Nosy nations: Spanish most likely to click on confidential emails
Sunday March 26 2017
Spain has topped the list of nosy nations as confidential information spurs a 48% increase in clickthroughs, according to new research.
Independent analysis from the Mailjet test centre of 20,000 consumers worldwide also revealed a hesitance among UK consumers around confidential content as just 1 in 5 Brits will open a confidential message not intended for them, suggesting the countries users have become far warier of phishing emails than its European counterparts.
Key points from the analysis included:
• Email tests conducted among 20,000 consumers worldwide reveals just 1 in 5 Brits will open confidential messages not intended for them
• By contrast, nearly half of EMEA recipients will open an email marked ‘For Your Eyes Only’, representing as much as a 48% increase in open rate
• UK respondents are still 28% more likely to open an external email marked ‘MANAGEMENT’
• Open rates rose to 45% in France and 34% in Germany, when receiving exclusive ‘For Your Eyes Only’ (FYEO) messages
• Brits were 28% more likely to open an external email marked ‘MANAGEMENT TEAM’, which also produced the highest results among US recipients
• There have been some fantastic cases of ‘leaked information’ driving engagement, such as Krispy Kreme’s memo to launch its Nutella doughnut
Conducted via a series of tests among Mailjet’s database of over 20,000 subscribers, the research found open rates rose to 45% in France and 34% in Germany based on receiving exclusive ‘For Your Eyes Only’ (FYEO) messages. By contrast, only 18% of British recipients engaged with test messages playing on their sense of confidentiality and exclusivity, perhaps indicative of Brits being warier of phishing emails than their European counterparts.
The nosiest country according to the report is Spain. Measuring the percentage increase in engagement, the 48% boost generated by FYEO emails in the Spanish market is closely followed by France, which saw a 29% leap through the same tactic. The UK came a very close third with increase open rates falling just 1% short of the jump seen in the French market.