E-mail messages carrying subject lines of 35 characters or fewer significantly outperform those with more than 35 characters, according to a study released recently by MailerMailer. ■ According to the e-mail marketing software-on-demand provider, messages with subject lines of 35 characters or fewer achieved average open and clickthrough rates of 18.98% and 3.52% respectively, while those with more than 35 characters achieved average open and clickthrough rates of 15.38% and 1.75% respectively. ■ Of course, as MailerMailer warns, this isn’t an absolute rule. Test what gets your readers to respond.
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