E-Mail Open Rates Hinge on 'Subject' Line

Personalized e-mails boost open rates, according to a MailerMailer study. The e-mail service provider found that personalized "subject" lines in particular increased the number of times recipients opened their mailings.

The "subject" line is so important that, even when marketers have recipients' permission, the wrong line can still mean trouble.

"The e-mail’s 'from' and 'subject' lines become key elements that help recipients quickly decide whether the e-mail is spam," said David Hallerman, senior analyst at eMarketer.

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