On October 9th I posted I Hate This Study, and predicted that in thirty days it would blow away other posts in terms of open rates.
Why? Because, as the neuroscience study it referred to established, negative information and emotions are processed more readily by the brain than positive stuff.
So I tested my "Hate" title. Bummer!
After 30 days, I Hate This Study has a 59% open rate. Not bad. But seventeen articles posted after that article already have higher open rates, with the highest enjoying a 116% open rate (indicating some people opened it twice or passed it to others who opened it).
The titles of the top three opened articles in the last thirty days are:
Contrasting Web Strategies — Charity:Water
Best Nonprofit Taglines Announced
The last of which was written only nine days ago and has a 99% open rate!
Of course, there’s more going on here than negative versus positive. I’d only call one of the top three a "positive" headline.
The really important thing they have in common, confirming what all email gurus say, is that a more specific subject line — ideally one that telegraphs the content to follow — will always outperform a more cryptic or obscure or amazingly clever (but not descriptive) subject line. And I suppose it doesn’t hurt that the titles/subject lines also suggest that practical information or advice might be on the way.
[I might add the same is true of headlines in direct response print ads.]
So consider this your direct marketing lesson for today!
Tom
P.S. A lesson The Agitator regularly ignores in our determination to communicate an attitude, as opposed to being merely utilitarian!
This article was posted in: communications, copywriting, direct mail, direct marketing, Don't Miss these Posts, email marketing, online fundraising, research.
You can follow any responses to this entry through the RSS 2.0 feed.
You can leave a response, or trackback from your own site.
Validation is a beautiful thing! I have been commenting on your blogs (which I find stimulating) however the primary message in my responses is that you don’t offer “positive” feedback/ideas for organizations to incorporate in order to improve their operations. Rather you point out the negative… thus you are the Agitator. However, in a time where NonProfits are hurting, the economy is in a state of flux and their is so much uncertainty in the world, people need to latch onto hope and ideas that make a difference. Thus the handwritten thank you letter/correspondence. It’s pretty basis- people want to find the good in a situation. Look at candy sales- they are up. A quick happy fix. People crave a glass that is half full….