BlueStreak: E-Mail Leaders Use Longer Subject Lines

Share this content:
E-mail open and click-through rates often hinge on whether subject lines and message content are descriptive enough, according to a new study.


E-marketing services company BlueStreak, Providence, RI, studied e-mail marketing leaders -- those who have open rates surpassing 45 percent and click-through rates of almost three times the industry average -- with "average" e-mail marketers.


In the BlueStreak Email Benchmarks study, the company found that leaders are up to three times more likely than the average to test subject lines for campaigns. Their subject lines are slightly longer than average, which is 38.3 characters.


Leaders are also more descriptive in message content, including 60 words more than the average in their messages. Leaders use more than 27 links per message to encourage calls to action, compared with the average of 19.


E-mail marketing leaders also keep cleaner lists, BlueStreak said yesterday. They have more than 80 percent deliverable addresses compared with less than 75 percent for average e-mail marketers.


"BTB marketers tend to be the laggards and consistently have the least deliverable lists, with more than 26 percent of addresses being invalid," the BlueStreak report said.


Leaders emerged in specific industries, too. Healthcare marketers achieved the highest open rates at 57.8 percent, the study said, while the travel and hospitality sector had 46.5 percent open rates and telecommunication and ISP firms had 44.7 percent.


Healthcare companies also had the highest click-through rates at 11.4 percent, but consumer goods manufacturers and brands were a close second, with a 10.2 percent.


Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above