2 builders who never spoke to each other

Make the issue recognisable before it is read

A consistent visual marker, a running number or a character in the subject line does the persuading in the second where the open is decided, which is why a plain subject can beat every hyperbolic one around it. Repetition is what lets you stop shouting, and where the list is large enough a subject-line test costs nothing to run.

The method

1. 01

   Use the same visual marker and a running issue number every time, so recognition does the persuading and you never have to oversell.

2. 02

   When every other subject line in the inbox is competing on intrigue, a deliberately plain one is the thing that stands out.

3. 03

   Consistency is the mechanism that lets you stop shouting - repeat the same signal long enough and the signal carries the message.

4. 04

   Once you have a character, put a reminder of it in every single email subject line so it shows up at the exact moment someone decides whether to open.

5. 05

   Do test where the audience is big enough and the setup costs you nothing.

What it returned

• 60%

  Author counted nine of ten subject lines in his inbox fighting on hyperbole and one winning on reputation instead; the sender reports a 60% open rate.

• 71,852

  Bourgoin created Brian the Brain rather than fronting the newsletter with her own photo, and works him into all her subject lines. The list stands at 71,852 readers and she made around $745,000 last year working solo.

• 70,000

  SparkToro does split-test email subject lines because the list passes 70,000 people and MailChimp only needs an automation plus a two-hour wait before it sends the winner.

• The sender pairs an identical popcorn emoji with a sequential case study number; the author says after fifty repetitions he is already primed to open it.

Sources

• Mascots - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · Branded Visuals Don’t just settle for a logo, create a mascot · undated
• Growth Design's 60% open rateHarry Dry · Marketing Examples · Growth Design's 60% open rate · undated
• No, I Will Not A/B Test That - SparkToroSparkToro · sparktoro.com · Fine, sometimes A/B testing makes sense. · undated