Direct marketers who do a lot of testing know that seemingly inconsequential changes can make a big difference in results.
In my last blog post, I mentioned that two-part email subject lines – with a short offer such as “+ 10% off” added at the end – are growing in popularity.
But does the order of the two parts matter? You bet! For instance, which of these do you think performed better:
Holiday Preview + Take 20% Off or
Take 20% + Holiday Preview
The very same content, with only the order of presentation reversed. You wouldn’t think it would matter much, but the second subject line outperformed the first by 30%!
Don’t assume that these results mean that the offer should always come first. As with all things in direct marketing, test.
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