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A/B Testing Email Subject Lines: 4 Tests You Can ...
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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).
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). “But what really matters is what works for your audience.” If you sell to people you mostly open business email on their laptops, formatting your subject line for mobile is less important than getting those desktop users to open.
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.