Two-Click Survey Results: What is the primary metric by which you measure the success of your subject line A/B tests? - Contributors to the eec Blog | Email Experience Council

Two-Click Survey Results: What is the primary metric by which you measure the success of your subject line A/B tests?

Tuesday, July 15, 2008 by eec Blog Contributor

The answer…
42% –> Open rate
13% –> Click rate
18% –> Click-to-open rate
26% –> Conversion rate

Are you surprised by the results? Share your comments below.

Also, visit the eec homepage to answer the latest Two-Click Survey question:
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Comments for Two-Click Survey Results: What is the primary metric by which you measure the success of your subject line A/B tests?

Tuesday, June 30, 2009 by Andrew Kordek:: Not surprised either and agree with Loren that this it is encouraging to see that more than 1/2 are using something other than open rate. I wonder however if you changed the answer of open rate to render rate if that would have made any difference? I would have thought that CTOR would have been higher though.
Tuesday, June 30, 2009 by Loren McDonald:: Not surprised to see the open rate still hold a commanding lead, but encouraged that a quarter are using conversion rate and that more than half are using a metric other than the open rate. This is great progress!
Tuesday, June 30, 2009 by Chad White:: It's worth noting that before Alchemy Worx released their new research on subject line length that the click-to-open rate was dead last. Read about that Alchemy Worx report here: http://blog.emailexperience.org/2008/07/challenging_subject_line_lengt.html
Tuesday, June 30, 2009 by Chad White:: Morgan Stewart of ExactTarget had some interesting things to say about these results in his latest Email Insider column: http://www.mediapost.com/blogs/email_insider/?p=678