According to the Everlytic 2020 Email Marketing Benchmarks report, e-mail subscribers who have been opening their messages have been more engaged with the content than ever. The Everlytic Email Marketing Benchmarks report is the largest e-mail engagement study in South Africa, providing a unique categorised analysis of the billions of e-mails sent in the country.
Even though fewer people have been reading their e-mails (likely due to the economic uncertainty created by the pandemic and reduced inclination to spend on non-essential products and services), the report has highlighted the importance of providing subscribers with more value-added content than purely sales-driven information. Subscribers are looking for a richer journey than what traditional marketing campaigns can provide.
The only industries that showed an increase in open rates last year were education (6% increase) and logistics (20%), which may be attributed to increased homeschooling and home deliveries via online shopping platforms.
* The above table notes the mean open percentages by industry
Surprisingly, even though hospitality, travel and tourism were impacted substantially by the pandemic, their e-mail engagement increased by 21%. This is likely due to how the lockdown left people unable to travel, but may have boosted their aspiration to do so. Additionally, the recipients may have kept engaging with those e-mails in the hopes that there were updates to travel regulations or on…