New Goals, better results: Email Marketing benchmarks for 2022

If you are a new marketer, or just someone who’s learning the ropes, a little background on this technique will help you understand if it is working. Today, with globalisation and digitisation, marketers can use an array of marketing techniques to promote their clients and their brands/products. Among those is ‘Email Marketing’, a form of direct and digital marketing that uses email to reach target audiences about anything they’re trying to promote. Not only does this technique play a vital role in your overall marketing strategy, but it helps your customer identify any new products that may be available in the market.

However, building a relationship with your audience through email marketing isn’t always easy. Several factors determine the success of your email marketing strategy. How can you gain optimal success on your plan through email marketing in 2022?

Click Open Rate, Click Through Rate, Unsubscribe Rate

As an email marketer, obtaining a good click-through rate is favourable. In email terms, a click-through rate is the number of times a customer clicks a hyperlink, image, or CTA within an email. According to data collected by Campaign Monitor, click through rates depend on industries.

Additionally, a good click open rate defines how unique the design of your email marketing strategy is. A good strategy will yield emails that interest customers, persuading them to act. Lastly, the unsubscribe rate on your strategy determines how many customers are opting out of your mailing list.

The table below details the click-through rates, click open rates and unsubscribe rates based on different industries

Source: Campaign Monitor

In recent times, email marketers have witnessed an increase in the Click Through and Click Open rates, owing to the inception of Mail Privacy Protection. Released by Apple in 2021, Mail Privacy Protection is a feature that allows users to exercise more control over the data they receive via emails.

This feature marks an email as opened, synthetically augmenting open rates for users that use Mail Privacy 

Protection. This is done with disabled open tracking, which allows the system to pre fetch an email and its media.

Now that we’ve understood the intricacies of CTR’s, let’s deep dive into benchmarks that offer better success at email marketing.

Choose the Right Day

Not one customer or member of your target audience wants to be bothered with an email on a holiday. Choosing when to reach out to your audience is crucial. Most statistics show weekdays as the best time to reach your customers.

Weekends offer the lowest CTR’s and when studied by region, Asia Pacific shows the highest number of engagement with email marketing.

Here are some tips to improve the outcome of your email marketing strategy

• Work on subject lines, length, and content
• Test the days and times
• Personalise your content
• Create engaging preheader text

For better Click Through Rate

• Create captivating templates
• Build strong segments relevant to your campaign
• Design engaging copy
• Offer interesting incentives

For optimal Click Open Rate

• Collect the right data to create your target group
• Offer compelling call to action
• Automate your emails to check progress
• Make sure your email is accessible on all devices

To Reduce your Unsubscribe Rate

• Section your target audience based on relevance
• Ask for feedback
• Build long term engagement with automation

• Refresh your strategy to keep readers engaged

To decrease your email bounce rate

• Refresh your email lists
• Never use outdated copy
• Avoid spamming
• Remove invalid addresses

How you communicate with your audience is pivotal in determining the success of your email marketing strategy, which is part of your entire campaign. In 2022, we’re on the path to gaining the best results in our plans and these tips help set benchmarks for a refreshing strategy.

Even today, with new technology, email remains one of the most used platforms and email marketing which promises excellent ROI to business. If you’re unsure of how this technique works, read up on what it is and how it offers success on your marketing campaign.