After outlining the email marketing landscape as it is today, the study went on to research Inbox Placement Rate (IPR). This is the rate of emails that were delivered to the inbox rather than the spam or junk folder. Marketers can calculate their IPR by dividing the number of emails delivered to the inbox by the total number of emails sent.
IPR provides an accurate way to measure france business email list deliverability and as stated above - analytics and measurement is key to email marketing success. The study however, showed that less than one fifth of participants report their inbox placement rate at 90% or more.
So, what is working for those in the 90% or higher range?
Marketers who have inbox placements rates of 90% or more tend to be more invested in strategy and make use of various email tactics including:
A/B Testing
Email personalization
List management
Subject line optimization
Reactive campaigns
Artificial Intelligence
Once again, we see the importance of Customer Relationship Management platforms for email marketing, analytics and tracking.
With CRM tools in place, email marketers are able to do all of the above in a single location and with insight into lead data - they are able to design and implement the most effective campaigns - leading to higher IPRs.
Now that we understand how to better IPRs, let's take a look at email open rates and how to optimize yours for greater results.
3. Email Marketing Open Rates
An email open rate refers to the percentage of subscribers who open a specific email out of your total number of subscribers. Many marketers look to their email open rate to determine how successful their email marketing campaign is in general. According to the study, the percentage of marketers who report email open rates of 5% or less increased by 75% since the last study conducted in 2019.
While some debate currently exists about the quality of open rate as a metric, the reality is no other action can occur that matters to email marketers unless emails are actually opened. So at the end of the day, this metric is important to know and learn from.
And, of course, this metric can lead to click through rates.
Open Rates and Click Rates
Clearly an email open rate is important but opening an email is not the be all and end all of the email marketing game. It all comes down to successful conversion and this is why click rates are vital. An email click rate (also known as an email click-through rate) is the percentage of people who click on a link or image within an email.
As like those with a higher open rate, those with higher than average click rates are getting this results because they use tactics and tools to better their processes. Once again we see the importance of digital technology.
CRM and related digital transformative technology is a vital component of any email marketing strategy. And according to the study, marketers who report the use of technology to understand inbox placement are more likely to report higher open rates and click rates.
CRMs are also able to personalize and automate the email marketing process which is vital in this day and age.
Open Rates and Email Subscriber Preference
Marketers who wish to create a great customer experience must focus on every touchpoint customers have with brands, including email. There is a strong relationship between how much marketers know about their subscribers and email open rates. So, not only do you, as a marketer, need to segment your audience to understand what information they require through your emails - you need to understand their preferences when reading an email.
The study found that it is important for marketers to know:
What time they are opening emails
Which devices email readers are using
Which browser they are using to open emails
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