Case Study: Test a Subject Line in 2 Minutes & Get More Clicks

Recently we did a survey on the State of Small Business, you may have received it. Our Marketing team performed a subject line test in the email. One subject line was very generic and one was a bit more specific. We split our list in half using the list segmentation tool. It took just a few extra minutes but from what we learned it was worth it.

The first subject line: Take Our Survey and Tell Us What You Think

We received 181 more opens and 35 more clicks than the following more specific subject line: Take 5 Minutes - See How Your Business Stacks Up

In this specific case it seemed to be that we had more opens and clicks from the generic subject line and more people taking our survey. This illustrates why it's important to be testing subject lines to get more opens or content inside your email to be getting more clicks.

Comments

[Henrik]

Very interesting, please keep digging the same topic, if you can. That kind of actions on your part, is one of the reasons we trust you with our newsletters.
Henrik

[Katie W.]

I think it's the inherent "feel" of the subject line that attracts people. "Let us know what you think" gives an impression of the company caring about its customers' opinions... It's inviting, and makes the reader feel empowered that they can make a difference. In contrast, "See how your business stacks up" is fairly challenging, self-focused subject line, and could be a turn off to newer businesses who aren't ready to "see how their businesses stack up." Additionally, is it just me, or does the second subject seem to have nothing to do with taking a survey? Overall, I find the second subject significantly more vague and uninviting--which would make me question whether it's worth my time to open it.

[Michelle]

Good to know...about to send my first survey. Thanks!

[wbw_Jeff]

Try 'Take Our Survey and See How Your Business Stacks Up' as a follow-up.

[Dawn Reel]

Yes, I agree with Jeff. As a New Yorker I was shocked by the second title... 5 entire minutes! While the first one sounded shorter.

I think the "see how your business stacks up" is really appealing and hope you try that again. One caveat, are a lot of folks you are emailing to nonprofits? They would prefer the word "organization." I don't know if that would be a turn off to for-profit businesses.

Thanks for the great articles!

[Donna Kastner]

Hmmm - I suspect the "5 min" piece was indeed the trouble spot, but of course, you won't know until you test further. Good advice on list segmentation tool and testing subject lines.

[Emily Reid]

Very interesting. 'Curious to dig a little further' is doing what the article suggests: testing the subject line.

[Tiffany Wheat]

THANK YOU! for getting so nitty gritty (and doing much of our work for us!) - this stuff may be boring to some, but i find it fascinating...now i just need to implement it!

[wii spiele]

Hi,
The survey's subject is pretty good for the enthusiasts related to business world.

[wbw_Jeff]

That is really interesting, especially since the second / losing subject line seemed to have the stronger benefit, i.e., 'see how your business stacks up'. I wonder if 'Take 5 minutes' was the killer.

[Todd Miller]

Do you find resending unopened emails with a different subject line increases opens and sales?

[Martin Traub-Werner]

No doubt an interesting result but can you share the stats around it? Is it statistically relevant? What was the sample size, % lift, confidence interval, etc? Thanks.

[Elizabeth Ball]

I'd be curious to dig a little further.

Did more people open "Take Our Survey..." because:
a) they didn't know how long it was going to take whereas the "Take 5 Minutes" told them (and they may have decided they didn't have the time)
and b) people love an opportunity to tell us what they think?