The ‘from’ line is more important that the ‘subject line’ in a successful marketing campaign, a new study reveals.

A global survey from Epsilon International found that 66 per cent of respondents are most likely to open an email based on the content of the ‘from’ line.

Meanwhile, less than a third (29 per cent) of those questioned reported that content in the subject line is more influential in persuading them to open an email.

The survey, which polled 4,000 people, also found that free product offers, discounts and breaking information also encourage higher open rates.

Around 43 per cent of respondents said security concerns made them less likely to open an email, while more than a quarter (26 per cent) said lengthy promotions are a turn off.

“The results of Epsilon’s survey will help marketers better understand email behaviour and enable them to maximise the value of their campaigns,” said Ian Hitt, managing director of Epsilon International.

A separate survey conducted by Bredin Business Information found that 64 per cent of small business executives decide whether or not to open an email newsletter based on who the sender is.

Related Topics: Email Marketing