A spokesperson for Yesmail tells WebProNews the study has “debunked the idea that email marketing is a dying tactic,” adding that the “never active” subscriber segment fell below 69% for the first time. For retail, it fell below 60%. In other words, the amount of people who are never active with email is decreasing.
The study also found that half of all emails deployed in Q2 were responsive, which is up from just 28% for the same period the prior year. That’s some pretty impressive growth in an increasingly important marketing channel.
“Marketers have been claiming the death of email is near for years,” said Fisher. “That myth couldn’t be further from the truth. Consumers are engaging with email more than ever, in large part due to improved email marketing strategies with lifecycle triggers, relevant content and data-driven contact strategies.”