A new study by YesMail of over 100 million emails during an entire year (2015-2016) shows that email opens decline for every word added to a subject line:
The chart implies that it might be worthwhile trying a blank subject line. We don’t condone that, but trying shorter subject lines looks like it might be worth a shot.
Other findings in the report:
- Questions are ignored
- No one wants your “quick question”
- Don’t use exclamation marks!
- Replies and Forwards get more opens (but don’t fake them -Ed.)
- Numbers get higher response
- Personal greetings don’t work
- Webinar invites don’t work (or users just self-select out unless they are interested -Ed.)
- Title Case Gets Better Opens
Obviously there is a lot of context that matters, but with the sample size the researchers had we would take these recommendations seriously (the Klick Wire subject line notwithstanding -Ed.).
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