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BizReport : Email Marketing : September 08, 2016

Brits react positively to FOMO-oriented email subject lines

New research from Mailjet reveals a way in which marketers can improve consumers' engagement with email, by playing on their fear of missing out.

by Helen Leggatt

FOMO, or the Fear-Of-Missing-Out, is an acronym that has been around for almost a decade. It has been made more popular, perhaps, by the proliferation of social media and users' need to keep themselves connected.

New research from email provider Mailjet, conducted among 15,000 of their subscribers, found that playing to an email recipients fear of missing out greatly increased their likelihood of engaging with an email message.

However, this was mostly found to be the case among Brits - with increases of 39% in engagement. Among U.S. recipients there was no uptick in the open rate of messages employing FOMO tactics. In France, email recipients were actually less likely (-9%) to engage with this sort of campaign but Spanish respondents were 59% more likely.

"In an age where consumer expectations are higher than ever, it is important for marketers to be creative with their campaigns to stand out in a crowded landscape. For global brands creativity is even more of a challenge as they must consider how their campaigns are perceived on multiple geographies to meet consumer expectations across different cultures, whilst being consistent with their brand message and voice," said Josie Scotchmer, UK Marketing Manager at Mailjet.

Tags: email marketing, email subject line, engagement

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