Here’s an interesting tidbit, and just in time, too, before we trip over any New Year’s resolutions. If one of your resolutions is to become a more positive person, think again – at least when it comes to email marketing and subject lines.
Based on a study completed in 2011 by Alchemy Worx, CEO Dela Quist says, “If you want people to open an email, scare them. If you don’t want them to open an email, tell them everything is fine.”
Although the study focused mostly on subject line length and open-to-click rates, Quist points out that when it comes to getting attention, there’s a tendency towards two key tactics: fear and lists. So, tongue in cheek, he makes the point that “If you are going for single proposition, don’t forget to terrify the life out of your audience.”
Thus, “7 ways to not screw up email marketing” is more compelling than “Tips for successful email campaigns” for a couple of reasons. The subject line promises multiple lessons, ideas, or tips. There is also the emotional punch – the implicit promise that this email could help the recipient keep her job!
A bit Machiavellian? Perhaps. But if the goal is to get your idea or offer read, you have to get the reader’s attention first, and a ho hum subject doesn’t cut it.
It’s an intriguing idea that’s borne out by our own experience. It appears that our “6 Mistakes that can Doom your CRM project” report has a 300% higher conversion rate than “How to plan a successful CRM project” report. It’s the same report, just a different call to action. Admittedly, a sample of one is hardly scientific, so we’ll do some A/B testing of our own and report back.
As far as your New Year’s resolution goes, it’s still okay to resolve to be a better person. Just don’t let your email subscribers in on it.