Email newsletters with short subject lines (4-15 characters) had the highest average open rate (15.8%) last year, according to MailerMailer's annual Email Marketing Metrics Report.

Longer subject lines resulted in lower open rates, though the effect on open rates diminished as the lengths increased.

Click rates also peaked when subject lines were kept short. Subject lines of 4-15 characters had the highest click rate (2.6%). Very long subject lines—over 51 characters—had the lowest click rate (1.6%).

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji