We have discussed how email subject lines can impact response rates. Knowing how important a Subject line can be, it is worth testing the effectiveness of different Subject lines. Does a shorter or longer one yield better results? Are there certain keywords that trigger a better response? So many questions. But what measurement do you use to determine which Subject line is more effective? Do you look at open rates? Click-throughs? Conversions?
Media Post’s Email Insider ponders which metric to use when testing email subject lines.
“…There is no “right” answer. It varies by business, by situation, and by intent of the test being conducted. Each of these metrics measures something different and it is critically important to understand what is-in fact-being measured when each of these metrics is used to evaluate subject line A/B split tests…” continue reading
One thing is certain, it is worth paying attention to the Subject line of your email. It’s the first thing that your recipients see. And you know what they say about first im
