2022 Email Marketing Benchmarks [HubSpot Data]

Email marketing is an important strategy for marketers looking to reach new leads, stay on top of existing customers, and keep them informed about new products and services, but the practice isn’t always straightforward. Technology and consumers change, and keeping up can be a challenge. However, the challenge is worth it.

47.5% of marketers said their email marketing strategy was very effective in achieving their business goals, while 47.2% said it was only somewhat effective. Only 2.7% said it was somewhat ineffective and less than 1% said it was very ineffective.

Now that you know that a good email marketing strategy can help you achieve your broader marketing goals, how exactly can you strengthen your marketing tactics to see the best results? To improve your email marketing metrics, here are some helpful email marketing benchmarks we’ve gleaned from a survey we’ve conducted of hundreds of marketers.

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Most important metrics for effective email marketing

When we asked marketers what metrics were most important to measuring the effectiveness of an email campaign, most included click-through rate, open rate, and conversion rate in their responses.

Click-through rate

In email marketing, the click-through rate (CTR) is calculated by the number of subscribers who clicked on at least one link in the email campaign. And 35.9% of marketers we surveyed said that improving it is one of the biggest challenges they face with their email marketing efforts.

If you’re struggling to increase your CTR, the following email marketing benchmarks will help you refine your strategy:

30.7% of marketers said emails that include new product or feature announcements have the highest CTR. Another 30.7% said the same about emails with special offers or promotions. This likely means that consumers are more likely to click on emails that contain valuable information about exactly what your business can do for them, whether it’s offering on-demand offers or attractive offers that could save them money.

Speaking of value, we also found that 38.2% of marketers said that providing value through their marketing emails is one of the most effective strategies for increasing CTR. Other popular answers include:

  • Creating effective cases (36.5%)
  • Email optimization for mobile (29.6%)
  • Include clear calls to action (28.6%)

Our data also suggests that consumers are responding to a more personalized approach to email marketing, particularly targeted emails. Our survey found that 52.9% of marketers reported that segmented emails have a better CTR than non-segmented emails, while only 23.8% said the opposite is true.

And as we mentioned before, changes in technology can also affect your email marketing metrics, including CTR. 39.9% of marketers we surveyed said that Apple iOS 15’s privacy protection feature reduced CTR, and 34.7% of marketers said that the General Data Protection Regulation (GDPR) of the EU has also reduced the CTR.

Fortunately, there are ways to adjust your email marketing strategy to account for these privacy changes. 62% of marketers surveyed included prioritizing different KPIs to measure effectiveness in their method of adapting their strategy.

51.9% includes leveraging user data from sources not affected by the data privacy changes, such as non-Apple users. And 36% included leveraging channels other than email marketing, such as text marketing.

Open rate

In our survey, 32.9% of marketers listed low open rates among the biggest challenges they face in email marketing. If open rates are a challenge for your business, the following statistics can help you make the right adjustments to your strategy.

About 31% of marketers said emails with special offers and promotions have the highest open rates, and 30% said the same about emails announcing new products and features.

You should also consider subject lines when sending your marketing emails. About 65% of marketers said subject lines have the biggest impact on open rates.

More than half of the marketers we surveyed said subject lines that piqued curiosity are the most effective at increasing open rates. About 36% said the same about emails with promotional offers, and 27.9% said expressing urgency in subject lines is more effective.

Similar to CTR, 65% of marketers say segmented emails have a better open rate than non-segmented, while 17.9% say non-segmented is better and 17.1% say which is more or less the same.

Advances in privacy protection also affect open rates, with 34.1% of marketers saying that Apple iOS 15’s privacy protection feature reduced their ability to see open rates . And 24.3% said it reduced open rates entirely. GDPR also affects open rate. About 21% of sellers said the policy reduced their open rate and about 34% said it reduced their ability to see open rates.

Conversion rates

According to our survey, just over 30% of marketers said that low conversion rates are among the biggest challenges facing their email marketing strategy. However, if you refine your email marketing strategy to increase open rates and CTR, you’ll likely see increases in conversions as well.

Another method that can lead to better conversion rates is to optimize your emails so that they are readable and attractive on the devices most used to read them. We found that 41% of email views come from mobile devices. The second most popular device is the desktop with 39%. In third place are tablets, where 19% of email views come from.

The right email marketing strategy will keep consumers in the know about your company’s new products and services and keep your brand top of mind when they’re in between purchases.

Now that you know what kind of email tactics will get your audience to open and click through your emails to become new leads, you’re ready to craft the best email marketing strategy for your organization.

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