Email senders with higher-than-average open rates are especially likely to rely on delivery optimization, A/B-testing, and reactivation campaigns, according to recent research from Validity and Demand Metric.

The report was based on data from a survey conducted between June 27 and July 19, 2019, among 293 email marketers.

Most respondents (57%) report that their bulk email campaigns have an average open rate of 15% or lower, with the largest share (27%) reporting an average open rate of between 11% and 15%:

The most popular email optimization tactic used by all respondents is personalization (72% use it).

Respondents with an average email open rate higher than the norm (i.e., those with an average open rate of 16% or higher) are more likely to report using every type of optimization tactic aside from artificial intelligence:

Respondents with an average open rate higher than the norm are especially more likely to report using email delivery optimization (+18 percentage points compared with other senders), A/B-testing (+15 percentage points), and reactivation campaigns (+10 percentage points):

About the research: The report was based on data from a survey conducted between June 27 and July 19, 2019, among 293 email marketers.

Sign up for free to read the full article. Enter your email address to keep reading ...


ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji