How do I keep coming up with enticing subject lines multiple times daily? By knowing targeted user segments, trusting analytics and making every word count. The results? My open and click-through rates consistently and significantly rate higher than industry standards, averaging 15–20 percent above the norm.
For example, I was sending out a post-golf tournament survey for the Master Builders Association and wanted to include the phrase “19th hole” in the subject line. My first attempt was, “Breaking news from the 19th hole,” however, A/B testing showed that this particular segment responded favorably to the word “your” in the subject. And so “Your 19th hole news” gave us an open rate of almost 75 percent and a survey completion rate of nearly 70 percent. Not bad for a survey email.