How the subject line affects the open rate

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The subject line is, alongside the sender's name, the first thing the recipient of an email notices. This is precisely why the subject line plays an important role when it comes to the opening rate. Optimizley has examined a total of three characteristics of subject lines in terms of their influence on successful email marketing. These three characteristics are:

the length
the use of personalization
the use of symbols
length
Most companies sent emails with a subject line that belgium whatsapp data was between 0 and 75 characters long. Only 0.42% entered more than 125 characters in their subject line. However, if you look at all industries together, the length of the subject line seems to have little influence on the proportion of people who open the emails (unique open rate). It fluctuates only slightly between 34.83% and 33.01%.

However, when viewed individually, it is clear that a subject line of less than 26 characters is quite effective for media companies.

In the software industry, however, very long subject lines seem to be more off-putting than inviting. The ideal subject line in this sector had a character length of between 51 and 75. A look at other industries such as financial services and insurance also shows that a concise, short subject line increases the motivation to open an email. However, it is also relevant whether the company is in the B2B sector. Here, the subject line can be a little longer without reducing the unique opening rate.



personalization of the subject line
The general opinion is that people who feel they are being addressed directly are more likely to open an email. And a personalized subject line does indeed generally have a positive effect on the opening rate. However, on average, less than a quarter of the companies surveyed used this method.

Whether a personalized subject line leads to more opens depends on the industry. Optimizley found that non-profit organizations, for example, could benefit from a personalized subject. In the B2C area of ​​transportation, things are different: Here, subject lines without personalization perform better overall.

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