Study: Small E-mail Creative Changes See Big Returns

* Business-to-consumer e-mails with the brand or company name in the subject line received open rates of 29 percent on average;
* B-to-C e-mails without the brand or company name in the subject line were opened about 22 percent of the time, on average;
* 55 percent of B-to-B e-mails used the brand or company name in the subject line;
* 46 percent of B-to-C e-mails used the brand or company name in the subject line;
* Text-based e-mails sent to consumers saw a 4.7 percent average click rate, while image-oriented e-mails saw a 7.1 percent average click rate; and
* Conversely, all-text e-mails sent to businesses saw a 5.4 percent click rate, while messages with an equal ratio of images to text saw a 3.5 percent click rate.