Test #018: Increasing Incentive through a Compelling Subject Line


PARTNER: SOURCED CRAFT COCKTAILS
COMPANY TYPE: FOOD & BEVERAGE, PERSONALIZED SERVICE
EXPERIMENT QUESTION: IF WE HIGHLIGHT OUR FREE CONTENT OFFER IN OUR SUBJECT LINE, CAN WE INCREASE INCENTIVE AS WELL AS EMAIL OPEN RATE?


Introduction:

Sourced Craft Cocktails is an Austin-based cocktail delivery service, serving the Austin, Dallas, and Los Angeles markets. They work with clients to create custom cocktails that help them tell a story behind their event, and their focus is on making memorable experiences. Be Whatever the type of event, they source all the materials needed, so that the end consumer can enjoy a high-quality cocktail without the hassle of going to five different stores to find ingredients and then trying to get proportions right.

Sourced recently launched an omnichannel campaign that targeted Office Managers in three major cities: Dallas, Austin, and Los Angeles. This campaign included a series of emails and digital advertising elements. In their very first email, they wanted to make sure they engaged a high number of individuals so that individuals who subsequently noticed a 2nd and 3rd email would be more inclined to open them. They decided to offer a 'Summer Cocktail Guide' for free. They wondered: If we highlight this free offer in our email subject line, can we increase incentive and overall open rate? 

 

 
Screen Shot 2018-09-05 at 1.54.56 PM.png

Control

This is the first email we sent to office managers, with the control subject line: "Entertaining this summer?"
 

Here are the observed results:

Control: 12,500 emails delivered, 875 opens (6.83% Open Rate)

 

 

 

 

 

 
 
Screen Shot 2018-09-05 at 1.54.56 PM.png

Treatment

This is the same email, with the treatment subject line: "Free Summer Cocktail Guide For Your Next Event."

Here are the observed results:

12,500 emails delivered, 1,098 email opens (8.18% Open Rate)


RESULT:VALID; 25% INCREASE IN EMAIL OPEN RATE 


 

Analysis: 

This experiment crossed the 95% confidence threshold, showing a statistically significant 25% increase in email open rate.

It's clear that the treatment subject line increased the audience member's incentive to open the message. In other words, the value force of the free offer significantly outweighed the cost force of opening the email and viewing the free offer.  

Concluding thoughts: 

All of us love free things, especially when they are relevant. This is important to remember when you're approaching someone who may or may not have 'bought in' to what you offer just yet. Giving them something free, with a limited cost (ie an email registration, etc.) can help create a positive image of your brand in their mind. It leaves them with something valuable in hand, without a serious obligation to follow up or inquire for more information. However, if they enjoy this free offer, you can be sure that, when the time comes, they will remember you first.

Grant Klembara