A subject line is often the first opportunity an email marketer has to capture a consumer's attention, says Epsilon. Multiple analyses have shown that the subject line is the most important factor in driving overall response, from initial Epsilon clients the subject line is almost always the factor most responsible for open and click to eventual conversion. In more than 20 multivariate tests with triggering opens and clicks. Common sense also underscores the vital importance of the subject line; it is one of the few factors consumers consider when deciding whether to open an email.
Thane Stallings, Senior Analytic Consultant, Epsilon Strategic Services, says that "Companies are spending little time thinking about and testing subject lines, compared to the resources and time devoted to creative development. The reality is that more people will see a subject line than its accompanying creative."
However, the superiority of shorter subject lines (SLL) isn't solely a function of consumers' busy lives and short attention spans, says the report. In fact, SLL is often predetermined by technical constraints.
The Epsilon Whitepaper reports that Email domains often limit the number of subject line characters displayed by default in the inbox:
Therefore, 57% of U.S. email recipients see only the first 38 to 47 characters of a subject line when making the decision to open an email. Additionally, the growing reliance on mobile devices, and their smaller screens that display even fewer characters, affects this trend as well.
The report says that, given that most U.S. consumers see only the first 40 characters or so of a subject line, marketers should be careful to construct the subject line in such a way as to include the most vital information first. Epsilon calls this technique "pole position" writing. For one email campaign, the vital piece of information may be the brand name. For another, it may be the consumer benefit. Only systemized testing can reveal what works best in each situation and for each consumer population.
From an analysis of the impact of the more than one billion emails over nearly 20,000 separate campaigns sent out by a selection of US-based clients in the retail and consumer services industries, Epsilon concludes that because higher open and click rates depend on the optimum combination of SLL (subject line length) and content, marketers should keep in mind the following rules of thumb:
Correlation Between SLL And Response For CONSUMER SERVICES COMPANIES | |||||
| Avg. Open | Avg. Click | Avg. SLL | Open/ SLL Correlation | Click/SLL Correlation |
Client 1 | 14.0% | 3.8% | 37.8 | -0.42 | -0.59 |
Client 2 | 21.5% | 2.0% | 47.8 | 0.04 | -0.04 |
Client 3 | 33.0% | 12.6% | 36.4 | -0.15 | -0.03 |
Client 4 | 33.8% | 12.0% | 36.2 | -0.15 | 0.04 |
Client 5 | 15.6% | 3.3% | 48.0 | -0.46 | -0.23 |
Average |
| 41.2 | -0.23 | -0.1 7 | |
Source: Epsilon Whitepaper, January 2009 |
Correlation Between SLL And Response For RETAIL COMPANIES | |||||
| Avg. Open | Avg. Click | Avg. SLL | Open/SLL Correlation | Click/SLL Correlation |
Client 1 | 33.9% | 7.3% | 39.1 | 0.06 | -0.21 |
Client 2 | 37.1% | 9.8% | 44.2 | -0.02 | 0.09 |
Client 3 | 28.6% | 8.1% | 37.8 | -0.15 | -0.28 |
Client 4 | 42.1% | 21.5% | 29.7 | -0.31 | -0.09 |
Client 5 | 19.2% | 6.5% | 30.8 | -0.08 | -0.19 |
Average |
| 36.3 | -0.10 | -0.1 3 | |
Source: Epsilon Whitepaper, January 2009 |
Epsilon concludes that this new research confirms the widely held belief that, in most cases, shorter subject lines perform better. However, the research suggests that the way in which content and brand messaging are positioned can be as important to email success as the number of characters in the subject line. While a host of studies show that shorter subject lines improve email performance, Epsilon's research indicates that the relationship between SLL and performance is weaker than is widely believed. Other marketers have found that with specialized audiences, longer subject lines often deliver higher open and click rates. But in all cases, subject line content continues to be a vitally important element in delivering response.
Please explore the findings in greater detail at Epsilon.com here, or read the complete Whitepaper here.