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