Email Engagement: The Compounding Importance of Email To Subscription Businesses

I recently wrote about how businesses are essentially throwing away $59 billion a year on undelivered email. 

In the subscription industry, that waste feels all the more impactful due to the heavy reliance on email, which drives what CleverTap says is 21.16% of first-month engagement.

“Subscription businesses can leverage email as a powerful tool to announce new releases or programs, effectively keeping users engaged in these pivotal events,” says the Unraveling The Cross-Channel Marketing Strategy report. “With email as a channel, engagement levels can soar up to 16% within the subscription model. Combining email with other channels can further elevate engagement levels, potentially surpassing 20%. Emails play a significant role in driving app usage by providing content updates, recommendations, and fostering engagement in health and wellness businesses through goal tracking and progress updates.”

(Source: CleverTap)

The report says click-through rates are one area where email “falls short” compared to other channels, though their ubiquity “across geography and industry” continues to be worth exploring. (All the more reason to verify your email addresses in real-time through a service like Clean Your Lists.)

“With their high open rates, emails serve as an excellent channel to initiate initial engagement, potentially leading to conversions through other channels.”