• by Ray Schultz , Columnist, June 16, 2020

Consumers will open emails that mention discounts in the subject line. But they are not fond of seeing their names there, according to a new study from SparkPost, working with SurveyMonkey.

Deals and discounts in the subject line prompt opens for 58% of consumers. In addition, 53% will usually or always open emails that contain product information. 

But only 12% want to see their names in subject lines, and a mere 7% want emojis. Moreover, over 92% have unsubscribed from a brand's email at some point, with 60% doing so because "emails come too often.”

Another 54% have opted out because they have lost interest in the brand, and 50% have reacted over irrelevant content. And, predictably, almost half have unsubscribed to emails to which they never opted in.

At the same time, 34% find overmailing annoying, and 22% are turned off by irreverent content and 11% by unsolicited email.

In contrast, consumers welcome email content that: 

• Features items they have shopped for
• Contains deals/offers/sales/coupons/discounts
• Features new products
• Includes product suggestions
• Knows the customer and their wish list or preferences. 

In addition, 22% desire information on upcoming product or service changes. And 20% want follow-up with next-purchase suggestions. 

Whose emails are they opening? Analysis by SurveyMonkey shows that people want to open emails from:

Amazon — 58% 

Target — 9% 

Walgreens — 6%

Walmart — 7% 

Macy’s — 3% 

Wayfair — 3%

Amazon is out front because it provides:

- Personalized recommendations

- Important account information or updates about orders

- Elite/special access to deals and discounts

- Good pictures and graphics of products

- Only relevant information

Amazon achieves read or open rates in the 35-40% range, versus the mid- to high teens for most retail brands. In addition, only 30% of subscribers have not opened an Amazon email in more than 90 days, compared to 40%-50% for most retailers. 

Amazon also has a high inbox rate — around 95%.

Meanwhile, consumers say email influences purchases, but doesn’t generate them. Of those polled, 37% cite social media, review sites and corporate websites were effective in prompting them to buy. But only 18% have bought through the email channel.

This conflicts with what retailers said in SparkPost’s own 2020 Transactional Email Benchmark report. In that research, close to 50% of brands said email is “very important”  in driving conversions, and 70% said the same about brand engagement.

Post-purchase, 32% want tips for product use, and 32% like product review requests. But only 19% seek that information in post-purchase emails.

Also, 60% also use general online research, including product reviews, at this stage and 27% look for instructions on the brand website.

The research is based on responses from 1,124 consumers measured against SparkPost’s recipient email activity and performance panel encompassing 1.5 million consumers.