Why Do Consumers Open Emails From Brands?

September 29, 2014

Email-Debrief-Entry-ChartEmail is a powerful form of brand communication and a key purchase influencer. But despite its effectiveness as a digital marketing tactic, many marketers struggle with low subscriber engagement rates, and only half of an average email list is active. So how can email marketers take the first step to conquering the inbox by driving more opens? A new MarketingCharts Debrief, “Why Consumers Open Brand Emails,” provides insights.

Based primarily on survey research conducted by MarketingCharts among brand email subscribers, the Debrief: provides an overview of email’s influence among consumers; measures subscribers’ attitudes to email marketing; and examines the reasons why various subscriber segments open brand emails.

In so doing, the Debrief answers key questions, such as:

  • How often do subscribers preview emails, and what effect do previews have on open behavior?
  • Why do consumers opt in to brand emails in the first place – and does their opt-in reason have an effect on their attitudes to brand emails?
  • What’s the right tone to use with younger subscribers?
  • Would subscribers have made their last email-driven purchase if they’d opened the email at a different time?

The Debrief – available here – provides actionable data for marketers in a concise, accessible format that features 22 charts and tables.

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