After relaunching one of our client’s channel eNewsletters, we decided to do some split testing on subject lines.  We’re glad we didn’t have a mouthful of tea when we read the results.

Earlier this year, we landed the contract to deliver Avnet’s channel eNewsletters.  We diligently set about redesigning their ageing layout, using best practice techniques we’ve honed over the years, and created compelling and valuable content using partner-led benefits.  Open rates increased by a few percentage points, and we patted ourselves on the back.

Then, with a few editions of the new format under our belt as a benchmark, we decided to do some split testing with different subject lines.  So, without prejudice, we came up with four different types of subject line – the first posing a question (often thought to be the panacea of subject lines); the second offering an event; the third delivering a clear business benefit; and the fourth stating the name of the newsletter alone.

Then we pressed send.  Within an hour of sending, there was a clear leader.  And within three days, one of the options had achieved a staggering 130% greater open rate than the other three (which were all lounging around at the normal open rate).

So, which subject line made us spill our coffee?  The answer…?  Plain and simple ‘Security Newsletter’.   Just goes to show, maybe we try too hard sometimes, or maybe we try to be cleverer than we actually need to be?

Like many things around in this consumerist age, things often come full circle back to an original ‘no frills’ way of doing things and this is a fine example of just that.