Wednesday, June 4, 2008

How long are your email subject lines?

This may not seem like all that important a topic or what it has to do with marketing but surprisingly it can make a difference. No one wouldn’t think that anyone would even think of taking the time to research something like this considering all the other important things to deal with but they have.

Research shows that the best results obtained on email marketing comes from subject lines that have a character length either in the 50’s or 80’s. Research also shows that subject lines in the 60’s and 70's. It appears that the 50 character subject line length appears to be the best for special offer promotions and the 80 character range is more suited to newsletters.

Now that I look at these things myself, I think these studies may be right. I get a lot of email newsletters and if I’m in a hurry, unless the subject line catches my interest, I tend to gloss over it. If a newsletter subject line mentions several topics, there’s a better chance I’ll open the email.

Since none of us are mind readers, at least I don’t think so, it is unlikely that we are going to know exactly what is going to trigger the interest of every individual on our mailing lists, it makes sense that mentioning a couple of items in the subject line gives us a better chance of stirring curiosity to a wider group.

As always, what works best for you is what you should use. If what you are currently using is effective great but if it doesn’t seem to be working, you may want to experiment and see what happens.

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