The research was done by Alchemy Worx of England. Their study was fascinating, mostly because it was contrary to what I believed to be true.

According to the study which was done on 646 subject lines across 205 million messages, shorter subject lines generated higher open rates, but much lower click-to-open rates.

Longer subject lines earned a much higher click-to-open rate, but much lower open rates.

The open rates and the click-to-open rates evened out at between 60 and 70 characters, where neither metric was optimized.

The highest click-to-open rates started at 16 words and went all the way up to 25 words in the subject line. That's between 110 and 140 characters.

Click-to-Open Rate
Number of clicks divided by the number of opens

I would have considered 25 words to be a very long subject line ... but not anymore. Based on these findings, you will see Recognized Expert using much longer subject lines in our emails.

Read the Alchemy Worx white paper

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Very interesting article. Goes to show how powerful segmenting and testing emails can be.

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