What's the Difference Between Emails That Lead to Meetings and Those That Go to Trash? Survey Reveals Conditions for Becoming the 'Chosen One'
RAKUS conducted a survey on 1,009 business professionals regarding sales email reception. The results highlighted that utility of information and sender recognition are pivotal for converting emails into business negotiations.
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- 📰 Published: April 28, 2026 at 20:00
- 🔍 Collected: April 28, 2026 at 11:31
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RAKUS Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; CEO: Takanori Nakamura), provider of the email marketing service 'Rakuraku Mail Marketing' (formerly Haihai Mail), conducted a survey titled 'Reality of Sales Email Reception and the Turning Point for Conversion' among individuals with and without experience in booking meetings or negotiations triggered by sales emails.
With the spread of telework and the promotion of DX, 'email marketing' is on the rise as a B2B sales method. However, in reality, recipients receive a massive volume of sales emails daily, many of which end up in the trash unopened.
So, where is the boundary between 'emails that lead to meetings' and 'emails that are ignored and eventually trashed'?
### Topics
- Approximately half of those with meeting/negotiation experience 'read almost all' sales emails, while about 30% of those without experience 'do not open' them. A clear difference in receptivity.
- Reasons for booking meetings/negotiations: 'Utility of information provided' and 'Alignment with company challenges' topped the list.
- Even among those who have not booked meetings, about half have taken some action after receiving a sales email.
### Survey Overview
- Name: Survey on 'Reality of Sales Email Reception and the Turning Point for Conversion'
- Period: February 25, 2026 (Wed) – February 27, 2026 (Fri)
- Method: Internet survey via PRIZMA
- Targets: Monitors who answered they have (1) or have not (2) booked a meeting/negotiation via sales email.
- Respondents: 1,009 people (503 for group 1 / 506 for group 2)
- Source: RAKUS Co., Ltd.
- Monitor Provider: SACRISA
### Are Sales Emails Being Read? Clear Divide Between Experienced and Inexperienced
First, when asked 'To what extent do you read sales emails in your business?', the results were as follows:
About 80% of those with meeting/negotiation experience answered they 'open almost all' or 'open those of interest'. In contrast, 30% of those without such experience said they 'hardly open any', showing a significantly lower opening rate.
It appears that the group that leads to business negotiations has a higher inherent motivation for information gathering from sales emails and a daily posture of receptiveness.
Meanwhile, 26.3% of the inexperienced group answered they 'open those of interest', suggesting a certain number of potential leads that can be reached depending on the content.
### Commonalities of Emails That Lead to Meetings: Triggers for Opening and Two Elements for Deciding to Negotiate
Next, we explored the factors that led to meetings and negotiations.
When asked about the trigger for opening sales emails that led to meetings, the top answers were: 'Recognized the sender's company or individual name (39.4%)', 'Interested in the subject line (34.4%)', and 'Interested in the preview text (26.8%)'.
This shows that 'who the email is from (sender recognition)' plays a massive role in whether a sales email is opened.
In addition to daily 'brand awareness improvement', techniques for catchy 'subject lines' and 'preview text' displayed in the inbox list are key to passing the first gate of opening.
So, what are the reasons behind actually deciding to book a meeting or negotiation?
When asked 'Why did you decide to book a meeting or negotiation from that sales email?', the most common answer was 'Felt the information provided was useful (32.2%)', followed by 'The suggested solution matched our company's challenges (28.4%)' and 'Felt attracted to specific implementation cases and track records (22.5%)'.
It has become clear that presenting specific benefits, such as 'what useful information can be gained' and 'how it solves the company's challenges', is a crucial element in securing appointments.
Rather than abstract product introductions, 'evidence-based appeals' like proposals that pinpoint the company's challenges or implementation records of competitors serve as the deciding factors for conversion.
### About Half Took Action Even Without Immediate Appointments—The 'Seed-Sowing' Effect
Next, we delve into the real feelings and hidden actions of the group that did not lead to meetings.
When the inexperienced group was asked 'Why did you not book a meeting or negotiation after seeing the sales email?', the most common reason was 'I have decided not to open emails from unknown companies or representatives (30.0%)'. Currently...
With the spread of telework and the promotion of DX, 'email marketing' is on the rise as a B2B sales method. However, in reality, recipients receive a massive volume of sales emails daily, many of which end up in the trash unopened.
So, where is the boundary between 'emails that lead to meetings' and 'emails that are ignored and eventually trashed'?
### Topics
- Approximately half of those with meeting/negotiation experience 'read almost all' sales emails, while about 30% of those without experience 'do not open' them. A clear difference in receptivity.
- Reasons for booking meetings/negotiations: 'Utility of information provided' and 'Alignment with company challenges' topped the list.
- Even among those who have not booked meetings, about half have taken some action after receiving a sales email.
### Survey Overview
- Name: Survey on 'Reality of Sales Email Reception and the Turning Point for Conversion'
- Period: February 25, 2026 (Wed) – February 27, 2026 (Fri)
- Method: Internet survey via PRIZMA
- Targets: Monitors who answered they have (1) or have not (2) booked a meeting/negotiation via sales email.
- Respondents: 1,009 people (503 for group 1 / 506 for group 2)
- Source: RAKUS Co., Ltd.
- Monitor Provider: SACRISA
### Are Sales Emails Being Read? Clear Divide Between Experienced and Inexperienced
First, when asked 'To what extent do you read sales emails in your business?', the results were as follows:
About 80% of those with meeting/negotiation experience answered they 'open almost all' or 'open those of interest'. In contrast, 30% of those without such experience said they 'hardly open any', showing a significantly lower opening rate.
It appears that the group that leads to business negotiations has a higher inherent motivation for information gathering from sales emails and a daily posture of receptiveness.
Meanwhile, 26.3% of the inexperienced group answered they 'open those of interest', suggesting a certain number of potential leads that can be reached depending on the content.
### Commonalities of Emails That Lead to Meetings: Triggers for Opening and Two Elements for Deciding to Negotiate
Next, we explored the factors that led to meetings and negotiations.
When asked about the trigger for opening sales emails that led to meetings, the top answers were: 'Recognized the sender's company or individual name (39.4%)', 'Interested in the subject line (34.4%)', and 'Interested in the preview text (26.8%)'.
This shows that 'who the email is from (sender recognition)' plays a massive role in whether a sales email is opened.
In addition to daily 'brand awareness improvement', techniques for catchy 'subject lines' and 'preview text' displayed in the inbox list are key to passing the first gate of opening.
So, what are the reasons behind actually deciding to book a meeting or negotiation?
When asked 'Why did you decide to book a meeting or negotiation from that sales email?', the most common answer was 'Felt the information provided was useful (32.2%)', followed by 'The suggested solution matched our company's challenges (28.4%)' and 'Felt attracted to specific implementation cases and track records (22.5%)'.
It has become clear that presenting specific benefits, such as 'what useful information can be gained' and 'how it solves the company's challenges', is a crucial element in securing appointments.
Rather than abstract product introductions, 'evidence-based appeals' like proposals that pinpoint the company's challenges or implementation records of competitors serve as the deciding factors for conversion.
### About Half Took Action Even Without Immediate Appointments—The 'Seed-Sowing' Effect
Next, we delve into the real feelings and hidden actions of the group that did not lead to meetings.
When the inexperienced group was asked 'Why did you not book a meeting or negotiation after seeing the sales email?', the most common reason was 'I have decided not to open emails from unknown companies or representatives (30.0%)'. Currently...