Tests We're Running This Month!
We've had a couple of big launches over the past month—our CMO's new podcast and our annual Trends Report, so naturally, we've been testing subject lines. Check it out!
Email Subject Lines - Podcast Launch
What we did: Our CMO Randy Frisch recently launched a brand new podcast called The Marketer's Journey where he interviews CMOs about their path to the C-suite and how they optimize their buyers' journey. As with any big launch, you best believe we A/B tested the subject line.
SUBJECT LINE A: My new podcast on how to climb in your marketing career
SUBJECT LINE B: First listen: My new podcast launches today
Why we did it: The original subject line is descriptive, sure, and would work just fine for this sort of email from Randy. But I wanted to take a lesson from the streaming greats like Taylor Swift who regularly uses streaming parties and offers fans a first listen of her new album. Could that same sort of messaging work for our CMO's new podcast?
Results: That Taylor is on to something. The "first listen" approach worked. My gut told me that people would respond better to feeling like they are part of an exclusive club or privy to a special experience that others would get access to eventually... but not yet. And the data backed me up.
Learnings: Human beings like to feel apart of something. And giving fans a first listen, first look, or early access is a great way to accomplish that. Try it for your next launch and let me know how it performed.
Email Subject Lines - Premium Asset Launch
What we did: For our annual Trends Report we tested two subject lines. The first was the one I wanted to use. It's the one I knew would work on me, and since I'm a marketer marketing to other marketers, I wanted to give it a shot. The second is the one I always make myself try, just in case. Call it a safety net but every so often I doubt my gut and A/B testing is the best way available to silence my inner critic.
SUBJECT LINE A: See what 330 marketers are focused on next year, {firstname}
SUBJECT LINE B: Get the 2020 Trends Report
Why we did it: Because there's no arguing with data, and really no harm in trying, we tried it. For each content release we launch via email, I usually put a straight-forward descriptive subject line up against one that's either more fun or personalized. I want opens and click-throughs, just like everyone else, but even when I think I know what will work for our audience, I test it to make sure.
Results: The personalized version one. But it wasn't just personalization that was the hook. Instead, I played on people's curiosity. Hat tip to Andrew Davis. And it paid off, marginally at least. While these results are nothing to write home about, I still think there's a benefit to appealing to the curiosity in all of us.
Learnings: Not every test will give you an obvious winner, but it doesn't mean you stop testing because one time, you might see something that surprises you.