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 by the 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 why Internet users open a marketing email
• Trust brand: 82%
• Offers customer benefit (e.g. points, special offer, gift card…): 62%
• Offers promotion: 58%

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 it is easily readable on their device—whichever that may be—or if the email is also pleasant to read.

Reasons why Internet users click in a marketing email
• Offers match expectations: 82%
• Easily readable on …