The importance of subject lines
I’ve been paying a lot of close attention to email newsletters lately, because of work-related motives as well as natural curiosity. We recently received a pitch from an email marketing firm, in which one of our team posed the question “How much do you think the subject line counts for?”. that got me thinking, because as you can see from this image, the subject line counts for a huge amount until I choose to show images. It’s make-or-break stuff. The agency said a similar thing but also stressed that their tests have shown the subject line doesn’t only impact click throughs but this effect also carries through to conversions. Now that is interesting. I would love to do some real tests with control groups and monitor conversions based on subject line testing only.
No matter what though, if you’re sending html newsletters you should really spend a lot of time on subject lines.