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Copywriting
and My Blog |
Test Your Email Subject LinesA Web Copywriting Tip by Nick Usborne Over the years I have worked on email and newsletters with a number of large companies. When the lists have been big enough I have always recommended that we test subject lines before sending to the complete list. Why? Because identifying the best subject line out of a group is perhaps the hardest of all calls. In fact, over the years, I have never been able to consistently guess which subject line will get the best open rate. There are a couple of principles to follow with every email subject line
Beyond that, you just have to test. Heres how I have done it... A couple of days before the main send, I test four or five different subject lines against 500-1,000 names each, depending on the size of the list. Twenty four hours later I check to see which line achieved the highest open rate. If you can, also check the click-through rates. Sometimes the line with the highest open rate wont be the one that ultimately brings you the highest revenues. Once you have picked your winner, use that line with the main send of your email or newsletter. Is it worth the trouble? Absolutely. I have tested newsletter subject lines where two of them appear to be very similar, but one has achieved an open rate almost twice that of the other. If you dont test, youre just guessing. Back to the Web Copywriting Tips Page...
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Related Reviews & Resources: Email Marketing Metrics Guide 2012
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© 2005 Nick Usborne. All rights reserved. |
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