360° Coverage : Marketers: Keep Your Subject Lines Brief

2 Updates

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...

Filed under: news

 
 
 

34 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
2

8 weeks ago

Khazanah throws MAS RM6b lifeline

Aug 29 2014 5:01pm CDT | Source: Business Times Singapore

August 30, 2014 1:15 AMKHAZANAH Nasional will inject RM6 billion (SS$2.4 billion) over three years to resuscitate loss-making Malaysia Airlines (MAS) under a recovery plan that includes even an Act of Parliament. Other key moves are migrating its operations, assets and liabilities to a new company ...
Source: Business Times Singapore   Full article at: Business Times Singapore
 

 
Update
1

8 weeks ago

MAS posts loss of RM307m for Q2

Aug 28 2014 5:00pm CDT | Source: Business Times Singapore

August 29, 2014 1:13 AMMALAYSIA Airlines (MAS) registered a loss of RM307 million (S$122 million) for the second quarter to end-June, but warned of worse to come in the second half when the "full financial impact of the double tragedies of MH370 and ...
Source: Business Times Singapore   Full article at: Business Times Singapore
 

 

Don't miss ...

 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

Ebola cases exceed 10,000: WHO
London, Oct 25 (IANS) The World Health Organisation (WHO), in its latest report Saturday said the number of Ebola virus cases has exceeded 10,000, with 4,922 deaths.
 
 
Sundar Pichai to head key Google products, services
New Delhi, Oct 25 (IANS) Search engine giant Google in a reorganisation of its management has assigned Sundar Pichai the leadership of core Google products, technology magazine Recode reported.
 
 
Ocean circulation: a major factor in climate change
Washington, Oct 25 (IANS) It isn't just the atmosphere, but the circulation of the oceans plays an equally important role in regulating the Earth's climate, new research shows.
 
 
Pakistan hails UN for granting D-8 observer status
Islamabad, Oct 25 (IANS) Pakistan Saturday welcomed the UN's decision to grant observer status to the Developing-Eight (D-8) Organisation for Economic Cooperation.
 
 
 

Latest from the Network

Second MERS case reported in Qatar
Doha, Oct 23 (IANS) A 43-year-old man in Qatar has tested positive for Middle East Respiratory Syndrome (MERS) in the second confirmed case of the deadly virus in 10 days, media reported Thursday. The patient had...
Read more on Business Balla
 
Two people die in Pakistan bomb blast
Islamabad, Oct 23 (IANS) At least two people were killed and 12 others injured in an explosion that took place in Pakistan's Balochistan province Thursday, media reported. The bomb was planted on a motorcycle, Dawn...
Read more on Politics Balla
 
Trott extends contract with Warwickshire till 2017
London, Oct 23 (IANS) England batsman Jonathan Trott, whose mental issues led to his abrupt departure from last winter's Ashes tour, has confirmed his successful comeback to competitive cricket by signing a new three-...
Read more on Sport Balla
 
Srikanth, Kashyap big movers in BWF rankings
Kuala Lumpur, Oct 23 (IANS) Indian men shuttlers Kidambi Srikanth and Parupalli Kashyap jumped seven places each in the latest Badminton World Federation (BWF) rankings released Thursday while Olympic bronze medallist...
Read more on Sport Balla
 
Alvin Stardust dead
London, Oct 23 (IANS) English singer Alvin Stardust died after a short illness. He was 72. Stardust's manager confirmed the news about his demise Thursday, reports mirror.co.uk. He was recently diagnosed with...
Read more on Celebrity Balla
 
Indian man reunited with family after 40 years
Dubai, Oct 23 (IANS) An Indian man, who had disappeared from his hometown in Kerala nearly 40 years ago, has been found by his family at a hospital in Dubai in the UAE, a newspaper report said. Now in his 60s, Abdulla...
Read more on Politics Balla
 
Srikanth, Kashyap, Saina rise in world rankings
Kala Lumpur, Oct 23 (IANS) Indian men shuttlers Kidambi Srikanth and Parupalli Kashyap jumped seven places each in the latest released Badminton World Federation (BWF) rankings Thursday while Olympic bronze medallist...
Read more on Sport Balla
 
Flintoff signs for Big Bash side Brisbane Heat
Brisbane, Oct 23 (IANS) Former England captain and all-rounder Andrew Flintoff, who retired from international cricket in 2009, Wednesday confirmed that he will play for Brisbane Heat in the Big Bash League (BBL) this...
Read more on Sport Balla
 
OPEC daily basket price falls again
Vienna, Oct 23 (IANS/WAM) The basket of 12 crude oils of the Organization of Petroleum Exporting Countries (OPEC) closed at $81.94 a barrel Wednesday compared to $82.09 Tuesday, the OPEC Secretariat said. The new OPEC...
Read more on Business Balla
 
Lopez to sign multi-million dollar deal?
Los Angeles, Oct 23 (IANS) Singer-actress Jennifer Lopez is reportedly in the final stages of securing a multi-million dollar deal to perform in Las Vegas. The 45-year-old is being offered $350,000 per show at The...
Read more on Celebrity Balla