Wednesday, 08 February 2017 00:00

What is FOMO and how can it help with your open rates?

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We all know how difficult it is to get readers to open our emails, we all split test, segment data, use dynamic content, but sometimes we just cant get the job done.

A recent survey looking at what makes their readers open emails has shown that fear of missing out or FOMO is a leading factor.  Whilst this is becoming a coming phrase amongst the younger generations, it is useful to email marketers.

If a brand uses FOMO, for example, "you don't want to miss this offer", Brits are 39% percent more likely to engage.

Humour was also high on the list of opening factorts, moreso when it appealed to the British sense of humour, an 8% increase was seen when using phrases such as "most embarrassing". 

The Study also highlighted some big no nos for email marketers.  Sweaing would put off a 5th off readers, whilst words such a free, cheap, discount would discourage more than a third.

However this all very much depends on the geographical location of your subscriber base.  If we move the stats out into Europe, the French are 9% less likely to open a FOMO based email, whilst the Spaniards are in fact 59% more likely to open this type of campaign.

Try some subject line split testing in your next marketing missive and include some humour and some attention grabbing FOMO headlines.