Case Study: Creativity vs. Clarity in Email Subject Lines

We all know an email’s subject line is critical. If it’s not effective, the rest of the message never gets seen. The question is, what do consumers respond to: creative subject lines or straightforward, clear subject lines? A recent MarketingSherpa case study explored this question in detail with 20 different subject lines sent to 45,000 subscribers while measuring responses to the emails across several channels: email subscriptions, traffic, Facebook Likes, Tweets, and comments.

Chart

 

 

 

 

 

 

 

 

 

 

The results? Clear subject lines outperformed creative versions on average by a whopping 541%.

Read the full MarketingSherpa article to learn more about why subject line clarity is paramount.