The State of Email Engagement

February 5, 2019

This article is included in these additional categories:

Digital | Email | Sponsored

[Sponsored] In December 2018, Return Path and Demand Metric partnered to study the state of email marketing to equip marketers with data and best practices to improve subscriber engagement.

Some of the key findings from this study include:

  • Overall email effectiveness is improving– As a marketing channel, almost 80% of the study’s participants reported that email is holding steady or improving in terms of effectiveness.
  • Almost two-thirds of study participants rate email as one of the most important, or the most important channels in use.
  • Over half of this study’s participants don’t understand that mailbox providers use engagement to filter deliverability and visibility of their emails.
  • List segmentation, the ability to segment lists and send different messages to different types of subscribers, is a major driver of deliverability.

For more details on the current state of email marketing and applying key best practices, download the full report today!

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