Speaking at a Direct Marketing Association conference on email marketing this week, Dela Quist, chief executive of Alchemy Worx, said ‘longer can be better.’ He said the important thing was the message, not the number of words.
Quist quashed the theory that subject lines should be less than 35 characters and called on marketers to thoroughly test email campaigns.
He said: Everyone is looking for the silver bullet, one answer to ensure an email campaigns work every time. It’s all about testing and getting the message right. One answer won’t fit all.
Quist is behind a white paper researching the subject and advising on how marketers can grab attention. His research monitored the click to open rate on emails that had subject lines over 35 characters. He also looked at multiple propositions in subject lines.
To see highlights from Quist’s talk click on the video above.
Digital
Research by Alchemy Worx reveals that long email subject lines 'work best'
LONDON - Research from email marketing specialist Alchemy Worx, has shown longer subject lines in emails can be effective in marketing campaigns.
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