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MailChimp – This Just In: Subject Line Length Means Absolutely Nothing

MailChimp – This Just In: Subject Line Length Means Absolutely Nothing

This Just In: Subject Line Length Means Absolutely Nothing

There’s a lot of sage wisdom floating around on what constitutes a good subject line. On the helpful side, there are articles like this one in our Knowledge Base that emphasize clear communication, personalization, and word choice. The purpose of a subject line is, after all, to tell the reader what’s in the email.

But for every article that champions communication, there are another 10 that champion gimmickry to get your readers to open. Stuff like using unicode characters (HEARTS, STARS, HORSESHOES, CLOVERS, AND BALLOONS!!!!!!) or this article wherein the report from an ESP claims that the longer the subject line, the better your campaign is going to do. Is your audience some monolithic blob that mindlessly clicks long sentences? In the absence of good data, myths will abound, but we have lots of data in MailChimp’s Email Genome Project, so let’s take a look at subject line length and its effect on engagement.


High-Level Results

We pulled information on 12 billion email sends from earlier this year and analyzed subject line length versus open and click rate. The results are straightforward:

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
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  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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