Appeal Of Post-Purchase Brand Emails
With consumers’ inboxes overflowing with emails vying for their attention, consumers find only a few brand emails interesting enough to open. But one factor that may entice consumers to open a brand email is familiarity.
Indeed, a recent survey from SparkPost and SurveyMonkey found that more than half of consumers always (20%) or usually (33%) open emails from brands they use.
Being a consumer of the brand does increase the likelihood of their emails being opened, but there are other features that win eyeballs.
While almost half (48.1%) of consumers say they are more likely to open an email that comes from a trusted source, the largest proportion say that they are likely to open an email that has information about a deal or discount in the subject line (58.1%).
As such, the subject line can have quite an influence over the email’s likelihood of being opened.
About one-quarter (23.7%) of respondents say they are likely to open emails when the subject line references the product or service being featured in the email, while fewer say they are likely to open an email with their name in the subject line (12.6%) or if it has a surprising statistic (10.7%).
Despite research to the contrary, few consumers admit that they are likely to open an email with an emoji in the subject line (7.3%). Read the rest at Marketing Charts.
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