For me, curiosity-based subject lines work really well for eCommerce but when trying to nurture and build a genuine relationship with your list would you agree that curiosity-based subject lines are a little bit sneaky, and do more harm than good in the long run?
Rob: I actually love really blind curiosity-based subject lines. And I find that generally for opens, clicks, and sales they typically out-perform the really benefit-driven subject lines. For me, if I can use a subject line like ‘Llama for sale’ that gets better reactions, even though the thing in the email is nothing to do with llamas. The truth is because people coming into my list know that my subject lines are going to be a little bit different, and they are going to be a little crude and crazy they come to expect that from me. So, if your style is a little more professional and strait-laced and you suddenly start using whacky curiosity-based subject lines then that may harm your results.
Kennedy: I actually prefer to mix it up. One of the things we can all get trapped into is using the same methodology across everything and becoming too formulaic. It is important to learn how to stand out in the inbox, so if you only ever use curiosity-driven subject lines then your list will become blind to them, so it’s important to mix it up. Curiosity is just one tool, and you should be using all the tools in your tool belt.