Thursday, February 19, 2015

Can subject lines affect size of average order? You bet!

You know testing subject lines is vital for on-line marketing. 

These tests can result in significant differences in open rates, click through rates and of course, orders.
         
But could they make difference in the size of the average order?  Yes!  And this can make a huge difference in your profitability.

         For a natural testosterone boosting product, I wrote two different subject lines:
         Subject: 3 reasons why most testosterone boosters fail
         Subject: Will the next great testosterone booster be unjustly banned?

The first subject line (3 reasons) was followed by an email that revealed that most testosterone boosters fail because they work too slowly…have only been tested on rats…or lack high enough dosages for fast results.

The second subject line (unjustly banned) was followed by an email that revealed that most every low testosterone solution has come under scrutiny by Big Government.  I then added that if history is any indication, the government may soon ban many legitimate natural testosterone boosters by lumping them in with steroids and unnatural hormones.  I then told readers that this new breakthrough T booster is perfect legal, over the counter, clinically tested and still available “at this writing.”

The results of this test?  Both subject lines produced similar open rates and click through rates.  But the average order of the “Unjustly banned” subject line was much higher—so it was the clear winner!