Key Takeaways:
- Specific details in email subject lines significantly improve response rates.
- Statistics and percentages make claims more believable to prospects.
- This principle applies to headlines, body copy, and subject lines.
- A subject line with a concrete gain percentage outperformed a vague urgent message.
- The specific subject line achieved a much higher click-through rate than the generic one.
- Testing and data-driven optimization help avoid mediocre email performance.
Specific details get a better response.
Your prospects want to see proof of your claim – in the form of statistics and percentages.
This applies to your headlines, your body copy, and your email subject lines.
Take a look at the following test I ran for an email campaign for an investment newsletter client:
Subject line A: [Urgent] Fast-moving profit from new energy “revolution”
Subject line B: Lithium revolution – now underway – could deliver 744% gains
Which subject line do you think did better?
If you guessed B, you’re right.
“B” got a 10.8% click-thru rate, compared to a 2.54% click-thru rate for “A.”
If you’d like to talk to me about creating powerful, response-boosting subject lines for your emails, give us a call at 615-933-4647 or email Michael at [email protected].
We have tested over 10,000 variables to help us increase response and avoid mediocrity.
FAQs:
Q: What is the main takeaway from this test?
A: Email subject lines that use specific details and statistics generate higher response rates.
Q: Why do prospects respond better to specific subject lines?
A: Specific numbers and percentages provide proof and make claims more credible.
Q: Does this principle apply only to subject lines?
A: No, it also applies to headlines and body copy throughout marketing messages.
Q: Which subject line performed better in the test?
A: The subject line that included a specific projected gain percentage performed better.
Q: How much better did the specific subject line perform?
A: It achieved a 10.8% click-through rate compared to 2.54% for the vague subject line.
Q: Why is testing subject lines important?
A: Testing reveals what actually drives engagement and helps avoid mediocre results.
Q: How can marketers improve their email performance over time?
A: By continually testing variables and using data-driven insights to refine messaging.
About Craig Huey:
Craig Huey is President of Creative Direct Marketing Group (CDMGinc.com), a 30-year leader in direct response advertising and multi-channel marketing. Under his leadership, CDMG has:
- Tested more than 10,000 digital marketing variables.
- Mailed over 10 million pieces of direct mail in the last year alone.
- Won more than 120 awards for marketing excellence.
Craig is also the publisher of Direct Marketing Update, the trusted newsletter for company presidents and marketing directors looking to maximize ROI with cutting-edge, accountable advertising strategies.
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