The most important action any marketer looks at when it comes to email metrics is the click to open ratio or CTOR. As more and more email are arriving in peoples inboxes the chance that your email will get opened let alone clicked on is getting slimmer and slimmer. Email On Acid have released their most recent study called The Art of the Click, looking at email metrics at a whole but focusing on Clicks. The article states that consumers receive 61% more emails now than they did in 2014. Proving that your marketing piece must be more targeted and engaging then before to get the needed attention.
One of the biggest issues that Email On Acid discusses in their report is the fact that most marketing emails are sent in the mornings yet most emails are opened later in the day, with 6pm being the best time for unique open rates. However each company is different and each consumer is different, so 6pm may not be the best time for you. “Simply put, in order for your emails to be useful to consumers, they need to be sent at the right time. Leveraging A/B testing can help determine the best time of send for your email campaigns, along with the right content—including best subject line, images, and offers. One time does not fit all.”
Another issue the report looks at is email opens throughout the world, they found many countries interact completely different with emails then others. For example, Singapore and Canada have much higher open rates on average while Russia and Argentina spend more time reading and interacting with their emails.
The best way a digital marketer can make their emails more engaging is through creating emails that build trust and create an experience for the reader. They must be compelling, personal, useful, and contextual. “Think about dynamic content, which will play an ever more important role in an email marketer’s world. Email marketing must remain relevant no matter the time of day, location, or weather or what inventory is currently available at the time the customer reads it.”
Many may say email marketing is a dying breed, but when you look at how many more emails are being sent daily and the amount of dynamic content and specialized segmentation marketers are doing, you can see that it is not dying but changing and adapting.
Check out the report here!