Reportlet: Branded Subject Lines

There’s significant evidence that consumers are more likely to open emails whose subject lines contain the brand name of the sender. For instance, nearly half (48.8%) of consumers are attracted to emails that have the brand name of the sender in the subject line, according to Return Path’s Third Annual Holiday Email Consumer Survey. That makes it almost as powerful as subject lines that offer a discount or free shipping, which 49.6% of respondents said made a subject line catch their attention.

Chad White did a little research and found that 67% of retailers never or rarely put their brand name in the subject line. Read his reportlet here.