Clickthrough Rates Higher for Email Messages With Shorter Subject Lines
Emails with subject lines of less than 35 characters have higher clickthrough rates. This was a key finding from the Direct Marketing Association's recently published 2010 edition of its "Statistical Fact Book." The book, which is in its 32nd year of publication, is designed to give direct and digital marketers current and accurate data to successfully plan and navigate integrated, multichannel marketing campaigns.
Other findings from the book include the following:
∗ 58 percent of consumers who made purchases from their mobile phones used the mobile internet to purchase digital content for their phones;
∗ one in four Inc. 500 companies — a list of the fastest growing, private U.S. companies compiled annually by Inc. Magazine — consider Twitter an appropriate vehicle for B-to-B communications;
∗ 22 million Hispanic Americans were online in 2009, a 63 percent increase from 2004; and
∗ 47 percent of spending on internet advertising in the U.S. goes to paid search.