Data Shows Email Newsletters Still Increase Consumer Engagement — But By How Much?

By Thomas Price Sunday, September 13, 2020

With the rise of internet marketing in the modern age, email newsletters have become a standard form for most businesses that are trying to create more engagement with their brand and their products. In fact, 90% of marketers rate email engagement as the top metric they track when evaluating their content performance. The question that entrepreneurs are asking today is how effective are email newsletters in the current age? According to recent data, it seems that, at least for now, marketing through email newsletters will continue to be effective in creating engagement for businesses. 

Email Marketing Today

As it currently stands, nearly 4 billion people have their own email address, creating one of the largest bases of consumers that can potentially be reached through one specific medium. This has led to 73% of marketers listing email as the most effective digital tool for return on investment (ROI). When polled, statistics revealed that 59% of consumers say that email marketing does in fact sway their decision making when it comes to buying products or choosing businesses.

These numbers are already overwhelmingly positive, but this is taken to another level when considering engagement — 78% of marketers have seen an increase in consumer engagement over the last 12 months as of 2020. This trend has been exacerbated by the ongoing COVID-19 pandemic, which saw a 24% increase in revenue generated in the last two weeks of March compared to the first two weeks. This can be broken down into three major factors involved. The first was the 8% decrease in cost per click. The next two factors work in tandem with each other: businesses saw a 20% increase in users who opened up their emails and a 22% increase in users who, after opening the email, read through the entire message.

Types of Newsletters Making the Largest Gains

Breaking down email newsletters by type, a clearer picture can be formed on where these recent increases can be seen the most. With an overall increase of 5% in opened emails in the market as a whole, certain genres have seen far more growth. Topics such as health and fitness have seen a 34% increase in engagement as well as a 46% increase in ad click-through rates. These gains are also seen in categories such as law, government, and politics, which saw a 23% increase in engagement and a 20% increase in click-through rates.

Final Conclusions

Email newsletters have seen impressive growth over the last few years, something further accentuated by the COVID-19 pandemic. However, this growth is not specific to pandemic-related coverage, but to other aspects as well. So, when considering creating email newsletters, the basic formula is finding the balance between information and promotion. According to some experts, this balance is found with 90% of the email newsletter being educational or informative, and 10% being purely promotional.

At the end of the day, any newsletter’s main focus should be news to some degree. It separates content received from just becoming another advertisement to instead being valuable and informative content from a business or company. Engagement in material like an email newsletter requires a certain level of trust between consumers and businesses built through high-quality content that incentivizes these consumers to look past the headline.

About the Author

Thomas Price

Tom Price is a writer focusing on Entertainment and Sports Features. He has a degree from NYU in English with a minor in Creative Writing. He has been previously published for Washington Square News, Dignitas, CBR, and Numbers on the Boards.

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