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:
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.