The NextNormal state of the email landscape ~
After analysing data from more than 10-billion bulk emails from 2020 to 2022, the Everlytic Email Marketing Benchmark Report 2022 has discovered seismic shifts in user behaviour and engagement as the world returned to normal post-Covid.
“The data found some interesting parallels between how users engaged with email marketing and specific trends in the industry,” says Louise Krog, executive head of sales and marketing at Everlytic. “There are distinct correlations between what was going on with the economy, consumer trends, and other determinative events and how people connected with companies and their email content.”
After the travel and hospitality sector, technology had the most significant increase of 43%, followed by property and real estate , and business and consulting services . These upticks in user open rates are aligned with the trends of online shopping, entrepreneurialism, home delivery optimization, and hybrid working.
The report also unpacked the trends around unsubscribes and complaints and found that the automotive industry experienced the biggest shift in terms of both. This suggests that recipients may not be receiving messaging that speaks to their needs – or they’re perceiving it as spam.
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