subject lines tested

Subject Lines Tested: How to write subject lines that double your clickthrough rate

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Today’s team

Dr. Flint McGlaughlin Managing Director

Daniel Burstein Director of Editorial Content

Ashley Hanania Research Manager

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Experiment: Background

Background: Copyblogger and MarketingExperiments Blog audiences competed in writing high-performing subject lines. Three subject lines were chosen from each audience. Goal: To increase clickthrough rate Primary Research Question: Which email subject line will generate the highest clickthrough rate? Approach: A/B split test

Experiment ID: Audience Subject Line Test Location: MarketingExperiments Research Library

Research Notes:

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Experiment: Design

Subject Line T1

Subject Line T2

Subject Line T3

Subject Line T4

Subject Line T5

Subject Line T6

Subject Lines Email (Same body copy) Landing Page

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Experiment: Email Copy Top of Email

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Experiment: Email Copy Bottom of Email

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Experiment: Treatments

Copyblogger Subject Lines

Treatment #1: Quarterbacks aren’t the only changes being tested in Denver Treatment #2: A scientific way to increase your conversions Treatment #3: Do your landing pages pass this test?

MarketingExperiments Blog Subject Lines

Treatment #4: [Optimization Summit] 3 Days to a Better Website ($300 Off Coupon Inside!) Treatment #5: Learn 3 Tips that made 10,000 landing pages extremely successful Treatment #3: Optimization Summit 2012 --Speaker’s List Up Now! + Save $300 Today

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Subject Lines CTR Rel. diff Stat. Conf

T1 – Quarterbacks aren’t the only changes being tested in Denver

0.32% - -

T2 – A scientific way to increase your conversions

0.51% 57.9%

T3 – Do your landing pages pass this test? 0.73% 105.9%

T4 – [Optimization Summit] 3 Days to a Better Website ($300 Off Coupon Inside)

0.37% 14.8%

T5 – Learn 3 tips that made 10,000 landing pages extremely successful

0.66% 105.2%

T6 - Optimization Summit 2012 – Speakers List Up Now! + Save $300 Today

0.40% 24.9%

106% Increase in Clickthrough Rate Treatment #3 generated a 105.9% higher clickthrough than treatment #1

Experiment: Results

99%

99%

69%

99%

90%

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Subject Lines CTR Rel. diff Stat. Conf

T1 – Quarterbacks aren’t the only changes being tested in Denver

0.32% - -

T2 – A scientific way to increase your conversions

0.51% 57.9%

T3 – Do your landing pages pass this test? 0.73% 105.9%

T4 – [Optimization Summit] 3 Days to a Better Website ($300 Off Coupon Inside)

0.37% 14.8%

T5 – Learn 3 tips that made 10,000 landing pages extremely successful

0.66% 105.2%

T6 - Optimization Summit 2012 – Speakers List Up Now! + Save $300 Today

0.40% 24.9%

106% Increase in Clickthrough Rate Treatment #3 generated a 105.9% higher clickthrough than treatment #1

Experiment: Results

99%

99%

69%

99%

90%

What you need to understand: By clarifying the value of the next steps in the process, treatment #3 generated a 106% higher clickthrough rate than treatment #1.

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So you think you have a good lead gen page?

Enter your landing page at MarketingExperiments.com/LandingPageContest

for a chance to win: LPO Online Course

LPO Benchmark Report

http://www.marketingexperiments.com/blog/research-topics/landing-page-optimization-research-topics/lead-gen-landing-page-contest.html

http://www.marketingexperiments.com/blog/research-topics/landing-page-optimization-research-topics/lead-gen-landing-page-contest.html

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SECTION 1: The purpose of a subject line

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F Key Principles

What We Learned

a. Simply getting the viewer’s attention with a subject line will not produce a significant result. We must understand the functional purpose of our subject line: converting attention into interest.

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Converting Attention into Interest

Subject Line

Button

Getting Attention

Building Interest

Image

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Attention-getting Subject Lines

Quarterbacks aren’t the only changes being tested in Denver [Optimization Summit] 3 Days to a Better Website ($300 Off Coupon Inside)

Not this …

Attention captured with Tim Tebow reference Attention captured with brackets and parentheses

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Interest-building Subject Lines

Learn 3 tips that made 10,000 landing pages extremely successful Do your landing pages pass this test?

... but this

Attention converted into interest with “Learn 3 tips” Attention converted into interest with “pass this test?”

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SECTION 2: The connection between subject lines and value propositions

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F Key Principles

What We Learned


b. To build interest, we must understand the connection between our subject line and our value proposition.

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Process-level Value Proposition

1

3

2

Question: Why should [PROSPECT A] buy from you rather than any of your competitors?

Question: Why should your ideal prospect buy from you rather than any of your competitors?

Question: Why should [PROSPECT A] buy this product rather than any other product?

Question: Why should [PROSPECT A] click this PPC ad rather than any other PPC ad?

Prospect B

PRODUCT

#3

PRODUCT

#4

PRODUCT

#1

PRODUCT

#2 PRODUCT

#3

PRODUCT

#4

PRODUCT

#2

PRODUCT

#3

PRODUCT

#4

Primary Value

Proposition

Conversion steps associated with a specific product

PRODUCT

#2

PROSPECT-LEVEL

PROCESS-LEVEL

PRODUCT

#1 PRODUCT

#1

PRODUCT-LEVEL

Learn more here: bit.ly/VPSpectrum

http://bit.ly/VPSpectrum

http://bit.ly/VPSpectrum

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Process-level Value Proposition

(M)YES

(U)YES

(M)YES

(M)YES

(M)YES

(M)YES

(M)YES

Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.XXXXXXXXXX.com/Business

PPC Ad

Landing Page

Sales Call

The process-level value proposition is the reason they should progress in the micro-decision funnel to the next step.

Learn More Here: bit.ly/InvertedFunnel

http://bit.ly/InvertedFunnel



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Process-level Value Proposition Button Example

Submit

VISITOR’S MIND

Value

Cost

V-

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Submit Click Here

VISITOR’S MIND

Value Cost

V- VØ

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Submit Click Here Get Free Access

VISITOR’S MIND

Value

Cost

V- VØ V+

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Process-level Value Proposition Subject Line Example

VISITOR’S MIND

Value

Cost

V-

No Castles in the air for you

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VISITOR’S MIND

Value Cost

V- VØ

Mobile can help manage your money


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VISITOR’S MIND

Value

Cost

V- VØ V+

Mobile can help manage your money


Enjoy Over 2,000 Internet TV Channels!

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Process-level Value Proposition Inbox Example

? Which would you open first?

Inbox Screenshot

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Value Proposition Session at Optimization Summit

Learn about value proposition with Dr. Flint McGlaughlin at the pre-Summit Workshop in Denver. MECLABS.com/ OptSummit

http://meclabs.com/optsummit



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SECTION 3: The checklist for maximizing the force of a subject line

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F Key Principles

What We Learned



c. To intensify the force of the process-level value proposition in our subject lines, we can employ a useful set of research-based criteria …

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? How can I consistently write subject lines that double my projected clickthrough rate?

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To help us write effective subject lines, we developed this four-part checklist of elements that impact the force of a subject line’s process-level value proposition.

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ITEM #1: Is It Clear?

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For the ideal prospect to act on the process-level value proposition of your subject line, they must first comprehend the intended message. To ensure they understand, we can utilize the following clarity checklist:

Is the main point emphasized?


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To emphasize the main point in any subject line, we must utilize point-sensitivity By making our subject lines point-first or point-last, we utilize the psychological principles of primacy and recency.

ITEM #1: Is It Clear? Is the main point emphasized?

Not this … (point middle)

… but this (point last)

Do Your Landing Pages Pass This Test?

Optimization Summit 2012 – Speakers List Up Now! + Save $300 Today

66% IN CLICKTHROUGH

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To emphasize the main point in any subject line, we must utilize point-sensitivity By making our subject lines point-first or point-last, we utilize the psychological principles of primacy and recency.

ITEM #1: Is It Clear? Is the main point emphasized?

Not this … (point middle)

… but this (point first)

Learn 3 tips that made 10,000 landing pages extremely successful

[Optimization Summit] 3 Days to a Better Website ($300 Off Coupon Inside)

70% IN CLICKTHROUGH

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Are the qualifiers precise?


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ITEM #1: Is It Clear? Are the qualifiers precise?

Precise qualifiers help to cement the value of the subject line into the mind of the customer.

Not this …

… but this

[Optimization Summit] 3 Days to a Better Website ($300 Off Coupon Inside!)

A scientific way to increase your conversions. 37% IN CLICKTHROUGH

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ITEM #1: Is It Clear? Are the qualifiers precise?

Precise qualifiers help to cement the value of the subject line into the mind of the customer.

Not this …

… but this

Get An Instant AdWords Performance Report (It's On Us)*

Ernie, A Special Offer for REAL SIMPLE readers*

*Live Optimization Submissions

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Is the language simple?


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ITEM #1: Is It Clear? Is the language simple?

For maximum clarity, we must use words that can be instantly understood by our ideal prospect.

Not this …

… but this

30% Of Physicians Are At Risk - Don't Wait Until It's Too Late!*

No Castles in the air for you…*

Pop-culture reference that is not widely known


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ITEM #1: Is It Clear? Is the language simple?

For maximum clarity, we must use words that can be instantly understood by our ideal prospect.

Not this …

… but this

Don't Forget Mom! – Free Mother’s Day Shipping*

Turn your iPads into clickers with LanSchool*

“Clickers” should be replaced with “remotes”


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Is the wording concise?


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ITEM #1: Is It Clear? Is the wording concise?

Not this …

… but this

Our gift to you -- FREE Shipping or No Service Charges

Free Shipping or No Service Charge! Limited time offer!

21% IN CLICKTHROUGH

Concise wording is critical to producing clarity in the minds of our customers. It is important that we use the correct amount of words — no more, no less.

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Quarterbacks aren't the only changes being tested in Denver

Not this …

… but this

Denver’s testing more than quarterbacks

Too many words


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Denver’s testing quarterbacks…

Not this …

… but this

Denver’s testing more than quarterbacks

Too few words

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Subject Line: No Castles in the air for you Audience: Distributors of the products Objective: Get recipients to click the link to the PuzzlerPromo

ITEM #1: Is It Clear? Live Optimization

http://bit.ly/thebestintest

http://bit.ly/thebestintest

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ITEM #2: Is It Appealing?

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For the ideal prospect to act on the process-level value proposition of your subject line, they must find the offer appealing. To ensure appeal, we can utilize the following checklist:

Is the message relevant?


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ITEM #2: Is It Appealing? Is the message relevant?

Not this …

… but this


A scientific way to increase your conversions.

57% IN CLICKTHROUGH

Irrelevant messaging

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Not this …

… but this


Do your landing pages pass this test?

106% IN CLICKTHROUGH

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Is the desire urgent?


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ITEM #2: Is It Appealing? Is the desire urgent?

Not this …

… but this

A scientific way to increase your conversions

Do your landing pages pass this test? 31% IN CLICKTHROUGH

Suggests other (easier) ways to increase your conversions

Suggests a simpler standard to judge your landing pages with

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ITEM #2: Is It Appealing? Is the desire urgent?

Not this …

… but this

Vote for the Next TrainSignal Webinar | Register and Watch On-Demand*

Upcoming Webinar - Virgin Atlantic reveals its 7 secrets to e-Invoicing success*


If the audience can watch it On-Demand, there is less reason to click now

A big brand revealing secrets in an upcoming webinar invokes a higher sense of urgency

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Is the issue important?


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Not this …

… but this

Optimization Summit 2012 – Speakers List Now Up! + Save $300 Today

Learn 3 tips that made 10,000 landing pages extremely successful 31%

IN CLICKTHROUGH

ITEM #2: Is It Appealing? Is the issue important?

People don’t listen to speakers, people listen to people

The issue of successful landing pages is important to marketers

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ITEM #2: Is It Appealing? Is the issue important?

Mobile can help manage your money*

Not this …

… but this

Aspirin therapy pros and cons, 7 myths about calcium & vitamin D, lentil salad*


So what?

Pertinent information related to my health and well-being

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ITEM #2: Is It Appealing? Live Optimization

Subject Line: Vote for the Next TrainSignal Webinar | Register and Watch On-Demand Audience: IT Professionals, previous TrainSignal customers, previous webinar participants Objective: To get recipients to vote for a preferred webinar topic

http://bit.ly/trainsignalemail

http://bit.ly/trainsignalemail

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Subject Line: Mary Potter Hospice Invites "Name" to take the $100 Challenge Audience: Business owners in same geographical area as Mary Potter Hospice Objective: To get recipients to click on “Take the Challenge”

http://bit.ly/hospicechallenge

Live Optimization

http://bit.ly/hospicechallenge

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ITEM #3: Is It Exclusive?

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For the ideal prospect to act on the process-level value proposition of your subject line, they must know the offer is exclusive. To ensure exclusivity, we can utilize the following checklist:

Is the only-factor apparent?

ITEM #3: Is It Exclusive? Is the only-factor apparent?

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Not this …

… but this


Suggests other (easier) ways to increase your conversions

Learn 3 tips that made 10,000 landing pages extremely successful

The specific numbers imply an only-factor

24% IN CLICKTHROUGH

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Not this …

… but this

Upcoming Webinar - Virgin Atlantic reveals its 7 secrets to e-Invoicing success*


Virgin brand revealing secrets implies an exclusive news scoop

Merchant Account with REBATE*

Does not imply an only-factor

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Is the brand familiar?

ITEM #3: Is It Exclusive? Is the brand familiar?

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Not this …

… but this

IADC 2011 - Exclusive First Look at New Products, Technology, and More

Exclusive First Look at New Products, Technology, and More

Brand included in subject

8% IN CLICKTHROUGH

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Subject Line: Learn how to improve your establishment’s web presence Audience: Small Business Restaurant and Bar Owners Objective: To get recipients to click on the “Get Started Now!” button

http://bit.ly/establishmentspresence

Live Optimization

http://bit.ly/establishmentspresence

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Live Optimization

Subject Line: Enjoy Over 2,000 Internet TV Channels! Audience: Consumers 60+ years old, more rural than urban Objective: Click the “Internet TV/Radio USB Stick” link

ITEM #3: Is It Exclusive? Is the only-factor apparent

http://bit.ly/harrietcarteremal

http://bit.ly/harrietcarteremal

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ITEM #4: Is It Credible?

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For the ideal prospect to act on the process-level value proposition of your subject line, they must believe the offer is legitimate. To ensure credibility, we can utilize the following checklist:

Is the promise believable?

ITEM #4: Is It Credible? Is the promise believable?

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Not this …

… but this

Our gift to you -- FREE Shipping or No Service Charges

Free Shipping or No Service Charge! Limited time offer! 21%

IN CLICKTHROUGH

This is likely NOT a gift, and it undercuts the credibility of the offer that follows

The stand alone offer of “Free shipping or No Service Charge” is more credible

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Not this …

… but this

30% Of Physicians Are At Risk - Don't Wait Until It's Too Late!*

Aspirin therapy pros and cons, 7 myths about calcium & vitamin D, lentil salad*


Use of fear tactics without qualifying information causes unbelief … At risk for what?

Pros and cons of aspirin therapy implies a balanced piece of useful content

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Is the tone appropriate?

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ITEM #4: Is It Credible? Is the tone appropriate?

Not this …

… but this

Quarterbacks aren’t the only changes being tested in Denver…


57% IN CLICKTHROUGH

Email sent to MarketingExperiments readers accustomed to science-based messaging

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ITEM #4: Is It Credible? Is the tone appropriate?

Not this …

… but this

How Blockbuster Express grew its email list 300%

If Alfred Hitchcock wrote emails, could he grow an audience by 300%?

25% IN CLICKTHROUGH

Email sent to MarketingSherpa readers accustomed to straight-forward messaging

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Is the value specific?

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ITEM #4: Is It Credible? Is the value specific?

Not this …

… but this


Do your landing pages pass this test?

106% IN CLICKTHROUGH

Very little specificity

The specificity in “this test” credibly implies a test in the email to judge a landing page

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ITEM #4: Is It Credible? Is the value specific?

Not this …

… but this

Won't Mom Be Delighted!*

Design Your Own eBook Cover in 10 Easy Steps With Microsoft 2010*


Very little specificity

10 easy steps with Microsoft 2010

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Subject Line: Won't Mom Be Delighted! Audience: Married couples 35+ with no children Objective: To get recipients to “Shop Now”

Live Optimization

http://bit.ly/Jhhzjq

http://bit.ly/Jhhzjq

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Summary: Putting it all together

F Key Principles



c. To intensify the force of the process-level value proposition in our subject lines, we can employ a useful set of research-based criteria …

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Summary: Putting it all together


Is the point emphasized?















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