May I have your attention, please? An investigation on opening effectiveness in e-mail marketing

Abstract Academic research has yet to provide a comprehensive view on how capture individuals’ attention when promotional e-mail reaches their inbox. This study investigates the variables that influence consumers’ toward e-mails, operationalized as open rates, and proposes an integrative model combines integrates visible, temporal, contextual elements. The empirical analysis uses ordinary least squares linear regression validate with data obtained from multinational sample. dataset, which is global in nature, comprises 5765 different e-mails sent between 2013 2018 by companies 455 million users located 73 countries. provides information about relative importance of decisions shows frequency mailing use segmentation techniques significantly affect individual’s marketing communications. results also show non-transparent opportunity cost associated every give advice control virtual cost. further recommendations professionals improve effectiveness campaigns.