Think about that subject line

Ken Magill talks about a study done by People magazine on the importance of subject lines and from lines in getting recipients to open and act on an email.

MailChimp has specific open information about mail sent through their application. They describe the collection of the information used in this blog post.

Recipients really do make open / not-open decisions based just on the visible subject line. MailChimp’s data shows that “boring” subject lines often perform better than pushier more sales like subject lines. One possible explanation is that recipients are used to ignoring spam subject lines, and the more informative a subject line, the more likely it is to be mail they actually open.


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