Companies looking to take advantage of email marketing may want to stop offering deals and promotions. New research has found that people are more likely to open emails from people and brands they know than from companies offering promotions.
Overall, 24 percent of Internet users say they will open an email on their smartphones when they know the sender, a new eMarketer report found. The subject line of the email is also an important consideration in whether or not mobile users will open an email. Sixteen percent of respondents say the email subject line made an impact on opening an email. Just 6 percent of respondents say that the email length was a big consideration in opening an email and the same number say they will open an email if they know there is a deal attached to it.
Other factors were out of the control of email marketers. For example, nearly 10 percent of respondents say whether they open an email depends on the device they are reading it on.
Despite the focus on mobile email marketing, research has found that it is still in its early stages. Just 6 percent of mobile users say they have made a purchase as a result of a promotional email received on their mobile phone or tablet.
Overall, nearly 70 percent of respondents say they would open an email on any platform if they made a prior in-store or online purchase from that brand. Respondents also say they are likely to open emails from new brands if they are inspired by their products. Brands can also feel the benefits of email marketing by offering customers content and news and not only talking about their own products.
"While it may be easy to dismiss email as a stodgy marketing channel, it’s impossible to dispute the results it yields," the eMarketer report said. "Simply put, email pairs low cost with a level of effectiveness hard matched by other channels."
Originally published on BusinessNewsDaily.