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Jun
29
Stop the presses: Gmail ads don’t steal customers
Director of Software Development
There has been some media hype lately about contextual – and often competitive – ads displaying in the web interfaces surrounding your email messages, particularly in Gmail. As marketers ponder whether to send email to Gmail customers at all, we decided to take a look at our Postmaster Network response rates to see if we could spot any issues lending credence to the hype.
The result: don’t even think about taking Gmail customers off your list. People using Gmail responded BETTER than those using other ISPs. In fact, response rates were …
Categories: News Comments Off
May
2
Subject Line Research: Response Goes Down As the Characters Go Up
Director of Software Development
The issue of subject line length is something that gets debated endlessly around the marketing water cooler. Most people know that anything longer than 55 characters (and, just a reminder, the spaces do count!) will get cut off. And many have heard the maxim that 35 is really a better number to aim for. But, does anyone know how the length of the subject line actually affects response?
Well, yes, in fact. We did an analysis on all acquisition campaigns sent through our Postmaster Direct Network over the last two years. We found that response rate (as measured by clicks) goes down dramatically when the subject line is longer than 50 characters. How dramatic is this difference? Click-through rates for subject lines with 49 or fewer characters were 75 percent higher than for those with 50 or more. ….
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