eMarketer: Getting E-Mail Opened and Click-Through Rates High

EmailLabs reports that a study it conducted on email marketing shows better deliverability and clickthroughs can be had with shorter subject lines and more hyperlinks in the body text. The desirability of short subject lines has been axiomatic in email marketing circles from the beginning, especially as many email reading programs show only a limited number of characters in the subject line. The hyperlink conclusion seems to be a relatively novel observation. It may prove a product of the fact that more hyperlinks suggests the email content is designed to allow for more self selection.