The subject line is arguably the most important part of your email because it's what causes the reader to open the email or not. Open rates determine user interest.
Because it's so important, we've put together a few guidelines when creating your subject line:
Because it's so important, we've put together a few guidelines when creating your subject line:
Length
- It’s generally accepted that shorter subject lines generate higher open rates vs. lower open rates for longer subject lines
- Studies indicate however that longer subject lines, while generating lower open rates, can actually produce higher click through rates
- There is no magic length for optimal performance; however, truncation by ISPs is a possibility, so we recommend keeping subject lines under 50 characters
- Determine your subscriber ISP breakdown and make sure to test your subject line in the top 3 ISPS for possible truncation (truncation can depend upon individual settings within the email client)
- When considering length give consideration to mobile email (do you have subscribers who are using it or not; if so how many)
- The subject line should be long enough to still convey the message
Style
- Purpose of subject line is to persuade subscribers to take a closer look (open)
- Infuse your brand style into the subject line
- Describe the email content using clear, succinct, descriptive language OR use a deadline, appeal to emotions, use call to action – find what resonates with your audience via testing
- Monitor email metrics (opens, clicks) to find words, phrases and styles that work for your audience
- To trigger recognition, include your brand/business name in the subject line. Studies have shown a direct correlation between higher open rates and branded subject lines
Testing
- Subject lines are an excellent candidate for A/B testing. We recommend performing an A/B test, and then sending the winning subject line to the remainder of the list.
- Items to test include:
- Front loading of brand name
- Front loading of key words
- Subject line length
- Calls to action
- Styles
- Personalization
- To avoid spam filters do not use RE:, FW:, All Caps, Hello, exclamation points, Special Offer
Be sure to check out our Best Practices document for more tips on other areas of email deliverability.
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