Saturday Stat Series: Email Subject Lines and Click Rate

Welcome to this week’s Tuesday Teaser, where we give you a just a taste of wisdom from the DMA 2013 Statistical Fact Book.   

What do you look for when you scroll through your email?  Are there subject lines that catch your eye?  Words that ping your interest?  These days, we receive so much email that even the length of an email’s subject line might have an impact on click rate.  Check out this chart comparing click rates by subject line length:

SSS TT 6

Interestingly enough, emails with a subject line in the rage of 28 to 39 characters have the highest associated click rate—4.0%.  The lowest click rate is assigned to 51+ characters—so make sure that your subject lines get right to the point!  Have you noticed any other interesting effects of subject line length?  Tell us about your experiences and observations in the comments!  And be sure to tune in on Saturday, when we talk about social and email integration strategy!

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Our Saturday Stats and Tuesday Teasers come to you each week leading up to our DMA2013 Conference in Chicago. To take a deeper dive into the material covered in the Fact Book, please click here.

Feel free to share your thoughts, experiences, and perspectives with us in the comments section below!

  1. Dmitry

    September 5, 2013

    Why you are investigating how *click* rate depends on the subject line rather than *open* rate.

    I think that open rate depends on
    subject, from, preheader, time are change open rate

    but click rate depends on:
    design, text, call 2 action, personalisation, etc…

    What do you think?

    Reply

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