One of the simplest – yet highest return – improvements you can make to your email campaign is testing subject lines.
They don’t only affect open rate, by including calls to action within the subject line you can influence what readers do next – even as far as increasing their likelihood of making a purchase!
For example, one online retail client tested two subject line variants (with all other elements of the campaign exactly the same). The only difference in the subject line was that one started with ‘Shop Now’.
The email which included the ‘Shop Now’ call to action generated more than twice the sales of the email without it. The client was so surprised that they repeated the test over following weeks and found that the version with the clear call to action significantly outperformed the control every time. That’s thousands in extra sales for just two words of copy!