The Great Debate: Subject Line Length

The optimal length for email subject lines has been hotly debated over the years, with wildly conflicting conclusions. We looked at emails received by over 2 million email subscribers from over 3,000 retail senders in February 2015, and found that: Most subject lines were between 41 and 50 characters. Subject lines 61 - 70 characters long had the highest read rate (17%). Overall, our... Continue »

Have You Optimized Sending Frequency for Your Subscribers?

Have you ever struggled with the question of how much email to send for optimal engagement? Do you want to send more mail but you are afraid of overwhelming your customers, causing them to unsubscribe? These are questions many marketers face and have a difficult time answering. To help improve visibility into your subscribers' engagement, Return Path has added a new experimental playground called... Continue »

Hi & Goodbye: The Two Most Valuable Components of Your Email Program (Part 1)

There is a pretty common expression that I’m sure you have heard: “You never get a second chance to make a first impression.” Whether going on a first date, walking into a job interview, or that dreaded meeting of the maybe-future-in-laws, making a good first impression is critical. To dig a little deeper, though, why do we want to make a good first impression? While there may be slight variations... Continue »

Father of Spam, Mother of Invention: How Much Has Email Changed in 37 Years?

When Gary Thuerk sent the first bulk electronic mail promotion to about 400 people nearly 37 years ago to this day, it caused a firestorm of controversy, and to this date he is referred to as the “Father of Spam.” The message was unsolicited, and sent in bulk to a group of researchers and admins. In Thuerk’s defense, there was little opportunity to receive permission digitally back then. The world... Continue »

Want to Get More Out of Your Subject Lines? Try Testing.

How many emails are in your inbox right now? Do you plan to read all of them? If you are like most of us, you probably don't have that kind of time. Instead you will quickly scan through the list and open the handful that catch your eye. Catching the consumer’s eye is the goal of every marketer, and when it comes to email the subject line is the best way to do this. Considering how important the... Continue »