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Sneak Preview: Subject Lines - Length Does Matter

Alchemy Worx are about to release their new whitepaper on Subject Lines, in this week's Infobox, and it has some very interesting  (and possibly quite controversial) findings.

The study was conducted on 646 subject lines across 205 million messages earlier this year. By repeating the strategy behind MailerMailer's Email Marketing Metric Report (2008), they were able to achieve the same findings as MailerMailer, however, when analysing the subject lines in more detail, the results became very different.

Some of the findings in this report are:

  • Shorter subject lines optimise open rates
  • Longer subject lines tend to optimise click and click-to open rates.

They also analysed not just the number of characters, but also the relationship between the number of words within a subject line and its open and click rates and found there to be similiar results.

The report also then goes onto look at why this would be so and discusses what I think to be the most interesting finding in this study - that the longer the subject/the more words which are used, result in the 'right' type of people opening the email i.e the subscriber is given enough information to be able to determine whether the email is relevant to them and hence is more likely to take action and click through.

For a sneak preview of the whitepaper, before its release later this week, you can download it here: http://www.alchemyworx.com/subjectlines-lengthiseverything.php

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