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.
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
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.
ROI from your
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
Are you looking
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
Download the full report,
and bring yourself up to date,
with the current state of email
A valid engagement metrics
dashboard is the ﬁrst thing to
put in place when working to
improve email engagement.
Marketers that are not already
segmenting their email lists
should aspire to do so, because it
is a major driver of deliverability.
AI capabilities providing
automated personalization exist
within many of the solutions
Marketers either already use, or
solutions they can adopt
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.
The use of triggered
messages, sent at key points
and times in the customer’s
journey, improve engagement.
Overall email eﬀectiveness
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.
Over half of this study’s participants don’t
understand that mailbox providers use
engagement to ﬁlter deliverability and
visibility of their emails.
List segmentation, the ability to segment
lists and send different messages
to different types of
subscribers, is a
major driver of