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Subscription emails are thriving

19 : 05 : 2017 Advertising : Digital : Media

Global – Contrary to popular belief, consumers are actively engaging with subscription emails from brands, according to a new report.

The number of consumers opening subscription emails is the highest it has been in four years, according to a report by Yes Lifecycle Marketing.

Since the ‘tab’ system was introduced to Gmail in 2013 – a feature that automatically filters emails into categories such as Primary, Secondary and Promotions – email marketing has become increasingly effective.

According to the report, the average open rate is now 16.1%, a 3% increase over the past two years. However, the average click-to-open rate is 8.9%, a 22% drop over the same period. The research suggests that while consumers are happy to open these kinds of emails, brands need to do more to convert this engagement into click-through sales.

The timing of a campaign is key to its success, according to the report. Campaigns sent out on Fridays tend to receive the most unique clicks and click-to-open rates, while campaigns sent out on Saturdays deliver the highest conversion rates, with 2.4% of all clicks ending in a purchase. This figure rises to 8% for triggered campaigns, which take into account consumer behaviour.

The data, which is based on more than 7bn emails sent in the first quarter of 2017, suggests that consumers are happy to engage with email campaigns from brands provided they are relevant to their interests. New subscribers now comprise 6% of brands’ subscriber base, a 30% increase over the past three years.

The Big Picture

  • The subscription email and newsletter are often perceived as dying mediums, but brands should not underestimate their effectiveness
  • As LS:N Global explored in our microtrend The New Letter, brands should streamline their marketing communications to enter subscribers’ inboxes at moments of maximum engagement rather than bombard them with irrelevant content