EG: No One over 21 Admitted

Know the optimum length of an email Subject line?

It's 21 or fewer characters, according to a new report from Yes Lifecycle Marketing.

Although constituting less than 5% of all emails sent, emails with Subject lines under 21 characters generate the highest open rates, the report says.

In fact, Subject lines under 21 characters generate a 31 percent higher-than-average open rate.

The report, Subject Line Benchmarks: How Length and Personalization Impact Email Performance Across Message Type and Industry, bases its conclusions on an analysis of more than 7 billion emails.

The report also says:

  • Emails with Subject lines of 10 characters or fewer generate an open rate of 26%, twice the average open rate.

  • The majority of emails (74%) have Subject lines between 21 and 60 characters; they generate a below-average open rate.

  • Over 20% of emails have Subject lines longer than 60 characters; they generate the average open rate.

  • Short Subject lines are critical in tech and retail; but not in financial services, publishing, and hospitality and travel.

  • "While shorter subject lines can sometimes stand out in the inbox, especially on mobile, length is only one of the many email components marketers should take into account when developing their campaigns," says Michael Fisher, president of Yes Lifecycle Marketing.

    "The key is still to give subscribers enough information up front."

    The full report can be found on the company's website.

    Want to remember this rule-of-thumb for Subject line-length?

    Think EG.

    Email Guidance: No one over 21 admitted.

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