po polsku
photo: Gerd Altmann/CC0/Pixabay.comThese factors are the sender’s name, the email subject line, and infrastructure quality, which ensures that messages aren’t treated as SPAM. Messages sent to the spam folder are rarely checked by recipients, which means advertisers’ money is wasted.
A survey by ARC Rynek i Opinia for Redlink found:
- 44% of Poles receive fewer than 10 promotional emails daily,
- 32% receive between 11 and 20 such emails daily,
- and 1 in 10 receives more than 20.
- The average Pole receives about 20 promotional emails daily. This is a significant amount, especially when combined with personal and work emails, adding up to dozens or even hundreds of emails daily, - says Tomasz Pakulski, Managing Director at Redlink, in an interview with Newseria Biznes. - Therefore, companies running email marketing campaigns find it increasingly challenging to stand out from the competition.
A company wanting to grab the recipient’s attention must focus on three elements that determine the open rate:
- sender’s name - the most important factor for 50% of respondents
- subject line - crucial for 49% of those surveyed
- content - most important for 36% of survey participants
The sender’s name is the most critical factor for half of the respondents. This detail is visible in every email program, so it’s important to indicate the company sending the promotional email. Tomasz Pakulski emphasizes that using ambiguous names, such as an employee’s name or fictitious information, can result in users ignoring the email.
The second factor influencing the open rate is the subject line. It should be relatively short, ideally under 50 characters, as emails are increasingly opened on mobile devices.
- It should also contain specific information about the benefit of opening the email. If there’s a 20% discount, state it in numeric form because users like numbers and they attract attention, - says Tomasz Pakulski in an interview with Newseria Biznes. - Visual elements like graphics and colors are less critical to recipients. Marketers often fall into the trap of overinvesting in email design, involving graphic designers, coders, creative departments, and advertising agencies to create engaging designs. However, design ranks third among elements users pay attention to.
Promotional emails can end up in three places: the main inbox, special sorting folders (such as offers tabs), or the SPAM folder. One-third of surveyed Poles do not read emails that end up in SPAM. To reach customers effectively, a company must ensure it has the right infrastructure for sending emails.
COMMERCIAL BREAK
New articles in section Marketing and PR
How and why online stores lie. TrustMate report
Marek Jaworowski
Experts from the TrustMate.io platform analyzed the most common procedural errors and inaccuracies that lead Polish online stores to wrongly deny buyers their rights. They also prepared an appeal path for consumers who heard a refusal from customer service.
Online shopping in Poland. Report by the Chamber of Digital Economy
Patrycja Sołtysik, Izba Gospodarki Elektronicznej
For the fourth consecutive year, 100% of internet users declare making a digital purchase at least once, and 93% have shopped online in the last six months. 97% of purchases in Poland involve an internet-connected device at some stage - most commonly a smartphone.
Coffee for moms. This is how they recharge parents' batteries at the Wrocław children's hospital
Reporterzy support
24 hours, 7 days a week, for 3 months. Non-stop. That is the average time a mother spends in an oncology hospital, caring for her child during treatment. A new project has launched at the Przylądek Nadziei (Cape of Hope) children's oncology clinic in Wrocław. In a simple way, it helps parents reduce stress, calm their emotions, and boosts their energy for caregiving. And that directly translates into the effectiveness of the children's treatment.
See articles on a similar topic:
Brand visibility in the age of algorithms
Aleksander Pawzun
A few years ago, everything was simpler. It was enough to have a good website, do SEO, run a blog, and publish on social media. Whoever was systematic was visible. Whoever invested in content and positioning gained customers. That world no longer exists.
Rising Google Ads click costs. How to keep campaigns profitable?
Patrycja Kranc
In 2024 the average cost per click (CPC) rose in 86% of industries. In e-commerce and real estate, increases reached dozens of percent. Optimisation is becoming crucial, not only for campaigns but for the entire customer acquisition process.
Customers Flirting with Service Bots. What Contact Center Research Says
Krzysztof Fiedorek
Research by Infobip shows that nearly 20% of Americans engage in flirtatious conversations with bots while handling standard customer service issues. This trend is particularly evident among people aged 35 to 44, where more than half of respondents admitted to flirting with a virtual assistant.
7 facts about media relations. How to work with journalists
Bartłomiej Dwornik
In media relations, every mistake costs you attention. Every cliché wastes inbox space. Even a good and interesting topic might not be enough to break through. The way you present it also matters. Maybe even more than the content itself.
