Subject Lines in Sheeps' Clothing: A Go or a No?
Now for the bad news: Example No. 2 had the highest number of unsubscribers and spam complaints in its campaign by far. Nos. 1 and 3 were not the "winners" in this respect, but certainly too close to the top to be in the clear. We also received a small handful of, shall we say, colorfully phrased (so colorful they'd have been bleeped on network cable) criticisms from offended readers.
So, what's the conclusion? Does the fact that all of these emails were huge successes purely in terms of conversion mean that a large majority of recipients were fans, or at least not bothered by the tactic? Or are those unsubs, spam complaints, or simply the principle of the thing too significant to handwave?
As of now, I treat them as I treat wasabi: Use sparingly and with extreme caution. I’d love to hear what you think, or if you've done some testing with it yourself!