ZURB is a product design company that has helped over 300 companies create better products, websites and services since 1998. We’re a team of T-shaped product design experts with a bold mission: Change the way people design connected products and services. We lead by design through our consulting, product design tools and training. Over the last two decades, we’ve developed Progressive Design, a system that helps us create consistently impactful work that touches millions of people around the globe every day.

TestSubject: A New Tool for Composing Email Subject Lines That Increase Open Rates

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According to recent research, 33% of people open emails based on the subject line alone and 68% decide to open based on the 'From' name. Most people spend hours of their time crafting the perfect content for their emails, neglecting these two important factors that can prevent all of that hard work from ever being seen. The truth is that people decide in seconds whether or not they will open that email you spent days working on. Subject lines, sender names and even preheader text (the preview of our email that gets displayed in our email client) all matter significantly. In general, short, clear and direct subject lines perform best for most industries. Vague, overly long, or boring subject lines kill open rates.

In some cases, a poorly chosen subject line or sender name can go beyond merely just being dull or ineffective and actually end up being rude,...
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