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Data: Number of New Email Subscribers Grew 30 Percent in the Past Three YearsQ1 2017 data from Yes Lifecycle Marketing reveals consumers are joining brands' mailing programs more than ever but fail to engage past initial sign ups and opens CHICAGO, May 16, 2017 /CNW/ -- New subscribers now make up an average of 6 percent of marketers' subscriber bases, up 8 percent year-over-year (YoY) and 30 percent over the last three years, according to new data from Yes Lifecycle Marketing's cross-channel platform Yesmail360i. The "Q1 2017 Email Marketing Compass: The New Age of Email Marketing" also revealed that subscriber motivation to open brand emails has increased. According to the report, open rates grew 4 percent quarter-over-quarter (QoQ) and 9 percent YoY to reach 16.1 percent, the highest it's been in the last 4 years. However, the report reveals that click rates have consistently declined over time. In Q1 2017, the average click-to-open (CTO) rate decreased by 13 percent YoY and 22 percent over the last two years, indicating that brands are not giving consumers what they're looking for in the long run. "Our findings show that, contrary to what some may believe, consumers actually want to receive marketing emails," said Michael Fisher, president of Yes Lifecycle Marketing. "At the same time, however, the decline in click rates shows that marketers' content isn't meeting subscribers' expectations. To maintain an engaged subscriber base, marketers need to offer valuable, relevant, and personalized informaion at every stage of their customers' lifecycles." The report also reveals one of the best ways for marketers to combat engagement challenges is by implementing triggered campaigns. While triggers are growing in adoption, they made up less than 7 percent of total emails sent in Q1 2017. And yet, they generated almost five times the click rate, almost double the open rate and nearly triple the CTO rate of business-as-usual emails. Additional findings include:
"It's evident that marketers are working toward mastering subscriber acquisition, but they still struggle to create engaging, long-lasting relationships with their customers," said Michael Iaccarino, CEO and chairman of Infogroup, parent company of Yes Lifecycle Marketing. "By working with a partner like Yes Lifecycle Marketing, marketers can get the help they need to communicate faster, smarter, and better at every step of the customer journey." For the full analysis, download the Q1 2017 Email Marketing Compass here. About Yes Lifecycle Marketing About Infogroup Contact:
To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/data-number-of-new-email-subscribers-grew-30-percent-in-the-past-three-years-300457676.html SOURCE Yes Lifecycle Marketing |