–
–
–
March 10, 2021 – An evaluation for 2020 shows that B2C senders achieve slightly higher opening rates than B2B senders, including mobile. On the other hand, the effectiveness of the content in the B2B area is higher.
by Frauke Schobelt
For the study ‘E-Mail-Marketing-Benchmarks 2021’
has email service providers Inxmail
More than three billion anonymized e-mails from around 200,000 mailings sent in the DACH region were analyzed in order to derive recommendations for action for e-mail marketing campaigns. According to this, almost a third of all mailings sent were opened in 2020 (28.9 percent). E-mails to B2C (29.3 percent) were somewhat more successful than to B2B (28.2 percent). As in the previous year, the ‘Art & Culture’ sector achieved the highest opening rate (47.2 percent). At 39.3 percent, the ‘Vehicles & Parts’ sector also had an above-average opening rate. The ‘Beauty & Drugstore’ sector brought up the rear with an opening rate of 17.9 percent.
The average click rate over the course of 2020 was 3.5 percent. Although only a few B2B senders sent their mailings on weekends or at night, they were very successful in each case: 5.6 percent of recipients responded to a link on Saturdays. Between midnight and 3 a.m., B2B mailings achieved 11.3 percent.
The effective click rate provides information on how relevant the respective mailing content is for the recipient: It relates how many clicks are generated by opening a mailing. According to Inxmail, this rate was 12.9 percent in 2020. The effectiveness of the content in B2B was 14.1 percent, higher than that in B2C with 12.6 percent.
Compared to the previous year, almost all key figures show the same or better performance. The opening and click rates of the mailings examined increased, while the bounce rate remained unchanged. The average mailing frequency rose from four to five mailings per month.
Impact of the pandemic
Analogous to the higher volume of mailings in spring and autumn, spikes in the opening and click rates can be seen in these months. According to Inxmail, it is difficult to assess for 2020 whether these are due to seasonal events such as Easter, Black Friday and Christmas or to the two lockdowns.
In connection with the pandemic, the following values would probably be more likely: The ‘Gambling & Lottery’ industry increased its shipping frequency significantly in 2020. With 38 mailings per month, it took first place in terms of mailings. The ‘Exhibition & Congress’ sector, on the other hand, recorded a decrease to 13 mailings per month compared to 2019.
Web clients increasingly popular
The mobile optimization of mailings is still very important, as the figures show: At 41.5 percent, most e-mails were opened and read on mobile devices in 2020. In the B2C area it was even more (43.3 percent). However, compared to 2019, web clients caught up almost 13 percent and reached 37.5 percent in 2020.
The performance of transactional emails sent with the Inxmail Commerce solution in 2020 will be analyzed in a separate study and published later in the year.
– .
