Daily Delivery – Creativity vs clarity in email subject lines

Case Study: Creativity vs clarity in email subject lines

By Amanda Gagnon @MarketingSherpa 9/4/12

It’s critical that any marketing email be labeled with an appealing, even gripping subject line. Since the subject line acts as the email’s introduction, if it deflects attention, the rest of the message never gets seen.

The question is, what do consumers find appealing? What grips them?

The AWeber team investigated results from recent email broadcasts promoting posts on our blog to find out.

Test: Clarity vs. creativity in email subject lines

Subject lines written to appeal with creativity were identified, as well as subject lines written in a clear, straightforward manner.

Subject lines written creatively included:

  • AWeber’s AWesome Anthony A.
  • Getting Earth-Friendly Beyond Email
  • Threadless’ Frequency Alert: Hot or Not?

Subject lines written with clarity included:

  • Grow Your Email List 99% Faster: How One Site Did It
  • 43 Free Animated GIFs For Your Email Campaign
  • Email Timing: A Look At 6 Marketers

The test was run across 20 subject lines, sent to a list of over 45,000 subscribers. The clear, straightforward subject lines gathered far more response than their creative counterparts, surpassing them by (continue @MarketingSherpa)



  1. How To Find Your Email Subject Line Writing Voice « yachtclubshipstore.com - September 22, 2012

    [...] keep in mind that the field is vast, so how you play the game also depends on your own creativity.Each subject line that you put together for your email marketing campaign should have an effect. Des…is to put together subject lines, yet also making them feel related to the substance of the email. [...]