Copy Matters: Email Split Testing

One of our top copywriters at Mindvalley, Omar, sent this out last week to our Team and I thought it would be useful for anyone out there who is involved in Email Split Testing.

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To Anyone Involved With Email Split Testing,

I’ve been noticing that we’re sometimes unable to get enough insights from our subject line test results.

Why? Because at times we fall into the trap of testing for the sake of testing. As an example, here are two of the most common types of tests that would give us NO valuable results:

The “Too Similar” Test

Variation 1: Laura wants you to see this Variation 2: Laura asked me to show you this

The “This Is Too Random” Test:

Variation 1: the book is on the table Variation 2: my chihuahua wants you

These tests are pointless because they fail to answer the single most important question that every test should tell us:

“Where do I go from here?”

Our tests need to give us a tangible insight that will help us write future emails with higher open rates and CTRs. To do this, we must always make sure that our tests follow a particular theme or template.

Here are 4 to get you started:

The “FIRSTNAME” Test:

Variation 1: {FIRSTNAME}, there’s a fly in your soup Variation 2: there’s a fly in your soup

Why it works: You’ll find out whether your list responds better to their name being in the subject line

The “Does Size Matter?” Test:

Variation 1: utterly unbelievable Variation 2: oh my god i’m in shock, that was just utterly unbelievable Why it works: You’ll find out whether your list responds better to long or short subject lines

The “Question Or Command” Test:

Variation 1: have you watched avatar yet? Variation 2: you MUST watch avatar

Why it works: You’ll find out whether your list responds better to questions or statements

The “Tease Or Sleaze” Test:

Variation 1: watch this video Variation 2: jack canfield explains the 7 secrets to success (video)

Why it works: You’ll find out whether your list responds better to vague or specific subject lines

Here are a few more things you can keep in mind:

1. Analyze your test results not just individually, but in one and six month blocks. Look for patterns that will help you interpret the long-term behaviour of your list. Remember, every email you send out is only a small piece of the big picture – your relationship with your list.
2. No singular theme will ALWAYS work for your list. For example, an initial test result that shows your list prefers a question as opposed to a statement subject line does not indicate you should change ALL your subject lines to questions! Mixing and matching is key to keeping your list engaged, so instead save your most effective templates for important emails that bring in the $$$.
3. Always remember to check the unsubscribe rate in your emails. But, do keep in mind that a higher unsubscribe rate sometimes only occurs because more people opened the email in the first place.
4. Remember to test as many types of templates as possible.
5. And… test like your life depends on it!

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