Creating good, compelling broadcast email is tough. So, hedge your bets. Test subject lines, messages, and even the FROM person on small samples – and when you find one that works, go big.
The Dean campaign used this to marvelous effect. We just happened to be signed up on their list with three addresses (don’t ask). Back when Bill Bradley endorsed him, we noticed three very different subject lines on the same message in our inbox.
- Breathing New Life Into Our Democracy
- The Best Thing to Happen to Democracy in Decades
- Why I Joined
How small a sample can you use and still get reliable results? Use a Sample Size Calculator and get your answer.
(Thanks to TargetX’s excellent newsletter on email broadcasting for the calculator tip. Once a week, one minute to read. Great stuff.)
Posted on May 12, 2004 in email strategy | See full archives
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