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  • July 26, 2012

AM Inbox: Minimizing subject line A/B testing variables

Cross-Channel Marketing Report 2012 from Econsultancy, in association with Responsys, is a comprehensive analysis of the use of online and offline marketing channels, integration of display advertising, and use of mobile for marketing. Download.

The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

Coldwater Creek, 7/25 — Light-As-Air Layers + Shop SALE while it's HOT
Coldwater Creek, 7/25 — SHIP FREE + Light-As-Air Layers + Shop SALE!
Coldwater Creek did a subject line A/B test on this email, testing two subject lines of nearly identical length. The first subject line has two parts and focuses on the appeal of light clothing when it’s hot as well as the sale; while the second subject line has three parts and stresses free shipping at the expense of a less developed pitch on cool clothing, but also gets in the sale message. When testing subject lines, it’s always good to have a global takeaway that you can apply to future subject lines, and keeping the elements tested to a minimum—as Coldwater Creek has done here—definitely helps build those higher level learnings.

July 25, 2012 Coldwater Creek

SUBJECTIVITY SCANNER: Select noteworthy subject lines
TigerDirect, 7/25 — 24 Hour Christmas in July Sale: PC Parts, Laptops, TVs and more...ends 7/25
Avon, 7/25 — The FREE Shipping Event - CHRISTMAS In July!
JCPenney, 7/25 — Dorm, Sweet Dorm
Bed Bath & Beyond, 7/25 — Enter for a Chance to Win the Bucks Books & Beyond Sweepstakes.
Sony, 7/25 — School Essentials For Work and Play | Get the Latest Campus Standouts From Sony
NFLshop, 7/25 — Kick Off Training Camp with Giants 2012 Training Camp Gear
Ann Taylor, 7/25 — Make An Entrance...Gorgeous NEW Dresses
Disney Store, 7/25 — The Art of Tink, plus More Hot New Fashions
Target, 7/25 — BOGO 50% off is 100% awesome.

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