This Just Tested: Subject Line in the Body of an Email – Revenue Increased by 37.20%, Visits by 22.8%

Often even a small change can have a huge impact on your conversion. This time we tested adding a subject line in the body of an email.

What we tested
We tested to see if adding a subject line to the body of an email will make any difference”. So we did. We used the same subject line from the subject line field, made it the very first thing in the body and made it bold.


The test background
We ran this test for 2 weeks on 3 different websites to make sure the result was not just a one off success, but a persistent result that could then be applied and relied on. We tagged all urls in emails using Google url builder tool so we could recognize emails with subject lines in the body from those without the subject line in the body, in Google Analytics. After the 2 week period of sending the weekly email campaign, we collected and analysed the data.

Test result
Combined revenue was increased by 37.20% and visits by 22.8%.  In the table below you can see the data for each site. This small addition to the emails increased visits and revenue on all 3 sites during the 2 week testing period.

RE: – yes = had subject line included in the body          

RE: – no = didn’t have subject line included in the body

Hypothesis
–  If your email subscribers can see the offer you promised them in the subject line reinforced again in the body of the email, you get rewarded by more clicks, which subsequently lead to more orders and revenue.

Finally, here is an example from CafePress email how this is be applied to html emails with images.

Jan Petrovic
I have 9 Years of Tremendous Experience as web analyst and Senior Conversion Specialist. I have worked on optimisation project for the second-largest store retailer in the USA (the company is also a component of the S&P 500 Index), as well as for a well-known USA fashion retailer with over 380 stores nationwide. Over the course of my career I have achieved many INSANE improvements on our client’s websites, sometimes by applying best practices, another time from findings I made during conversion audits and sometimes thinking out of the box. For one of them I have even received an award in 2012 from WhichTestOne, where after testing different emails and parts of email message we increased revenue by 303.08%. What might also interest you is the fact that my average conversion improvement is 19% and my success rate is 70%. Basically, I’m VERY GOOD at what I do thanks to my Can Do Attitude to find solutions to given problems & Experience in this field.
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