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1、Email Marketing:A Recession-Proof Channel for 2023 and BeyondBenchmarks and Insights from 10.9 Billion B2C Emails Sent WorldwideT H E M I D D L E E A S T A N D A F R I C A E D I T I O NOpenedYour curated playlist01Email marketing is one of the oldest forms of digital communication utilized by brands

2、 to communicate with their customers.Emails have existed since before the invention of mobile phonespredating push notifcations,in-app messages,WhatsApp,and SMS.However,being older doesnt mean being slower(or outdated!).In fact,as our study of 10.9 billion emails demonstrates,email marketing is stil

3、l more robust and efective than ever.In an era where brands are scaling back their paid and digital marketing eforts due to severe budget cuts and a looming recession,email marketing continues to deliver.This economical channel provides a high return on investment(ROI),enables brands to send mass an

4、d personalized communications simultaneously,and provides immediate,measurable results.Personalization is the only way to stand out amid the barrage of messages customers receive from brands.Emails allow you to personalize every aspect of your communication.In this report,well examine how personaliz

5、ation impacts crucial email marketing metrics,such as open rates,click rates,and conversion rates.Additionally,well analyze how diferent types of personalization work for various industries in your geography.IntroductionThis report analyzesThe aim is to identify industry-based benchmark open rates,c

6、lick-to-open rates(CTORs),conversion rates,delivery rates,and unsubscribe rates for this recession-proof,sustainable marketing channel.About the Report10.9 billion emails sent over the past 12 months.Email Marketing:A Recession-Proof Strategy for 2023 and BeyondWhats InsideHow to Read This ReportA Q

7、uick Refresher on the Types of Emails Compared03About MoEngage19Conclusive Insights17Email Marketing Benchmarks for Diferent Industries in MEAa.Shoppingb.Retail&D2Cc.Banking&Fintechd.Classifedse.Travel&Hospitalityf.Real Estate05You can either read this report sequentially or jump to the industry of

8、your choice from the“Whats Inside”section.In this report,weve compared the efects of personalization against those of generic broadcast emails.Weve also analyzed the impact of three types of personalization:Attribute-based,Behavior-based,and Customer Journey-based.Weve added an explainer about each

9、type below.Email Marketing:A Recession-Proof Strategy for 2023 and Beyond02Click to navigate03Broadcast EmailsBroadcast EmailsBroadcast emails are email blasts sent out to a large audience base.Often,theres no form of segmentation or personalization involved.This means that customers receive irrelev

10、ant emails or emails theyre not interested in.Such emails typically deliver low numbers across most metrics.Attribute-based PersonalizationPersonalization is the holy grail of efective marketing,going far beyond simply addressing a customer by their frst name.The most fundamental aspect of personali

11、zation is Attribute-based Personalization.This involves identifying attributes and demographics that distinguish each customer,and creating a tailored experience that matches these attributes.Hey Maryam,Wondering what investments your peers are making?Check out this detailed report where weve split

12、investment habits based on age group,income,and locality.Theres a section weve highlighted for consumers just like you!investigoCheck it out nowEmail Marketing:A Recession-Proof Strategy for 2023 and Beyond04Journey-based PersonalizationNow that you understand the signifcance of each email type and

13、its potentialimpact on metrics,lets examine industry-specifc benchmarks.With Journey-based personalization,you can design fexible,multi-step customer journeys that send out various message versions across diferent channels and at diferent times based on the customers lifecycle stage.Emails that util

14、ize this strategy perform better than any other type of email.This is because Journey-based emails allow brands to address specifc customer needs and meet their precise requirements.Behavior-based PersonalizationWith this approach,you can personalize your emails based on individual customer preferen

15、ces,actions,purchase trends,and overall behavior.Imagine reminding customers to refll their wallet balance before it runs out during an important purchase.Or a campaign telling customers about their favorite Sushi restaurant that has opened up around the corner!Behavior-based personalization allows

16、you to reach customers within the right contextwhen the chances for email opens,clicks,and conversions are at their highest.to AudiokastPlaylists as unique as you.AudioKastHey Ali,Weve curated a new playlist just for you!It combines new and old songs from your favorite artists.Its everything you lov

17、e,in one place.What are you waiting for?Listen to it nowAto TechnoBuzzPending payment.THey Abdul,It looks like you still need to make the payment for your cart item!No worries.You can just click on this link to complete the payment and confrm your order.Do it nowEmail Marketing:A Recession-Proof Str

18、ategy for 2023 and BeyondEmail Marketing:A Recession-Proof Strategy for 2023 and Beyond 99.44%Delivery Rate45013.25%Broadcast28.12%Attribute-based32.75%Behaviour-based43.98%Journey-basedOpen Rate150CTORThe Impact of Personalization for theShopping Industry053.3X2.5X2.1X4.12%Attribute-based2.5X8.01%B

19、ehaviour-based4.9X11.01%Journey-based6.8X1.62%Broadcast99.44%Delivery Rate100Conversion Rate0.50Unsubscribe RateUnsubscribe RateThe Impact of Personalization for theShopping IndustryEmail Marketing:A Recession-Proof Strategy for 2023 and Beyond060.98%Attribute-basedBroadcast0.07%14X9.12%Behaviour-ba

20、sed130X8.06%Journey-based115X0.3%Broadcast0.14%Attribute-based0.07%Behaviour-based0.06%Behaviour-based-53%-76%-80%98.02%Delivery Rate550Open Rate200CTORThe Impact of Personalization for theRetail and D2C IndustryEmail Marketing:A Recession-Proof Strategy for 2023 and Beyond0752.92%Behaviour-based1.4

21、X41.73%Journey-based 1.1X39.77%Attribute-based1.01X38.83%Broadcast19.43%Journey-based17X13.6%Behaviour-basedBroadcast1.13%12X2%Attribute-based1.8X2505.18%Attribute-basedConversion Rate0.500.29%Behaviour-basedUnsubscribe Rate0.29%Journey-based0.49%Broadcast98.02%Delivery Rate0.33%Attribute-basedThe I

22、mpact of Personalization for theRetail and D2C Industry74XEmail Marketing:A Recession-Proof Strategy for 2023 and Beyond087.28%Journey-based104X0.07%Broadcast-40%-40%20.76%Behaviour-based296X-32%99.81%Delivery RateOpen RateCTORThe Impact of Personalization for theBanking&Fintech IndustryEmail Market

23、ing:A Recession-Proof Strategy for 2023 and Beyond0925014.8%Attribute-based1.3X11.03%Broadcast21.45%Journey-based1.9X201.65%Journey-based165X0.01%Broadcast0.29%Attribute-based29XConversion RateUnsubscribe Rate99.81%Delivery RateThe Impact of Personalization for theBanking&Fintech IndustryEmail Marke

24、ting:A Recession-Proof Strategy for 2023 and Beyond101007.57%Journey-based7.7X1.76%Attribute-based1.8X0.98%Broadcast0.2000.02%Journey-based0.17%Broadcast0.1%Attribute-based-41%-88%99.89%Delivery Rate450Open Rate250CTORThe Impact of Personalization for theClassifeds IndustryEmail Marketing:A Recessio

25、n-Proof Strategy for 2023 and Beyond116.11%Broadcast31.1%Behaviour-based5.1X43.76 Journey-based7.2X13.7%Journey-based6.6X 2.09%Broadcast16.98%Attribute-based2.8X11.91%Attribute-based5.7X22.87%Behaviour-based10.9X100Conversion Rate0.5000.11 Journey-basedUnsubscribe Rate99.89%Delivery RateThe Impact o

26、f Personalization for theClassifeds IndustryEmail Marketing:A Recession-Proof Strategy for 2023 and Beyond129.65 Behaviour-based7.78%Journey-based6.1X2.29%Attribute-based1.8X1.28%Broadcast0.47%Broadcast0.11%Behaviour-based-76%-76%7.5X0.17%Attribute-based-63%95.59%Delivery Rate400Open RateCTORThe Imp

27、act of Personalization for theTravel&Hospitality IndustryEmail Marketing:A Recession-Proof Strategy for 2023 and Beyond1324.62%Behaviour-based1.7X15.79%Attribute-based1.1X14.16%Broadcast35.69%Journey-based2.5X1002.05%Broadcast8.09%Journey-based3.9X2.53%Attribute-based1.2X4.19%Behaviour-based2X50Conv

28、ersion Rate10Unsubscribe Rate95.59%Delivery RateThe Impact of Personalization for theTravel&Hospitality Industry0.64%Attribute-basedEmail Marketing:A Recession-Proof Strategy for 2023 and Beyond-19%140.53%Broadcast1.27%Behaviour-based2.4X3.3%Journey-based6.2X0.37%Behaviour-based-53%0.17%Journey-base

29、d-78%0.85%Attribute-based1.6X 0.79%Broadcast 98.82%Delivery Rate350Open Rate20CTOR1.55%Journey-basedThe Impact of Personalization for theReal Estate Industry1.3XEmail Marketing:A Recession-Proof Strategy for 2023 and Beyond1516.29%Broadcast1.19%Broadcast31.36%Journey-based1.9XConversion RateUnsubscr

30、ibe Rate98.82%Delivery RateThe Impact of Personalization for theReal Estate IndustryEmail Marketing:A Recession-Proof Strategy for 2023 and Beyond1600.07%Broadcast0.2100.09%Journey-based-82%0.09%Journey-based1.3X0.51%BroadcastGet started with email personalization todayWhat are you waiting for?Acros

31、s the world and industries,email has remained a focal point of marketing communication.Brands use email for the most mundane messagessuch as a new social media follow or a review confrmation email.They also leverage email for the most exciting,cut-throat communication,such as big sale days,special d

32、iscounts,payment reminders,tax invoices,travel tickets,and itineraries.Emails have survived the budget cuts,and brands arent putting any brakes on their email strategyeven during sudden economic slowdowns.This is because email is a sustainable growth channel,allowing brands to leverage multiple form

33、s of personalization that resonate with customers.Brands that personalize their emails are clearly winning.All metrics are higher for personalized emails,regardless of the level or form of personalization they deploy.This translates directly into improved engagement,growth,and retention,evident from

34、 the higher open,click,and conversion rates for personalized emails.Brands are leveraging diferent personalization techniques to improve the most important email metrics and,in turn,boost ROI.Email is Here to StayHeres a quick summary of the email metrics for four of the most popular industries:At a

35、 GlanceEmail Marketing:A Recession-Proof Strategy for 2023 and BeyondOpen RateCTORConversion Rate00%55%52.92%1.27%43.76%9.65%35.69%8.09%11.91%19.43%21.45%7.57%1.65%20.76%17Retail&E-commerceTravel and HospitalityClassifedsBanking&FintechHow Can MoEngage Help YouPersonalize Email Communications?Email

36、Marketing:A Recession-Proof Strategy for 2023 and Beyond18MoEngage,the worlds leading insights-led Customer Engagement platform,hosts a suite of products and features that help customer-centric brands personalize customer experiences.Here are some ways MoEngage can help you improve your email metric

37、s by sending relevant communication:Advanced Analytics SuiteUsing MoEngage,you can gather valuable insights about your customers.You can learn about their behavior,preferences,interests,where they drop of in their journey,and how they respond to diferent campaigns all in a single dashboard!These ins

38、ights can then be immediately actioned by creating relevant email campaigns and driving better conversions.Unique Segmentation CapabilitiesMoEngages Customer Engagement Platform hosts powerful segmentation capabilities that allow you to group customers based on their afnity,preferences,interests,beh

39、avior(Recency,Frequency,and Monetary scores),and propensity to perform a specifc action on your website or mobile app.These unique capabilities help you identify the right audience that needs email communication(so youre not spamming them unnecessarily!)and drive higher ROI because of personalized s

40、ubject lines or email copies.Behavior Chart A.App/Site Opened AndriodB.App/Site Opened WebA.Opened with Andriod239A.Opened with Web60HoursDaysWeeksMonthsSongs you might likeGO TO ALBUMListening to DuaPOP SHOTSEmail Marketing:A Recession-Proof Strategy for 2023 and Beyond19Connected OmnichannelJourne

41、ysWith MoEngage,you can add email to a seamless and connected customer journey that spans multiple channels such as SMS,social media advertisements,Google Ads,mobile push notifcations,website banners,and messaging apps like WhatsApp and Facebook Messenger.Thanks to MoEngages automation capabilities,

42、you can orchestrate customer journeys and let the platform automatically direct customers to the best-performing paths to drive maximum ROI.EmailPushSMSBuyTo learn more visit About MoEngage MoEngage is an insights-led customer engagement platform trusted by over 1,200 global consumer brands such as

43、Landmark Group,Apparel Group,Azadea,Alsaif Gallery,Alamar Foods,Gathern,Jazeera Airways,Mano Africa,Cellulant,Slash,Autocheck,Abwaab,Alshaya Group,Brands For Less,Mashreq Bank,Derayah Financial,and AWRostamani.MoEngage empowers marketers and product owners with insights into customer behavior and th

44、e ability to act on those insights to engage customers across the web,mobile,email,social,and messaging channels.Consumer brands across 35 countries use MoEngage to power digital experiences for over 1 billion customers every month.With ofces in 13 countries,MoEngage is backed by Goldman Sachs Asset

45、 Management,B Capital,Steadview Capital,Multiples Private Equity,Eight Roads,F-Prime Capital,Matrix Partners,Ventureast,and Helion Ventures.MoEngage was recognized as a Customers Choice Vendor in the 2022 Gartner Peer Insights Voice of the Customer for the Multichannel Marketing Hubs Report and a Strong Performer in the Forrester Wave:Cross-Channel Marketing Hubs,Q1 2023 Evaluation.Order Now