Internet Users in France Open Marketing Emails from Trusted Brands - eMarketer

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Internet Users in France Open Marketing Emails from Trusted Brands

Promotions, especially those in line with customer expectations, also help

October 25, 2016

More than four in five internet users in France said they opened a marketing email because they trusted the brand sending that email, according to a June 2016 survey conducted Syndicat National de la Communication Directe (SNCD). But there are other incentives marketers can use: About 60% of those surveyed said they might open an email from a marketer if it offered a customer benefit or promotion.

Reasons that Internet Users in France Open vs. Click in a Marketing Email, June 2016 (% of respondents)

But if those tactics will convince the majority of internet users in France to at least open a marketing email, it takes more to get them to actually click on something within the email.

For example, over 80% said one reason they will click within a marketing email if the offer matches expectations of the brand.

Over half also said they may click on a marketing email if the email is easily readable on their device—whichever that may be—or if the email is also pleasant to read.

The vast majority of respondents had held on to emails that interested them: 95% of internet users saved appealing messages to their inbox, according to SNCD’s survey.

Actions Taken by Internet Users in France After Receiving a Marketing Email, June 2016 (% of respondents)

Nearly as many said they made a purchase, and over 80% said they visited the store marketed in the email

eMarketer estimates there are 49.5 million internet users in France this year, up 1.6% over 2016.

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