3 Surprising Email Subscriber Lifecycle Stats
For email marketers, the people on the other side of the screen are the ones that will make or break your annual performance goals. Let’s start marketing to them accordingly.
In my last article, I extolled the benefits of an optimized subscriber experience and provided some recommendations and best practice examples that illustrate how to make the most of each stage of the lifecycle. Today, I wanted to follow up with some data points that illustrate the high stakes related to creating a rewarding subscriber experience from day one.
I’ve recently been involved with the development of Return Path’s new Lifecycle Insights report. The goal of this report is to provide clients with visibility into the subscriber experience and help them compare their performance against other commercial senders in their vertical with benchmark data. The individual client data has been fascinating, but the benchmark section has challenged many of our assumptions about how subscribers interact with email programs.
We have new research on email subscriber lifecycle benchmarks coming out in mid-November, but I wanted to provide a sneak peek at some of the numbers in the context of the subscriber experience.
Subscriber Trust and Expectations
This is the foundation of the subscriber experience. If your subscribers don’t trust your email or your intentions, you are already at a disadvantage. As one of my colleagues eloquently described in her recent article on trust in email,
“When email marketing is built around trust, subscribers are more likely to opt in and not only engage with messages, but also convert and remain loyal to a brand.”
While this is the goal we should all be shooting for, the data tells us that we’re falling short.
On average, approximately 50 percent of all new subscribers provide an email address that they rarely interact with. This clearly demonstrated that, as an industry, consumers do not trust us to send relevant, interesting mail. In addition, on average, 3.5 percent of new subscribers will submit a spam complaint within the first 30 days of being on our list.
As a Senior Email Strategist with Return Path, Casey specializes in driving increased engagement and boosting deliverability. Casey has a healthy fixation with helping marketers realize the potential of their email programs by addressing human needs, building better relationships, and ultimately driving improved results for the business. Her nine years of experience and obsession with evolving the email space helped land her a spot on ExpertSender’s list of “25 Email Geeks to Help You Get Your Geek On.”