Keep subject lines short and simple

Epsilon research showed that shorter subject lines often correlate with higher open rates and click rates. Their experts evaluated the correlation between the length of a subject line of each campaign and the unique open and total click rates. In addition to that, the study suggests that subject line word order, word choice, and brand and audience awareness are also critical success factors.
We suggest the following rules of thumb to pinpoint the right subject line for your campaign:
 
1) Front load subject lines with the most important information.
2) Keep the subject line as short as possible to convey the message.
3) Use longer subject lines only when there is a compelling reason to do so.
4) Whenever you’re in doubt, test.

3 Comments

  1. Posted March 2, 2010 at 12:03 pm | Permalink

    Nice tips and I agree with your. Definitely lengthy subject will make subscriber bore. Do make your subject like short but effective.

  2. Posted March 29, 2010 at 7:55 pm | Permalink

    Any details from Epsilon on how to define “shorter?” Are we talking four or five words vs. seven or eight–or is it just a case where the shorter you can make it, the better?

  3. Posted May 24, 2010 at 3:21 pm | Permalink

    I have the best results when my subject line is 3 words or less. When i use lead capture pages, the less the prospect has to fill out the better. I think that is similar to subject lines, the less they have to read the better.


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