The “magic” word that didn’t make a difference

This blog comes from Sophia, our email marketing specialist at BOT—sharing a quick story about testing trendy marketing advice.

“The word ‘template’ will revolutionize your CTAs. It’s the magic word.”

That’s a bold claim.

According to a marketing wizard (name withheld), “template” will drastically improve how many people click your CTAs.

That’s it, just one word.

Curious, I decided to test it for myself.

After all, if a single word could change the game, I wanted to see that magic trick in action.

I ran a simple experiment to compare two call-to-actions: one with the word ‘checklist’ and one with ‘template.’ The results? Well, they weren’t as magical as expected. Here’s the breakdown:

• The CTA with the word “checklist” had a 5.71% click rate.
• While the one with “template” had a 5.44%.
• For the click-to-open rate, the checklist CTA did 6% better.

It’s interesting, but none of these results show any grand statistical significance. 

Sometimes, it’s easy to get swept up in marketing claims that a single change will make a huge difference.

Don’t fall for sensational claims. Instead, use controlled experiments that slowly but surely work towards results that work best for your business and real ROI. And yes, that takes some time.

There’s no magic word. But there are strategies we’ve consistently seen deliver results whenever we’ve tried them. 

If you need a starting point for your marketing experiments, read this: 2 Marketing Tactics We ALWAYS Recommend. These are the marketing tactics we’ve tested and seen work time and time again for clients.

This blog came from Sophia, our email marketing specialist at BOT—sharing a quick story about testing trendy marketing advice.