Considering we are an industry that sends a ridiculous amount of email to the same people every day – the topic of subject lines is a very important one.
According to a new study by Alchemy Worx, “open rates climb when the subject lines are in the 50-character range or 80-character range. But, perhaps counter intuitively, they fall in the middle when the length is 60 or 70. Research culled from 250 million messages sent over the past two years, with 660 different subject lines, has led them to believe that a 50-character subject line touting a ‘powerful’ offer is appealing (30% off Spring Getaway flights to Florida on Delta). And a longer 80-character-plus line describing a newsletter in enticing fashion works (Find out Secrets to Spice up your Barbecue this weekend and all Summer Long and enter to win a New Weber Grill.) Somehow, in the 60- to-70-character middle, the subject line is either too long or not long enough.”
As for the ‘why’ – they believe it could be that the longer the message, the more opportunities you have to hit key selling points. Personally, I think your focus should always be getting the value proposition in the email out as quickly, understandably and efficiently as possible.
We are currently in the process of creating an agency based email efficiency report, headed by Lisa Cecchini in our office, looking closer at how, where, why and when people engage in email marketing. Should be ready this summer.
In the meantime, read the following story for more information.