According to the analysis data of relevant scholars, the factors that affect users to open emails are: knowing and trusting the sender of the email, the subject of the email, whether the email can be opened normally, whether the email has been opened before and is considered valuable, etc.
1. Email subject
The subject of the email should provide information that the recipient is interested in.
2. Sender
The “sender” should make customers trust it. Nearly 60% of the respondents believe that the sender of the email plays a decisive role in whether the email is opened. Generally speaking, the “sender” column should truthfully display the sender’s address to provide users with real information. In this way, on the one hand, even if the user does not open the email, it can also play a certain role in publicity; on the other hand, the user can also judge whether to read the email content based on whether the sender is related to himself. However, in order to obtain a higher opening rate, some marketing emails set the sender and subject to be unconventional. Such emails may seem to get more clicks on the surface, but they will make people doubt the integrity of the email advertiser and even feel bored.
3. Content Preview
Content preview is the last chance to retain users. If the recipient decides not to open the email after reading the subject and sender, then no matter how valuable the email is, it is no different from spam. This email will soon disappear from the user’s mailbox, but there is still a last hope that may make him change his mind, that is, the content in the email preview area. Users who use email programs such as Outlook Express to receive E-mails have a preview area for email content by default. Although this area is not large, you should make full use of this marketing resource to promote your information, brand, products and services to users. The content in the preview area is important for another reason, because users who have decided to open the email may not read the entire content of the email carefully, especially when the content of the email is more complicated, the content in the preview area becomes more important, because the user is likely to have obtained valuable information from it.
4. Recipient
The address of the “recipient” should make the reader feel that it is related to him. There are many things worth noting in email marketing. Here we only make a preliminary discussion on the factors that affect users’ decision to open emails. Some problems may be difficult to implement. For example, if a large number of commercial emails are sent, each email must display the user’s name, which is related to factors such as information in the user data database and email processing technology.