Arrangement of subject line could hold much importance

Savvy email marketers know that short, more concise email subject lines perform much better. But, many may not realize that the arrangement of the words in the subject is nearly as important. According to a recent report from Epsilon, subject line length may not be as important as subject line arrangement.

by Kristina Knight

Epsilon researchers found that rather than simply choosing a short subject line, different subject line lengths and arrangements should be tested for maximum ROI.

Thane Stallings, Senior Analytic Consultant, Epsilon Strategic Services said , "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."

The research suggests instead that email marketers test first; but if testing is not possible there are some tips to follow.

The report suggests putting the most important information first. Rather than using a long subject line with a ton of information, be short and succinct and front-load it with the most important information. They also suggest that long subject lines be used only when there is a strong reason to do so; and, if you're going to use a longer subject line, try to test it first.

Tags: email marketing, email subject lines, email testing, Epsilon, subject line length