(Copywriting) Best and Worst Subject Lines by Open Rate
Latest posts | Feed | By Mark Brownlow on April 18, 2006
MailChimp did an interesting exercise. They went through millions of emails delivered on behalf of clients and compared the subject lines with the open rates to see if there were any trends.
You have to be careful with interpreting such surveys, of course, because open rates are driven by other factors as well. You don't know if a high open rate is because of -- or despite -- the subject line.
So it's not as simple as copying the "best" ones and avoiding the "worst." Indeed, as the MailChimp folk point out, the results reveal that it's a question of the right tone of subject line for the right list.
In other words, what works for one kind of email doesn't necessarily apply to another kind of email. That's why testing is critical. They also note that an important issue is matching the subject line with the expectations of the audience.
Interesting stuff.
You have to be careful with interpreting such surveys, of course, because open rates are driven by other factors as well. You don't know if a high open rate is because of -- or despite -- the subject line.
So it's not as simple as copying the "best" ones and avoiding the "worst." Indeed, as the MailChimp folk point out, the results reveal that it's a question of the right tone of subject line for the right list.
In other words, what works for one kind of email doesn't necessarily apply to another kind of email. That's why testing is critical. They also note that an important issue is matching the subject line with the expectations of the audience.
Interesting stuff.
[This post brought to you by Campaigner Email Marketing]
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