Unlocking the Secrets to The Hustle’s Email Success
Imagine gaining 43,876 additional clicks in your email campaigns. Sounds like a dream, right? Well, for newsletter giant The Hustle, this dream turned into reality. They ran a simple test that resulted in a significant boost in engagement.
Not just 44,000 total, but 44,000 additional clicks. Impressive, right?
If you’re eager to learn the secrets behind this success, you’re in luck. I delved into the tactics employed by Ben Berkley, the managing editor of The Hustle, and uncovered a simple yet effective method that you can implement in your email marketing strategy.
The How-To That They Do
Ben Berkley, with his impish grin, follows a straightforward process to optimize subject lines and drive engagement. Here’s a breakdown:
Every weekday morning, Ben crafts two different subject lines for each newsletter. These subject lines are then sent to 30% of The Hustle’s audience at 5:30 am ET. After an hour, the subject line with the highest engagement is sent to the remaining 40% of recipients.
But, it’s not just a regular A/B test. Ben adds a twist:
- Segments: The variations are sent to four predefined subscriber segments.
- CTR Focus: The winner is determined based on the click-through rate, not the open rate.
- WTF Factor: Ben injects a bit of surprise and curiosity into the subject lines to capture readers’ attention.
Twist 1: Segmenting Readers
The Hustle divides the test emails into four segments, ensuring more consistent delivery rates and avoiding spam filters.
By targeting specific segments with relevant content, The Hustle maximizes engagement and ensures that their emails stand out in crowded inboxes.
Twist 2: Targeting CTR, Not Open Rate
While open rates are important, The Hustle prioritizes click-through rates to drive meaningful engagement with their content. By focusing on what actions readers take after opening an email, they enhance the overall impact of their campaigns.
Twist 3: The WTF Factor
Ben’s secret sauce lies in injecting a dose of surprise and intrigue into the subject lines. By creating unexpected and thought-provoking lines, The Hustle disrupts readers’ rhythms and compels them to pay attention.
Mastering The Art of Subject Lines
Ben shares his “Subject Line Manifesto,” outlining principles for crafting compelling subject lines:
1. Be unexpected.
Subvert expectations and introduce something new and intriguing to pique readers’ curiosity.
2. Strong subject lines come from strong stories.
Align your subject lines with the content of your newsletters to ensure consistency and relevance.
3. Don’t go for cheap laughs.
Avoid cliches and aim for originality to stand out from the competition.
4. Never stoop to clickbait.
Build trust with your audience by delivering on the promises made in your subject lines.
5. Keep it brief.
Concise subject lines tend to perform better, capturing readers’ attention without overwhelming them.
Implementing The Hustle’s Strategy
Now that you’ve learned the secrets behind The Hustle’s email success, it’s time to put them into action. Here’s a step-by-step guide to running your own A/B tests using email marketing tools:
1. Create your email as usual.
Design your campaign and create two variations of the subject line.
2. Click on “Create A/B test” in the top left corner.
Set up your A/B test with the different subject line variations.
3. Edit the subject line for version B.
Ensure that only one element is changed per test to maintain accurate results.
4. Set the A/B distribution to your desired mix.
Choose the percentage of recipients for each variation, following The Hustle’s model for optimal results.
5. Set the winning metric to “Click Through Rate.”
Focus on the click-through rate to drive meaningful engagement with your audience.
6. Set “Test duration” to 1 hour.
Adjust the test duration based on your audience size and email send times.
7. Click “Save changes” and review your email settings.
Double-check your settings and recipients before sending out your test emails.
By following these steps and incorporating Ben Berkley’s expert advice, you can elevate your email marketing strategy and boost engagement with your audience. Remember, a data-driven approach combined with creative subject lines can set you apart from the competition and keep your readers hooked.
Now it’s time to get your hustle on and start implementing these strategies in your own campaigns. Who knows, you might just unlock the key to skyrocketing engagement and success in your email marketing efforts!