A December 2012 survey of US internet users conducted by email marketing software company Campaigner found that presenting users with a name they were already acquainted with proved to be a particularly effective way to drive open rates. Almost one-quarter of respondents said the No. 1 influence on whether they would open a promotional email was the familiarity of the sender’s name. Just over 15% said they were most influenced by the email subject line, while nearly 10% said the device on which they were reading the email had the greatest effect on whether they would open the missive. Knowing that the email contained a deal or promotion seemed to have the least effect on open rates. Read the rest at eMarketer.
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