A subscriber’s lifecycle within your email program goes through several stages, starting when they first subscribe and ending when they opt out. Understanding each of these stages is vital to a successful and profitable email program. In a recent study by Return Path, Lifecycle Metrics Benchmark, different engagement metrics were analyzed to gain a better understanding of how subscribers interact with marketers throughout a typical lifecycle, specifically in the first 12 months.
I often talk about how first impressions are everything, so it was especially interesting to see data on how subscribers interact with initial messages after acquisition. One metric that stands out is the impressive read rate for that first message from a brand (39 percent), compared with the overall average read rate of 22 percent for all emails.
This may not come as a big surprise, but it’s something that I have to constantly remind marketers of. Spending resources on the welcome message and the initial subscriber experience really can yield results. It’s the message that people are most likely to open, and it’s what sets the stage for your whole email program and relationship.
Of course, getting your message read is just one part of the equation. It’s also important to understand how subscribers react to that initial message. The first message sent to a subscriber has a spam complaint rate of 4 percent, compared to an overall average of just 0.17 percent for all emails.
So why do subscribers mark the initial message as spam? There are several reasons this could be happening:
Here are a few tips to ensure that your emails aren’t among the 4 percent that receive spam complaints.
To help you make the most of that first impression, some members of the Professional Services team at Return Path put together this blog post showcasing some of their favorite welcome messages. I also recommend checking out the full Lifecycle Metrics Benchmark report for more insights into the first 12 months of the subscriber relationship.
This post originally appeared on Total Retail.