How the tone of the subject line
impacts the overall engagement
Experiment #2249
onlineforlife.org
Subject Line Tone
Control
Background:
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•
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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:
•
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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