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BizReport : Email Marketing : February 25, 2015

Use response to welcome emails to predict future subscriber engagement

There are significant differences in the behavior of consumers who ignore email marketers' welcome messages and those who read them, according to new findings released by data solutions provider Return Path. Such behavior can be used by marketers to predict future engagement.

by Helen Leggatt

Return Path's analysis of around 2 million email messages over a 12 month period reveals that marketers can effectively segment recipients based on their response to welcome emails. The findings show that people that respond to and engage with such emails are signaling a strong interest and are statistically more likely to be receptive to offers, particularly in the period immediately following receipt of the welcome message.

However, those recipients who do not read welcome email messages are likely to be unengaged. According to George Bilbrey, president of Return Path, this gives senders "an opportunity to separate them from the rest of their audience and focus on activating them and finding other ways to earn their interest. By segmenting these groups, marketers can increase near-term revenue from high-value customers while exploring long-term tactics to increase revenue from others".

The analysis found that 42% of welcome messages were read more often than other message types but that not all of that engagement was positive. While spam complaints were made against 0.26% of welcome emails, the average overall was 0.10%.

Furthermore, those subscribers who did not complain or report an initial welcome email message went on to read more than 40% of messages received from the sender during the following 180 days. Those who did not engage with or read a welcome email message only read 10%. This gap widens when a series of welcome email messages are dispatched. While recipients who read three messages in a series of welcome emails went on to become loyal subscribers, reading more than two-thirds (69%) of subsequent email messages, those who read none continued to ignore messaging reading just 5%.

Image via Shutterstock

Tags: email marketing, email messaging

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