Last week I decided to split our weekly events email list in two: those who had opened an email in November and those who had not. The emails were identical for each group. I used A/B testing of subject lines for them to try and get the most opens.
* One list took one subject line and the other the second one
* Opens for the openers was ~40%
* Opens for the non-openers was ~15%
* Clicks for openers was 4%
* Clicks for non-openers was 2%
* As far as what each group clicked, the results were almost identical.
* Unsubscribes for the non-openers was higher than usual while we had no unsubscribes for the openers.
I reported the above and was asked what do we do next. Earlier this year I read about some major company making a major decision: they cut loose anyone who hadn’t opened an email in the past year. They lost a big chunk of their mailing list doing it, but it was dead weight which just dragged down their open and click rates. Once they were clean, they saw a real benefit in having a healthy and responsive mailing list.
I don’t think my library will decide to be that brave. The test will run for a month. Where we’ll go from here is unknown at the moment. I’m taking it as an opportunity to experiment and get to learn more about our email readers.
If you recall which company did that cutting block job, hit me up.
I’m really quite pleased with this email. I was especially touched when my colleague said it was the best email design we’ve sent yet.
Today I manually ran my antivirus and spyware programs and they deleted my cookies. When I tried to log back into flickr, I had to manually log in. Now Yahoo claims it has no idea who I am. I went in and had it send me a way to reset my password. After having spent 10 minutes trying to come up with a password for their rigorous constraints (must have a mix of lowercase and capital letters, must have numbers and signs like @ in it) which several had all of the above, it would say “sorry your password isn’t strong enough.”
Then it directed me to try again by answering a test question. They choose a question I would have never answered, seeing as how there would be too many possible answers. However, I decided to try anyways. I was then locked out till tomorrow.
I can’t express my frustration without going to colorful language so I’ll quit now while I’m ahead. Argh.