360° Coverage : Marketers: Keep Your Subject Lines Brief

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Marketers: Keep Your Subject Lines Brief

Feb 28 2014, 10:23pm CST | by

I understand, I truly do, the impulse one has after creating a piece of content–an article in my case–to write a lengthy headline that expresses its every twist and turn and nuance. When I give into...

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21 weeks ago

Marketers: Keep Your Subject Lines Brief

Feb 28 2014, 10:23pm CST | by

I understand, I truly do, the impulse one has after creating a piece of content–an article in my case–to write a lengthy headline that expresses its every twist and turn and nuance.

When I give into that impulse it usually garners a sharp little note from a copy-editor or, if the title gets past her, fewer page views than I had anticipated.

For marketers, the consequences can be equally dire, along with an irate client disappointed over a poorly-performing campaign to boot.

Increasingly, digital content is being viewed on mobile devices—some 35% of all email is now opened on one. We all know this, yet for some reason online content often fails to be packaged as though 35% of its recipients will open the email on a mobile device.

Research from Retention Science set to be released next week drives home this point. After analyzing more than 260 million emails across 540 email-marketing campaigns, it found that subject lines of 6-10 words perform best, generating a 21% open rate, which is above industry standard. Emails with subject lines containing five or fewer words ranked second with a 16% open rate, while those with 11–15 words returned a minimal 14% open rate.

Despite this, the majority of emails sent (52%) had subject lines in the 11-15 word range, the company found.

What is truly astounding is that, according to the Interactive Advertising Bureau, media agencies are diverting on average 15% of digital spend towards mobile. Yet many brands don’t seem to have the basics down to be competitive in this channel.

Marketers have a short window to get their mobile strategies straight because fairly soon crafting a short subject line will be the least of their worries. Trends tend to emerge in this space quickly and mercilessly. One to watch–pun intended–is the wearable tech space. This category is on the watch list (ditto) of just about every IT consulting firm. Gadgets include watches, fitness bands and smart glass, namely Google Glass.

Google, of course, has said on numerous occasions it doesn’t plan to offer paid advertising opportunities on Google Glass. But what to make of a patent it filed last year for a “pay-per-gaze” cost model? A cynic might be inclined to think that Google does intends to monetize the technology at some point.

Here is how the filing described the “head-mounted gaze tracking device” and how it would work (via Wired Magazine).

…the technology would transmit both images and the direction of a person’s gaze to a server for analysis, and that advertisers could be charged a fee based on whether a person looks directly at the ad in the real world with a premium for ads that hold a users attention longer.

Marketers, the learning curve is getting shorter and shorter as new tech emerges. Let your subject lines follow suit.

Source: Forbes Business

 
Update
10

7 weeks ago

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Jun 9 2014 7:54am CDT | Source: Business Times Malaysia

KUALA LUMPUR: About RM47 million of contributions in the Teachers Provident Fund (KWSG) still remain unclaimed, the De ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
9

7 weeks ago

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Jun 9 2014 3:50am CDT | Source: Business Times Malaysia

KANGAR: A gold shop owner lost almost RM1 million after after the safe on in his shop was broken into by robbers ...
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Update
8

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Update
7

7 weeks ago

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Jun 9 2014 2:11am CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia spent some RM27.6 million in its first phase of the search operations for missing Malaysia Airline flight MH370, said Acting Transport Minister, ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
6

7 weeks ago

9.1m litres of diesel seized in a month

Jun 8 2014 1:11am CDT | Source: Business Times Malaysia

PUTRAJAYA: The Domestic Trade, Cooperatives, and Consumerism ministry has seized some 9.1 million litres of diesel and property worth RM58 million since mounting ‘Operasi Diesel Selata ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
5

7 weeks ago

Girl, 9, awarded RM2.78m compensation for medical negligence

Jun 6 2014 4:56am CDT | Source: Business Times Malaysia

KUALA LUMPUR: A nine-year-old girl who suffered brain damage during her birth at a government hospital was awarded over RM2.78 million ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
4

7 weeks ago

Malaysia's total trade in April up 12pc

Jun 5 2014 11:52pm CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia's total trade in April 2014 rose by 12 per cent from a year ago to RM123.86 billion due to growing trading activities, International Trade and Industry Minister D ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
3

8 weeks ago

Works Ministry to spend RM20m for upgrading works at 50 accident black spots

Jun 4 2014 11:35pm CDT | Source: Business Times Malaysia

JOHOR BARU: The Works Ministry will implement upgrading works at 50 accident prone locations in the country that have been identified this year involving an allocation of RM20 million ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
2

8 weeks ago

Najib launches loan scheme for Ramadan traders

Jun 4 2014 10:24pm CDT | Source: Business Times Malaysia

PUTRAJAYA: Prime Minister Datuk Seri Najib Razak today launches RM45 million Ramada ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
1

8 weeks ago

Residents bring up objection against Kidex to Suhakam

Jun 4 2014 4:49am CDT | Source: Business Times Malaysia

PETALING JAYA: A group of 20 Petaling Jaya residents held a meeting with the Human Rights Commission of Malaysia (Suhakam) over their objection against the proposed RM2.2 billion Kinrara Damansara Sky ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 

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