New research shows that the length of your email subject lines may not be the most important factor when it comes to email performance.
While sending emails with shorter subject lines does correlate with higher open and click-thru rates, subject-line word order and content may be just as important to email performance, according to new research by U.S. marketing services firm Epsilon.
Epsilon analyzed more than one billion emails over almost 20,000 separate campaigns, finding that the relationship between subject-line length and open and click-thru rates is relatively weak.
The most critical email success factors include word order, word choice and brand and audience awareness, according to their analysis.
“Marketers should keep in mind that most recipients will likely decide to open an email based on their relationship with the sender and the first 38 to 47 characters of the subject line,” the report stated. “However, that decision may depend less on a subject line of 38 to 47 characters, and more on the information those 38 to 47 characters contain. campaign, the vital piece of information may be the brand name. For another, it may be the consumer benefit.”
Here’s what you should do:
- Put the most emphasis on positioning the most important elements first. Put the most important information at the beginning of your subject lines.
- Keep subject lines as short as possible. Use only as many characters as you need to convey the message. Use long subject lines only when there is a compelling reason to do so.
We usually spend the most time thinking about and testing the creative aspects of emails, leaving little time to focus on subject lines. Remember, more people will be looking at our subject lines than will ever take a peek at the creative.