The end of the old year and the beginning of the new is a time for taking stock, making resolutions, and making plans. Not only in your personal life, but also in your professional life. Take advantage of this mood in your email marketing. We’ll give you advice on what to evaluate and what to focus on. So that your email year 2022 is worth it.
What was 2021 like according to metrics?
You’re probably tracking your campaign performance closely. If not, it’s high time to start. If so, it’s the perfect time to take stock of last year’s results . Let’s take a look at the most important metrics and their ideal values.
Open rate
Open rate is the percentage of subscribers who are panama phone number data interested enough in your email to open it. According to Sendinblue, the average open rate is around 26%, but Campaign Monitor and Smart Insights found lower results – 18% and 17%, respectively (source: influencermarketinghub ).
So if your open rate was around 20% on average , you can be satisfied.
Click-through rate
What percentage of subscribers who received your email clicked through ? Average values are around 6% (source: influencermarketinghub ).
If your CTR is much lower, we recommend improving personalization and segmentation .
Click-to-open rate
The click-through rate after opening an email is logically higher, at an average of 12% (source: influencermarketinghub ).
Didn’t even reach 10% last year?
Try to reduce your urgency a little this year . Or get inspired by how to make quality copies .
Unsubscribe rate
The unsubscribe rate should not exceed 0.13%, otherwise it’s time to completely rethink your email concept . The article How to Create a Workable Email Marketing Strategy can help you .
Average values of the most important metrics for 2022
Influencer Marketing Hub sees them this way:
Metrics 2022
However, do not take this as a dogma. The data from the online sales: mistakes and successes for success statistics on which IMH is based may vary. Metrics are influenced by various factors and also depend on the point of view. We have covered this topic in detail in the article Big statistics of average values of the most important metrics in emailing , and if you also want to delve deeper into the world of email parameters , be sure to read it.
Where to go in the new year
Set goals that are as specific as possible. Increasing your open rate is a nice goal, but it’s too vague. Determine exactly what percentage you want your open rate to rise to. Goals could also look like this:
Reconnect with four inactive clients.
Reduce the unsubscribe rate to 0.1%.
Generate sales of XY CZK per month from email hong kong data recipients.
Once you have a general direction, it will be easier to take individual steps . We have listed some recommendations in the previous part of the article, now we will look at other options.
How to achieve emailing goals
To start, here are some tips for increasing your open rate :
Refine the preheader and subject line of your emails.
Use A/B testing as often as possible .
Include engagement in segmentation .
Another option for increasing open and click rates is to clean up your database . It is not necessary to delete inactive contacts right away, try reactivating them first. Read all about this effective email weapon in the article How to run a reactivation campaign .
Reducing the risk of your newsletters ending up in spam will also help you meet your goals . Here are some tips for overcoming spam traps :
Don’t send emails that contain one large image and little text.
Use email services from a reputable provider.
Set up your own domain in your emailing tool .
Avoid overusing spammy words like sale and discount.