![]() On the other hand, double opt-in introduces friction to the subscription process, resulting in higher CPAs, lower conversion rates, and smaller list sizes. This means higher open and click-through rates, lower bounce rates, fewer spam complaints, and an overall healthier list. On the one hand, it helps ensure that your subscribers provide their real email addresses and are actually interested in your content. Michal Leszczynski Head of Content Marketing & Partnerships opt-in has always been a controversial topic in email marketing. We should move toward more trustworthy data, like click-throughs and conversion rates, get better at identifying fake auto-opens from Apple MPP, or get used to being unable to track everything. That said, it’s time we rethink our approach to email marketing, measuring recipient engagement, and how we segment our audience. The data in this table also only represent newsletters, i.e., it doesn’t include more engaging, automated emails. For full disclosure, last year, we relied on the results from marketers with a slightly larger audience – those with 1,000+ contacts. Now, there may be several reasons why this happened, but I think Apple MPP is the main one. ![]() The overall average open rates in 2022 were higher by 7.37 pp, while CTRs decreased by 0.09 pp. This time, the increase in the open rate is much more noticeable. ![]() In our last report, we had noticed a slight 1-2 pp increase in average open rates reported from September through December 2021. Itaffects segmentations based on email engagement, time-optimization algorithms, and automated campaigns based on email open behavior in your email marketing software. This change started rolling out between September and November 2021. Increase your open ratesor improve your click-throughs Michal Leszczynski Head of Content Marketing & Partnerships been over a year since Apple announced its New Privacy Policythat lets users decide if they want their email behavior to be tracked by marketers.Īs a quick reminder, when switched on, Apple MPP makes tracking email campaigns performance more challenging as every message is automatically opened – by Apple and not the user – distorting the real statistics. Always think about your audience's needs, whether you’re trying to The bottom line is to pay attention to the industry standard and try to improve with every new campaign. However, it already had high bounce rates in the previous editions of our report. One industry, Travel, experienced higher-than-average bounce rates (6.83% vs. Their average CTRs ranged between 1.68% and 1.78%, which is considerably below the overall average of 2.89%.Īside from the overall improvement across most industries, we didn’t see significant shifts between their positions. 8.67%).Īt the end of the pack, we see Health & Beauty, Healthcare, and Internet Marketing. They all observed higher-than-average click-through rates (4.42%-5.77% vs. In the lead, we’ve got Communications, Publishing, and Financial Services. And as we can see, the same applies to their recipients, who happily engage with their messages. Anna Kvasnevska Content Marketing Manager rateĮmail remains an important marketing channel for many industries. If you are running an international business, culture-driven personalization and user-oriented communication must stand at the center of all your email marketing efforts. While some email marketing best practices may work like a charm for your US-based campaigns, they may be perceived as ineffective or downright offensive in Asia or Africa. It’s important to localize your email campaigns not only in terms of the language, but also according to the cultural and social realities of the markets you target. Improved localization could be one of the solutions that would help you improve your emails’ performance. While English-speaking countries saw some significant boosts to their email marketing KPIs, engaging the rest of the world had proven to be difficult. ![]() Yet, 2022 was not a good year for South America, that saw significant drops in almost every metric, including unsubscribes, spam complaints, and bounce rate. At the same time, North America seems to be outperforming every other region when it comes to CTRs (2.96%) and CTORs (9.56%). The recent data suggests that it was a good year for email marketers operating in Oceania as their open rates saw a booming increase (to 37.93%).
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |