There’s been lots of discussion recently around using symbols and characters in email marketing subject lines.
So here in the dotMailer marketing team, we decided to find out for ourselves what effect this approach can have.
December is a busy month for the dotMailer marketing team, with several email campaigns and remails going out to our database.
So it’s been a good month to test out the effect of symbols in subject lines.
Using dotMailer’s split-testing suite we set up subject line split tests across 6 different email campaigns this month, whereby the only difference between the 2 subject variations for each campaign was the use of symbols in one of them.
A sample of results from our subject line split tests including symbols
On average we found that the subject lines we tested with symbols, returned a 15% increase in click-throughs, over those without.
The target market for dotMailer’s email campaign are professionals in business and the vast majority are reading our emails in Outlook.
So results for B2C email marketers for example, or for user-bases that predominantly read emails on mobile devices, may be quite different.
But our results clearly show that testing symbols in subject lines, now, while they still stand out in inboxes and before they become common-place and invisible, is an exercise well worth undertaking by every email marketer.
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