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What get’s the best open rates?
In 2023, a study showed people would willing choose pain in order to learn the result of a meaningless coin flip that had absolutely no bearing on their lives.
Basically, researchers told participants they were going to flip a coin.
Then they would flip the coin.
Then they would tell the participants that they flipped the coin but were not going to tell them outcome unless they agreed to receive a brief, painful flash of heat to their forearm.
And most people agreed.
They didn’t win anything. No prize. No money. No advantage. No “I guessed correctly” bragging rights. Knowing whether it landed on heads or tails wasn’t going to change a single thing about their life.
But still, at the lowest setting, people chose pain 75% of the time.
And at the highest setting, people chose pain 50% of the time.
So, if you want to learn how to apply this bit of “I will gladly experience pain in order to know the answer to this question whether it benefits me or not, and I will still be happy that I found out the answer no matter how inconsequential it is to my life,” to your email subject lines.
Then the answer to your question lives inside Highly Effective Emails:
Best,
Kevin Hood