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Kidfo Subject LineEmail subject lines:
what is the ideal length?

The subject line of an email is the first thing a recipient sees. Will they open the email or delete? The success of your email will be decided in 2 seconds. Most email service providers recommend 28 – 50 characters is the ideal length of an email subject line.

The most successful subject lines are short, descriptive and provide a reason to view the email. If you try to stand out by using splashy phrases and clichés, your email may be ignored.

MailChimp found that there was no significant difference between short email subject lines and long ones. But, they do recommend about 50 characters in length or less. Clicks and opens were largely the same.

Mailer Mailer found that 28 – 39 characters had slightly more opens and clicks:

  • BYB subject line4–15 characters: 15.2% open; 3.1% click
  • 16–27 characters: 11.6% open; 3.8% click
  • 28–39 characters: 12.2% open; 4% click
  • 40–50 characters: 11.9% open; 2.8% click
  • 51+ characters: 10.4% open; 1.8% click

With more people reading emails on a mobile device, how many lines do you want the subject line to occupy? 2 or 3 lines?

MailChimp’s studies show some high performers—no matter what the length of the subject line.

Subject Lines With High and Low Open Rates by MailChimp
Subject Line Open Rate Comment
Preliminary Floor Plans for Southern Village Neighborhood Circle Members 93% Timely information. Implied benefit for quick action. Over 50 characters in length.
Your April Website Stats 92.6% Timely and useful information.
Idlewild Camp - Important Travel Information 90.1% Information I need now.
Final reminder for complimentary entry to attend the West Freelands BCI Cluster Conference 2006 0.5% Reminder and subject is too long.
Tempting August NUSA Specials! 0.9% Special. Exclamation mark.
SALE ends soon - up to 50% off all bras at Kara! 1.9% Percent off.
Help Baylor create the ideal college experience 2.5% Help - means ignore.

If you need help sending emails or setting up a Facebook page, send me an email: learn@sterlinged.com

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