Subject lines. A topic near and dear to my heart…
I received an e-mail earlier this week from a consultant I follow – Ian Brodie – from the UK.
Ian suggests the 15 e-mail subject lines discussed in his blog post: http://www.ianbrodie.com/best-email-subject-lines/ will increase response and open rates for your e-mail sequences (if you’re not sure what I mean by sequence the graphic to the left shows a typical WUtCH [Wake-Up-the-Chill] sequence I use with clients).
Since I’m teaching you all things process, below are simple instructions in how to add subject line testing to your business development workflow.
- Select one existing production e-mail from your sequence (herein described as champion).
- Change out the subject line of the champion e-mail with a new one from Ian’s list (herein called challenger). Only the subject line, not the body of the e-mail.
- Send the champion version to 1/2 of your ideal candidates.
- Send the challenger version to the other half.
- Assess your results (opens and replies). I like to send enough e-mails so I have a high confidence that an e-mail is working (or not working). If your universe of candidates is large, shoot for 96 champion vs. 96 challenger e-mails for a 90% confidence yield in your results. If your universe is small, shoot for 30 champion vs. challenger. The 90% confidence has a higher variance on this smaller sampling size, but it should give you a decent gut feel for your results.
- Repeat steps 1-5 for the entire sequence (for the schematic above, I would perform steps 1-5 on 8-different e-mails in my WUtCH sequence).
- Share your results with team-mates or pod-members. Remember, we get smarter the more we share with others (and get their opinions) or teach others how to do something.
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