Driving a Response

As consumers deal with an increase in the amount of mail they receive, you want to be certain that your email marketing campaign catches their eye. Recent research sheds some light on what compels consumers to open their email.

Research shows the “from” line is the most compelling reason consumers open permission-based email, cited by 65% of survey respondents, consistent with 2004 (64%). This high percentage shows the importance of sender recognition and the brawn of brand names.


Free shipping offers in the subject line had the largest impact, up from 31% in 2004 to 42% in 2005. It is important to note that discount offers continue to be compelling with 65% of consumers. Even if you’re not offering discounts a call to action in your subject line will generate a greater response.

Determine, by testing, how your subscribers react to your from line. It could make a difference in your open rates and your overall email marketing campaign.