The ABCs of A/B testing | How to base your subject lines on science

 When time-starved customers are bombarded with emails every day, your subject lines can make an enormous difference in whether subscribers actually see your messages.

In fact, recent research shows 47 percent of email recipients quickly decide whether to open or ignore emails based on the subject line alone. Worse, 69 percent of readers who report email as spam are motivated to do so by how the subject line reads.

Of course, psychology plays a major role in that behavior, and researchers are continually trying to determine the parameters involved. For example, Experian last year found personalizing subject lines led to a 42 percent lift in unique open rates for the consumer products and services segment, an improvement that averaged out to 29 percent when applied across industries. However, personalization was completely ineffective in emails pitched to publishers, and it only improved opens by 1 percent when sent to media and entertainment representatives.

Because applying reader psychology to the email creation process is an inexact science, the only way to determine the most effective wording of your subject lines is often via A/B testing.

“There are limitless possible emotional combinations of language available,” observes Parry Malm on Econsultancy.com. “Knowing which work best for your audience is impossible without testing. The opportunity is to quantify emotion … then optimize based on the results … then profit from better subject lines.”

Fortunately, such testing is easy and convenient through the use of online tools.

VerticalResponse, for example, boasts an A/B testing feature that allows Pro Plan users to quickly and easily compare alternate email subject lines. Two different subject lines are sent to 25 percent of an address list, and within minutes of initiating the tests, the technology automatically sends the subject line that drew more opens to the remaining contacts, boosting the open rates for the entire campaign.

Testing options offer choices for better open rates

So how does A/B testing work? As its name implies, it helps you make decisions in your email campaign by temporarily presenting two different options to your audience, then gauging response rates to determine which option is better received. Here’s what the process generally entails:

1. Determine which factors you’d like to test. Before getting started, you need a good handle on the subject-line variables you’d like to compare. Industry research in that regard is valuable, but you often can’t determine what will work best for your specific audiences and circumstances without going directly to the source.  To think about elements to compare, consider the questions that have occurred to you as you’ve tried to finesse your subject lines in the past. For example, you may be wondering:

• Are short or long subject lines more appealing?
• How would my audience respond to numbers and dollar figures?
• How would recipients react to their names in the subject line?
• How much other customization is advisable?
• Should my subject line be phrased as a statement or question?
• Are exclamation points OK?
• Should I use industry jargon or more colloquial terms?
• Will humor be well received, or should I maintain a straightforward tone? Once you’ve established your most burning questions, you can create a spreadsheet allowing you to record and compare results.

2. Establish logistics. In designing your test structure, you must establish ground rules so results aren’t skewed; that way, you gain real, scientific insights. Aim to control as many extenuating variables as possible. For example:

• Your test groups should be equal in number.
• Your tests should run for an equal time interval.
• The tests should go out at the same time of day. Run your tests as frequently as you’d like. After the completion of each, you can fill in the results on your spreadsheet, after which you can take them up for consideration when crafting future emails.

Some common variables

As mentioned, you’ll need to decide which variables are most relevant to your campaign. However, you may want to be aware of research already conducted and how that might affect your own testing. You might also consider the following best practices in getting started:

• Question versus statement
  Sources differ on the advisability of incorporating question marks into your subject lines, but many recommend against it on the grounds the recipient may not open the email if his immediate mental answer to your question is negative. One source recommends instead making the subject line a statement, like “Question about your career,” which could prompt the reader to click to learn the nature of the question.
• Short versus long Brevity is of the essence when trying to appeal to busy consumers in a world vying for their attention. One study found subject lines of six to 10 words gleaned the most opens (21 percent), followed by those with zero to five words (16 percent) and 11 to 15 words (14 percent). Note 68 percent of emails are opened on mobile, and most mobile devices display only four to seven words of subject lines.
• Humorous versus straightforward That depends heavily on your target audience and whether it veers toward the conservative. Obviously you should stay away from anything that’s offensive, but in general, audiences respond positively to clever lines that are unexpected or make them smile. One study also points to much higher open rates for subject lines readers view as original. Still, overly ambiguous lines may lose you fans; one source points to 56 percent better open rates for messages that are very clear as to their intent.
• Emojis versus no emojis
  Salesforce reported last year on the increased use of characters and emojis in subject lines, estimating some 2 percent of B2C subject lines included them last year. “Using special characters and emojis in subject lines may seem gimmicky or silly,” advises Chad White in the report. “However, adding these visual elements to subject lines has proven quite effective for some brands, which should come as no surprise since adding images to tweets, blog posts or just about any other media also improves response.”
• Personalization versus no personalization
  Research differs on the extent to which personalization improves open rates. But most analysts believe it’s a good concept to embrace as consumers increasingly expect big data to help customize their business transactions. “Consumers expect their interactions with a brand to be dynamic and personally relevant,” notes Shelley Kessler on MarketingSherpa.com. “A brand that recognizes a subscriber by name in the subject line of an email is able to establish an immediate, personal connection with that subscriber, and that is reflected in our research.”

Recommended reading: Our Vice President of Product, Thomas Fanelli, gives readers five ways to to get started with personalization.

Also worth your consideration

Recent research points to the following other helpful information as you attempt to create meaningful subject lines for your emails. However, we still recommend testing these concepts on your own to determine whether they hold true for your audiences and circumstances.

• Email opens decrease 19 percent when the word “newsletter” is included in the subject line.
• Emails with no subject line are opened 8 percent more often than those with a subject line.
• Emails with “FW:” (denoting forwarding) in the subject line are opened 17 percent more often.
• Text that creates a sense of urgency and exclusivity improves open rates 22 percent.
• Using the words “daily” or “weekly” in subject lines boosts open rates, whereas the word “monthly” is detrimental.
• Subject lines that simply describe email content are more effective than those including a hard sell or call to action.
• Subject lines incorporating the word “free” are opened 10 percent more often.
• Other words that often perform well in subject lines include “content,” “video,” and “news.” Words that typically do more harm than good include “perfect,” “good,” “donate,” and “report.” 
• Certain words in subject lines are more likely than others to derail your email to spam; learn some of them here.
• Subject lines incorporating passive words perform up to 14 percent better than those with active words.
• Fewer than 1 percent of B2C subject lines include hashtags, which can deter opens but are nevertheless useful in pointing traffic toward social media campaigns. “Hashtags let you tap into big ideas and themes,” notes Chad White at Salesforce. 

Recommended reading: See more magic marketing words you should be using.

Ready to get started? A/B testing requires some thought, but it can help narrow down your email marketing strategy so you can take maximum advantage of one of the least expensive and most effective marketing tools available.

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20 powerful marketing words & phrases that sell or repel

Words have power; we all know that. But do you know which marketing words encourage subscribers to act, customers to buy, or donors to give? We read through dozens upon dozens of emails and compiled a list of “sales-boosting” marketing words and a list of “sales-deflating” terms. Keep these lists handy the next time you craft an email or social post.

Boost sales with these powerful marketing words:

1. Sale – It’s the Old Faithful of marketing words. While a lot of businesses use the word “sale,” it has the power to motivate customers. Who doesn’t love a good deal?

2. Off – If you can offer your audience an incentive like “50% off,” or “$25 off your next $75 purchase,” you’ll pique interest quickly and give customers added incentive to buy. Take a look at the Coach offer below.



3. Now – This handy word encourages people to act. It creates a sense of urgency. Usually “now” is used as part of a call to action. Examples include: “Shop now” (see above!), “Act now,” and “Subscribe now.”

4. New – Customers are intrigued by the newest gadget, product, or offer. It’s an attention-grabbing word that’s effective in emails.

5. Best sellers – People like knowing what items or services are popular, so creating a list of best-selling products is a great way to capture additional sales. After all, word of mouth is still one of the most trusted influences on consumer buying behavior.

Here’s an example from home goods store, Wayfair. The subject line reads, “Best-selling accent furniture to find that missing piece.” The body of the email also uses the word “best sellers.”



6. Be the first – Customers like exclusive access. Give your audience a sneak peak at new products, upcoming offers, and high-quality content.

7. Your – Words like “your” or “you” show customers that you’re thinking about them. It’s a simple, personalized touch that can go a long way to increase sales. Take a look at the three subject lines below. Each one includes the word “your” or “you.”



8. Thank you – A little goes a long way. Show your customers a little love by showing your appreciation. When you reach a new goal, thank your customers with a new deal, host a customer appreciation event, or send a kind email thanking new subscribers for signing up.

9. Remember – Your customers are busy, so it’s always a good idea to send reminder emails. Maybe you want to remind customers about an event or to use the reward points that they’ve accumulated. An example is, “Remember, you have three hours left to redeem your offer!”

10. Tips – Everyone can use a little help once in a while. Send emails that are full of tips to help your customers use your product or improve their business in some way.

10 Words that can deflate your sales:

1. Hurry – Yes, you want to encourage customers to act fast, but this word is overused and doesn’t pack as much punch as “Act now” or “Limited-time offer.”

2. Look inside – These two words are commonly used in subject lines. It’s stating the obvious. Of course, the recipient has to look inside to read the content or claim the deal. Skip these two words, and just get to the point.

3. Guaranteed – Nothing in life is guaranteed, so it’s best to stay away from this word. You can back your product or service with statistics, testimonials, or your word, but refrain from using this blacklisted term.

4. Groundbreaking – Much like “guaranteed,” “groundbreaking” is a term you want to steer clear of. While it may sound impressive, it’s not as helpful as you might think. Unless you’re selling jackhammers, or have indeed created a brand-new technology or offering, “groundbreaking” is just another buzzword customers have learned to be wary of.

5. Huge – Every sale and event is huge. Think of alternatives to use. For instance, “Our Biggest Sale of the Year,” is more descriptive.

6. Cyberspace – It’s not 1980. If you refer to the Internet in any way, avoid outdated terms like “cyberspace,” or “information superhighway,” unless you’re being ironic.

7. Hassle-free – Sure, the phrase seems positive, but you’re still associating the word “hassle” with your business or brand. Not a good idea. Go with “easy” instead.

8. Once in a lifetime – Cliché, and typically untrue phrases like this don’t help your sales. Be original.

9. Final days to save – This phrase is vague. How many days are left in the sale? Give your customers a specific time frame on all deals.

10. SAVE UP TO 25% RIGHT NOW!!! – There are two red flags in this statement. For starters, don’t use all caps; it makes people feel like you’re screaming at them. Keep your punctuation to a minimum, too. The sale isn’t any more enticing with three exclamation points.


Do you have a go-to marketing word that stimulates sales through email? Or do you have a list of marketing words that are pet peeves? Check out our most overused words in PR and Marketing, and the worst email subject lines, ever, to see if they’re included.


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The 30 Magic Marketing Words You Should Be Using

Savvy business owners, copywriters, and designers know how language influences emotions and persuades action. Certain words and phrases are time-tested to boost response and conversion rates almost across the board. Of course, different motivating words and phrases work better in different situations, and it’s up to you to figure out which work best for your business. It isn’t all that difficult to figure out, though: If your intuition doesn’t tell you, your customers will. Test the following 30 “magic marketing words” in your next email, social media or blog post, on a direct-mail postcard or website to see which yields the best response.

1. You – Write as though you’re speaking to the customer and about the customer, not about yourself.
2. Because – Give customers a reason why they need to take action.
3. Free – “Because” we all like free things, right?
4. Value – This implies customers are getting something versus losing something (i.e. money when you say “cost” or “price”).
5. Guaranteed – Give customers a guarantee to minimize risk perception, so they feel they have everything to gain and nothing to lose.
6. Amazing – Customers will respond to something that is incredible.
7. Easy – Make it simple for customers to take the next step in the purchasing process, and let them know how much easier life will be with your product or service.
8. Discover – This implies there is something new and unknown to the customer, something that has supreme benefits and gives them an edge.
9. Act now – Motivate an immediate response with a limited-time offer.
10. Everything included/everything you need – This establishes that your product or service is all your customers will have to buy in order to achieve their goal.
11. Never – Point out a “negative benefit,” such as “never worry again” or “never overpay again.”
12. New – Your product or service is the cutting edge in your industry.
13. Save – The most powerful word to showcase monetary savings, or even time savings.
14. Proven – Remind customers that your product, service or business is tried-and-true.
15. Safe and effective – “Proven” to minimize risk perception for health and monetary loss.
16. Powerful – Let customers know that your business, product or service is robust.
17. Real results/guaranteed results – Your customers want results, after all.
18. Secret – Not everyone succeeds, and there are secrets to success. Let customers know you can reveal those secrets.
19. The – This implies your solution is the “end-all-be-all.” Consider the difference: “3 Solutions for Marketing Success”/”The 3 Solutions for Marketing Success.”
20. Instant –Instant access or downloads are more appealing than waiting.
21. How to – Start off with a solution so customers read the rest of your copy.
22. Elite –Your customers are among the best in the world. Invite newbies to join a highly desirable club.
23. Premium – Premium helps denote high quality.
24. Caused by – If your marketing literature builds a case for your product, transitional phrases such as “caused by,” “therefore,” and “thus” can help reinforce the logic of a purchase.
25. More – Do you offer more than your competitors? Let your customers know, because they want the best deal, after all.
26. Bargain – Because customers want a great deal, remember?
27. No obligation – Create a win-win situation for your customers.
28. 100% money-back guarantee – Again, no risk.
29. Huge – A large discount or outstanding offer is difficult to resist.
30. Wealth – If you’re selling products and services related to money, wealth is a desirable word for customers.

They key to success is to combine these words into phrases that trigger buying behavior. For example: “Get real results instantly – 100% money-back guarantee – act now!” Keep your copy short and sweet, play on emotional triggers with these words and phrases, and you’ll increase your conversion and response rates.

Ready to put your copy to action?

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