Transactional emails lead to higher open rates when a brand’s name is included in the subject line, according to the 2013 Q3 Email Benchmark Report from Experian Marketing Services.
Specifically, the report pointed to transactional emails such as shipping and order confirmations, order cancellations, and return confirmations. Brand-name inclusion in only shipping confirmation emails produced a significant gain with a 7% increase in unique open rates.
Here are some other key findings in the report:
Unique click rates for....