Subject Lines, Numerous Other Factors Drive Response
When you think of it, it's pretty remarkable how just a few little words so easily can determine the fate of a single marketing effort. In the case of marketing e-mail subject lines, being short and to the point is vital, but that's just one of several key response drivers e-mailers should be conscious of.
Marketing services firm Epsilon recently examined the effectiveness of subject lines in more than 1 billion e-mails from nearly 20,000 campaigns sent by U.S.-based clients in the retail and consumer services industries.
Epsilon experts evaluated the correlation between the length of the subject line and the unique open and total click rates. Although the research showed that shorter subject lines lead to greater open and clickthrough rates for both industries, subject line word order and word choice, brand, and audience awareness are also critical factors for getting consumers' attention.
For e-mail subject lines, Epsilon suggests in its report the following rules:
- 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; and
- when in doubt, test.
The full report is available at www.epsilon.com/emailsubjectline.