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It is widely acknowledged that the subject line in an email is the most important factor in driving overall response, from initial open to click to conversion. However, despite this widely accepted concept companies often do not test the effectiveness of individual subject lines. Different publications offer different recommendations on subject line creation such as SLL’s (subject line length) should range from 35 to 50 to 60 and 70 characters. However, the decision depends less on the length and more on the information contained in it and the preferences of your client base.  One example is from GoodNites.com, a parenting website. They use over 70 characters in their subject lines (an unheard of amount). However with they’re customer base; different parents are looking for different information. Some are looking for new products, others advice, and others community engagement. GoodNites has found that by structuring their subject lines in the form of a list their open rates increase dramatically.  A subject line like this, “4 Bedwetting Causes, Parents Helping Parents, Valuable Coupon and More!”, provides different parents with the relevant information they are seeking. The only way to understand your subject line effectiveness on your customer base is to A/B test consistently. Understanding how to structure your subject lines in terms of length and content will get your emails opened!