Email marketing benchmarks and future trends
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Find out the latest email marketing benchmarks and future trends that you can leverage to build a more effective email marketing strategy for your business.
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Email marketing benchmarks and future trends
- 1. March Meetup Email marketing benchmarks and future trends
- 2. 15K members. 8 years
- 3. • 5:00-5:20: Attendees intros • 5:20 – 5:35: Email Marketing Benchmarks and trends • 5:35-5:55: Open mic • 5:55-6:00: QA Agenda
- 4. Email marketing benchmarks and future trends
- 5. 1. BIMI 2. AMP for email 3. More emphasis on privacy 4. Dark mode 5. AI and predictive model 6. More plain-text emails 6 Future trends
- 6. 1. BIMI 2. AMP for email 3. More emphasis on privacy 4. Dark mode 5. AI and predictive model 6. More plain-text emails 6 Future trends
- 7. 1. BIMI The use of BIMI is expected to rise in the next couple of years since brands work to avoid spoofing and improve email deliverability. Source: Yahoo Mail
- 8. How many senders have enabled BIMI Source: Sparkpost
- 9. 1. BIMI 2. AMP for email 3. More emphasis on privacy 4. Dark mode 5. AI and predictive model 6. More plain-text emails 6 Future trends
- 10. 2. AMP for Email AMP provides an interactive and dynamic experience, which prevents the customer from opening an external page or app. To find out how it works and how you can test them, watch this video.
- 11. 1. BIMI 2. AMP for email 3. More emphasis on privacy 4. Dark mode 5. AI and predictive model 6. More plain-text emails 6 Future trends
- 12. 3. More emphasis on privacy Privacy regulations have became global: GDPR, CCPA…. https://www.achievedcompliance.co m/virginia-privacy-legislation- approved-by-state-senate-and- house/ https://www.nysenate.gov/legisl ation/bills/2019/s5642 Source: https://www.security.org/resources/digital-privacy-legislation-by-state/ Know your target audience! Percentage of unique opens behind proxies
- 13. 1. BIMI 2. AMP for email 3. More emphasis on privacy 4. Dark mode 5. AI and predictive model 6. More plain-text emails 6 Future trends
- 14. 4. Dark mode in email 1. Less strain 2. Better accessibility 3. Longer battery life on mobile 4. Contrast is sexy
- 15. 1. BIMI 2. AMP for email 3. More emphasis on privacy 4. Dark mode 5. AI and predictive model 6. More plain-text emails 6 Future trends
- 16. 5. AI and predictive model A new breed of tools has started offering powerful contact filters, such as psychographic, demographic and firmographic details, combined with AI- powered content and predictive sending capabilities. This takes email marketing to a whole new level. Source: Statista
- 17. 1. BIMI 2. AMP for email 3. More emphasis on privacy 4. Dark mode 5. AI and predictive model 6. More plain-text emails 6 Future trends
- 18. 6. More plain text emails Using a simplified design like plain-text emails makes emails more personable and authentic.
- 19. Benchmarks data
- 20. 1. Email Post-Covid 2. Engagement Q1-Q3 2020 3. Traps and Complaints 4. Email Opens by Geography 5. Providers Benchmark Data
- 22. Average results by industry - Overview Source: Smart Insights
- 23. Engagement Q4-2019 and Q3-2020 Source: Sparkpost
- 24. Recycled and Pristine traps between Q4- 2019 and Q3-2020 Source: Sparkpost
- 25. Emails opened during peak days and times Source: Sparkpost
- 26. Emails opened during peak days and times Source: Sparkpost
- 27. Usage, providers and environments Source: Sparkpost
- 28. Mailbox providers and environments Source: Sparkpost
Editor's Notes
- In the first picture on top, BIMI usage is low. The second one underneath shows the data after SparkPost ran the numbers looking at large company senders that are looking forward to investing in newer technologies and the numbers increased significantly. Although BIMI’s adoption rate is still low, it’s expected to increase over time and the current number is fair considering that this trend is still new.
- AMP creates a better customer experience and plays a critical role in driving engagement. It. It will be a great opportutnity for brands to drive revenue. It drives much more conversions that redirecting them to a landing page. Gmail, Mail.ru, Yahoo Mail currently support receiving AMP emails.
- Privacy legislations and the need to protect customers data has led to shield image opens behind globalized proxy servers which prevent knowing the geolocation of recipients (including continent level) as well as browser and device type of users, including whether the open comes from mobile or not. According to Sparkpost, when examining the effect on unique opens, between 30 – 60% of unique opens obscured behind proxy opens. This makes it difficult to determine geolocation of users and browser/device usage. Therefore, marketers should no longer rely on passive collection of geolocations through opens but through affirmative collection (Consent).
- Dark mode is a huge trend in digital user experience across all interface types. The good thing about this trend is that emails stand out from the crowd when recipients have dark mode enabled.
- Figuring out what time to send and what format the content should have will become a decision algorithms will make on your behalf.
- COVID had a significant impact on marketing strategies for different sectors and companies sizes. In general, email volumes remained steady showing how resilient email marketing channel is even during tough times. 2020 has witnessed a dramatic increase in the number of sent emails as well as the number of people who check their inbox daily, especially for the food service industry, media, government and charities. Other industries have been negatively impacted such as travel and retail.
- According to Sparkpost’s report after examining 72.5 billion engagements across 212 billion emails and 300 unique permission recipients, the deliverability rates got better and in a steady incline after the fall that persists in April 2020. The open rates increase is persistent in March/April 2020 due to the pandemic impact when businesses started to pivot using more digital connections VS face to face connections. Same thing happened with the CTR.
- Both traps show a decline. Complaint rates in 2020 are higher than in 2019, and this is due to the increased number of sent emails and maybe recipients are being more selective in the brands they wish to communicate with by email. As a result, sending reengagement campaigns may help minimize this.
- The best time depends on your contact’s engagement. Generally, email opens are at their peak from Monday to Friday during work hours when the highest volume is in the morning as shown in the dark blue areas. As for the graphs shown in the right columns, open rate for mobile in the U.S are the highest all day from Monday to Friday and remains in the weekends much higher compared to the worldwide view. For desltop, the open rate is obviously lower.
- For Asia, the open rates for mobile are at their highest during night hours. For desktop, it’s very minimal across all. The reason might be due to their connection with the global economy during North American daytime hours when their timing is at night. For Europe, desktop behavior is similar to U.S but the engagement is more long lasting during the night. Regarding mobile, there’s a high engagement during the morning, especially on Sundays and then late at night everyday except for Saturday. But similar to Asia, the reason that engagement is higher during the night for certain days is the connection with the global economy too. It coincides with North American workday.
- Compared to 2019, Gmail lost some market share to mail.app and Yahoo Mail. The iPad’s market share is also declining which is weird given that a significant amount were at home during that time. The chart on the right side, shows the big three mailbox providers that experienced a decrease in the number of emails received by recipients inbox on a daily basis. But Verizon has the highest volume of daily emails received by recipient, followed by Hotmail/Outlook and then Gmail.
- As for the number of email delivered to recipients inbox, Gmail has the biggest number of emails after a fall in late 2019 into early 2020. Hotmail and Verizon filter more emails due to the larger volume of emails their recipients get on a daily basis, which a lot of them is considered spam.