Thoughts on persuasion, language, and the science of marketing that converts.
A subject line that maximizes opens is not the same as one that maximizes purchases. The two are correlated just enough to look reasonable on a dashboard, and uncorrelated just enough to quietly burn money.
Read more →Decades of research have pinned down which message features move which people under which conditions. In most marketing operations, almost none of that knowledge is encoded in the tooling.
Read more →Two-arm A/B tests answer a tiny question about a high-dimensional object. The headline winner is usually the average of effects that point in opposite directions across your audience.
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