The Internet Retailer website, citing a study by Silverpop, "Email Creative That Works," offers some confirmation and a few surprises on the best way to go about email marketing.
One of the key findings of the study, whether it concerns B2B or B2C, is that branding in the subject line is crucial to opening rates. We've talked about that at thealphamarketer recently concerning reputation (branding) being the most important aspect of open rates of email. It's only another way of saying trust. Put your brand out there on the subject line so that it will induce that trust.
In reference to B2C emails, the study found that lifestyle photography included in it result in higher click rates. In the case of B2B though, it drops the click through rates. Another popular thing with B2C email marketers is the postcard design. Yet, the newsletter-style format brings higher click rates.
Another important insight from the study shows that when specific discounts were offered in dollars off, the click rates were a huge 45% 
higher than if it is was presented in a percentage off. That confirms to me the simplicity factor. People can relate to a dollar off much easier than a percentage.
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