An Oct 13th article of DirectNewsline quoted e-PostDirect's
new findings. I thought you'd find them interesting:
Doing an e-mail campaign? Putting the word "free" along
with the offer in a subject line is a definite plus, no matter what
you've heard.
In fact, e-Post Direct discovered that in a six-week e-mail test it
ran recently. "The free-offer subject line lifted response rates by
26%," said Michelle Feit, president of the e-mail marketing list
company.
The subject line, "Free direct mail encyclopedia" beat
out the benefit subject line, which said, "Boost sales, increase
profits and expand marketplace awareness."
E-Post Direct conducted the test earlier this year, e-mailing out
some 150,000 pitches in all. Recipients were a VNU business audience.
"We saw that by testing all these different segments and
learning what is the best subject line, day to mail and copy and design
to use, we could actually lift our results by 180%," Feit said.
"Those variables have a real effect on the success of a
campaign."
COPYRIGHT 2003 Sarah Stambler's Marketing with
Technology News Reproduced with permission of the copyright holder. Further reproduction or distribution is prohibited without permission.
Copyright 2003, Gale Group. All rights
reserved. Gale Group is a Thomson Corporation Company.
NOTE: All illustrations and photos have been removed from this article.