Subject
A/B test to discover if having a unique newsletter subject line will increase campaign open rates and click-throughs.
Result
Content-specific newsletter subject line out-performs generic subject line.
Summary
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.
Example
Data
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.
Breakdown
| 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% |