The World Bank predicts that the global economy will see a 5.2% contraction in global GDP in 2020. This could mark the darkest recession since post-WW II. As 53% of CFOs face this reality with the fact that there will be a roughly 25% decrease in revenue and profits this year, they’re in no mood to focus on their cornflakes. In fact, PCW’s CFO pulse survey shows that 50% of CFOs plan to accelerate automation and new ways of working.
Our Pulse Survey 2020 has been tracking marketing leaders’ focus on marketing and marketing technology budgets through March till June. These were some concrete outcomes:
Our Pulse survey also identified that email marketing (49%) and SEO (53%) are hands down the front runners in the marketing technology race.
As email marketing has been resilient, tried and tested tool for brands to drive customer engagement, tap into their customers’ minds, and influence customer experience through their inboxes, our next segment drills into details that will provide effective insights on:
Acoustic researchers analyzed email marketing data including – send volume, open rates, click-through rates, click-to-open rates, and unsubscribe rates across thousands of campaign customers globally. They found that the global email open rates increased at an average of 4.7% from February to April.
The COVID-19 impacted each industry in an accustomed fashion and these trends are an exact reflection of these unusual times.
The top three sender industries were:
Whereas, the least active industries, for obvious reasons were:
Interestingly, if you focus on Invoca’s graph, you’ll notice that the trend line for “Consumer products” and “Retail” is almost the opposite, showing that April was the tipping point to the highest “high” and lowest “low” for the respective industries.
Australia, New Zealand, the UK, Ireland, and Continental Europe were the most receptive to emails while India, Asia Pacific, Middle East, Africa, and North America settled at the underbelly. At an aggregate level, email marketing experienced a 16.8% average growth rate across all the regions.
In terms of CTR from January through May 2020, Europe and the UK have outdone all the other geographies with a 2.9% average growth rate.
“An important message from our CEO” types of emails were a hit with great open rates but didn’t earn too many call-to-action clicks.
North American countries had a 38% jump in open rate, April vs February. While the USA and Canada specifically showed an average increase of 5.4% in their email open rates.
“How to do business with us” led to higher open rates and even more importantly an increase in click-through rates.
Netflix, the mastermind OTT platform continues to pique our readers’ interest. The next hot topics remain our key insights articles and marketing strategy-centric articles.
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