Short vs Long Subject Lines? You’re Asking the Wrong Question

“Should my subject lines be short or long?” It’s one of the most common questions in email marketing. But according to Kath Pay, it’s the wrong question.

In this From the Hammock episode, Kath shares what she’s learned after running hundreds of subject line A/B tests:
– Short, vague subject lines can boost opens—but often erode trust.
– Longer, specific subject lines get fewer opens—but higher clicks and conversions.
– The real secret? Write for the outcome, not just the open.

Next time you craft a subject line, don’t ask how short it should be. Ask how clear and specific you can be—without losing their interest. That’s where the magic happens.

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