I Ran 10 Substack Title Tests. The “I” Headlines Won.

After 10 split tests, I found one specific word that increases open rates.

I thought I knew how to write a strong headline.

I’ve been in marketing for years. I understand positioning. I understand hooks. I understand curiosity.

Then I turned on Substack’s title test.

And the data humbled me.

After about ten posts, a pattern started repeating. The headlines that began with “I” kept winning. Not barely. Clearly.

“I Tried to Be Everything. The Data Said No.”
23.9% open rate

It beat cleaner, more instructional, more strategic-sounding titles.

That surprised me.

Because I assumed the stronger move was to lead with the framework. The lesson. The outcome.

Instead, what won was ownership.

Experience.

Skin in the game.

Here’s how you actually run this test the right way (step by step with screenshots).