We’ve known for awhile now that email works. But it’s still always nice to get a little data to affirm our passion for this channel.
So we were thrilled to see the release of a consumer survey from our friends at Epsilon. They found that an astonishing 84% of email recipients report clicking through on an email offer. The survey also found that 73% made an online purchase and 86% made an in-store purchase as the result of receiving a relevant email offer. In other words, when subscribers are happy, marketers will see tangible and impactful results.
It’s clear that the purchasing power of email users packs a potent punch, but the value of this channel is lost when the email isn’t relevant and valuable. Furthermore, as we have seen from Return Path data, the value of your email program builds over time. So staying relevant increases the loyalty of your subscribers and their response rate. Conversely, lack of relevance erodes value and leads to disengagement.
Consider these three simple ways to get your subscribers more engaged:
If subscribers value what you’re sending, they’ll keep reading it. Build on this value over time and you’ll establish a long-lasting and mutually beneficial relationship. In fact, subscribers will not only come to associate your brand with fun, interesting email, they’ll come to expect it from you. That’s a win-win situation for everyone.