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
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.
What affects our purchasing decisions? The KONSUMER 2026 study
Michał Mystkowski, Berry Kolektyw Kreatywny
Grandma watches TikTok before sleep. A father in his fifties types into Google "will AI take my job?" A thirty-year-old woman postpones having a child but buys a weekend trip "to take a breath for a moment". A twelve-year-old asks ChatGPT about a dream job and tries to convince parents to buy another game skin.
See articles on a similar topic:
SEO and AI in Polish e-commerce 2025. Harbingers analysts’ report
Krzysztof Fiedorek
Although 44.56% of e-commerce traffic comes from organic results, over half of online stores are not seeing growth. The biggest surprise? A staggering 9.5 million monthly visits lost due to dead content. On top of that, 38% of companies still don’t appear in AI-generated answers - a new and growing source of visibility.
When Will Every Advertisement Become... a Store? Omdia Forecasts
KFi
Global consumer spending online is growing at an unprecedented rate. By 2025, it will reach $4.4 trillion, with the US alone accounting for $1.4 trillion. The boundaries between advertising, entertainment, and commerce are blurring, ushering in a new era of digital consumption.
A Socially Responsible Company. This Image Pays Off
RINF
Poles and Spaniards are the most likely in Europe to buy from socially responsible companies, according to the Global State of the Consumer Tracker report, developed in late June by Deloitte’s consulting experts.
AI marketing versus AI-powered marketing
Karolina Łukasiewicz
How to distinguish a buzzword from artificial intelligence that actually increases business efficiency? Is every marketing strategy using algorithms truly driven by AI? No, because in many cases, AI marketing is merely the automation of specific, previously known processes.
