GetResponsea well-known and appreciated email marketing platform, marketing automation and complete and easy to use online marketing, has published the results of an interesting survey focused on the use of email in Europe.
For the second consecutive year, our country confirms its position within the “top 10” of nations where users appreciate receiving and read emails. The analysts of GetResponse they have ascertained how in Europe a average open rate of incoming email messages equal to approximately 32%, a clear increase compared to 2021 (28.5%),
However, if, as the data from theopen rate, Europens continue to show interest in emails, it is equally true that the involvement of our compatriots with respect to the topic addressed in the content of the messages has decreased. This aspect provides key information: even greater attention must be paid to the processing and distribution of quality content.
In fact, a decline in prices has clearly emerged average click ratesboth CTR and CTOR: the first (click through rate) is the number of times the user viewed the content online and clicked; The second one (click to open rate) expresses the number of clicks absolute in relation to emails opened.
Email marketing is crucial within company strategies
Examining in more detail the report processed and shared by GetResponse, it turns out that the RSS type ensures the best opening rates (51.18%) and clicks (8%); the automated message follows, with opening rates of 47.29% and click rates of 6.7% (CTR) with a 14.11% CTOR. In third position are automatic response messages with an open rate of 46.03%, followed by newsletter (30,88%).
In the context of email marketing, the use of feed RSS to automatically send updated content to subscribers therefore remains highly effective. Overall, the activities of marketing via email they still play a decisive role within company strategies today.
The email structure for success in your business
● Customization of the object: Europens seem to particularly appreciate email personalization that starts from the subject. A personalized item determines a higher opening rate, but also higher CTR (3.27%) and CTOR (9.63%). In this regard, the inclusion of emojis is highly appreciated, which increases opening rates (35.96%) and clicks (3.20 CTR and 8.90% CTOR).
● Choice of words in the subject: If some terms continue to have a very positive impact on open rates, for example “newsletter” (56.62%), “invitation” (41.17%) and “events” (38.60%), GetResponse reports the excellent performances recorded by the presence of the words “ref:” (45.59%), “sale/sale” (42.59%) and “video/tutorial” (39%). However, words such as “deal”, “unique” and “offer/offers” determine a contraction in opening rates.
● Using the preheader: particularly appreciated in the structure of received emails is the use of a short summary that briefly describes the content of the email message as a whole. The presence of preheader the probability that the email is opened increases by four percentage points (35.83%), with a positive impact also on CTR (3.16% versus 1.56% when absent) and CTOR (8.83% versus 5, 17%).
● Personalization in the text: personalizing the body of the email ensures opening rates that are more than six percentage points higher (36.40%) compared to standardized ones (30%). Furthermore, in line with past findings, there is a predilection for emails based on images, rather than textual content, which have an opening rate of 33.80%.
● Reception day: with reference to the average results obtained from email campaigns, in general sending days such as Tuesday and Thursday seem to ensure the best performances in terms of probability of opening/reading (32.5% and 31.72% respectively). Additionally, Tuesdays and Sundays have the highest CTOR rates (6.28% and 6.89%).
Two customizations for sending and delivering emails that GetResponse makes available
GetResponse also describes its algorithms for sending emails. Both based on the use ofartificial intelligence, Perfect Timing ensures that a specific message is sent at the best time for each recipient, i.e. the moment in which, based on personal reading habits, the email is most likely to be opened.
A second algorithm, called Time Travelallows you to deliver a specific message in the same time frame: This way you can adapt sending and delivery of email messages to reception time zone of the individual recipient.
Opening image credit: iStock.com – Thx4Stock