There’s one constant thing in the ever-changing world of marketing – the efficacy of email-based marketing. Even after introducing different methods of online marketing, email marketing is important. It is clear that the most effective ideas are usually the easiest to implement.
How do your marketing emails compare to other marketing campaigns? Which areas should you work on? The following benchmarks and statistics will help you determine the effectiveness of your marketing strategy. If you discover that you’re missing the (bench)mark, look over our list of the top practices in email marketing and find out what ones you’re currently not implementing.
Email Marketing Benchmarks By Industry and Data, Based on Real Campaign Data
Average Email Benchmarks for All Industries
- The average open rate: 17.8%
- Average clickthrough rate: 2.6 percent
- The average rate of click-to-open: 14.3%
- Unsubscribe rates: 0.1%
- Bounce rate average: 0.7%
Best Days for Email Marketing
- Highest email open rates: Tuesday (18.3%)
- Lowest rates of unsubscription: All but Tuesday (0.1 percent)
- The highest clickthrough rates: Sunday, Monday, Thursday, Tuesday, and Friday (2.6 percent)
- Most click-to-open rates: Thursday and Friday (14.4 percent)
- The lowest bounce rate: Wednesday (0.6%)
Worst Days for Email Marketing
- Lowest open rates for emails: Saturday (17.5%)
- The highest rate of unsubscribe: Tuesday (0.2%)
- The lowest rates of clickthrough: Wednesday and Saturday (2.5 percent)
- Lowest rates of click-to-open: Sunday (14.2%)
- Most bounce rates are highest: Friday and Saturday (0.8 percent)
Top Industries by Open Rate
- Government 30.5%
- Nonprofit 25.2%
- Education: 23.4%
Top Industries by Clickthrough Rate
- Real Estate, Design and Construction Activities (3.6%)
- Agriculture, Forestry, Fishing and Hunting (3.5%)
Industries by Click-to-Open Rate
- Real Estate, Design and Construction Activities(17.7%)
- Agriculture, Forestry, Fishing & Hunting (17.1%)
- Media, Entertainment, & Publishing (16.9%)
A brief look at the KPIs and terminologies
To comprehend guidelines for email marketing, you have to be familiar with the KPIs and terms that show the current trends. Here’s a summary of these:
Email Open Rates
Open rate ( percent) is (Total amount of email messages that were opened (Total number of emails opened / total number that were delivered) * 100
The open rate of emails is the percentage representation of the proportion of those who have opened your emails compared to the number of emails sent out.
Click Through Rate (CTR)
Click-Through Rate ( percent) = the number of recipients who clicked on the call-to-action hyperlink in the email or (Number of messages that were sent out minus the number of bounced emails) * 100
The clickthrough rate measures the level of engagement for your email marketing campaign. It is the measure of the number of people who are interested in your messages. It is a broad metric that tracks the activity of all those who have received your message through their mailers.
Click-to-Open Rates (CTOR)
Click-to-Open Rate ( percent) (%) = (Total amount of distinct clicks/total number of unique open) * 100
Click-to-Open rate is an alternative to CTR, which primarily measures the engagement rate for events that are unique within the email campaign. With this measure, marketers can evaluate the effectiveness of their email in relation to its design, its responsiveness, or the message.
Bounce rate ( percent) is (Number of delivery failures or total number of emails that were sent) * 100
Bounce rates provide an indicator of the ability to deliver emails and show a percentage of the number of emails returned to the recipient’s server versus the total amount of emails that are sent. Bounce can come in two types: Soft Bounce as well as Soft Bounce. The first is a long-lasting delivery problem, which may be caused by an account being suspended or the wrong email address. However, this is an intermittent failure caused by the server being down or having a full inbox.
Rate of unsubscription = (Number of subscribers (Total number of emails that are delivered) * 100
The term “unsubscribe rate” is the percentage of recipients who have did not opt-out of your email list for an email campaign.
16 Email Best Practices for 2022
1.Create lead magnets
To use email marketing to your advantage, it is necessary to have large numbers of subscribers to email. Today, people are unwilling to divulge their email addresses in the event that there’s something of value to them. This is the point where lead magnets come into play. Offering a no-cost helpful resource such as an online planner, or printable workbook, the people you want to reach are more likely to sign up for your newsletters.
2. Send emails to confirm email addresses
While lead magnets are a great way to increase the number of subscribers, you have to make sure you send an email follow-up in order to verify the address and email of any new subscribers. By taking this additional step to encourage all new customers to sign up with their email addresses to increase your rate of delivery and make sure that your list is filled with active and responsive subscribers.
3. Plan ahead for events
Although last-minute deals are fantastic to create a sense of urgency, however, not every email you send out should be on one day before the date. By highlighting events that are special in your schedule, it is possible to make an effective drip email campaign. This will also allow you to build anticipation (and beat your competitors).
4. Segment, target, and personalize
In essence, email segmentation is the process of dividing your email list subscribers into smaller groups by grouping your subscribers by factors like demographics, purchase histories, and interests. This allows you to send them targeted emails that they’ll find more pertinent. Starting with the subject line and sending the message, you have a variety of elements you can customize. Given that your email may not be the only email your readers will get every day, personalization will be essential to increase the number of open rates.
5. Include a relevant preheader
Although the subjects are important, your preheader can play a role (especially in the event that you prefer to go with a shorter message). GetResponse has observed that the rate of opening emails that have preheaders is seven percent more than emails without preheaders. The additional information that the preheader provides could be the additional incentive the recipient is required to click on an email.
6. Place important information above the fold
The headline at the top of your email, which your readers are able to see without scrolling down, just grabs their attention immediately. To ensure that it grabs attention, ensure you have a captivating headline that is clever, a captivating image, and a clear CTA.
7. Include clear CTAs
Most often, the readers you wish to engage in doing something specific once they’ve read the email. From sharing your most recent blog post to signing for a webinar or even a look at your sales, There are a variety of desired actions you thought of when writing your email. To ensure that your recipients receive the message you have included in your email, it is important to provide clear prompts for action that are noticeable. For instance, you could employ a bright hue, a larger font, or a creative language to draw attention to your subscribers.
8. Optimize the footer
There’s plenty more you can add in your footer than the standard info, like your address. In addition to social proof, you can also include distinctive selling points; you can use this area to inform people who read it more about the company to increase conversion.
9. Proofread your emails
Before you send out your emails, make sure you take an extra moment to read your email proofread (and by proofreading, we’re talking about more than just checking for spelling errors). Alongside checking for grammar and spelling, you should also look over other crucial components, like whether hyperlinks work and the images load.
10.Make sure your email is optimized for mobile devices
According to 99Firms, 85% of people use smartphones to check email. Therefore, if your email looks blurred when viewed on a mobile device, it could be a reason to turn off the majority of your customers. To avoid this, make use of responsive email templates that display properly for mobile phones.
11. Send emails using a human account
Your email address can be the difference between destroying or enhancing your credibility. Emails sent from a no-reply address are damaging your open rates and delivery and lead to low engagement. In the end, email is meant to be used to facilitate communication. Making a one-way line of communication isn’t the most effective method of communication, is it?
12. Make it simple to unsubscribe
Although it may sound odd, it should be easy for your subscribers to unsubscribe. If not, the only option they will have to do could be to flag your emails as spam. In the end, this is more damaging than losing a couple of subscribers who weren’t interested in your information.
In reality, you could still get some value even when recipients opt to opt-out. If you ask them to explain the reasons why they decided to unsubscribe, You can collect feedback that can help you improve the quality of your marketing emails and newsletters. But, be sure you do not overwhelm the recipients with too many inquiries. It is a two-step procedure and not a lengthy survey. It is possible to add an unsubscribe button to the email you have provided or as a button within the footer of your (newly enhanced) footer.
13.Update your email list
We’ll suppose that you did not buy your email list (which is a huge no-no if you don’t realize it is). Since these people never chose to receive your email initially, your email will be marked as spam.
Once that’s done, What youyou needte your list of email subscribers periodically (about each six-month period). This means removing those who are not acting out of your subscriber list (in the sense of those who haven’t checked your emails in the past). In this way, you lower the chance that your email is flagged as spam.
14.Conduct A/B tests
A professional email marketer can make this seemingly unimportant step a standard procedure if you take the time to experiment with elements such as subjects, images, colors, length of the message, and so on. It is possible to begin to comprehend your viewers more effectively. With this knowledge, you will be able to improve the user experience, which will increase the effectiveness of your email marketing campaign.
15. Email automation
There are a variety of excellent tools for automating emails that can assist you in getting the timing and timing right. From sending the primary email address verification to follow-up on abandoned carts, you can choose from many automated email campaigns you can make use of.
Another way to save time is to utilize templates. Creating each email by hand is a waste of time and effort. Many of these automated email tools offer templates that you can modify according to your company’s brand.
16. Analyze and adjust
Best practices for email are more about more than how to write and mail emails. It also includes “behind-the-scenes” work like regularly recording the results. To assess whether your marketing emails are actually successful, you should examine the effectiveness of your campaigns and their results. Again, third-party tools for marketing via email, such as HubSpot, can assist in monitoring the effectiveness of your campaigns.
How to Use Benchmarks to Improve Your Email Marketing
Benchmarks are helpful to determine how your email program is compared to industry standards. They can be used to establish the baseline needed to figure out the areas you could improve. We also suggest using your past performance as a reference point. This is one of the simplest methods of determining what success means for your business.
Have a look at how your rates of opened over the years. Are they rising while your list grows, or are they declining because they are getting tired?
What amount of revenue or traffic to your site do you usually generate through each email? Those trends often indicate exactly what you need to understand to maximize your strategies.
It is also important to consider all factors that are involved. For example, a broadcast sent to all your subscribers will not work as well as one sent to a smaller portion of engaged subscribers.
Your best option to optimize every aspect of your email campaign is to test, therefore test repeatedly, test, and then try again! It’s the most effective way to learn more about your readers and obtain the most effective results to date.
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