3 Guidelines for Mobile Subject Lines
The world of email marketing is like a jungle — the quick survive and being short can be an advantage.
If recent statistics are anything to go by, smartphones are quickly becoming the stars of email marketing, with 47 percent of emails being opened on mobile devices.
Two of the most popular email clients, Gmail and Yahoo, have a 68 percent open rate on smartphones and tablets. Facts like these can't be ignored. If you aren't optimizing your email marketing campaigns for mobile devices, you're missing out on business.
Subject lines are the first line of offense when trying to attract customers. It's the first thing a prospect notices when they open their inbox. Therefore, it's critical that your subject line make a good first impression. In essence, your subject line is your first and best attempt at grabbing a reader's attention away from cat videos.
There are plenty of articles on subject lines and how to get the most out of them, but what about on mobile phones? The mobile subject line has very limited space to perform its job; it's kind of like forcing a tiger to fight in a birdcage. The following simple guidelines will equip you with the tools you need to survive the mobile jungle:
1. Keep it brief (the 2-2-2 principle). This principle would be on the first page of a Mobile Email for Beginners guide. The first two stands for the two seconds of attention you get from a prospective reader, the second two represents the first two words of your subject line that grab the reader's attention, and the final two stands for the "to" in "today," as in the relevance the subject line has to the reader today. Catchy, isn't it?
2. In a land of ambiguity, relevancy is king. A study by email marketing firm Alchemy Worx found that while longer, ambiguous subject lines do have higher open rates (especially on desktop), they don't have a higher "click-to-buy rate." In fact, they most likely have a higher "annoyed consumer rate."