E-Mail: Did You Know…Only 16% Ask About Frequency?

Posted on by Chief Marketer Staff
  • In a recent study by the Direct Marketing Association’s E-mail Experience Council, just 16% of e-mail DMers gave those trying to opt out the choice of receiving messages less frequently. Forty-four percent offered no alternatives whatsoever.
  • If you want to get the best results in transactional e-mail, make sure the from line contains your company name, rather than a person’s name, says usability expert Jakob Nielsen. And make sure the name is no longer than 20 to 25 characters so it doesn’t get truncated.
  • Keep your subject lines meaningful to the transaction, says Nielsen. “Your order has shipped” is more relevant than “shipping information.”

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