Marketers who use email have seen their delivery rate fall over the past year, but new research indicates that open rates and click-through rates have begun to rise.
Knak recently published its “2022 Email Marketing Benchmark Report,” and statistics suggest that marketers’ average delivery rate sits at about 93%, which is down 3.2% from last year. However, the median open rate came in at 24%, which is an increase of 3% from the prior year. Furthermore, the average click-through rate is now up 4.4% to about 10%.
In general, the majority of respondents (51%) stated that their open rates have increased over the past year. Most marketers (44%) claimed that they have seen click-through rates rise as well. The researchers behind the report note that many are now prioritizing personalization and background images as key features in their emails.
The Reliability of Email Marketing
Although some marketers have turned to newer tactics, such as video, in recent months, previous research suggests that many still prefer to lean on the reliability of email.
UpCity conducted its “Video Marketing Study,” and statistics indicated that out of the U.S. organizations that do not use video marketing, most (17%) turn to email instead. Social media marketing (16%), search engine optimization (15%), and content marketing (14%) are other popular alternatives.
Interestingly, 11% of marketers do not currently use video or intend to do so in the near future. Most respondents (47%) stated that they only find video to be “somewhat effective” at the moment, signaling room for improvement.