
These 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
AI will take up to 70% of traffic from online stores. TrustMate Report
KFi
There is a quiet but radical change happening online. Traditional SEO, which for decades determined brand visibility, is losing its relevance. Now, it's no longer search engines that define a company’s online presence, but generative artificial intelligence.
How to find topics for communication
Aleksander Pawzun
"We have nothing to say" is a phrase heard all too often. Yet practice shows that every business has the potential to tell stories. You just need to learn how to spot them and turn them into content that appeals to your audience.
How to reduce food waste? Packaging design matters
KFi
Researchers from China have proven that visual packaging elements and consistent messaging can be effective tools in the fight against global food waste. They published research results showing that designers and marketers can make a real difference.
See articles on a similar topic:
Internet Subscriptions: Market Value, Development Trends, and... Risks
KrzysztoF
According to McKinsey & Company, the number of subscription users globally has increased by over 17% in the past year. A report from UBS Group AG indicates that the total value of the global subscription market will reach as much as $1.5 trillion by 2025. This is twice as much as in 2020!
Large Online Ads vs. AdBlock. Poland Leads in Both Metrics
BARD
Large-format online ads make up 14% of Poland's online market, according to analyses by Gemius. This is the highest percentage among all surveyed markets. Paired with data on the rising popularity of ad-blocking - done by one-third of Polish internet users - it raises questions about the future of these ads.
Artificial Intelligence in B2B Sales. Forrester's Predictions for 2025
BARD
B2B boldly experimented with generative artificial intelligence in 2024, but next year, industry leaders plan to focus on sustainable solutions that increase revenue.
Polish Digital Advertising Market 2023/2024. IAB Poland Report
Krzysztof Fiedorek
The Strategic Internet Report 2023/2024 prepared by IAB Poland provides a detailed analysis of the Polish digital advertising market, showing its dynamic growth in 2023. The market value reached nearly 7.8 billion PLN, indicating an increase of over 870 million PLN compared to the previous year.