Campaign A significantly outperformed Campaign B, achieving an 18x higher response rate. Campaign A utilized techniques like a personalized subject line, conversational tone, establishing common ground, hinting at potential ROI, and offering to meet the recipient at their convenience. In contrast, Campaign B took a more assertive, self-focused approach through experimenting with subject lines, touting the sender's credentials at length, and making needy requests of recipients. Analyzing the subtle differences in techniques provides insights into crafting highly effective marketing campaigns.
2. www.CIENCE.com
Setup:
● CIENCE Customer
● Event-Centric Campaigns running
● Two Events -
○ Same Time Period (Week)
○ Similar Campaigns
○ One set of templates designed + unedited, one edited
4. www.CIENCE.com
Campaign A
Subject: {Company} at WTM London
Hi {{first_name}},
Looking forward to WTM London? It’s our favorite global event to meet travel industry professionals.
I’m writing from Travel Tripper. Our clients include Tsokkos Hotels, Taj Hotels, K+K Hotels and Karata
Hospitality. They’ve experienced an increase in direct bookings by over 40% while minimizing their costs
for OTA commissionfees.
I’d like to share with you how {Company} can do that too. When are you available to connect at the
conference at {Company’s}stand?
Thanks,
{{sender}}
5. www.CIENCE.com
Campaign B
Subject line A:Tribal Net 2017
SL B: get more out of Tribal Net
Hi {{first_name}},
TribalNet 2017 is approaching quickly! It’s such an important event connecting technology providers with Tribal Gaming
Organizations.
I’m writing from Travel Tripper. We’re a preferred hotel booking solutions provider for the following tribes: Choctaw
Nation of Oklahoma; Oglala Sioux of South Dakota; Laguna Pueblo of New Mexico; Port Gamble Skalallam of
Washington; Pascua Yaqui Tribe; Mohegan and Shakopee Mdewakanton Sioux Community.
We’d love to meet you at the conference and show you how we can help {Company} increase direct cash bookings by 40%,
while minimizing costs for OTA’s and expensive third party commission fees.
Please stop by booth #616 so we can discuss ideas for {Company} in person?
Thanks,
{{sender}}
6. www.CIENCE.com
Raw Data
Readability Scores
A
Word Count: 86
Number of Sentences: 10
Flesch Reading Ease: 62.81
Words Per Sentence: 7.9
Gunning Fog Scale Level: 8.73
Characters Per Word: 4.97
Flesch-Kincaid Grade Level: 6.46
Estimated % of Difficult Words: 13.92%
Dale–Chall score: 9.03
B
Word Count: 118
Number of Sentences:9
Flesch Reading Ease: 42.92
Words Per Sentence: 12.22
Gunning Fog Scale Level: 15.07
Characters Per Word: 5.35
Flesch-Kincaid Grade Level: 10.31
Estimated % of Difficult Words: 25.45%
Dale–Chall score: 10.42
14. www.CIENCE.com
Looking Deeper
Subject: {Company} at WTM London
Hi {{first_name}},
Looking forward to WTM London? It’s our favorite global event to meet travel industry professionals.
I’m writing from ACME. Our clients include Tsokkos Hotels, Taj Hotels, K+K Hotels and Karata
Hospitality. They’ve experienced an increase in direct bookings by over 40% while minimizing their costs
for OTA commission fees.
I’d like to share with you how {Company} can do that too. When are you available to connect at the
conference at {Company’s} stand?
Thanks,
{{sender}}
Subject Line Personalization
Conversational Open
Common Ground Established
Who Are You? Who Trusts You?
How’ve They Benefited? Hint at ROI
Sharing is Caring
We’ll Come to You
16. www.CIENCE.com
Looking Deeper
Subject line A:Tribal Net 2017
SL B: get more out of Tribal Net
Hi {{first_name}},
TribalNet 2017 is approaching quickly! It’s such an important event connecting technology providers
with Tribal Gaming Organizations.
I’m writing from www.ACME.com. We’re a preferred hotel booking solutions provider for the
following tribes: Choctaw Nation of Oklahoma; Oglala Sioux of South Dakota; Laguna Pueblo of
New Mexico; Port Gamble Skalallam of Washington; Pascua Yaqui Tribe; Mohegan and Shakopee
Mdewakanton Sioux Community.
We’d love to meet you at the conference and show you how we can help {Company} increase direct
cash bookings by 40%, while minimizing costs for OTA’s and expensive third party commission fees.
Please stop by booth #616 so we can discuss ideas for {Company} in person?
Thanks,
{{sender}}
Subject Line Experimentation
Shouting!
Earnest!
All about Us…
Starts Here More About Us!
Lots of Proof!
Asserting
Benefits
Asserting ROI
You Come
to Us!
Needy
Request
