77% Open Rate: How to Write Winning Subject Lines I

Subject Lion

In addition to copy, I specialize in unsightly slapdash design.

Two months ago, Logos Bible Software’s email specialist and I had an idea:

What if we spent five minutes optimizing each email subject line before it’s sent?

We blocked out a chunk of time every day to do one thing: make every subject line irresistibly interesting. We A/B tested, took risks, and paid attention to MarketingExperiments. Our average targeted email open rate has increased by about 20%, and the average nontargeted email open rate is 30% higher. I’ll post notable winning subject lines from time to time.

Today’s line of note: an A/B test against our default subject line template.

Control: Last Chance: Discovering God’s Story

This subject line plays up the urgency of the offer and names the book’s title.

Treatment: The Whole Bible in 100 Illustrated Stories

This simply states what makes the book unique. And it got a 77% open rate—28% more opens than the control.

Takeaways:

  1. Five extra minutes of creative and critical thinking can significantly boost an email’s performance.
  2. Sometimes the moneymaking message isn’t “Get it now, before the deal is gone forever!”—even if the message is time-sensitive.
  3. A wining offer (in this case, a terrific book) helps craft a winning subject line.
  4. Test, test, test!

What factors make a winning subject line to you?

Boil Down Big Ideas

If you can shave a complex idea down to fit an easily-digestible landing page, you’re heading in the right direction.

If you can condense it further, keeping the elevator pitch above the fold, you’re even better off.

It’s tough. It’s risky. But it’s your chance to make something awesome.

Go ahead and visit. And get the FSB—it’s free.

Is Coke’s New Can Compelling or Confusing?

Good copy interprets the spirit of a brand into written word, and from a writer’s standpoint, it’s good for that brand to remain consistent. Don’t get me wrong; I’m all about some cute polar bears. Criticizing Coca-Cola’s pro-bear campaign might be treading political thin ice, but that’s my way of empathizing with them.

Yesterday I offered my friend Nathan Smoyer (@NateSmoyer) a Coke in one of their new white Christmas cans, and he quickly refused it. Why? He thought it was diet. I don’t blame him.

I consider myself an educated person, but I seldom take the time to read the names on soda cans. I know I’m grabbing a regular Coke because it’s red with white text. I avoid white cans because, well, those are diet. It was a no-brainer, until now.

Nate had a hunch that we weren’t the only ones who found this change of can a little confusing, and so we took to the Bellingham streets.

Time will tell whether or not this is a smart move for Coca-Cola. It seems unnecessary to me.

Does this look regular to you?

It’s Only Your Name

As I was driving through Nebraska this week, I stopped behind this van:

Are they possessive or what?

When I first saw this, I had to double, then triple check. “Surely, no one would be so careless,” I thought, but the text does indeed read “Lift Truck Specialist’s of KS.”

I did a little research (Google), and found that the company at this address is also called “Lift Truck Specialist of KS” and “Lift Truck Specialists of KS” in various reviews. So, which is it? I suppose I’ll have to call them up.

Attention, please. Whether you’re starting a new business or church, rebranding an existing organization,or giving birth to a child, this applies to you. Pick a name and go with it. If you have a name, stay consistent with it. If you’re McKay,don’t say “McKay’s” when speaking with your customers or employees. If you’re Bojangles’, don’t refer to your store locations as “Bojangles.”

Here’s why:

  1. You’ll make things easier on your customers. They’ll be able to communicate with you, look you up, and refer their friends to you without the unnecessary complication of figuring out what your name is.
  2. You’ll make things easier on your employees. They’ll look smarter, and you’ll look more consistent. If your employees don’t know if you’re “Specialist,” “Specialists,” or “Specialist’s,” how can they accurately represent you in writing or on the phone?
  3. You won’t have wise guys like me snickering at your billboards, labels, and vans.
And please, don’t use apostrophes to designate plurality. With very few exceptions, it’s just the wrong thing to do.

How to Say “Abiah” (and other cool things)

I’ve recently struck up a friendship with Guy Richards, CEO of Abiah (that’s a-BYE-ah, like, Abiah a drink).  Abiah is a branding firm that specializes in developing Christian brands, specifically, “building [a] brand from the inside out.” Guy has mastered the process of analyzing a brand and developing and implementing strategies that generate positive attention through social media and word of mouth. Guy is an innovator who is passionate about sharing his gifts with leading and emerging brands.

Guy is the author of a new book, Talkable, a collection of tips, pointers, and game plans for anyone looking to grow their brand through word of mouth, repositioning, and/or consumer loyalty. You can request a free electronic copy of Talkable through Abiah’s Web site: http://www.abiah.com/. Abiah’s clients include the Billy Graham Evangelical Association and Ravi Zacharias International Ministries, so if you should take Guy’s advice, you’ll be in good company.

Oh, and if you sign up for Abiah’s free monthly newsletter, you’ll see my articles featured for the next six months! I’ll be writing on humor, repositioning, trends, and new ideas. “That sounds awesome,” you say? Check it out!

“Biarticles” – Selling Your People

I am currently writing and editing content for Tennessee Temple University, which has recently undergone a significant change in leadership and direction. Just over the summer, this urban school of 300 residential students has taken on a new president, CFO, and student development structure. With the new people comes a new focus on community outreach and student retention, and such a focus demands a shift in brand image.

Before this change, TTU’s selling points included a low student/faculty ratio, low tuition, and an emphasis on Baptist teachings. TTU was selling itself.

Now Tennessee Temple is selling its people.

Their Web site celebrates incoming students, new athletes, and orientation events. They’ve brought on a photographer to fill their patch of e-real estate with pictures of actual students rather than stock images. They’re filming conversations with students and showing them in chapel services for comedic icebreakers. Now they’ve brought me on board ensure that their Web content is consistent with their new focus.

I’ve started with their student development team, which is getting a Web makeover to accompany the new changes. The dean of students, Joe, has shared his vision for the school with me and described his content needs. He wants to describe his staff while motivating Web visitors to apply. My solution: “biarticles” – half bio, half promotional article pieces.

Bios are, by nature, subject-centric and convey facts about a specific person. Promotional articles are product-centric, and usually relate the product to the reader’s needs. Biarticles do both. The TTU biarticles give the reader an understanding of the subject’s interests, passions, quirks, and goals while addressing prospective student (and parent) needs. A biarticle is, in a sense, a form of custom media that promotes an individual person (in this case, a school employee) as a feature of the product of service (education). Biarticles build rapport with your clientele by making your people relevant to them.

So keep your eyes on Tennessee Temple University’s Web site over the next few weeks for a look at some fresh, new biarticles for a fresh, new student development team!  Once they’re published, I’ll upload them here for your viewing pleasure and convenience, too.