A sense of importance sparks curiosityAlthough Brits are less likely to click through FYEO messages, those apparently intended for someone other than the actual recipient are more tempting to open. For example, when a mock up email entitled “Management Team” was circulated, people in the UK were 28 per cent more likely to open it – their curiosity got the better of them. This was the same for US respondents who reported a nine per cent increase in opening numbers. So why is this? Well, over the years there have been some fantastic use cases of “leaked” information to drive engagement. Take Krispy Kreme – its launch campaign for a new Nutella doughnut involved the mass distribution of a confidential internal memo for store managers. The fake leak had the brand trending on Twitter within an hour as people speculated about the supposed mishap and began congratulating the brand on a successful launch.
Make it real, not hearsayAs mentioned, marketer trends are always changing and looking for new ways to engage with customers. This has been shown by the fact that the more obvious lures to open messages with gossip-type subject lines have less impact. For example, one entitled “You’ll never guess what happened last week?!” showed recipients weren’t falling for this kind of line. This little nugget of temptation only registered a three per cent increase rate in the UK and five per cent in the US. So, while the well travelled paths of “behind the scenes” hints and tips have run their course with some EMEA audiences, the reverse psychology of unintentionally sharing a genuine opportunity with the consumer is a welcome reminder that it still takes a human touch to market effectively to audiences. This is why automation solutions are best when paired with great creative inspiration. Josie Scotchmer is marketing manager UK at Mailjet Image: Shutterstock
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