E-mail messages carrying subject lines of 35 characters or fewer significantly outperform those with more than 35 characters, according to a study released yesterday by MailerMailer.
According to the e-mail marketing software-on-demand provider, messages with subject lines of 35 characters or fewer achieved average open and click-through rates of 18.98% and 3.52%, respectively, in the second half of 2008, while those with more than 35 characters achieved average open and click-through rates of 15.38% and 1.75%, respectively.
However, the company warned:
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