Hola,

It�s that time of day again.

Time to light up your brain with knowledge and get it shooting some mad neurons.

Let�s hop to it. Subject lines.

What are these crazy stats I keep blabbering on about?

These are stats that I�ve compiled over a year of gnarly testing to a list of over
a million people. These split tests aren�t the usual bullshit �100 people opened
email A and 50 people opened email B. That�s a 100% lift!�

These tests each have a minimum of 4 variations, generally 8, and test at least
20,000 emails PER variation. And btw, don�t worry about open rates. It�s pretty
stupid. First off, they are inaccurate. Second, opens don�t matter. Sales do. And
depending on how you do business, the click through rate (CTR) may be huge too.

We mainly focused on CTR because our main goal with a lot of emails is to drive
clicks to a blog. We make a lot through adsense so the main metric for those emails
is CTR.

So what difference can a subject line make?

Well, you�d think it would mainly be on open rate. That would be wrong. It has a
MUCH more profound effect on CTR. And it has a big effect on sales too.

How big an effect?

Well, in a �correlation� email (the most powerful email you can possibly send in my
opinion) we had one subject line out pull the loser by 445%. Not a typo. 445%.

The winner: THIS habit will boost your score

The loser: How to overcome procrastination without willpower

That�s pretty crazy. It wasn�t until we started testing all this stuff that I
realized how big a difference the subject line can make.

How about for a blog post email? These two subject lines had a difference of 323%
in CTR.

Winner: #1 mistake that damages your credit

Loser: The #1 reason to have a credit card

These results aren�t atypical. However, as I got better at writing subject lines,
there weren�t as huge a difference as often. But our goal is have huge wins and you
only get those by testing dramatically different things.

You may have noticed something in two winners above. They both use the same subject
line formula.

It�s �curiosity� + benefit. This formula kills. It almost always wins in any test.
And that�s in opens, CTR, AND sales. It�s a formula that can make you a whole boat
load of cash.

And best of all, it doesn�t piss off lists if you use it a lot as long the email is
actually good and fulfills the curiosity AND benefit.
They beat the pants off of pure curiosity emails day in and day out without pissing
people off or lying.

There�s one specific type of subject line that�s an �advanced� version of the
curiosity + benefit formula. It�s like putting curiosity + benefit on steroids. But
we�ll get to that when we get to �correlation� emails as it�s takes �splainin.

Alright let�s get to the copying.

Get your pens and pads ready ladies and gents. Set your timers for 25 minutes and
kick some bootay.

I�ve put together a list of subject lines for you to copy. These are my subject
lines and they've all performed well. I�ve included as many Curiosity + Benefit
subject lines as I can. Notice them when you see them.

Also look at my use of quotation marks and capitals when they emphasize a point or
curiosity.

Remember to write your own as you go if you think of them. Each subject line can be
templated and made to work for your market.

Here they are:

https://s3-us-west-2.amazonaws.com/8020emailcopyguides/Subject+lines/
My+Subject+Lines.pdf

Openers and link text tomorrow. There�s one cool opener trick I like to use that
works great on mass markets. I�ll share it tomorrow.

Later on,
Ian �analyze tomorrow�s subject line pleeeez� Stanley