Hey, it’s Ryan here…thinking about EMAIL and wondering…
How was email invented?
Well, there’s actually some controversy over this, because there are TWO competing narratives on who actually invented email.
One version says that Ray Tomlinson sent the first email message in 1971 over the ARPANET, because it was the first message to contain the @ symbol.
The other version says that a 14-year old Indian boy, V.A. Shiva Ayyadurai, working at the University of Medicine and Dentistry of New Jersey (UMDNJ) developed the world’s first Email System. The first email system was a system of interlocked parts emulating the full-scale interoffice paper mail system.
And while these two versions of history are going head-to-head…
I’d like to talk about something else that’s going head-to-head in your marketing…
Your email subject lines.
Testing subject lines is one of the fundamentals of email marketing.
And today I want to give you a peek into how WE do split testing (with examples)
Along with 3 tips for testing subject lines:
- Keep an archive of your best performing subject lines. (Yes, we do this, and no, I’m not sharing it—we keep this in a vault. I may be sharing some of it in the Next Level Mastermind in the future.)
- Pay attention and mine those subject lines for trends—common words, structure, formatting, length, punctuation, trends that point you in the right direction for what to focus on.
- Test the hypothesis—test a subject line against something radically different.
Now, here are 3 of our ACTUAL split test subject lines:
A: The Insanity of NOT Using this Technique
B: How to Increase Sales 52% With One Technique
A: The Surprising Process Behind Walt Disney’s Best Ideas
A: Are Your Best Ideas Stuck in the Basement?
B: That’s IT! We’re Going Down to the Basement…
Bonus points if you can guess WHICH of these were the winners.
Our hypothesis was that highly emotionally charged words (insanity, eureka), and exclamations (That’s IT!) would outperform things like numbers (52%) or teaser content.
And in fact…our hypothesis was correct.
Here are the winners:
Test #1: A, Test #2: B, Test #3: B
And since email is one of the fastest ways to get response…
Once you TEST subject lines and can confirm certain trends, now you can take that data and apply it to your ads, your sales page, landing pages, and more…
Making it a very efficient way to test different ideas.
Testing subject lines is one of the fundamentals of online marketing…
And it’s one of the easiest things to do.
If you’re not doing it?
You should be.
And tomorrow, I’ll be talking about ANOTHER way to leverage your emails simply by adding one short sentence.