A/B test to discover if having a unique newsletter subject line will increase campaign open rates and click-throughs.
Content-specific newsletter subject line out-performs generic subject line.
In this experiment, we tested whether the subject line of our newsletters would have an effect on open and click-through rates. For years, Mockingbird’s newsletters have used the same subject line – Mockingbird Marketing: From Around the Blog. We tested this against subject lines which were specific to the content being shared in the newsletter. This A/B test was performed on 7 of our weekly newsletters.
The specific subject line beat “Mockingbird Marketing: From Around the Blog” with an average open rate of 15.74% (vs. 13.56%) and an average click-through rate of 2.34% (vs. 1.93%). With an audience of 1,033 (split in 2 for the A/B test), the specific subject line resulted in about 15 more site visits (click-throughs) than the generic subject line over the course of the experiment.
|Subject Line||Open Rate||Click Rate|
|Mockingbird Marketing: From Around the Blog||14.70%||3.10%|
|When We’re Happy to See Clients Go…||17.50%||3.50%|
|Mockingbird Marketing: From Around the Blog||14.40%||0.80%|
|Creating a Content Development Plan for Law Firms||17.10%||1.60%|
|Mockingbird Marketing: From Around the Blog||13.10%||2.30%|
|The 4 Best Ways to Optimize for Local||16.00%||4.70%|
|Mockingbird Marketing: From Around the Blog||12.00%||1.20%|
|Yes, You Need Call Tracking||16.70%||1.20%|
|Mockingbird Marketing: From Around the Blog||11.60%||2.30%|
|3 Ways a Scholarship Can Help Your Firm (And How to Organize One)||15.80%||2.30%|
|Mockingbird Marketing: From Around the Blog||14.20%||1.50%|
|Data is Useless Without Insights: Four Indicators You Should Know||10.90%||1.20%|
|Mockingbird Marketing: From Around the Blog||14.90%||2.30%|
|BEDLAM Named One of the Top 11 Legal Conferences Lawyers Need to Attend||16.20%||1.90%|
|Average – Generic||13.56%||1.93%|
|Average – Specific||15.74%||2.34%|