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  • July 25, 2006

AM Inbox: Diarrhea of the subject line

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 of the top online retailers. Here are highlights from our inbox this morning:

There were a couple of emails this morning with super long subject lines—so long that they wouldn’t fully display in our inbox:

Victoria's Secret, 7/24, 9 pm — The Hottest Summer Tees, $15 & Up - Free Shipping & Handling on U.S. Orders of $100 or More, Details Inside.

Spiegel, 7/25, 6 am — Up to 60% Off at our End of Season Sale: Plus an EXTRA 20% Off with your Elite Savings Pass!

Long subject lines are a pain. Most experts recommend that subject lines be fewer than 50 characters long, including spaces. The Victoria's Secret subject line above clocks in at 108 characters; Spiegel’s at 92. And it’s not just a matter of readability, it’s a matter of money because longer subject lines get fewer click-throughs, according to research by Return Path. The gist of their research is this: Click-through rates for subject lines with 49 or fewer characters were 75% higher than for those with 50 or more. Based on that, Victoria's Secret might have done much better with “The Hottest Summer Tees, $15 & Up” and Spiegel with “Up to 60% Off at our End of Season Sale.” Simple is better.

Banana Republic, 7/24, 11 pm — New range of woven shirts + shop by size
Hallmark, 7/24, 4 pm — Introducing: New Say It With Music Cards!
eBags, 7/24, 1 am — eBags Back to School Savings: 10% Off + Free Shipping
Blair, 7/25, 8 am — End-of-season buys as low as $5.99

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