- including the recipient name (if possible).
- asking a question.
- using different writing styles.
- highlighting different benefits (of what’s inside).
There’s a recent article about the dramatic difference in results between the best and worst performers tested in President Obama’s fundraising emails during the presidential campaign. In short, there was a 600% performance difference between the best and worst subject lines used during their testing process. While these numbers are dramatic, they are not surprising. We see test results on a daily basis and whether it’s an email subject line or an A/B test for an ad, it’s rare that we don’t see one version performing dramatically better than the version(s) being tested against. The takeaway? If you’re not testing, you’re losing money. What are some of the most accessible testing strategies across a variety of mediums? Subject line testing in email (like the Obama effort) Even if you don’t have a sophisticated email provider (to randomize and split your lists into testable segments), you can randomize your list in Excel and then break it into an appropriate number of groups to test different subject lines to. When testing subject lines, experiment with different tactics like: