This shows that microcopy does not always help to optimize your site.

Michael believes the reason for the fall was the use Canadian CEO Email List of the word “spam” as even though the copy is promising not to spam you the reader still thinks of spam when reading it.

The phrasing that Michael received the best response from was “We guarantee 100% privacy. Your information will not be shared.”

Increasing sign ups by 19.47%.

Microcopy Case study 2

Canadian CEO Email List
He concluded that this was due to removing the word spam and because the phrasing had “Credibility, clarity, and authority”.

Case Study #2: Influitive
Influitive, a cloud software platform company got some impressive results when sending a daring email subject line in one of its email campaigns. The campaign in question was promoting the platform’s ability to gain referrals for its users.

The basis of the themes and language used in the campaign was a comparison. Asking a customer for a referral without warming customers up was like “asking someone out for a date for the first time on Valentine’s Day.” This led to the creation of the subject line: “So I’ll pick you up at 7.”

This phrase was a risky one to use as it could have had the opposite effect and been sent to spam. But instead, the campaign had a 25% open rate – Influitive’s highest ever, and a click-through rate of 2.3 %.

Jim Williams,  believes it “struck a chord” with readers and is planning on continuing to push the boundaries “a little.”

Wrapping It Up
Although small, poorly-tested or non-existent microcopy can be a deal breaker to your bottom line.


From the use in emails, landing pages, sign-up forms and CTAs, microcopy is what connects your big thoughts and pushes the user to take action. Use microcopy to create the ideal user experience – entertain where you can – and you will reap the rewards.

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