For years most experts have advised that fewer than 50 characters are best for email subject lines, but… in-depth research by Alchemy Worx has brought the magnifying glass a little closer showing that it’s not what it seems. Analysis of 646 subject lines in 205 million B2B and B2C emails between 2003 and 2008 suggests that past assumptions may have led email marketers seriously astray…

Do you want opens or clicks?

Past analysis has focused on open rates, which is the first measure of success people tend to think of. After all, we want our target audience to open our emails before any business is going to happen right? The Alchemy Worx analysis takes things a step further, measuring click–through rates as well, to get a better picture of real success.

Short subject lines will get you opens, but…

Some companies maximise open rates by using ambiguous, mysterious, or potentially misleading subject lines, a technique often used by spammers. Shorter subject lines are more likely to be achieve this, attracting more reader interest and curiosity, but are they the right customers? Often not, and that’s why they get much lower click-to-open rates.

At the same time, relevant customers may not realise that the email contains a proposition of interest to them, and may not open it, and therefore won’t click through.

Long subject lines will get you what you really want

The research found longer subject lines to be markedly more effective for driving action - earning a much higher click-to-open rate, indicating real relevance. Longer subject lines serve as a filter for customers to check relevance to their interests.

A more specific subject line, containing more than one proposition such as “50% off Nike trainers; the latest from Wimbledon; plus your chance to win a spa weekend” ensures that all the propositions contained in the email are communicated, attracting the maximum number of relevant customers.

Avoid the dead zone in the middle

The open rate and click-to-open rate curves cross over at about 60-70 characters, a “dead zone” where neither result is optimised. This usually happens when subject lines attempt to over-simplify multiple propositions too much, or unnecessarily lengthen single propositions – adding no value.

Make sense?

If you want click-throughs, as most businesses will, you need a long specific subject line (80 characters +) that concisely communicates your specific propositions, with no extra waffle. Realise that any old long subject line won’t necessarily cut the ice…you must touch the hot buttons of your target customers by communicating relevant benefits in their terms of interest (versus just company product features).

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