Arrangement of subject line could hold much importance

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epsilon.jpgEpsilon 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.

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ABOUT THE AUTHOR

Kristina Knight is a freelance writer based in Ohio, United States. She began her career in radio and television broadcasting, focusing her energies on health and business reporting. After six years in the industry, Kristina branched out on her own. Since 2001, her articles have appeared in Family Delegate, Credit Union Business, FaithandValues.com and with Threshold Media.