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A/B Testing Email Subject Lines: 4 Tests You Can ...
activecampaign.com
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But emails from businesses or someone we don’t have a personal relationship with? The subject lines on those emails need to give us a reason to open them. “They need to create curiosity. Or pique our interest. What they shouldn’t do is make a pitch. A subject line won’t make the sale, so don’t try. They simply exist to get the email opened.” Then you hit them with brilliant copy that agitates the pain they feel and intensifies the need for the product/service/message you have to share.”
In truth, I haven’t seen any compelling numbers either way. “Sure, there’s lots of data out there that seems to study the impact of subject lines. But if you dig through all of it, you find a lot of contradictions—study X showed long subject lines do better, study Y favored short ones, and study Z didn’t find a difference at all.” You might find advice out there like “keep your subject line between 45 and 55 characters.” You might even see people talk about the pixels of your subject line (for mobile compatibility).
And maybe people are so used to getting 45 to 55 character subject lines that it makes sense to break the pattern. “The point is, this is another difference worth testing.” The danger of long: Might get truncated by email providers and sometimes can be rambly.
A/B testing subject lines helps people listen to you “Your email open rate is affected by lots of factors. Deliverability, from name, time of day, and preheader text are all important—but no factor is quite as important as your subject line.” Your email subject line is what draws people in. It’s where you have the chance to grab attention and force people to click with the power of curiosity.
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