Keeping in touch with your customers and expressing your appreciation should be at the top of your to-do list, now that this down economy has sparked such fierce competition.
Many marketers accomplish this by offering a discount for future purchases in their thank-you emails.
Here’s how a large florist with an online presence decided to test their approach:
Subject line A: Thank You for Making Us Your Florist of Choice
Subject line B: 15% Off—Our Way of Saying Thank You!
The results might surprise you. The opening rate for subject line A was 25% higher than B’s…even though the offer wasn’t mentioned. But that’s not all you need to know.
When it came to click-through rates and sales, subject line B outperformed A quite well. Here’s a breakdown:
| Subject line A | Subject line B | Relative Difference | |
| Unique click-throughs: | 10.11% | 16.21% | 60.34% |
| Sales amount | $4,717 | $7,637 | 56.18% |
Why do you think B beat A? Email your thoughts to inquire@cdmginc.com. I’ll share some reader responses in the next issue.
(Be sure to check out the sidebar for reader responses to our last Testing corner!)
