PSA: I ran a split test on email subject lines for a month and the results were shocking

For a client's campaign last month, I tested two subject line styles. One was a standard benefit-focused line, 'Get 20% Off Your Next Order'. The other was a curiosity gap, 'Is your cart missing this one thing?'. The curiosity line had a 47% higher open rate over 30 days and drove 22% more clicks. I thought clear offers always won, but creating a question in the reader's mind worked way better. Has anyone else seen a big jump from switching up their subject line format?

4 comments

4 Comments

riverh492mo ago

Tried a similar test last year with a webinar invite. Our plain "Join our free marketing webinar" subject line got crushed by "The one mistake 80% of our attendees make." The question style made people wonder if they were making that mistake, so they opened it to check. Our sign ups went up by like a third, it was wild. Totally changed how I write all my subject lines now.

max_brown2mo ago

My local grocery store uses mystery discount signs for the same reason.

max22316d ago

Right?! That mystery discount thing is genius. I saw a gas station try it with "mystery fuel price" on their sign, and I literally pulled in just to see what the deal was. Didn't even need gas.

margaretramirez2mo ago

Gas stations do that too with their "cash price" signs, makes you look twice.