If consumers don't open your email messages, they can't become engaged with your brands or products. It's no surprise that most email marketers put a lot of focus on increasing open rates - but they tend to fixate on factors that are quick to fix or easy to test. Forrester's new report reveals that catchy subject lines simply don't cut it.
Consumers care about subject lines and time of day half as much as their own personal interests when deciding whether to open emails. So if your emails aren't attuned to the needs of your audience, they may be driving your open rates down as consumers learn to ignore irrelevant messages.
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