The debate over short vs. long email subject lines in cold pitches

I used to swear by short subject lines for cold emails (under 5 words) because that's what all the blogs say. But last month I tried a 12-word subject line for a pitch to a design firm in Portland and got a 30% open rate, way higher than my usual 15%. Now I'm wondering if the short-subject-line rule is actually a myth or if it just depends on the industry. Anyone else tested both and seen different results depending on the client type?

2 comments

2 Comments

angela7287d ago

Huh, that's interesting. I've had pretty much the opposite experience with subject lines. I sell to construction managers and contractors, and my short subject lines (like "quick question" or "saw your project") consistently beat long ones by about 10 points on open rate. But I also noticed that the longer ones I've tried for creative agencies or tech startups actually did better. It really seems like the audience matters way more than the word count. I'd say stick with what works for your specific industry and don't worry too much about the general advice.

lisas787d ago

Yeah I had the same thing happen when I was testing subject lines a while back @angela728. I do a lot of outreach to folks in my industry and the short ones like "quick question" or "saw what you posted" just crushed everything else. But I also tried those longer descriptive ones for a different group I was reaching out to and they did way better. It really is just about who you're talking to. The general experts say one thing but they're not selling to your specific crowd. I'd keep running your own tests and ignore the blanket rules.