Actually, I don't think you had enough actions taken to really judge whether there was any difference in open rates or click throughs.

I sometimes split test the same headline against itself.

Now that may sound weird – but what it lets me do is test random variability. I've had open rates 20% higher on one side of a split test for exactly the same headline.

So what it means is that with relatively small sample sizes (the last one I did was with something over twice the size of the list you're reporting results for) you can get big variations in open rates just to random factors. it's nothing to do with any difference in the headlines.

So I'm always cautious now in overintrpreting the results of a split test. For my list I ignore any differences less than 20% as they could be completely random.

With a bigger list that number is going to go down. But just be wary of jumping to conclusions.

Interestingly, the numbers were still very different after a week – but closed up to about 10% apart after 2-3 weeks.

Ian

Seriously, though… good example, Ryan. Curiosity is a powerful thing we copywriters and marketers can use for all kinds of things.

Why I Think of Ben Settle Every Time I Take a Shower
http://www.ryanhealy.com/ben-settle-says-take-mor…

I thought the whole thing was hilarious. Then again, I've got a sense of humor that would fit right in with junior high kids.

Ryan

I didn't mean to imply not using negative subject lines.

You're absolutely right – negative subject lines can often get
higher open rates.

So this kind of stuff, as I've proven in many tests, gets a much higher response… but as you've pointed out, at what long term expense?

If it looks like a duck, quacks like a duck, then people perceive it
as a… duck (whether it is or not).

The "bad news" and "I HATE Joe Blow" type headlines can have
this adverse side-effect.

Using a stale or overused headline potentially labels you as one
of 'those'…

As just one of many instead of one of a kind with something
interesting, unique and valuable to say. The latter will get you
opened and read again and again.

Part of my job as a marketer is to continually communicate and
reinforce my uniqueness and – yep – subject lines is a small part
of that.

Two reasons I opened the email with whichever headline it had: The name Ben Settle rang a faint bell and I wanted to find out why and second, I open every email you send me. Trust, like Shaun said.

I suspect your split test would have been more revealing if you were sending only to NEW subscribers or a fresh list. Of course, your open percentage would have sucked worse than Ben.:-)

Overall, I agree with Shaun's comments. And Jerry's, too. The negative headline tactic is so overused, it's gotten stale for me. I would have used a headline like "Why you NEED to subscribe to Ben Settle's newsletter." That, coming from someone I trust for good advice would hook me in a nanosecond.

Owen

But if a new subscriber chooses to be offended by something and ignores the message because of the messenger, I'm truly glad to see them go.

I can't stand to be around the easily offended. They used to be a threat to my survival. I wrote an article about it here:

http://dobermandan.com/dont-discard-the-message-b…