Report: List Segmentation and Leveraging Data Sources is Helping Email Marketers Exceed Expectations

Email marketers use numerous tactics to improve their relationships with customers, and new research suggests that list segmentation and the leveraging of available data sources is helping them see better results.

DemandMetric in partnership with ReturnPath recently published “The State of Email Engagement” report, and discovered that the majority of email marketers who practice list segmentation (46 percent) say that it is a “good” driver of deliverability. Most of the marketers who are increasing their effectiveness (55 percent) also say that leveraging available data sources to better understand their subscribers is helping them improve.

Almost two-thirds of marketers believe that email is one of the most important channels or the most important marketing channel. Additionally, the majority of respondents (40 percent) believe that email effectiveness is “holding steady.”

Email Marketing Reach and Effectiveness

Email marketers have been turning to tactics such as list segmentation to see better results, and previous research shows that their messages have been making it to their target audience’s inboxes.

ReturnPath conducted the “2018 Deliverability Benchmark Report” and found that the average global inbox placement increased five percentage points (85 percent versus 80 percent in the previous 12 months). This suggests that more marketing emails are successfully reaching the inboxes of customers.

Among the top four mailbox providers (AOL, Gmail, Outlook and Yahoo), marketers were most successful at reaching AOL inboxes (97 percent) in Q2 2018. This was followed by Gmail (93 percent), Yahoo (92 percent) and Outlook (75 percent).