No matter what industry your business is in, if you are sending email campaigns you have to work hard to create great copy and compelling emails. But if you aren’t writing subject lines that encourage subscribers to read your messages, your campaigns could fall short. When it comes to email marketing at Design Thinking Agency, we create captivating subject lines in order to generate a high open rate. So what’s the secret to the perfect subject line length?
Here’s the thing. Every business and subscriber list is different, so the perfect subject line length depends on a variety of aspects. There’s really no such thing as a one-size-fits-all length that will suit everyone. In fact, the ideal length of your subject line depends on a variety of factors. Below, we have shared some actionable insights on how to determine the optimal length for your next email campaign.
1. Device the email is read on
When creating a subject line, we always take into account that more and more emails are being opened on mobile devices, which typically show fewer characters of a subject line than a desktop. It’s also important to keep in mind that your subscribers use a variety of different browsers and email providers. When considering the email subject line length that will work best for your campaigns, it’s worth it to look at some data to understand which providers and devices your subscribers are using. This information will greatly help you optimize your subject line length.
2. Past performance
It’s never a bad idea to look at which subject lines have garnered high open rates in the emails you have sent in the past. High open rates can occur because of deals you were offering, the time of day, or the copy and sentiment in the subject line itself. Still, it’s worthwhile to take a look and see if any trends emerge from your email open rates and the length of the subject line that was used.
3. Test subject lines
Your email subject line is one of the single easiest elements to test in your email campaigns that can help you see how they will look across devices, as well as how they compare to shorter or longer versions. Send test emails to see how subject lines read on all devices. This will help ensure that your subject line reads well wherever it’s sent. Don’t forget to A/B test two different lengths to see whether a longer or shorter subject line works better.
4. Leverage best practices
Subject lines are not just about the length. In order to see a successful campaign, you need to leverage general best practices. Remember to use different subject lines to keep your subscribers excited and encourage them to open the emails. People love the sound of their own names, so use some personalization right in the subject line. Again, don’t forget about that handy A/B testing. You’ll never know what works best without a test.
At the end of the day, the best email subject line length will vary from audience to audience and brand to brand. That means it’s best to test out different lengths to see what works for you and your target market. Finding the right subject line takes time and effort. Contact us today and we will leverage your past data and test different subject lines to get you well on your way on creating email subject lines that encourage subscribers to open and take action with your campaigns. When it comes to email marketing, you can trust the Design Thinking Agency to get you results.