The Difference a Word Makes (Or Doesn't?) in a Subject Line
Here's how it actually shook out: Version 1 (See why you need to be there for IMV 2015!), nudged its way to victory with an open rate .6% higher and a viewed image rate also .6% higher than version 2 (See why you need to be there for IMV 2015! [Video]). Their click rates were exactly the same.
So in actuality, more people were compelled to open an email that did not tout some sort of video. My theory is that it may have simply read a little more like a casual greeting, and a little less like a promotion. However, I also feel these numbers are just a little too close to draw a firm conclusion, and this question would be best answered by looking at the results from at least a few more attempts of the same experiment.
Have you noticed a difference in subject lines that mention video (or any other specific form of media,) vs. those that don't? I'd love to hear what you've tried and observed.
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