The following information is included in Coherent Path’s Email Marketing Insights Report. Get the free eBook here.
Most of your email list is either dead or inactive.
It’s a problem that email marketers are always trying to solve.
In a five-week analysis of a retail client, we found that 90% of emails were sent to subscribers who had low engagement; they had not opened an email or clicked in the past 30 days. See the chart below.
Meanwhile, only 2% of emails were sent to highly engaged recipients (they had two or more opens or clicks in the past seven days).
Just 3% of emails were sent to subscribers who had two opens or clicks in the past 14 days, while 5% of emails were sent to subscribers who had two or more opens in the past 30 days.
Since the majority of emails are sent to subscribers who don’t engage, at some point, they could be flagged as spam, and your emails will not be delivered.
As an email marketer, you have to look for ways to get them active. Just getting them engaged could make significant improvements to the bottom line.
To reignite these subscribers, marketers need to combine creativity, experimentation, and predictive analytics.
One really effective way some top retailers have found to re-engage their inactive subscribers is by personalizing the times they send emails to subscribers.
A retailer we work with found that using send time personalization for low- and medium-engaged email subscribers over three months delivered major improvements compared with non-STP campaigns.
The improvements were:
- Opens: 2.6% to 4.2%
- Clicks: 6.8% to 11.8%, and
- Conversions: 6.4% to 11.7%