Minal Bopaiah

We previously wrote about how Gmail’s new “Promotions” tab is actually increasing click-through rates for some email marketing emails, even while decreasing open rates. But our own research of more than 70 subscription marketers provides data that argues the contrary. Specifically, our new Email Marketing Benchmark Report asked subscription marketers and digital content publishers about how Gmail’s new promotion tabs had affected their open and click-through rates. As you can see in the chart below, the large majority…

According to our new Email Marketing Benchmark Report, the large majority of subscription sites find little use in buying third-party list of email addresses. As we’ve discussed before, email marketing is the #1 subscriber acquisition tactic, but that’s only when you build your own in-house email lists. According to our survey of more than 70 subscription site executives, nearly 50% found that email marketing lists to be very ineffective and another 27.5% found them to be somewhat ineffective. Less…