3 Surprising Email Subscriber Lifecycle Stats
What can you do to enhance the experience?
- Don’t play fast and loose with the opt-in. Regardless of whether subscribers are entering your program through a website opt-in, purchase path, or third party (which makes the deliverability expert in me cringe a bit), make sure that they are fully aware that they are opting in to receiving marketing emails.
- For less explicit opt-ins (I’m looking at you, pre-checked box in the purchase path), consider sending a different version of the welcome message that sets expectations and provides a clear means to manage preferences or opt out. I understand that this will result in more opt-outs, but honestly, the people that opt out immediately are the ones that would have given you grief down the line.
- Use your first point of contact to clearly spell out the benefits of the email program. Make sure that your description of the program is sincere and accurate. If you’re promising exclusive offers, make sure you’re prepared to deliver!
Email Program Perception and Churn
Once a subscriber is on your list, you have a very small window to prove value. We always knew that the average email subscriber’s attention span was short, we just didn’t realize how short the average email subscriber lifecycle was. On average, subscribers churn after just 33 days on the list (factoring in unsubscribes, complaints that are suppressed via feedback loops, and brand level suppressions as measures of churn).
Let me repeat that stat: On average, subscribers only stay on a marketer’s active email list for 33 days. One of the biggest contributing factors is the high rate of subscribers that churn within the first few days. This goes back to trust and expectations.
Sure, your list growth strategies may be bringing new names onto the list. If you’re doing a volume grab, abusing your subscribers’ trust in your brand, or sending unanticipated mail, payback is swift and impactful.
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.”