[Survey Report] What 1,711 Consumers Expect from Email Magazines
WOW WORLD Inc. has released the results of a survey involving 1,711 consumers regarding their expectations for email magazines. More than half receive promotional emails privately, often subscribing during membership registration or purchasing, heavily motivated by perks like coupons. The key to open rates is an 'interesting subject line,' whereas 'excessive frequency' is the most common reason for unsubscribing.
📋 Article Processing Timeline
- 📰 Published: May 19, 2026 at 19:00
- 🔍 Collected: May 19, 2026 at 10:31
- 🤖 AI Analyzed: May 19, 2026 at 18:20 (7h 48m after Collected)
WOW WORLD Inc. (Headquarters: Shinagawa-ku, Tokyo; President: Kazuo Mino; hereinafter "the Company"), which supports CX (Customer Experience) improvement for companies and organizations through the development and provision of SaaS, conducted an internet survey targeting consumers on "How they want to receive information from companies" and obtained responses from 3,204 individuals. Regarding the "email magazine," which was chosen by over 30% of respondents when asked "How would you like to receive information from companies?", the Company compiled a report summarizing what information consumers expect, their reasons for subscribing, reasons for unsubscribing, and more. This report utilizes data from the 1,711 respondents who answered that they "receive email magazines from companies (including services and brands) in private."
A PDF version is also available and can be freely downloaded for review.
https://www.wow-world.co.jp/wp/wp-content/uploads/report_2026_05_19_02.pdf
1. Survey Background
In the internet survey conducted by the Company between February 15 and February 18, 2026, when asked, "By what means (methods) do you usually want to receive information from companies (including services and brands)?", the option "Email magazine from companies" was the second most popular choice, following "Official website."
Additionally, to the question, "Do you receive email magazines from companies (including services and brands) in private?", 53% answered "Yes, I do."
Therefore, to understand the optimal communication methods leveraging the "email magazine" that nearly half of consumers feel familiar with, the Company researched the number of email magazines received privately, what people expect from them, and the reasons for unsubscribing, culminating in this report. The survey data used in this report is identical to the data used in "Methods of Communication and Information Dissemination Expected from Companies*" published in March 2026.
* [Survey Report] "Methods of Communication and Information Dissemination Expected from Companies" asked to 3,204 consumers: https://www.wow-world.co.jp/future/activities/case0129
2. Survey Results Summary
How Information is Received from Companies
The top triggers for subscribing to an email magazine were "At the time of member registration (48%)" and "At the time of product purchase (45%)." Also, a significant number of people selected "Because I can get a discount coupon (42%)," suggesting that perks and campaign initiatives serve as a push for email magazine registration.
The average number of email magazines received per day was most commonly "about 3 to 5" at 25%, followed by "about 1 to 2" and "about 6 to 10." To be read among a large volume of emails, it is considered crucial to be creative with subject lines and content.
Expectations for Email Magazines Received Privately
When asked what they seek in an email magazine, the most frequent answer was "Bargain information such as campaigns, sales, and coupons (64%)," showing a high level of interest in information that leads to price benefits and perks. This is supported across all age groups, indicating that information providing a sense of "getting a good deal" is highly valued in email magazines.
The top factors that make people want to read an email magazine are "An interesting subject (title) (49%)" and "A clear theme (43%)," indicating that subject and theme design heavily influence open rates.
In the past year, 41% of people have purchased a product or applied for a service via an email magazine, suggesting that email magazines exert a certain level of influence on purchasing behavior. The most common reason for purchase was "Because there was information about a product I was just curious about (65%)," demonstrating the importance of providing information tailored to the user's interests.
The most common times to read email magazines privately were "After returning home on weekdays (42%)" and "During leisure time on holidays (37%)." There is a tendency for them to be viewed when people have relatively more free time, suggesting that optimizing delivery times could lead to improved contact opportunities.
Challenges with Email Magazines
The top reasons for not reading email magazines were "Not interested in the subject line (73%)" and "Busy (36%)." Given the context of receiving many emails, it is believed that designing subject lines that clearly convey the content and delivering them at times when they are likely to be read can lead to better open rates.
In the past year, 47% of people have unsubscribed from an email magazine. The most common reasons for unsubscribing were "High frequency of delivery (65%)" and "Uninteresting content (52%)," demanding not only appropriate frequency but also content design tailored to the reader's interests.
Experience with registered email magazines being sorted into the spam folder was reported by 57% of respondents. To stably deliver information to readers, operations conscious of delivery rates, such as appropriate delivery settings and authentication measures, are considered important.
Approximately 60% of people have received spoofed emails, and it was found that many judge authenticity by looking at "The sender's email address (70%)" and "The content of the message (47%)." Additionally, the most common reaction upon receiving them was "Deleted without opening (75%)." To ensure that recipients can safely check their emails, building a highly reliable delivery environment continues to be important.
3. Survey Overview
- Content: Expectations for email magazines
- Subject: WOW WORLD Inc.
- Methodology: Internet survey utilizing the Company's proprietary survey system "WEBCAS formulator" and the "Mapps Panel" of its group company, Marketing Applications Inc.
- Survey Period: 4 days from February 15 to February 18, 2026
- Area: All 47 prefectures nationwide
- Age: Males and females from teens to 80s
- Valid Responses: 1,711 people (Those who selected "Yes" to the question in Figure 2: "Do you receive email magazines from companies [including services and brands] in private?")
4. Survey Results
How Information is Received from Companies
The top triggers for subscribing to an email magazine were "At the time of member registration (48%)" and "At the time of product purchase (45%)." Also, a significant number of people selected "Because I can get a discount coupon (42%)," suggesting that perks and campaign initiatives serve as a push for email magazine registration.
In response to the question in Figure 3, "What is your trigger for subscribing to an email magazine from a company (including services and brands)?", the most frequent answer was "At the time of member registration" (48%), followed by "At the time of product purchase" (45%). These results indicate that many companies promote their email magazines during member registration or checkout. Subsequently, "Because I can get a discount coupon" (42%) ranked highly, revealing that appeals such as discounts and campaigns serve as a motive for subscribing to email magazines.
A PDF version is also available and can be freely downloaded for review.
https://www.wow-world.co.jp/wp/wp-content/uploads/report_2026_05_19_02.pdf
1. Survey Background
In the internet survey conducted by the Company between February 15 and February 18, 2026, when asked, "By what means (methods) do you usually want to receive information from companies (including services and brands)?", the option "Email magazine from companies" was the second most popular choice, following "Official website."
Additionally, to the question, "Do you receive email magazines from companies (including services and brands) in private?", 53% answered "Yes, I do."
Therefore, to understand the optimal communication methods leveraging the "email magazine" that nearly half of consumers feel familiar with, the Company researched the number of email magazines received privately, what people expect from them, and the reasons for unsubscribing, culminating in this report. The survey data used in this report is identical to the data used in "Methods of Communication and Information Dissemination Expected from Companies*" published in March 2026.
* [Survey Report] "Methods of Communication and Information Dissemination Expected from Companies" asked to 3,204 consumers: https://www.wow-world.co.jp/future/activities/case0129
2. Survey Results Summary
How Information is Received from Companies
The top triggers for subscribing to an email magazine were "At the time of member registration (48%)" and "At the time of product purchase (45%)." Also, a significant number of people selected "Because I can get a discount coupon (42%)," suggesting that perks and campaign initiatives serve as a push for email magazine registration.
The average number of email magazines received per day was most commonly "about 3 to 5" at 25%, followed by "about 1 to 2" and "about 6 to 10." To be read among a large volume of emails, it is considered crucial to be creative with subject lines and content.
Expectations for Email Magazines Received Privately
When asked what they seek in an email magazine, the most frequent answer was "Bargain information such as campaigns, sales, and coupons (64%)," showing a high level of interest in information that leads to price benefits and perks. This is supported across all age groups, indicating that information providing a sense of "getting a good deal" is highly valued in email magazines.
The top factors that make people want to read an email magazine are "An interesting subject (title) (49%)" and "A clear theme (43%)," indicating that subject and theme design heavily influence open rates.
In the past year, 41% of people have purchased a product or applied for a service via an email magazine, suggesting that email magazines exert a certain level of influence on purchasing behavior. The most common reason for purchase was "Because there was information about a product I was just curious about (65%)," demonstrating the importance of providing information tailored to the user's interests.
The most common times to read email magazines privately were "After returning home on weekdays (42%)" and "During leisure time on holidays (37%)." There is a tendency for them to be viewed when people have relatively more free time, suggesting that optimizing delivery times could lead to improved contact opportunities.
Challenges with Email Magazines
The top reasons for not reading email magazines were "Not interested in the subject line (73%)" and "Busy (36%)." Given the context of receiving many emails, it is believed that designing subject lines that clearly convey the content and delivering them at times when they are likely to be read can lead to better open rates.
In the past year, 47% of people have unsubscribed from an email magazine. The most common reasons for unsubscribing were "High frequency of delivery (65%)" and "Uninteresting content (52%)," demanding not only appropriate frequency but also content design tailored to the reader's interests.
Experience with registered email magazines being sorted into the spam folder was reported by 57% of respondents. To stably deliver information to readers, operations conscious of delivery rates, such as appropriate delivery settings and authentication measures, are considered important.
Approximately 60% of people have received spoofed emails, and it was found that many judge authenticity by looking at "The sender's email address (70%)" and "The content of the message (47%)." Additionally, the most common reaction upon receiving them was "Deleted without opening (75%)." To ensure that recipients can safely check their emails, building a highly reliable delivery environment continues to be important.
3. Survey Overview
- Content: Expectations for email magazines
- Subject: WOW WORLD Inc.
- Methodology: Internet survey utilizing the Company's proprietary survey system "WEBCAS formulator" and the "Mapps Panel" of its group company, Marketing Applications Inc.
- Survey Period: 4 days from February 15 to February 18, 2026
- Area: All 47 prefectures nationwide
- Age: Males and females from teens to 80s
- Valid Responses: 1,711 people (Those who selected "Yes" to the question in Figure 2: "Do you receive email magazines from companies [including services and brands] in private?")
4. Survey Results
How Information is Received from Companies
The top triggers for subscribing to an email magazine were "At the time of member registration (48%)" and "At the time of product purchase (45%)." Also, a significant number of people selected "Because I can get a discount coupon (42%)," suggesting that perks and campaign initiatives serve as a push for email magazine registration.
In response to the question in Figure 3, "What is your trigger for subscribing to an email magazine from a company (including services and brands)?", the most frequent answer was "At the time of member registration" (48%), followed by "At the time of product purchase" (45%). These results indicate that many companies promote their email magazines during member registration or checkout. Subsequently, "Because I can get a discount coupon" (42%) ranked highly, revealing that appeals such as discounts and campaigns serve as a motive for subscribing to email magazines.
FAQ
According to the WOW WORLD survey, when is the best time to send an email magazine?
The survey shows that they are most likely to be read when consumers have free time, such as 'after returning home on weekdays (42%)' and 'during leisure time on holidays (37%)'.
What is the biggest reason people ignore email magazines?
The top reason, cited by 73% of respondents, is 'not interested in the subject line,' indicating that crafting a compelling subject is crucial for open rates.
What motivates a purchase from an email magazine?
The most common reason (65%) is 'receiving information about a product I was already curious about,' showing the effectiveness of personalized content.