Study: Small E-mail Creative Changes See Big Returns

Small changes to the creative elements of e-mail messages can boost customer response by 50 percent or more, according to a study recently released by e-mail solutions provider Silverpop. For instance, business-to-business e-mails with the company or brand name in the subject line experienced an average open rate of 32 percent, compared to just 20 percent for messages without branded subject lines. Following are other data Silverpop found it its analysis of 612 e-mails sent by 430 companies.