Account Coordinator, Jeremy Bromwell, recently came across new research from Epsilon Strategic Services which reveals that character length is not the only important item to consider when you are designing your email subject line for any permission based email marketing campaign.
Marketers spend significant time developing the email creative however most do not devote enough time to subject line strategy and development. Many would argue that the subject line is the most important factor in overall response rate -- and that the subject line extends beyone the open to click-thru rate. With the subject line being the initial piece of information subscribers see in their inbox (verses the well developed creative) marketers should re-think the relationship between the subject line length (SLL) and email performance.
Key points from Jeremy's article:
- the combination of SLL and content is what drives higher open & click rates
- 57% of U.S. email recipience will open an email based on their relationship with the sender andn the first 38-47 characters.
- standards to keep in mind include front-loading your subject lines with the most important information, keep the subject line short to convey your message, use longer subject lines when there is a compelling reason to...and always test!
There are many important things to consider when developing the subject line strategy beyond length. Split or multi-variate subject line testing should always be placed into the project schedule to maximize the ROI of the campaign. Keep in mind personalization, especially beyond just name, is another best practice to consider when appropriate in the subject line and body of the email and increases subscriber engagement.
Definition 6 is a leading interactive agency in Atlanta serving many of our clients with the best and most effective email marketing strategies.
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