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Case 1: A/B Tests- Email Subject Lines

Email 1 - Desire vs. Pain
Note: The demonstration of this case does not guarantee similar results.

Version A - (First Name) Voluntary departures are going to happen! Do you know the signs?
Version B - (First Name) Surprised by voluntary departures? Let's change that!
Strategy: Work on a subject line with a more positive language versus a more "negative" one (Greed/Fear) and see which one resonates better with our persona. Subject line A (superior) focuses more on fears, giving a sense of "certainty" and instigating the possibility that the reader doesn't know how to recognize the signs. Whereas the second one is a more positive copy, focusing on action and transformation.

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Result:
Good open rate even for a "warm list," with a slight advantage for the language that addresses fear/pain.
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Email 2 - Desire vs. Pain

Version A - Actions for engagement without impact? Come fix that.
Version B - Your actions for engagement may not succeed without this.
Strategy: We continue with the Greed vs. Fear testing approach. The first one appeals more to positive emotions (greed), and the second one to negative emotions (fear).
Note: This email was sent to lists that are outside the flow and usually have worse open rates.

simbolo_flecha_no_alvo (1).png
Result:
Slightly above-average open rate for the list, with an interesting advantage for the language that addresses desires.
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Email 3 - Desire vs. Pain

Version A - Remote team with low performance? Check out these tips!
Version B - What does your remote team need to avoid performance decline?
Strategy: Another test from the Greed vs. Fear line to have a meaningful sample for conclusions. Again, the first one appeals more to positive emotions (greed), and the second one to negative emotions (fear).
Note: This email was sent to lists that are outside the flow and usually have not-so-good open rates.

simbolo_flecha_no_alvo (1).png
Result:
Slightly above-average open rate for the list, with a larger advantage for the language that addresses desires.
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     What the tests can indicate:
  • Except for the first experiment, the "positive" subject lines seem to perform better.
  • Words like "tips" and "steps" appear to have a positive impact on the open rate.
  • The use of language that taps into fear can be effective when used in a subtle manner.
  • Further testing may be necessary for more conclusive results.
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