When you “follow up” with prospects, always test different assets.

Test headlines, graphics, copy, and more. Always test.

In every follow-up or conversion series campaign I create, I’m always reminding recipients that they were interested and responded to our offer. For these “follow-up emails” I always test different subject lines to see what performs best.

In a recent multichannel, integrated campaign, I tested two different subject lines for an email that followed up on our target audience to a direct mail piece.

The prospect got the direct mail piece along with 7 follow-up emails.

Here is one subject line test (magalog):

Subject line A said:

Elon Musk… Did you see this? 

The email showed a picture of the mail piece with Elon Musk on the cover of the magalog.

Subject line B said:

Has this arrived in your postal mailbox? [see page 3]

The Elon Musk magalog image and copy was the same as test A.

Which line do you think did the best?

Subject line A had “surprise value,” with a famous name to create intrigue.

Subject line B was more straightforward but created curiosity by referencing “page 3” of their magalog.

The winner?

Subject line B was more successful. It got a 10.47% click-thru rate, compared to Line A’s click-thru rate of 1.75%.

Why do you think this is? Give us a call at 615-933-4647 or email Craig at [email protected].