Email marketing is still one of the most effective ways to reach and engage customers. But with so many emails competing for attention, it's more important than ever to get your emails opened and clicked on.
The 2023 Email Marketing Benchmarks Report from GetResponse provides valuable insights into how email marketers perform across various metrics. Here are five key takeaways from the report:
The average email open rate in 2022 was 26.8%, up from 19.66% in 2021. This is likely due to Apple's Mail Privacy Protection (MPP) feature, which makes it more difficult for senders to track email opens. MPP prevents senders from seeing if an email has been opened by hiding the recipient's IP address. This means that senders can no longer rely on open rates as a reliable measure of email engagement.
Undeterred, senders are focusing on creating more engaging subject lines and email content that will encourage recipients to open their emails, even if they can't be tracked. This is likely to lead to even higher open rates in the future.
The average CTR in 2022 was 2.17%, down from 2.3% in 2021. This may be due to a number of factors, including the increasing use of spam filters and the declining attention spans of email recipients.
Spam filters are becoming more sophisticated and better at identifying and filtering out spam emails. This means that fewer emails are making it through to the recipient's inbox, which can lead to lower CTRs.
In addition, people are becoming more accustomed to receiving emails and are more likely to skim through them or delete them without reading them. This can also lead to lower CTRs.
The unsubscribe rate in 2022 was 0.18%, which is about the same as it has been in previous years. This suggests that most email recipients still find value in their emails.
However, it's essential to monitor your unsubscribe rate and ensure it doesn't start to increase. If your unsubscribe rate does begin to increase, it's a sign that you need to improve your email marketing campaigns.
Here are a few things you can do to reduce your unsubscribe rate:
The bounce rate in 2022 was 2.17%, up from 1.9% in 2021. This may be due to a number of factors, including the increasing use of spam filters and the declining quality of email lists.
As mentioned earlier, spam filters are becoming more sophisticated and better at identifying and filtering out spam emails. This means that more emails are being bounced back as spam, which can lead to higher bounce rates.
In addition, email lists can become outdated over time. If you're not regularly cleaning your email list, you may send emails to people who have moved, changed their email address, or are no longer interested in your products or services. This can also lead to higher bounce rates.
The spam complaint rate in 2022 was 0.003%, which is about the same as it has been in previous years. Few people go to the bother of making a formal complaint, but if they do, the results can be far reaching, not only damaging your sender reputation and making reaching your target audience more difficult, but also affecting your ability to send day-to-day operational emails.
Here are a few tips for avoiding spammy emails and eliciting a complaint:
Overall, the 2023 Email Marketing Benchmarks Report provides a positive outlook for email marketing. While there are some areas where marketers can improve, the overall performance of email marketing campaigns is still strong.
If you're looking to improve your email marketing results, here are a few tips:
By following these tips, you can improve your email marketing results and reach more of your target audience.
In addition to the tips mentioned above, here are a few other things you can do to improve your email marketing campaigns:
By following these tips, you can improve your email marketing campaigns and reach more of your target audience.
by Darren Coleshill, 5 minute read
by Neil Edwards, 4 minute read