Results: Which Email Subject Line Converted Best?

"Give Your Career a Little Love"

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"Your online match is here:"

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Which Email Subject Line Converted Best?

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Difference Between Versions:

Version A: Conversational subject line – “Give Your Career a Little Love”
Version B: 
Transactional subject line – “Your online match is here:”


Key Performance Indicator (KPI): 

Open rate, click to open rate, unsubscribe rate


Test Goal:

Increase the number of people opening and clicking email

 

Traffic Source: 

All: direct, search, referral, organic, paid, affiliate, email list, and social

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Test Run By

Western Governors University (WGU)

Test Run For

Western Governors University (WGU)

Test Run On

Marketo

WINNING VERSION

B

Poll Results - The Best Guesses:

Which Email Subject Line Converted Best?

  • Version A
  • Version B
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Test Details:

Western Governors University (WGU) an American online educational institution, conducted this smart subject line test in-house for Valentines Day.


Background:

Wanting to know what would get readers opening the email, the testing team drafted four email subject lines — each with a slightly different twist.

The first two subject lines were conversational in nature. They stated:

  • “Give Your Career a Little Love”
  • “Show Your Career a Little Love”

These “feel good” subject lines were formatted in Title Case. They only difference between them was one started with the verb “give.” The other started with the verb “show.”

The next two subject lines took a more transactional, or business-like approach. They stated:

  • “Your online match is here”
  • “Your online match is here:”

These more matter-of-fact subject lines were formatted in Sentence case. The only difference between them was that one version ended with a colon.

Pondering the power of punctuation, the team wondered if adding a colon would impact results.


 

 

Poll Results - The Best Guesses:

Which Email Subject Line Converted Best?

  • Version A
  • Version B
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