Email Effectiveness is Improving [New Report]

Posted by Patty Atwater 

Email is still the go-to marketing channel for many organizations—and with good reason. Studies show that a vast majority of consumers prefer email for brand communications, and current projections indicate that by 2021, there will be more than 4.1 billion email users worldwide. Clearly, organizations must prioritize email to maintain its effectiveness.

In December 2018, Return Path and Demand Metric partnered to study the state of email marketing to equip marketers with data and best practices to improve subscriber engagement.

Some of the key findings from this study include:

  • Overall email effectiveness is improving: As a marketing channel, almost 80% of the study’s participants reported that email is holding steady or improving in terms of effectiveness.
  • Email remains important: Almost two-thirds of study participants rate email as one of the most important, or the most important channels in use.

  • The value of engagement is underestimated: Over half of this study’s participants don’t understand that mailbox providers use engagement to filter deliverability and visibility of their emails.

  • List segmentation is a key factor to success: List segmentation, the ability to segment lists and send different messages to different types of subscribers, is a major driver of deliverability.

For more details on applying these and other key best practices, download our new report—The State of Email Marketing—and find new ways to boost subscriber engagement for your program.

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About Patty Atwater

Patty Atwater is the Content Marketing Manager at Return Path. She loves digging into email data to discover new marketing insights and craft new, informative ways to tell the story. In her spare time, Patty loves traveling to new places, hanging out with friends, and continuing her mission to find the best guacamole in NYC. Connect with her on LinkedIn.

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