Abandoned cart emails, welcome emails and newsletters are among some of the most common messages sent by marketers. But how well do these messages actually perform? While we always strive to continuously improve our email campaigns, using data to understand where they fall short is the best way to optimize these messages. In our recent guide, 2018 Email Marketing Lookbook, we’ve uncovered helpful metrics for commonly sent emails.
Abandoned Cart Emails
These popular triggered messages, commonly seen in most email programs and used to help persuade customers to complete a purchase, have an average engagement rate but experience an increased deleted before reading rate.
Key Takeaway: Although widely used, these types of emails are actively deleted and ignored by recipients and not achieving their intended goal of conversion.
Application: In order to improve performance, grab subscriber interest, and increase revenue, incorporate the following into your abandoned cart emails:
Not surprisingly, birthday emails have extremely high engagement rates since they are highly personalized but this is the least commonly sent email out of all the emails reviewed in our Email Lookbook. According to our findings, birthday emails also have high TINS (this is not spam) rates, meaning recipients who have found these emails in their spam folder have moved them back into their inbox.
Key Takeaway: Due to the fact that these emails require data capture for subscriber date of birth, many companies lacking this type of information are missing out on sending these highly effective emails.
Application: Birthday emails are a great way to improve your email program by creating a personalized, one to one relationship with your subscribers helping to enhance brand loyalty. While you may not collect this information during sign up, don’t be afraid to ask for it later on in the customer subscriber lifecycle.
Email newsletters are among the most common types of messages sent by marketers. The intent behind newsletters is to keep subscribers engaged and brand-loyal by providing a mix of editorial and promotional content. Yet our research found newsletters have the lowest read rate of all message types, along with a high spam placement rate.
Key Takeaway: A successful newsletter requires an ongoing commitment to inform, educate and inspire subscribers with relevant content they look forward to receiving. Common pitfalls are newsletter content that is cluttered and unfocused or content that is skewed more promotional than educational (this is what promotional emails are for).
Application: Creating an effective email newsletter requires time and effort, but when done right, it is a highly effective method to break through inbox noise and keep subscribers engaged. Effective strategies include:
The welcome email is the first message new subscribers receive in their inbox, and that first impression is crucial for continued engagement. Unfortunately, welcome messages have the lowest average inbox placement rate across message types, so many subscribers aren’t seeing them. Even if welcome messages do reach the inbox, they have the highest complaint rate of any email message types.
Key Takeaway: Welcome messages help lay the foundation for building a clean, responsive email list. A Return Path Welcome Email study found that subscribers who read welcome emails are significantly more likely to read subsequent messages from that sender, with an average 50 percent read rate post-welcome message.
Application: Sending welcome emails to new subscribers is a universally accepted best practice in email marketing. Here are some tactics to successfully introduce subscribers to your program; set expectations about the content they will expect to receive, and keep them engaged.
When prepping for your welcome message:
When sending your welcome message:
Learn more about how other common message types are hitting the mark—or falling short, in our 2018 Email Marketing Lookbook.
Laura Christensen is an Email Strategist on Return Path's Professional Services Team with a passion for helping email marketers exceed subscriber expectations. With over 15 years experience in the email industry, Laura has worked with a broad range of clients to provide strategic, data-driven guidance to increase email delivery, subscriber engagement and revenue. Connect with her on LinkedIn.
Alexandra has been helping world class brands grow and optimize their email marketing strategies and initiatives for over a decade. As an Email Strategist for Return Path, Alexandra uses her passion for analytical and creative thinking to help marketers refine their email programs, resulting in more emails getting delivered to the inbox, improved subscriber engagement, and increased ROI.
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