Comments on: Email Subject Lines: Do symbols hurt email marketing response? http://www.marketingexperiments.com/blog/research-topics/email-subject-lines.html Marketing insights, answers, and research from the analysts at MarketingExperiments.com Wed, 08 Feb 2012 19:19:47 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Daniel Burstein http://www.marketingexperiments.com/blog/research-topics/email-subject-lines.html/comment-page-1#comment-2500 Daniel Burstein Fri, 12 Mar 2010 22:32:44 +0000 http://www.marketingexperiments.com/blog/?p=3413#comment-2500 Thanks for your comment David. I passed your ideas by our Director of Sciences, Bob Kemper, who was very involved in the initial research, and here's what he had to say... That’s a great point of clarification, David, thank you. Because, as you suggested, the gross revenue from an email send is based upon the total number of actual clickthroughs to the site, the revenue projections are based upon the list size (total messages sent) rather than on messages delivered, which could vary considerably with message content, ISP mix and other factors. Thanks again, David, for pointing that out. Regarding the “%” symbol vs. the word “percent”, you may very well be right. Even so, I would want to test that presumption. Remember that for many ideal customer segments, each message receives only a minute fraction of a second’s attention in visually scanning the Inbox for topical relevance. If indeed I am one for whom a 15% discount is a compelling decision factor, the word “percent” may fail to trigger the “visual reflex” that the symbol “%” does—especially to one who is thus wired—and thereby inadvertently miss the Open. So once again, David, your hypothesis could very well be right; in any event, it is decidedly test-worthy. Thanks for your comment David. I passed your ideas by our Director of Sciences, Bob Kemper, who was very involved in the initial research, and here’s what he had to say…

That’s a great point of clarification, David, thank you. Because, as you suggested, the gross revenue from an email send is based upon the total number of actual clickthroughs to the site, the revenue projections are based upon the list size (total messages sent) rather than on messages delivered, which could vary considerably with message content, ISP mix and other factors.

Thanks again, David, for pointing that out.

Regarding the “%” symbol vs. the word “percent”, you may very well be right. Even so, I would want to test that presumption. Remember that for many ideal customer segments, each message receives only a minute fraction of a second’s attention in visually scanning the Inbox for topical relevance. If indeed I am one for whom a 15% discount is a compelling decision factor, the word “percent” may fail to trigger the “visual reflex” that the symbol “%” does—especially to one who is thus wired—and thereby inadvertently miss the Open. So once again, David, your hypothesis could very well be right; in any event, it is decidedly test-worthy.

]]> By: David Hand http://www.marketingexperiments.com/blog/research-topics/email-subject-lines.html/comment-page-1#comment-2459 David Hand Wed, 10 Mar 2010 14:48:19 +0000 http://www.marketingexperiments.com/blog/?p=3413#comment-2459 My question is: Was the 56% increase in projected net revenue measured against the number of contacts sent to, or the number of emails delivered? The reason I ask this question is because logically, in my mind anyway, the number of deliveries will significantly drop due to various spam catchers put in place, whether by ISPs, email providers, or corporate I.T. departments. So if you measure against the delivered emails only, The 52% increase wouldn't give a real indication of what special characters do to an email subject line. If measured against the delivered email, then of course the more concise subject will prompt a higher open rate which will in turn (hopefully) lead to a revenue increase. I would imagine the delivery rate would have been higher, resulting in an even higher revenue increase if the same thing were said without special characters. for example “15% Off – Our Way Of Saying Thank You!” could have been put as “15 Percent Off – Our Way Of Saying Thank You”. Here you've removed the special characters of "%" and "!", but have said the same thing. My question is: Was the 56% increase in projected net revenue measured against the number of contacts sent to, or the number of emails delivered? The reason I ask this question is because logically, in my mind anyway, the number of deliveries will significantly drop due to various spam catchers put in place, whether by ISPs, email providers, or corporate I.T. departments. So if you measure against the delivered emails only, The 52% increase wouldn’t give a real indication of what special characters do to an email subject line. If measured against the delivered email, then of course the more concise subject will prompt a higher open rate which will in turn (hopefully) lead to a revenue increase.

I would imagine the delivery rate would have been higher, resulting in an even higher revenue increase if the same thing were said without special characters. for example “15% Off – Our Way Of Saying Thank You!” could have been put as “15 Percent Off – Our Way Of Saying Thank You”. Here you’ve removed the special characters of “%” and “!”, but have said the same thing.

]]> By: Alan Boyer http://www.marketingexperiments.com/blog/research-topics/email-subject-lines.html/comment-page-1#comment-2457 Alan Boyer Wed, 10 Mar 2010 13:15:35 +0000 http://www.marketingexperiments.com/blog/?p=3413#comment-2457 I don't know how many different tests you might have done. But I'd like to point out that the test line "15% Off" has other variables that might have skewed your test. Was it the "%" that made the difference or the whole measurable discount "15% Off". I've always told my clients that "using a measurable result" or a "measurable value" will increase the attention getting ability of an article title, or an email subject line. So, was your 50% increase due to the "%" or to the whole concept of a 15% discount? Did you test other subject lines with other symbols in other ways? I don’t know how many different tests you might have done.

But I’d like to point out that the test line “15% Off” has other variables that might have skewed your test. Was it the “%” that made the difference or the whole measurable discount “15% Off”.

I’ve always told my clients that “using a measurable result” or a “measurable value” will increase the attention getting ability of an article title, or an email subject line.

So, was your 50% increase due to the “%” or to the whole concept of a 15% discount?

Did you test other subject lines with other symbols in other ways?

]]> By: Mitch Lapides http://www.marketingexperiments.com/blog/research-topics/email-subject-lines.html/comment-page-1#comment-2456 Mitch Lapides Wed, 10 Mar 2010 13:13:52 +0000 http://www.marketingexperiments.com/blog/?p=3413#comment-2456 This is an excellent response. In email marketing, we are constantly facing these types of questions, and it ultimately boils down to the return. We often end up recommending copy or design options that might reduce deliverability or opens some, but if you can get more conversion from the "targeted," relevant audience with the clearer message, your return often does dwarf the reduction in some of the other metrics. Mitch Lapides President, FulcrumTech, LLC This is an excellent response. In email marketing, we are constantly facing these types of questions, and it ultimately boils down to the return. We often end up recommending copy or design options that might reduce deliverability or opens some, but if you can get more conversion from the “targeted,” relevant audience with the clearer message, your return often does dwarf the reduction in some of the other metrics.

Mitch Lapides
President, FulcrumTech, LLC

]]> By: Create and run an ezine for profit – Part 3 | Internet Marketing Affiliate Programs http://www.marketingexperiments.com/blog/research-topics/email-subject-lines.html/comment-page-1#comment-2337 Create and run an ezine for profit – Part 3 | Internet Marketing Affiliate Programs Wed, 03 Mar 2010 14:12:34 +0000 http://www.marketingexperiments.com/blog/?p=3413#comment-2337 [...] Email Subject Lines: Do symbols hurt email marketing response? [...] [...] Email Subject Lines: Do symbols hurt email marketing response? [...]

]]> By: Tim Little http://www.marketingexperiments.com/blog/research-topics/email-subject-lines.html/comment-page-1#comment-2312 Tim Little Sun, 28 Feb 2010 01:23:20 +0000 http://www.marketingexperiments.com/blog/?p=3413#comment-2312 Great Blog! I think the subject line in the e-mail is critical since it determines where you will end up in a spam filter or deleted before opened. I think the more you can personalize with demographics, geography or data about the recipient the better your chances of surviving. E-mail isn't the most effective form of prospecting but it is good for building relationships with current customers in the form of service. Tim Little Publisher, MArketingListBroker.com Publisher, MarketingListBroker.com Great Blog! I think the subject line in the e-mail is critical since it determines where you will end up in a spam filter or deleted before opened. I think the more you can personalize with demographics, geography or data about the recipient the better your chances of surviving. E-mail isn’t the most effective form of prospecting but it is good for building relationships with current customers in the form of service.

Tim Little
Publisher, MArketingListBroker.com
Publisher, MarketingListBroker.com

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