Testing subheads…

Did you have a good summer break? I thought I’d have some quiet time to work on my new project - but I was inundated with work. That’s why the blog has been absent for a while too!

During my absence Jules Brown, who is a fund-raising copywriter, popped a comment on one of my earlier posts (Your copywriting subheads - powerhouses or weak as water. . . asking just how successful subheads are. Here’s Jules’ question…

Hi Carol,

“I’m a direct response fundraising copywriter and a big believer in the power of subheads. But here’s the thing. I’ve just come across a very successful creative director who won’t use subheads at all.

‘A letter should look like a letter’ He says. But prove me wrong. And that’s just it. I can’t find any split test results of a letter with subheads vs one without.

So that leaves those of us who don’t like them, and those of us who do, with just our gut feeling to go on. Any chance you’ve got some test results up your sleeve to confirm the efficacy of subheads?”

Jules

It’s not something I’ve tested. I’ve always, like Jules, gone with my professional gut-feeling that subheads break up a formidable-looking long letter and act as a magnet to skimmers.

But it is an interesting question, so I emailed some of my copywriting colleagues to find out if anyone had ever tested a letter without - versus a letter with - subheads.

And I got a reply from Steve King a long-time, direct response copywriter who lives in Devon.

Steve told me he had undertaken such a test, although it wasn’t a direct A/B split test.

His client, like Jules’ creative director, did not want subheads in his B2C sales letter. So the first letter was sent without subheads.

Steve then persuaded his client to test the same letter, with powerful subheads added, to the same database.

Steve revealed the second letter ‘bumped up response by 36%‘ So validating his advice to his client.

The only times I would not use subheads are:

1) In a lift letter that is recommending/endorsing the offer in the main letter (a lift letter is a shorter letter accompanying the main sales letter. It is usually from someone, either a satisfied customer or a professional within the industry, recommending the business making the offer. It is called a ‘lift letter’ because its purpose is to lift response to the main letter).

2) A one-page, quick letter to an existing, active customer base.

As I’ve said before, in copywriting, testing is a good philosophy to follow. I’m regret having to say I’ve never tested the subhead element of a letter - but feel rather relieved that a colleague’s test results has confirmed my instinct.

~ Carol Bentley