Does Your Subject Line Matter?
I sent out two emails yesterday:
- Do you ever just want to walk away?
- Fu## it
Both with the same content. Different subject lines.
Care to guess which one had more opens?
In fact, more than 23 percent more opens. And get this – 4x the clicks.
Oh, it also got more unsubscribes and “complaints” (something Aweber tracks, I don't know entirely what it means).
Bet you're not guessing any more which subject line “won” the day.
Not sure I'd do that again, but I wanted to see what would happen. I certainly didn't plan to do it – it was a spur of the moment thing.
I'm always more interested in the “un-opens” than the opens. It's important to me to know why somebody didn't open my email.
I mean, they're great and all, right 🙂
There are a couple lessons here:
- Subject lines do matter.
- Mailing a second mailing to “un-opens” always gets you more opens. And more clicks.
I've never had a case where #2 hasn't been true. Not one single time.
I have even just sent out the same email with the same subject line to the “un-opens.” Always more opens and more clicks.
Most of the time, I keep the email body the same and only change the subject line.
Could it simply be the time of day? It could. But I've sent that second email the same time the next day and I always get more opens and clicks.
What I'd like to try next is a third mailing to the folks who didn't open the second one.
This could be a way to “re-activate” a cold list. Just make sure you write interesting emails with a solid call-to-action.
Which I'm obviously NOT doing here 🙂
In other words, nothing to sell today. But I will sell you something tomorrow 🙂
Because, well, Fu## it.
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