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.
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
You may like these other MarketingProfs articles related to Email Marketing:
- Engagement-Based Email Segmentation: How to Ensure Your Messages Land in the Inbox
- How to Use Email Suppression Lists for Better Email Marketing
- Tips, Tricks, and Hacks for B2B Email Marketing Success | Marketing Smarts Live Show
- The 'Best' Use Cases for Unique Generative AI-Crafted Emails (Unfortunately!)
- New B2B Email Marketing Techniques That Work Right Now | Marketing Smarts Live Show
- Beyond Open Rate: Eight Metrics for More Effective Email Marketing