Photo credit: Flickr user greggoconnell
With all the expert advice on keeping email subject lines creative and snappy, a new study by an email marketing platform provider finds longer works better, with 90 or more characters working best.
It also measured which marketing-related keywords caused more opens, clicks and clicks-to-open, in one case finding the words “app” and “iPad” were above average in opens.
These interesting insights come from Adestra, which analyzed about 1.2 billion B2B emails sent over the past 12 months.
To those businesses sending out electronic newsletters, you may be interested to know that the keyword “newsletter” performed below average in each metric, worse than better performers “news”, “update”, “breaking”, “alert” and “bulletin”.
So if you’re highlighting the word “newsletter” in your B2B email subject lines, you may want to look at this study to get some fresh ideas.
It’s not about either a long subject line or a right keyword; it’s about the right combination of both.
The 102 characters and 21 words in the subject line or title of this post points to why longer is better – it gives you more space to pack in more details so the content is more easily understood. Hopefully, starting the post with an above average keyword like “news” helped pique your interest in reading more.
See more details of the study at http://bit.ly/UGPXdi.