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    Email Marketing Metrics Report: March 2018

    Over 205 billion emails are sent on a daily basis and this figure is expected to reach 246 billion by 2019. In response to this growing wave, email marketing strategies have changed. What worked for businesses five years ago, may not work today. So how do we make sure we’re always on top when it comes to email marketing?

    The answer is in data-driven email marketing. Luckily, we’re obsessed with email AND data. So obsessed that we’ve looked at email data from October to March to give you the latest Email Marketing Metrics Report. Here are a few highlights that will make you rethink your campaigns.

    Desktop is here to stay

    Based on the latest data, 46% of people use mobile to check their emails. Despite the growing popularity of mobile, there’s actually been a slight 2% dip in mobile use for emails since November 2016. Clearly, desktop isn’t going anywhere. But our message isn’t about keeping emails perfect for desktop. It’s to ensure that we’re always creating good customer experiences regardless of how our messages are being opened.

    Your next step:
    How readers check their emails might differ according to industries. Your best bet is to look at your email reports and spot the trend. If your readers are mostly on mobile phones, they might not want a text-heavy email. And those on the Smartwatch can only read plain-text messages. We need to be inclusive when it comes to our email designs.

    Gmail takes the throne

    According to the data on desktop email clients, applications like Outlook haven’t grown while Gmail dominates. While Gmail is the clear winner, data fluctuates between industries and timeframes. Marketers sending B2B communications might see much higher opens in Outlook, while a send over the weekend might see higher Apple Mail opens. We’ve also seen a higher number of Apple Watch users open email, so don’t discount the power and compatibility of a plain-text email.

    Your next step:
    There’s a lot of variation depending on the audience segments you’re sending to. Be sure to cross-check with your own report data and see how well mobile stacks up.

    Friday is email day

    Wednesday and Thursday remain popular days for email sends at 32.85% and 32.77% respectively. But here’s the thing; although sends are the highest mid week, open rates actually perform the best on Fridays at 35%. And while sends are the lowest on weekends, open rates only dip by around 6%.

    Your next step:
    You’ll need to figure out if it’s worth sending out your email on low send days to cut through the noise but risk a slightly lower open rate. Or send your email on popular send days and ride the general open rate wave. The key is to test! Because although it’s great looking at numbers to decide what’s best, ultimately it comes down to your audience. Segment your list, try different days, different times, and once you have a strong plan, stick to it.

    Open rates are on the rise

    Open rates have been incredibly consistent this year and don’t tend to fluctuate much. As mobile continues to dominate, automation will be a key element in better reaching our customers. Based on our observations, open rates will continue to climb steadily.

    Your next step:
    With email volume on the rise, subject lines can play a massive role. Relevancy, mystery, excitement are all powerful tools we can use to empower our subject lines. It’s also worth considering, we start building a rapport with our audience from the moment they sign up. Keep your open rates strong by including autoresponders, confirmation and follow-up emails in your marketing mix.

    The “standard” CTR might not apply to your industry

    Click through rates are one of the single most important metrics when it comes to email and one reason email is still a successful marketing channel for businesses. Even though the results have been steadily above 5% outside the holiday period, we see a lot differences when we break down specific industries.

    Your next step:
    Make it as easy for your audience as possible. A single, relevant call-to-action that’s interesting to them tends to work best. It’s also important to look at your CTA buttons or links as your most valuable email real estate. Only link to a destination that will help you reach your business goals.

    Bounce rates plunge

    A bounced email is simply one that couldn’t be delivered because the email address is unavailable or incorrect. We’ve noticed a downward trend in bounce rates for years. This would imply that deliverability has been consistently improving. We could also assume that with the dropping price of web infrastructure, keeping an email address available for forwarding is becoming a more popular option.

    Your next step:
    Keeping your database clean by using segments to remove disengaged subscribers. This will keep your bounce rates low because your list will consist only of active subscribers. Vision6 does a good job removing bounces from the system. You can also reduce hard bounces by removing fake and throwaway emails. Having Captcha codes and double opt-ins can help reduce undesirable emails.

    We love data and you should too, because it takes the guesswork out of everything. And now that you’ve seen the latest email metrics report, you’re on your way to creating successful data-driven email marketing campaigns.

    Jess Pantalleresco
    Author
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