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How long should your subject lines be?How long should your subject lines be?
Any marketer out there wants to know how to write the ideal subject line. This little detail influences the effectiveness of your marketing campaigns and dictates how many of your emails will actually get opened. With everyone reading their emails on different devices with different screen sizes and display settings, things become even more complex. How many characters will subscribers get to see? And what kind of content will make them open your campaigns? These are the questions we'll tackle in this article to help you optimize your email subject lines for better engagement.
How many characters of your subject lines will be visible?
Knowing how much of your subject line will be visible across different devices and email clients can help you tailor your approach. Here’s a quick breakdown:
| Device | App/Client | Max Subject Line Length |
|---|---|---|
| Google Pixel 7 | Gmail App | 33 characters |
| iPhone 14 | Gmail App | 37 characters |
| Samsung S22 Ultra | Gmail App | 36 characters |
| iPad (10th generation) | Apple Mail | 39 characters |
| iPhone 14 / iPhone SE | Apple Mail | 48 characters |
| Desktop | Gmail (Browser) | No limit – the text will get cut off where your screen ends. On a 1400px browser window, this means approx. 88 characters |
| Desktop | Gmail (Browser) | No limit – the text will get cut off where your screen ends. On a 1400px browser window, this means approx. 51 characters |
Optimizing the content of your subject lines
To make the most out of your subject lines, consider the following:
1. Conciseness is key
Aim for 30 to 50 characters (or 4 to 7 words). Place the key message within the first 33 characters to make sure the essence of your message is visible across most platforms. E.g., "Summer Sale Ends Tonight – Save Now!"
2. Stay relevant
Avoid misleading subject lines. Being sarcastic or mysterious is fine, but make sure your subject line accurately reflects the email’s content to avoid high unsubscribe rates.
3. Add a personal touch
Add name variables in the beginning of your subject line to increase open rates. E.g., "Sarah, these shoes were made for you"
4. Test, test, test
Use theMarketer’s A/B testing feature to explore which subject line lengths and styles resonate most with your audience. You can also resend your campaigns with a different subject line if you want to maximize your results.
5. Don’t forget the preview text
Use the preview text to complement or add to your subject line. Make the first 37 characters engaging to make sure the additional information will be visible across other platforms and devices.
To wrap it all up
Crafting an effective email subject line is both an art and a science, requiring a deep understanding of your audience as well as the technical limitations of email clients and devices. By keeping your subject lines concise, focused, and personalized, you set the stage for successful email campaigns. Remember, when it comes to subject lines, less really is more.
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