Epsilon, a marketing services firm, recently conducted research of subject-line effectiveness in more than one billion e-mails, and results indicate that shorter subject lines correlate with higher open rates and click rates.
In addition to subject-line length, the study suggests that subject-line word order, word choice, and brand and audience awareness are also critical factors to success.
When creating e-mail subject lines, Epsilon suggests the following tips:
- Front-load subject lines with the most important information.
- Keep the subject line as short as possible to convey the message.
- Use longer subject lines only when there is a compelling reason to do so.
- When in doubt, test.
Source:
Epsilon: E-mail Subject Line
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