Testing your subject line could be more important than you think

Subject lines play a big part on whether the email will be delivered into an inbox, especially in Outlook!

Here’s a classic example of why you need to test a campaign before it goes out.

Whilst putting together a campaign which I’d set up to split test two subject lines, I sent myself a test. Given that we are your average business and use Outlook, one lands in my inbox, the other in my Junk folder. The only difference between the two emails was the subject line. The design and content were identical.

So easily and commonly we see campaigns that are initiated without testing the email first. Given the high adoption of Outlook in the workplace, this would have resulted in a large proportion of the target audience receiving the email in their Junk folder, all because it wasn’t tested.

So, a quick change of the Junked Subject line and I’m quietly confident that my split test should hit the inboxes of the recipients. All I have to do now is send the Subject line that is more successful to the remaining 80% of the audience and I know the campaign will get the best conversion possible. Happy days!