Email Benchmark Report 2022 - APSIS
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Email Benchmark Report 2022
While the digital marketing landscape changes every
Statista predicts that by 2025 the
year, email has continued to be one of the most effective
world will send and receive about
channels for nearly every industry and marketer imaginable.
In 2021, roughly 306 billion emails were estimated to have been sent and received each day,
and more than 5 billion of those emails were sent by our customers alone.
376 BILLION
It’s clear that emails will continue to play an Compared to the email benchmarks a couple
even more important role in our everyday lives, of years before 2021, both marketers and
and how it also shows that the performance of customers alike have dramatically changed
EMAILS PER DAY an email can make a significant impact on your
marketing and the growth of your company.
the way they used email.
and the number of global e-mail users are
expected to reach a total of
4.6 BILLION*
SO, HOW CAN YOU TELL IF YOUR EMAILS ARE
PERFORMING AS WELL AS THEY SHOULD?
By comparing your own email performance against others in the same industry to see how you
stack up, of course!
*an increase of about 600,000 users from 2020
2 EMAIL MARKETING BENCHMARK REPORT 2022 3This year, Efficy combed through more than 5 billion emails sent by our customers globally However, there’s always room for improvement, While Efficy’s focus on developing a
between January and December 2021 to present you with their statistics for you to assess and we have tips to help you beat your own sophisticated data-driven marketing solution
against your own results. ‘high score’ this year. is unparalleled, we recognise that email
marketing will remain as one of the main
THESE STATISTICS WILL HELP YOU DETERMINE cornerstones of every customer journey.
WHERE AND HOW YOU SHOULD FOCUS YOUR If you’re just under the average benchmark, we’re here to
EMAIL MARKETING EFFORTS FOR 2022. help you fine-tune your email marketing strategy and do even
better in 2022!
If your results eclipse the average benchmark,
L AT I O NS!
RATU
CONG
EMAIL MARKETING BENCHMARK REPORT 2022HERE ARE MORE NUMBERS PROVING WHY
Here’s how customers used the
Efficy Marketing platform to EMAIL IS VALUABLE FOR YOUR BUSINESS.
their advantage in 2021: For every $1 spent on email marketing, marketers in these various industries receive a ROI of:
$32 $36 $42 $45
5,383,996,856 Media, Publishing, and
Entertainment
Software and Technology Marketing, PR and
Advertising agencies
Retail, E-commerce and
consumer goods
EMAILS SENT BETWEEN JANUARY Litmus
AND DECEMBER 2021
which averages to an estimate of
14,750,676
EMAILS SENT PER DAY
From automated drip campaigns, to a content-segmented newsletter for multiple audience
groups, our customers made the most out of their email marketing last year.
6Email Marketing Benchmarks 2022 Top 3 months with the least number
Email campaigns have the power to re-engage customers, as well as attract new ones. The best
part is the people you communicate with have already shown interest by giving you consent of mails sent
to reach out. So, how can you maximise the power of email campaigns through small, yet
efficient, means?
It would appear that the months with the lowest emails sent were during the summer, and of
course, January—the month post-holiday. When everyone including their spirits and wallets are
Let’s dive into our customers’ average Email Marketing Benchmarks from 2021 and find out feeling a little depleted.
how you can use these numbers to improve your own email campaigns.
January
Top 3 months with the 428 million
highest number of emails sent August
401 millionon
Due to the impact of global events during the last two years, there’s been a shift in consumer
behaviour. Many customers are buying less in-store and more online, changing the way brands market
and sell to consumers. So, it should be no surprise that the month with the highest number of emails July
sent was November. The week long Black Friday frenzy has clearly taken over inboxes last year!
365 million
November
508 million
March
490 million
May
472 million
8
EMAIL MARKETING BENCHMARK REPORT 2022 9Overall average email open rate
The opens are calculated based on the number Since the open rate relies on an image, it will
of delivered emails that were opened by your not always be 100% accurate especially if
subscribers. your subscriber has turned off images in their
The tracking of open rate is possible because email client or if they have enabled Apple’s
of a hidden one-pixel image placed in the body Privacy Protection—in which case you won’t
of the email by your email service provider. be able to tell if they have opened your email,
even if they did.
One of the most pressing issues marketers face is deciding when to send an email for the best
results. While you may not need technology to tell you that business-related emails might
engage better during working hours on a Thursday than on a Sunday morning, this isn’t going
to be the same for everyone.
TIP: Email Scheduling WHILE YOU SHOULD NOT RELY ON THE
OPEN RATE AS OFTEN, YOU SHOULDN’T
Just take a peek at a retailer’s data
and you’ll see that people are looking
To better understand when is best
for you to send an email, you need to
COMPLETELY IGNORE IT EITHER.
emails about Black Friday sales during understand your audience. Who they
working hours. are, where they live, and when will they
Content or sender isn’t always the only have time to look at your email, for
factor that leads to high open or click instance, are some important questions
rates. you can ask yourself.
By combining what you know about your subscribers with
A/B testing, you can put your theories to test and get
answers that are backed by data.
10 EMAIL MARKETING BENCHMARK REPORT 2022 11It can be useful to see how your open rate changes over Here’s a comparison of our overall average open click rate
time. Sudden spikes or falls may alert you to particular against a couple of our competitors:
successes like a catchy subject line, or failures due to
delivery issues with Gmail, for example.
Competitors’ overall average open rate:
This is a metric you use to evaluate your emails over a period of time, as it is an indicator of how
well your subject line and content resonates with your subscribers.
Knowing how to nurture your subscribers at each stage of the sales funnel is more valuable for
your business if you want to keep them happy and engaged for the long-run.
18.0% Campaign Monitor
25.3% Constant Contact
23.1% Email Benchmark
Our customers’ overall average open
rate is...
25.6%
EMAIL MARKETING BENCHMARK REPORT 2022 13What’s changed for email marketing in 2021?
Apple’s Mail Privacy Protection
In June 2021, Apple announced Mail Privacy Protection for their Mail app. This basically means
that it “...stops senders from using invisible pixels to collect information about the user. The new
feature helps users prevent senders from knowing when they open an email, and masks their IP
address”.
What does this mean for marketers?
While we always encouraged marketers to not rely on just the open rate as the ultimate measure
of success, we aren’t saying that you should ignore it. Turn your focus to other metrics—like
clicks and conversions to measure success, and with Mail Privacy Protection in place, the need
to rely on those metrics will be even more important.
Gmail changes the colours of your GIF images
Since Gmail started caching images using a proxy server. GIF images get compressed and some
colours get removed. GIFs will then replace the missing colour with the next closest colour.
What does this mean for marketers?
The real cause behind this hasn’t been identified, but in most cases, GIFs ended up with a smaller
image size. So, Litmus has come up with two methods to get your GIF images back to looking high-
quality. First, is to resave GIF images at different colour tables (32, 64, 128, or 256). The second
way is a more technical solution involving CSS blend modes. Get the step-by-step here.
14 EMAIL MARKETING BENCHMARK REPORT 2022 15Why do you need to know this? Overall average email
Maybe GIFs aren’t a big aspect of your email marketing campaigns, but Gmail is one of the top
click-to-open rate (CTOR)
3 email clients in 2021:
Your click-to-open rate measures the number of Don’t mistake the click-to-open rate for the
unique clicks divided by the number of unique click-through rate, the latter gives you insight
57.4% Apple opens, and this analyzes the performance of
your email content.
into the percentage of the audience interested
in your content over time.
30.4% Gmail
4.1% Outlook
While Gmail saw the most webmail opens at THESE TWO METRICS CAN BE A TAD
2.5% CONFUSING, SO WE’VE BROKEN IT DOWN
89.6%, Apple had the most email opens on
Yahoo Mail mobile- 77.6% and on desktop- 54%. Apple’s
Mail Privacy Protection has also surpassed
webmail as the favoured email reading
FOR YOU:
environment at 40.6% since it rolled-out in
2.0% Google Android September 2021.
Click-through rate (CTR) Click-to-open rate (CTOR)
This measures the percentage of recipients This measures clicks based on who opened
who clicked on the links in your email against your email. It looks at the percentage of
the total number of delivered emails. unique individuals who clicked on a link after
opening the email.
Turning your focus to the click-to-open rate instead of the
open rate as a measure of email marketing effectiveness is
even more crucial now.
Keep reading for our tips, and email benchmarks on the
click-to-open rate!
16 EMAIL MARKETING BENCHMARK REPORT 2022 17Our customers’ overall average
click-to-open rate is...
15%
TIP: Email Readability
As the CTOR only evaluates clicks Make use of headlines, use consistent
from people that actually viewed your font sizes, and break up text with images.
email, it is many marketer’s preferred Structure important information at the
metric when it comes to evaluating how top and have a clear call-to-action (CTA)
effective your messaging, design, and for each topic in your email.
content performed, and if generated Try A/B testing subject lines, copy or
enough interest in a subscriber to take colours for your CTA button, and work
action. This means your copy needs to with segmented content to improve
be readable and in bite-sized chunks of your click-to-open rate.
text— think short paragraphs of 2 to 3
sentences at most.
IT CAN BE SAID THAT THE CTOR IS THE
MARKETER’S FAVOURITE METRIC FOR
MEASURING HOW EFFECTIVE THE MESSAGING
OF AN EMAIL CAMPAIGN IS.
18 EMAIL MARKETING BENCHMARK REPORT 2022 19Overall average email click rate SEGMENTATION PUTS THE POWER OF DATA
IN YOUR HANDS.
Like the open rate, the click rate is the other If you have high click rates, it shows that your
metric that’s used to measure engagement. email content and messaging is relevant to the
However, unlike opens, clicks give you a better subscribers who opened that email.
understanding of the content as it measures Use this to guide the angle of your content for
the total number of times any link in an email future campaigns.
was clicked.
Our customers’ overall average click
rate is...
It helps you construct long-term and profitable
2.2% relationships with your subscribers by targeting
and personalising for different audiences while
keeping your customers updated efficiently.
TIP: Audience segmentation
You can start with segmentation. Creating content that matters to your If you have never worked with
subscribers is the key to relevance segments, begin by grouping your
and a greater ROI. Start by working audiences by language, or customer
Your click rate helps you figure out what content is working with segmentation. The purpose of status. Then slowly work your way
and what isn’t. segmenting your content is to deliver to more advanced segments like key
more personalised messaging to your behaviours on your website or responses
subscribers based on, among other towards a promotion or email.
things, location, demographics, interests,
and even level of activity with your brand.
20 EMAIL MARKETING BENCHMARK REPORT 2022 21Overall average email Our customers’ overall average hard &
bounce rate soft bounce rate is...
Although your bounce rate isn’t a direct measure It will affect where your email lands, if it’s even
of email marketing performance, it is a measure opened, and whether recipients engage with
of your list hygiene. It can negatively affect your your carefully crafted content.
email results if you neglect deliverability, as
it contributes to the success rate of delivering
emails to inboxes. 1.2%
4.6% Email Benchmark
By definition, an email’s bounce rate reflects the number of
emails rejected by the receiving server. They can be divided 9.9% Constant contact
into three categories: hard, soft, and technical bounces.
Hard bounces are the ones you should pay Having either repeated or large volumes of
more attention to as it means that it was email addresses turn out to be hard bounces
impossible to deliver the email. Once a hard may threaten the health of your deliverability The average bounce rate of emails sent through Efficy over the
bounce happens, most email service providers rate. On the other hand, soft and technical
won’t make another attempt to deliver to that bounces are usually temporary issues, and last 12 months was a remarkable 1.2%—at least 3.4% lower than
email address, and might even completely email service providers will attempt a resend our competitor’s overall industry average.
stop sending after a few failed attempts. within short periods of time.
22Build and deliver successful
emails every time
82% of B2B and B2C companies use email marketing technology. With such a large chunk of
your competitors already using an email solution to reach customers and subscribers, you’ll
need to be two steps ahead if you want to outshine the best in your industry.
BOUNCE RATES 10% OR HIGHER? Why is Efficy Marketing the better choice?
Bounce rates of 10% and above is considered a bad sending, meaning there could be issues with The grass is greener on the other side with Efficy Marketing.
the email addresses you’ve sent to, or perhaps a problem with your email authentication setup. You can expect to see up to:
We recommend that you contact your support for assistance.
50% Resources
Saved with
automated emails
TIP: Minimizing bounce rate
400% Increased sales
Bounces will always happen when you The longer you go between sending
send an email. All you have to do is emails, the higher the bounce rate will
minimise it by consistently maintaining
your list’s hygiene, and ensuring your
become.
If you find unusual increases in
Through automated
list acquisition tactics are secure and by bounces, check that the sources used emails vs bulk
law. Take the time to review the statistics to collect your subscribers details are
for the bounces – it tells you a lot about capturing correct email addresses in a
the state of your subscriber lists. secure manner.
24 EMAIL MARKETING BENCHMARK REPORT 2022 25For beginners and experts. Try it! Doesn’t matter if you’re a beginner or expert email marketer—effortlessly transform basic emails into data-driven, hyper-personalised newsletters that stand out in a crowded inbox with Efficy Marketing’s Email tool. But don’t just take our word for it, see for yourself by booking a free personal demo. No obligations. Just a simple chat.
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