2022 Email Marketing Benchmarks To Measure Your Campaign Performance
Email marketing may be used to inform customers on the email list of your services, products, and discounts. It’s also the most significant way to do so. Email marketing can also be a softer sell, informing your target audience about the benefits of your brand or keeping them interested between purchases. This means that email marketing can take on a variety of forms!
Email marketing is an essential component of any marketer’s toolkit. It allows you to reach leads and customers you might not otherwise be able to, stay top-of-mind, and keep them aware of your latest products and services. However, email marketing isn’t always straightforward – technology and consumers constantly change, meaning keeping up can be challenging. But it’s worth it – according to recent data, 47.5% of marketers say their email marketing strategy effectively reaches business goals. So what are the critical Email Marketing Benchmarks for 2022?
Most Important Metrics For Effective Email Marketing
When we asked marketers which metrics were most crucial to evaluate the success of an email campaign, the majority selected click-through rate, open rate, and conversion rate as their choices.
The Click-through rate (CTR) is the percentage of recipients who click on at least one link in an email campaign. And according to our research, 37% of marketers said developing it is a significant difficulty they face while using email marketing. Consider the following email marketing benchmark rates if your CTR isn’t improving as quickly as you’d like.
The most effective emails, according to respondents, were those that included product/feature announcements (30.7%). Another 30.7% said the same about emails with special offers or discounts. This is probably because customers are more likely to open such messages — whether they contain vital information on what your firm can offer them — such as in-demand items or enticing savings that may save them money.
Let’s move on to the topic of worth. We discovered that 38.2% of marketers believe providing value through their marketing emails is one of the most effective strategies for increasing CTR. The following were among the most popular replies:
- Crafting effective subject lines (36.5%)
- Optimizing emails for mobile (29.6%)
- Including clear calls to action (28.6%)
Our data also shows that customers are more receptive to a personalized approach to email marketing, particularly segmented emails. Our survey found that 52.9% of marketers believe segmented emails have a higher CTR than unsolicited, whereas only 23.8% said the reverse was true.
Changes in technology may also have an impact on your email marketing metrics, including CTR. The Apple IOS 15’s privacy protection option reduced CTR by 39.9% of the marketers we interviewed -and the EU General Data Protection Regulation (GDPR) had a similar effect by reducing CTR by 34.7%.
Fortunately, there are strategies to accommodate the SBA’s new privacy standards. In a study of global corporate email marketers, 62% said they used various KPIs to assess the efficacy of their adaptation strategy.
Almost 90% of respondents are turning to user data from sources not affected by changes in data privacy, such as non-Apple users. 36% used channels other than email marketing, such as text message marketing.
According to our research, low open rates were among the most common problems marketers faced regarding email marketing. If your company’s open rates are an issue, the following numbers might be helpful. Subject lines may also influence how likely people are to open your emails. According to 65% of marketers, subject lines impact open rates the most.
Subject lines that pique people’s interest were reported to be the most effective in improving open rates by more than 50% of marketers we spoke with. According to 36% of respondents, emails with promotion deals are the most successful regarding increasing open rates, while subject lines that emphasize urgency were rated 27.9%.
According to 34.1% of marketers, Apple IOS 15’s privacy protection feature decreased their ability to see open rates. And about 24% said it reduced open rates altogether. GDPR also has an impact on open rates. Around 21% of marketers said that the regulation deterred them from conducting business in Europe, and about 34% said it restricted their ability to measure response rate.
According to our survey, low conversion rates were cited by around 30% of marketers as one of their most pressing problems. However, if you improve your email marketing approach to boost open rates and CTR, you’ll probably see increases in conversions as well.
Another approach to improve conversion rates is optimizing your emails for smartphones and tablets, the most popular reading devices. When it comes to email views, 41% come from mobile devices. Desktop machines take 39% of the cake. Tablets follow with 19% of mail views.
By keeping these Email Marketing Benchmarks in mind, you can ensure your email marketing strategy is on track and effective in reaching your business goals. What are your thoughts on email marketing in 2022? Gold Lion Tech can help you improve your Email Campaign Performance. Book a free discovery call with us here.