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Key Email Engagement Tactics: Benchmarks and Trends

by Lenna Garibian  |  
January 18, 2013

With some 44% of email opens now via mobile devices,* fully 50% of email marketers surveyed say they are optimizing or planning to optimize email campaigns for mobile viewers, according to a report by Experian Marketing Services that provides benchmarks for key email engagement and acquisition tactics.

Among those 50% of email marketers following a mobile-friendly approach, the most popular methods are developing a rich-text mobile version (36%), promoting mobile apps (21%), and optimizing email dimensions (18%):

Below, additional findings from Experian Marketing Services.

Subscriber Surveys via Email

When conducting surveys via email, marketers are registering fairly strong survey completion rates overall.

More than 7 in 10 email marketers (71.5%) say they collect input via email surveys, and among them 38% have generated completion rates of 11% or higher.

Notably, most (59%) marketers do not offer incentives to their subscribers for filling out a survey.

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Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.

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  • by Jen Thu Jan 24, 2013 via web

    There seem to be excruciatingly few list servers that offer responsive email template options. Anyone out there with a few sources?

  • by George Magdaleno Wed Mar 20, 2013 via web

    Thank you so much, this is a very valuable read that will help me make a case for our e-mail marketing plan.

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