One of the critical foundations of any mature marketing organization is a commitment to testing and learning: Always be Testing (ABT) is the motto of the modern marketer.
A great place to pull your foundational strategies is the 4 Essential Email Positioning Strategies. Choose two, control as best as you can for variables such as length, and discover what resonates.
Our Test: Utility vs Curiosity
Some recent findings as background:
- Shorter subject lines are outperforming longer ones
- Utility subject lines are a safer bet, but when they hit right, curiosity can pull 3:1
Last week we released a video critique of an email The Secret to High Conversion Emails? Substraction that revealed that the key to high conversion emails is often brevity. Our subject line test:
- Curiosity: Video: How to 2X Conversions (18.2% open, 0.8% click, 6 unsubscribes)
- Utility: Video Email Critique: How to 2X Conversions (28.7% opens, 2.3% click, 0 unsubscribes)
The curiosity subject line was a real stinker. The reason? It’s not clear what you’ll find inside.
The winning utility subject line performed reasonably well, demonstrating that clearly providing value is often your safest best to drive engagement. While this is a longer subject line, it still fits within the best practice of <53 characters.
What’s Working For You?
What are some other thoughts on A/B testing? Let us know in the comments we’d love to hear from you.