Q1 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) -- 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 information 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:
• The average order value for triggered retail messages was $61.54 compared to $56.34 for non-triggered messages, a 9 percent increase.
• The average click to open rate was 8.9 percent, which remained about the same QoQ and decreased 13 percent YoY.
• In Q1 insurance emails generated the highest engagement with 27 percent open rate, 7 percent unique click rate and 25 percent click to open rate.
• With the exception of Q4 2016, Saturday emails have been the best for conversions three out of the last four quarters.
“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
Yes Lifecycle Marketing provides solutions that orchestrate cross-channel marketing communications to drive results and revenue. This is accomplished by leveraging technology, data, analytics, creative, and strategy to activate and optimize insights-driven, real-time, relevant communications. This holistic approach gives marketers the ability to source a full-service offering of best-of-breed technology and solutions from a single vendor in order to achieve their desired outcomes across all on and offline channels. To learn more, call 1-877-937-6245, email firstname.lastname@example.org or visit www.yeslifecyclemarketing.com.
Infogroup is a big data, analytics and marketing services provider that delivers best in class data-driven, customer-centric technology solutions. Our data and software-as-a-service (DaaS & SaaS) offerings help clients of all sizes, from small companies to FORTUNE 100™ enterprises, increase their sales and customer loyalty. Infogroup provides both digital and traditional marketing channel expertise that is enhanced by access to our proprietary data on 245MM individuals and 25MM businesses, which is distributed real-time to our clients.