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Infographic Return Path Email Engagement


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In 2018, Return Path and Demand Metric partnered to study the state of email marketing to equip marketers with data and best practices to improve the use of email.
Engagement is the key to getting email into subscriber inboxes. This relationship to deliverability made engagement a logical next candidate for the study. Return Path and Demand Metric partnered again to study engagement and its relationship to email deliverability.

Published in: Marketing
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Infographic Return Path Email Engagement

  1. 1. Email is still the go-to marketing channel for many organizations—and with good reason. Studies show that a vast majority of consumers prefer email for brand communications, and current projections indicate that by 2021, there will be more than 4.1 billion email users worldwide. Clearly, organizations must prioritize email to maintain its effectiveness. Email Engagement Email Engagement Are you maximizing the ROI from your email marketing initiatives? T H E S T A T E O F In December 2018, Return Path and Demand Metric partnered to study the state of email marketing to equip marketers with data and best practices to improve it. Are you looking to further improve your email marketing? This study identified many best practices you can apply to improve your results, which you can find detailed within the report, but here are 5 to get you started: Benchmark Study Report THE STATE OF EMAIL ENGAGEMENT Download the full report, and bring yourself up to date, with the current state of email marketing today! Metrics A valid engagement metrics dashboard is the first thing to put in place when working to improve email engagement. Segmentation Marketers that are not already segmenting their email lists should aspire to do so, because it is a major driver of deliverability. Personalization AI capabilities providing automated personalization exist within many of the solutions Marketers either already use, or solutions they can adopt immediately. Sending frequency It is possible to determine the ideal sending frequency with a high degree of precision and prevent list fatigue, by focusing on the right data. Triggered messaging The use of triggered messages, sent at key points and times in the customer’s journey, improve engagement. Overall email effectiveness is improving. As a marketing channel, almost 80% of the study’s participants reported that email is holding steady or improving in terms of effectiveness. Email remains important. Almost two-thirds of study participants rate email as one of the most important, or the most important channels in use. Engagement determines visibility. Over half of this study’s participants don’t understand that mailbox providers use engagement to filter deliverability and visibility of their emails. Segmentation affects deliverability. List segmentation, the ability to segment lists and send different messages to different types of subscribers, is a major driver of deliverability.