{Email}’s Oldest Topic That No One Agrees On: Subject Lines

If you follow more than one expert on email marketing, you’ve likely seem more than one opinion, or more than one data-driven conclusion, on what makes for an effective subject line. It honestly seems that no one agrees on length, content, purpose, tone, sentiment, or really any other characteristic. And, for good reason, as no two audiences are alike, no two email marketers are alike, and no two testing processes are alike.

So, here we are, we have a myriad of trusted, influential sources, all testing the same thing (email subject lines), all coming up with different answers, and all deriving different “best practices”. I haven’t seen them all, and, honestly, don’t plan to. Why? Because they’ll likely differ from others, and they will likely believe, and propose, that they are more correct than the others.

I started this blog with the intention of “Demystifying {Email} Marketing [Black] Magic”, and I believe there is no more important subject to cover than email subject lines – the first thing you subscribers see, the first step in driving engagement and conversion. If each test and resulting analysis and best practice is different from the next, it’s difficult to decipher what’s bad, what’s biased, what’s good, and what’s best.

Instead, I plan to break down email subject line composition into three fragments: subject line length, capitalization, and focus (subject line subject); and provide you with my own personal insight to help you derive your own conclusion and your own formula for the “perfect email subject line”.


Frist up, {Email} Subject Line Length. If you have any insights on subject lines, please let me know in the comments below – would love to incorporate more perspectives.

Leave a Reply

Your email address will not be published. Required fields are marked *