How to Test your Subject Lines

A vital part of your campaign process should be to split test your subject lines. The process of split testing is to create two different subject lines and email them to two selected samples of your target audience, after which your measure which one is the most successful and therefore which is then the subject line you send out the remainder of your contact database.

How do you know if you have been successful?
Measuring success really depends on what the main aim is of your email campaign. If your objective is to raise awareness, brand a message or running a teaser, where you do not have a direct call to action, your measure of success will be your open rate i.e. who received your email and out of those who actually opened it.

However, if you’re aiming to drive traffic to your website or specifically targeted landing pages using links within your email, you could opt to measure the click through rate of your split test i.e. how many of those people who opened the email, proceeded to click on one of your links.

If your email campaign has one simple aim, for example, to make recipients purchase a product online or to subscribe to something like an e-newsletter on a website, you may decide to conduct more extensively into the results of a split test.
All of these different measurements will hold value in your campaign, it is simply down to you as to how much detail you wish to go into and how much time you have to allocate to testing.
Subject lines should be tested on a regular basis as what will be successful one month will not work in a couple of months time.

Make sure you carry out tests for each different campaign and at a regular frequency to ensure you always get the most out of your campaigns.

For more help with subject lines why not call one of the team at Mail Magic on 0845 1770508

By Emily Adams
Tuesday, 11 October 2011 12:16
Catagory: Delivery
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