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For B2C Marketing Professionals

Consumer Interests Drive Email Opens

Forrester's Email Opens Index Clarifies Marketer Priorities

September 15, 2008

Authors

  • By Julie M. Katz
  • with Cynthia N. Pflaum,
  • Christine Spivey Overby,
  • Emily Bowen

Why Read This Report

Marketers strive to increase email open rates, but they're misguided as to what motivates consumers to open messages. Forrester's email opens index reveals that consumers' personal motivations exert more influence than the time of day a message is sent or generic offers. Marketers must pay attention and tailor messages to these interests — with an eye on the patterns within their industries and adopt specific strategies — to increase the email open rate. These strategies also serve to improve the email program overall.

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Table of Contents

  • Consumers Open Personalized Email Communication
  • Forrester's Email Opens Index Clarifies Marketer Priorities
  • Industry Differences Dictate Specific Email Open Strategies
  • RECOMMENDATIONS

  • Use Open-Rate Data To Inform Your Entire Email Program
  • Supplemental Material
  • Related Research Documents