Branded short domains drive CTR up 34% because subscribers care about your brand, and they want to interact with it.
Seeing your brand in the links makes them appear official and trustworthy. When subscribers see your name in the link, there is the promise of the customer experience being safe and of quality.
These links can be anything from a coupon, your website, to a file, simply branding it gives it that much more power and success. This is how you easily funnel people to your storefront and grow your revenue.