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Tested: Putting subscriber's name in subject increases clicks and open rates...

by Deepak Media
11 replies
For a very long time I used to put the name of the subscriber in the subject line thinking that it will be more personal and people will click it.

Though the change is not much, I just proved it! My email list was big enough to show some real results and here's what I got...



Please share your email marketing insights too!
#clicks #increases #open #putting #rates #subject #subscriber #tested
  • Profile picture of the author Zachary R. Skinner
    Thanks for that!

    So apparently it does make a slight difference
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    • Profile picture of the author JohnMcCabe
      Interesting result, but it hardly constitutes "Proof" of a general statement.

      Now, if you repeat the test a few times, and get similar results, I'll believe that using the name in the subject line improves opens for your list.

      The results of any single test may be statistically significant mathematically, but thy are hardly conclusive.

      On the other hand, good on you for working from your own test data rather than relying on something in a years-old ebook or something. You'll be one of the few that knows what works with your markets and what doesn't because they will have told you.

      Maybe you'll inspire some to run their own tests...
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  • Profile picture of the author Jack Duncan
    Deepak,

    Actually, this is not statistically significant. You have a 85% confidence level...You want to get to a 90-95% confidence level before making this call. However, you do have a 95% confidence level that the CTR% has been affected...but not sure if there were any variables that you were testing there...

    Great work though...on 2 fronts...building a list and testing, testing, testing.

    All the best,
    Jack Duncan
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    • Profile picture of the author Kamran
      Originally Posted by Jack Duncan View Post

      You haven't provided the Open Rate values...because we don't know how many emails you sent to each version.
      The screenshot does show that. The column that is sent shows 4856 for the first one and 4864 for the second.
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      • Profile picture of the author Jack Duncan
        @Kamran,
        Yep, you're 100% correct...the image was cut off and when I scrolled to the right, I skipped those numbers. Good eye. Updated info...

        Best,
        Jack Duncan
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      • Profile picture of the author Jack Duncan
        Deepak,
        One more tip, though you may have already done this...

        Here is a really good Sample Size calculator:
        Sample Size Calculator by Raosoft, Inc.

        You can use this tool to find out how many emails you need to send in order to determine that their responses accurately represent the population as a whole.

        So, basically, this allows you to make sure you have results that will represent your whole list, but allow you to send the better combination (assuming there is one) to the remainder of your list...so you can benefit directly from the test.

        Of course, you may have already done this...and the 10,000 subs are just a small sample of your much larger list...but just thought I would toss this out there just in case it would help.
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  • Profile picture of the author InternetSuccess001
    Yes, thanks for the info, but that is not statistically significant. Generally speaking larger sample sizes are used, and +/- 5% is accounted for error/natural deviations. So based on your list size (assuming only 1000 subscribers), it would mean something if you had more or less than 50 subscribers.

    You only have a difference of 36 subscribers, so it doesn't really mean anything right now. (I.e., they could have opened it because they were hungrier today, and maybe your other list members didn't because there was a good t.v. show on).
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  • Profile picture of the author drmani
    Originally Posted by Deepak Media View Post

    For a very long time I used to put the name of the subscriber in the subject line thinking that it will be more personal and people will click it.

    Though the change is not much, I just proved it! My email list was big enough to show some real results and here's what I got...
    Strange as it might seem, my results were the opposite - with 'name personalization'
    actually DECREASING the open rate a little. To the point that I more often DON'T
    use (firstname) in the subject - though I still use it in the salutation of my email
    message body.

    Of course, this has ABSOLUTELY NO statistical significance or value to others seeing
    my post - except to highlight the importance of testing this variable, among others

    All success
    Dr.Mani
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  • Profile picture of the author Trivum
    I've heard some marketers with big lists say recently that it doesn't matter. I believe I've heard them say they actually tested it. However, I can't remember if they gave results or not.

    One thing to consider, however, is that you might not get as many sign-ups in the first place if you ask for a name. I *think* I've heard that might be the case, but again I can't remember exactly. ... THAT would be something worth testing. I'd rather have an 8% open rate on 20,000 than 9% open rate on 15,000, for example.
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  • Profile picture of the author sharp
    Total lift appears to be 14%+ ...that is a great change (even if then open rate is similar, the click rate is the more important one, and that very is different).

    Congratulations. I hate my name in the subject line... it's the fastest way to my spam box (How many people that you KNOW put your name in the subject line? Zero.)

    Looks like I may be shamed into trying it (conversion is conversion after all). I'd like to know how many sign-ups you lost by asking for their name instead of just getting the email. Also, look to see if you have any folks named "Junk Mail" or "Spammer?" on your list. : )
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    • Profile picture of the author Tools4Success
      It might actually matter if you put the name in front of the subject line, or at the end - maybe this helps rising the effect above statistical significance.. unfortunatly my list is waay to small to do my own tests yet
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