1、Email Marketing:A Recession-proof Strategy for 2023 and BeyondBenchmarks and Insights from 10.9 Billion B2C Emails Sent WorldwideE U R O P E E D I T I O NOpenedYour curated playlist01Email marketing is one of the oldest forms of digital communication utilised by brands to communicate with their cust

2、omers.Emails have existed since before the invention of mobile phonespredating push notifications,in-app messages,WhatsApp,and SMS.However,being older doesnt mean being slower(or outdated!).In fact,as our study of 10.9 billion emails demonstrates,email marketing is still more robust and effective th

3、an ever.In an era where brands are scaling back their paid and digital marketing efforts due to severe budget cuts and a looming recession,email marketing continues to deliver.This economical channel provides a high return on investment(ROI),enables brands to send mass and personalised communication

4、s simultaneously,and provides immediate,measurable results.Personalisation is the only way to stand out amid the barrage of messages customers receive from brands.Emails allow you to personalise every aspect of your communication.In this report,well examine how personalisation impacts crucial email

5、marketing metrics,such as open rates,click rates,and conversion rates.Additionally,well analyse how different types of personalisation work for various industries in your geography.IntroductionThis report analyzesThe aim is to identify industry-based benchmark open rates,click-to-open rates(CTORs),c

6、onversion rates,delivery rates,and unsubscribe rates for this recession-proof,sustainable marketing channel.About the Report10.9 billionemails sent over the past 12 months.Email Marketing:A Recession-Proof Strategy for 2023 and BeyondWhats InsideHow to Read This ReportThe Types of Emails Compared03A

7、bout MoEngage14Conclusive Insights13Email Marketing Benchmarks for Diferent Industries in Europe:Banking and Fintech Industry OTT and Entertainment Industry Health and Fitness Industry E-commerce and Retail Industry05You can either read this report sequentially or jump to the industry of your choice

8、 from the“Whats Inside”section.In this report,weve compared the effects of personalisation against those of generic broadcast emails.Weve also analysed the impact of three types of personalisation:Attribute-based,Behavior-based,and Customer Journey-based.Weve added an explainer about each type below

9、.Email Marketing:A Recession-Proof Strategy for 2023 and Beyond02Click to navigate03Types of Emails ComparedBroadcast EmailsBroadcast emails are email blasts sent out to a large audience base.Often,theres no form of segmentation or personalisation involved.This means that customers receive irrelevan

10、t emails or emails theyre not interested in.Such emails typically deliver low numbers across most metrics.Attribute-basedPersonalisationPersonalisation is the holy grail of effective marketing,going far beyond simply addressing a customer by their first name.The most fundamental aspect of personalis

11、ation is Attribute-based Personalisation.This involves identifying attributes and demographics that distinguish each customer,and creating a tailored experience that matches these attributes.Hey Emma,Wondering what investments your peers are making?Check out this detailed report where weve split inv

12、estmenthabits based on age group,income,and locality.Theres a section weve highlighted for consumers just like you!investigoCheck it out nowEmail Marketing:A Recession-Proof Strategy for 2023 and Beyond04Journey-basedPersonalisationNow that you understand the significance of each email type and its

13、potentialimpact on metrics,lets examine industry-specific benchmarks.With Journey-based personalisation,you can design flexible,multi-step customer journeys that send out various message versions across different channels and at different times based on the customers lifecycle stage.Emails that util

14、ise this strategy perform better than any other type of email.This is because Journey-based emails allow brands to address specific customer needs and meet their precise requirements.Behaviour-based PersonalisationWith this approach,you can personalise your emails based on individual customer prefer

15、ences,actions,purchase trends,and overall behaviour.Imagine reminding customers to refill their wallet balance before it runs out during an important purchase.Or a campaign telling customers about their favourite Sushi restaurant that has opened up around the corner!Behaviour-based personalisation a

16、llows you to reach customers within the right contextwhen the chances for email opens,clicks,and conversions are at their highest.to AudiokastPlaylists as unique as you.AudioKastHey Oliver,Weve curated a new playlist just for you!It combines new and old songs from your favourite artists.Its everythi

17、ng you love,in one place.What are you waiting for?Listen to it nowAto TechnoBuzzPending payment.THey Emily,It looks like you still need to make the paymentfor the items in your basket!No worries.You can just click on this link to completethe payment and confrm your order.Do it nowEmail Marketing:A R

18、ecession-Proof Strategy for 2023 and BeyondEmail Marketing:A Recession-Proof Strategy for 2023 and Beyond99.05%Delivery Rate400Open Rate4003.45%BroadcastCTORThe Impact of Personalisation for theBanking and Fintech Industry0511.1%Broadcast13.69%Attribute-based1.2X26.42%Behaviour-based2.4X35.83%Journe

19、y-based3.2X4.66%Attribute-based1.4X34.5%Journey-based10.0X15.14%Behaviour-based4.4X99.05%Delivery Rate150Conversion Rate10Unsubscribe RateUnsubscribe RateThe Impact of Personalisation for theBanking and Fintech IndustryEmail Marketing:A Recession-Proof Strategy for 2023 and Beyond06 Broadcast2.4%11.

20、74%Behaviour-based4.9X6.1%Journey-based2.5X3.56%Attribute-based1.5X0.88%Broadcast0.62%Attribute-based-29.5%0.41%Journey-based-53.4%0.27%Behaviour-based-69.3%98.87%Delivery Rate450Open Rate60Broadcast1.89%5.28%Journey-basedCTORThe Impact of Personalisation for theOTT and Entertainment Industry2.8XEma

21、il Marketing:A Recession-Proof Strategy for 2023 and Beyond0723.99%Broadcast35.12%Attribute-based42.74%Journey-based 1.8X35.86%Behaviour-based1.5X1.5X2.61%Behaviour-based1.4X1.92%Attribute-based1.0X3001.85%BroadcastConversion Rate0.600Unsubscribe Rate98.87%Delivery Rate0.32%Behaviour-based0.56%Broad

22、castThe Impact of Personalisation for theOTT and Entertainment Industry25.45%Journey-based13.8X9.81%Behaviour-based5.3X-42.9%0.25%Journey-based-55.4%Email Marketing:A Recession-Proof Strategy for 2023 and Beyond082.92%Attribute-based1.6X0.35%Attribute-based-37.5%99.77%Delivery Rate45017.65%Broadcast

23、Open Rate2001.79%Broadcast9.16%Behaviour-based16.94%Journey-basedCTORThe Impact of Personalisation for theHealth and Fitness Industry23.76%Attribute-based1.3X9.5X5.1X2.73%Attribute-based40.82%Journey-based2.3X33.98%Behaviour-based1.9XEmail Marketing:A Recession-Proof Strategy for 2023 and Beyond091.

24、5X1001.81%Broadcast6.43%Behaviour-based9.16%Journey-basedConversion Rate0.8000.34%Journey-basedUnsubscribe Rate0.18%Behaviour-based0.62%Broadcast99.77%Delivery RateThe Impact of Personalisation for theHealth and Fitness Industry3.6X0.54%Attribute-based-12.9%-45.2%-71.0%5.1X3.24%Attribute-based1.8XEm

25、ail Marketing:A Recession-Proof Strategy for 2023 and Beyond1099.91%Delivery Rate0Open Rate100CTOR0.97%Broadcast3.5%Journey-based7.77%Behaviour-basedThe Impact of Personalisation for theE-commerce and Retail Industry8.0X3.6X2.66%Attribute-based2.7XEmail Marketing:A Recession-Proof Strategy for 2023

26、and Beyond115030.58%Broadcast49.49%Journey-based1.6X40.87%Behaviour-based1.3X31.48%Attribute-based1.0X400.18%BroadcastConversion Rate20Unsubscribe Rate99.91%Delivery RateThe Impact of Personalisation for theE-commerce and Retail Industry0.43%Journey-based-77.9%0.52%Behaviour-based-73.3%1.1%Attribute

27、-based-43.6%3%Behaviour-based16.7X1.72%Journey-based9.6X0.55%Attribute-based3.1XEmail Marketing:A Recession-Proof Strategy for 2023 and Beyond121.95%BroadcastGet started with email personalisation todayWhat are you waiting for?Across the world and industries,email has remained a focal point of marke

28、ting communication.Brands use email for the most mundane messagessuch as a new social media follow or a review confirmation email.They also leverage email for the most exciting,cut-throat communication,such as big sale days,special discounts,payment reminders,tax invoices,travel tickets,and itinerar

29、ies.Emails have survived the budget cuts,and brands arent putting any brakes on their email strategyeven during sudden economic slowdowns.This is because email is a sustainable growth channel,allowing brands to leverage multiple forms of personalisation that resonate with customers.Brands that perso

30、nalise their emails are clearly winning.All metrics are higher for personalised emails,regardless of the level or form of personalisation they deploy.This translates directly into improved engagement,growth,and retention,evident from the higher open,click,and conversion rates for personalised emails

31、.Brands are leveraging different personalisation techniques to improve the most important email metrics and,in turn,boost ROI.Email is Here to StayHeres a quick summary of the email metrics for four of the most popular industries:At a GlanceEmail Marketing:A Recession-Proof Strategy for 2023 and Bey

32、ondOpen RateCTORConversion Rate00%50%40.82%25.45%35.83%11.74%42.74%5.28%34.5%16.94%49.49%3%7.77%9.16%13Health&FitnessOTT&EntertainmentBanking&FintechE-commerce&RetailHow Can MoEngage Help YouPersonalise Email Communications?Email Marketing:A Recession-Proof Strategy for 2023 and Beyond14MoEngage,the

33、 worlds leading insights-led Customer Engagement platform,hosts a suite of products and features that help customer-centric brands personalise customer experiences.Here are some ways MoEngage can help you improve your email metrics by sending relevant communication:Advanced Analytics SuiteUsing MoEn

34、gage,you can gather valuable insights about your customers.You can learnabout their behaviour,preferences,interests,where they drop off in their journey,and howthey respond to different campaigns all in a single dashboard!These insights can then be immediately actioned by creating relevant email cam

35、paigns and driving better conversions.Unique SegmentationCapabilitiesMoEngages Customer Engagement Platform hosts powerful segmentation capabilities thatallow you to group customers based on their affinity,preferences,interests,behaviour(Recency,Frequency,and Monetary scores),and propensity to perfo

36、rm a specific action onyour website or mobile app.These unique capabilities help you identify the right audience that needs email communication(so youre not spamming them unnecessarily!)and drive higher ROI because of personalised subject lines or email copies.Behavior Chart A.App/Site Opened Andrio

37、dB.App/Site Opened WebA.Opened with Andriod239A.Opened with Web60HoursDaysWeeksMonthsSongs you might likeGO TO ALBUMListening to DuaPOP SHOTSEmail Marketing:A Recession-Proof Strategy for 2023 and Beyond15Connected OmnichannelJourneysWith MoEngage,you can add email to a seamless and connected custom

38、er journey that spans multiple channels such as SMS,social media advertisements,Google Ads,mobile push notifications,website banners,and messaging apps like WhatsApp and Facebook Messenger.Thanks to MoEngages automation capabilities,you can orchestrate customer journeys and let the platform automati

39、cally direct customers to the best-performing paths to drive maximum ROI.To learn more About MoEngage MoEngage is an insights-led customer engagement platform trusted by over 1,200 global consumer brands such as Deutsche Telekom,Sweatcoin,Spielworks,Oswald,Foodhub,Ally Financial,McAfee,Flipkart,Domi

40、nos,Nestle,OYO,and more.MoEngage empowers marketers and product owners with insights into customer behaviour and the ability to act on those insights to engage customers across the web,mobile,email,social,and messaging channels.Consumer brands across 35 countries use MoEngage to power digital experi

41、ences for over 1 billion customers every month.With offices in 13 countries,MoEngage is backed by Goldman Sachs Asset Management,B Capital,Steadview Capital,Multiples Private Equity,Eight Roads,F-Prime Capital,Matrix Partners,Ventureast,and Helion Ventures.MoEngage was recognised as a Customers Choice Vendor in the 2022 Gartner Peer Insights Voice of the Customer for the Multichannel Marketing Hubs Report and a Strong Performer in the Forrester Wave:Cross-Channel Marketing Hubs,Q1 2023 Evaluation.EmailPushSMSBuyOrder Now