New research suggests that marketers are still finding success with email marketing, despite some of the complaints they may receive from subscribers early on in the process.
Return Path recently conducted the “Lifecycle Benchmark: Insights on new subscriber engagement throughout the first year” report, and statistics showed that marketers are typically able to maintain a 32 percent read rate with new subscribers over the first 12 months of their relationship.
In addition, the average complaint rate drops one percent over the first year, likely due to the fact that subscribers who complain early on are removed from the subscription list. This ultimately results in fewer complaints.
On average, 31 percent of new subscribers continue to interact with marketers through their email marketing initiatives after 12 months.
More Marketing Emails are Reaching their Intended Recipients
Previous research indicates that more marketing emails are now making it into the inboxes of their subscribers. This may support the statistics that suggest customers are maintaining relationships with marketers via email.
Return Path published the “2018 Deliverability Benchmark Report” and discovered that the average global inbox placement increased by five percentage points over the past 12 months (85 percent versus 80 percent in the previous 12 months). This seems to suggest that more marketing emails are making it into the inboxes of customers and prospects.
In the U.S., specifically, subscribers reached the inbox an average of 83 percent of the time – an increase of six percentage points over the previous period.