Efficy, European publisher of customer relationship management software (CRM) and automated marketing, has published the third edition of its European e-mail marketing benchmark and makes its 2022 statistics available. As the digital marketing landscape evolves every year, e-mailing remains the most effective and most used channel to optimize the customer journey.
“E-mailing remains a very dynamic means of communication. It continues to deliver results and deliver solid ROI for businesses around the world. 82% of B to B and B to C companies use email marketing technology. Since the majority of your competitors already use email, you have to try to be two steps ahead if you want to surpass the best in your sector”, turned away Laëtitia Baret, head of brand positioning chez Efficy, aimed at businesses. The first lesson of e-mailing, this is its proven profitability. According to Efficy, Email has particularly high rates of return for e-commerce and consumer goods distribution companies, where each euro invested in e-mail marketing yields €48 for this sector of activity. This rate declines for companies in the media and entertainment sector to reach €33.
A very marked seasonality of e-mail
On a European scale, The three months when brands send the highest volume of emails are November, December and May, with respectively 10,26 %, 9,31 % et 9,24% of the annual volume of emails sent. This is not a surprise since the months of November and December see strong commercial activity with Black Friday and the end-of-year holidays.. July is conversely the bottom month of this ranking with only 6,71% of annual volume of emails sent. January follows (7,7 %) and February (8,08 %). In addition to inactivity due to summer rest, we note the return to calm after the period of excitement at the end of the year.
Responsiveness to messages sent
The overall email open rate is 37%. Monday has the highest open rate : 22 %. The most numerous openings then take place on Wednesday and Tuesday (10,8 %). Among the reasons for opening, messages triggered following a consumer action (purchase or call to after-sales service) have an opening rate of 35,64 %, superior to automatic responses (29,95 %) and way above newsletters (20,58 %). But the main performance indicator is given by the reactivity rate, which evaluates the Internet user's action by clicking on a link placed in the marketing e-mail. This rate is measured by the number of unique clicks over the number of unique opens of the email. At this level, the average reactivity rate, all types of messages combined, is 7%. RSS feeds win the prize with a responsiveness rate of 18,27% open, in front of triggered messages (14,89 %) or automatic responses (12,58 %).
