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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