This is part 2 of my word alchemist post dated May 19th, 2021.
Wondering how an email article filled with valuable tips only managed to get 14% of his subscribers opening his email, my friend asked me if I could offer some advice.
I read his email. I must agree that the business tips offered were excellent and that it’d be good if more people got to read it. So, I decided to help him FOC for this since he’s a dear friend and is just starting out.
We did an A/B test with this email, meaning 50% of his recipients would receive the email with the old heading (A) and another 50% with the new one I suggested (B).
The results came back. “A” got an open rate of about 13%, and “B” got 29%.
Below are the two email subjects:
A: 7 Business Tips from the Chairman of *ABC Company
B: 7 Business Tips from the Legendary Chairman of *ABC Company
One word. Just one extra word got his email open rate to 29%.
The industrial average open rate is 18%. So you can imagine how happy my friend was.
Why and how did it work?
Like the word “Grandma”, the word “legendary” also evokes an emotion. Curiosity, awe, and respect are some of the common emotions triggered by it.
The reader doesn’t even have to know who the chairman is. The word “legendary” is good enough to do the trick.
Sometimes, you don’t have to spend money to increase sales. You just have to expand mental calories to do it. Or buy me a cup of coffee.
*The original company’s name is changed.
