sending out specials on their services for perennial blooms? Have restaurants redone their menus with the season’s freshest new produce?
Whether you’re emailing customers with a seasonal offer, celebrating an event like the Kentucky Derby or the kick-off of the Cactus and Grapefruit Training Leagues, or simply saying “Hello,” it’s the perfect time of year to put a spring into the step of your email campaigns.
25 springtime subject lines
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