Lifecycle Marketing has analyzed their data from more than 30 billion emails over the course of 2017, and compiled a report that offers some very useful insights. First, they found that the total volume of marketing emails was up by about 18% year over year. While more were being sent out, the number of people who actually signed up to receive emails like this dropped throughout the year.
In the report, Lifecycle Marketing said, “Throughout 2017, the share of new subscribers in marketers’ databases consistently declined, falling to its lowest point in Q4 when new subscribers accounted for just 3.5 percent of marketers’ mailable audience.”
This is a big concern for many marketers. If consumers are not signing up to email marketing lists, this tried and true method will quickly become ineffective. To make the news even worse, this is a major reversal of the trend in previous years, which had Q3 and Q4 showing a spike up in new subscriber rates.
The open rates for email marketing did go up over the year though, which is good. Unique opens rose by 8.4%, which is quite good.
More good news came from orders that were driven by email marketing on smartphones. Obviously the adoption of smartphones is huge right now, and it is becoming quite clear that users are very comfortable making purchases on them. The email driven purchases on smartphones went up by 33%. This is in contrast to the drop of order rates on desktops by 18%, and tablets by 14%.
The report covered a variety of topics that email marketers should be very interested in. The full report can be found HERE.