How the tone of the subject line impacts the overall engagement Experiment #2249 onlineforlife.org Subject Line Tone Control Background: • • • Partner: Media Research Center Wanted to increase engagement in the 4th email of their moneybomb Used the tactic of “fear of loss” that was validated with past experiments onlineforlife.org Subject Line Tone Treatment Changes: • • Changed the tone of the subject line to be more positive Referenced a later portion of the email Treatment onlineforlife.org Focusing the Value Prop Control Treatment onlineforlife.org 17.9% increase in open rate Subject Line Tone 17.9% increase in open rate Version Click Rate C: Concerned about the future 11.0% T1: I have hope 13.0% Relative Diff Stat Confidence 17.9% 100.0% Key Learning: ✓ A previous test indicated “fear of loss” was more influential than a positive tone. This experiment proved the previous experiment was the result of topical news than overall tone. onlineforlife.org
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