My subject-line testing routine for every send

My subject-line testing routine for every send

Email is the cheapest split-test lab you own. Instant feedback, free traffic. I never send a broadcast without testing the subject. Routine:

— Write 2 lines from DIFFERENT angles. Curiosity vs benefit. Not two phrasings of the same idea.
— Send each to 15% of the list. Hold the other 70% back.
— Wait 2-4 hours, not 10 minutes. Opens trickle in.
— Winner by open rate goes to the remaining 70%.
— BUT: log click rate too. A clickbait subject can win opens and tank clicks downstream.
— Keep a running doc of winning angles. Patterns emerge after 20 sends.

Different angles is the whole game. Testing 'Save 20%' vs 'Save 20% today' teaches you nothing.

Go write two TRULY different subject lines for your next send. Split it.