Perfecting the B2B Email Subject Line

emailAccording to research from Adestra, analyzing 1.159 billion B2B emails, the subject lines that work best are either less than 30 characters, or longer than 90 characters.

  • Using 90 characters and upwards produced the highest response rates because more benefits can be communicated by using more characters.
  • Snappier subject lines that used 30 characters or less performed well in the case for transactional or direct-action emails.
  • Shorter subject lines (14 or fewer words) produce considerably higher engagement than longer subject lines.

With personalized subject lines, recipients feel instant engagement, but engagement falls off when people open the email, since in most cases the content of the emails is not personalized.

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