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1、Email Marketing Benchmark ReportQ2 2024 The benchmark report presents an analysis of email marketing data,covering metrics such as sends,unique opens,unique clicks,unique unsubscribes,and corresponding open rates,click rates,click-to-open rates,and unsubscribe rates.This data includes all email volu

2、me monitored by Zeta Global and is further categorized into four sectors:Retail,Travel,Hospitality&Entertainment(TH+E),Financial Services&Insurance(FSI),and Media.The analysis includes insights from over 100 US marketers.Analysis conducted on data collected April 1,2024 through June 30,2024.Executiv

3、e SummaryOpen rates are down across all verticals and message types which has initiated a deeper look to understand the implicit cause,including assessment of ISP behavior.Future findings will be shared as determined.Despite a decrease in Open Activity,Click Rates continue to improve across the indu

4、stry however have declined for FSI and Promotional Message Types.Revenue per Email for Travel,Hospitality and Entertainment increased,and Click-to-Conversion Rates were up 22.7%over the prior year.KEY TRENDSLeveraging email marketing benchmarks can enhance your email marketing strategy but shouldnt

5、be your only source of measurement.Benchmarks provide a reference point for evaluating the performance of your campaigns against industry averages.This comparative analysis offers insights into areas where your campaigns excel and where they may be falling short.Benchmark reports also offer insights

6、 across various industries,enabling you to fine-tune your strategy according to the specific performance standards of your sector.This third-party validation is often used to demonstrate success to internal stakeholders and inform data-driven goals.However,its essential to use these benchmarks thoug

7、htfully to avoid potential pitfalls.While benchmarks provide a snapshot of average performance,they may not fully capture the unique nuances of your audience or brand.Use them as a starting point to identify opportunities for improvement and innovation and combine with insights from your own perform

8、ance metrics to tailor your email marketing strategy to your specific audience.By coupling industry benchmarks with a deep understanding of your brands unique needs and challenges,you can develop more targeted,effective email campaigns that drive engagement and conversions.Using Industry Benchmarks

9、EffectivelyIndustry TrendsTo drive engagement and revenue,brands should embrace the latest advancements in email marketing to create content that is highly engaging and relevant to customers.Holiday PreparationPrepare for Q3 by targeting back-to-school promotions,end-of-summer sales,and Labor Day sp

10、ecials.Early planning and tailored campaigns will help capture increased consumer activity with timely,relevant offers.Inventory Your DataConduct a thorough data inventory to identify gaps and opportunities for enrichment.Use CRM and analytics tools to segment your audience,enabling highly personali

11、zed and relevant email campaigns that drive engagement.Define Measures of SuccessSet clear KPIs beyond open rates,including conversion rates,revenue,and customer lifetime value.These metrics will help you assess performance,make data-driven adjustments,inform 2025 budgeting,and identify innovation o

12、pportunities for annual planning.Leveraging AI to Do MoreUse AI to optimize send times,personalize content,and segment audiences,but also to optimize operations to QA or analyze performance effectively accommodate the increased demand on the email channel in Q4.Performance TrendsAll VerticalsQ2 Y/Y

13、PerformanceQ2-24Q1-23Y/YDelivery Rate99.3%99.5%Total Open Rate48.6%59.8%Unique Open Rate37.2%45.3%Total Click Rate1.90%1.60%Unique Click Rate1.47%0.98%Click-to-Open Rate3.95%2.16%Unsubscribe Rate0.073%0.04%The overall engagement,as measured by open rates,has decreased significantly.Despite the lower

14、 open rates,the click rates have remained stable or improved,indicating that the content is resonating well with those who do open the emails.Though slight increase in the unsubscribe rate could be indicative of fatigue or relevance issues among the audience.3.95%Unique Click-to-Open Rates are up fr

15、om the same quarter the previous yearQ2-24Q1-24Y/YDelivery Rate99.3%99.5%Total Open Rate48.6%63.6%Unique Open Rate37.2%45.3%Total Click Rate1.90%1.86%Unique Click Rate1.47%1.21%Click-to-Open Rate3.95%2.69%Unsubscribe Rate0.073%0.074%Performance TrendsAll VerticalsQ2 Q/Q PerformanceOpen Rates continu

16、e to trend down indicating that subscribers are either not consistently interested in the content being delivered or outside factors are impacting engagement.Consider testing,introducing proactive reengagement or refreshing creative and copy to grab customer attention.37.2%Unique open rates are down

17、 approximately 17.8%over the previous quarterRetailMaximize customer value through personalized experiences that recognize the customer at every touch-point and interaction.End of SummerPromote end-of-season sales to clear out summer inventory with discounts and special offers,offer exclusive deals

18、such as flash sales and early access to email subscribers,and showcase popular items to drive quick purchases.Email List GrowthAttract new subscribers with incentives via social media and website pop-ups,re-engage inactive subscribers with personalized offers to win back lapsed customers,and regular

19、ly clean and update your email list for accuracy and compliance.Back-to-SchoolSend targeted offers to parents,students,and teachers,provide helpful content such as checklists and guides for back-to-school shopping,and create urgency with countdowns and limited-time promotions.Q4 ReadinessCreate exci

20、tement for fall collections with sneak peeks and early access,increase engagement by using interactive content to gather preferences and feedback,and promote loyalty programs with special rewards and promotions to retain customers.Q2-24Q2-23Y/YDelivery Rate99.3%99.6%Total Open Rate46.0%56.0%Unique O

21、pen Rate36.4%41.5%Total Click Rate1.14%1.11%Unique Click Rate0.77%0.70%Click-to-Open Rate2.1%1.7%Click-to-Conversion14.5%23.11%Revenue per Email$0.31$0.34Unsubscribe Rate0.073%0.062%Performance TrendsRetailQ2 Y/Y PerformanceFocus on improving the relevance and appeal of email content to boost open r

22、ates and engagement,including optimizing the landing page experience to address the decline in click-to-conversion.To maximize performance,consistently test for improved outcomes:subject lines,content formats,and send times at minimum.36.4%Unique Open Rates have declined 18%Travel,Hospitality+Entert

23、ainmentTravelers needs are as unique as their journeys and every experience should be tailored to recognize and meet these individual preferences.Seasonal PromotionsPromote seasonal travel deals,exclusive packages,and special offers tailored to different holidays and peak travel times,offer last-min

24、ute deals to fill vacancies,and highlight unique experiences or destinations to attract travelers.Customer TestimonialsLeverage customer reviews and testimonials to build credibility and trust,showcase positive feedback in your email campaigns to highlight satisfaction,and encourage customers to sha

25、re their experiences and photos on social media and review sites.Influencer MarketingHighlight travel influencers and bloggers in your email campaigns to reach a wider audience and build brand credibility,share influencer-generated content and testimonials to create authentic and engaging email cont

26、ent.Mobile OptimizationEnsure all emails and booking processes are mobile-friendly and accessible,offer easy-to-use mobile apps for seamless booking and travel planning,and provide real-time updates and notifications for travel plans and special offers.Performance TrendsTravel,Hospitality+Entertainm

27、entQ2 Y/Y PerformanceThere has been a surge in travel demand post-pandemic as people resume travel plans that were previously on hold.This increased interest could contribute to higher engagement and conversion rates for travel-related emails.However,with more travel companies vying for attention,th

28、e competition has intensified,which could lead to fatigue potentially impacting open rates.22.7%Click-to-conversion rate has improved over the same period the prior yearQ2-24Q2-23Y/YDelivery Rate98.6%99.6%Total Open Rate55.9%61.1%Unique Open Rate42.4%41.2%Total Click Rate1.54%1.09%Unique Click Rate1

29、.02%0.80%Click-to-Open Rate2.40%2.03%Click-to-Conversion22.7%19.3%Revenue per Email$1.66$1.01Unsubscribe Rate0.089%0.034%Financial Services+InsuranceCustomers needs from their Financial Institution are as unique as their fingerprints and should be recognized in every experience.Personalized AdviceOf

30、fer tailored financial advice and product recommendations based on customer data,highlight personalized investment opportunities,and provide insights into retirement planning and savings strategies.Customer Feedback and SurveysGather customer feedback through surveys to understand their needs and co

31、ncerns,use insights to improve services and products,and communicate how feedback is being used to enhance customer experience.Educational ContentCreate and promote educational content such as blogs,videos,and webinars on financial literacy topics,focus on timely subjects like tax planning and marke

32、t trends,and engage customers with interactive Q&A sessions.Mid-Year Financial Check Ups Encourage customers to conduct mid-year financial reviews,offer tools and resources for assessing financial health,and provide personalized consultations to help customers adjust their financial plans.Q2-24Q2-23

33、Y/YDelivery Rate99.1%98.3%Total Open Rate66.6%70.2%Unique Open Rate45.1%49.2%Total Click Rate1.68%2.04%Unique Click Rate1.2%2.5%Click-to-Open Rate2.7%5.0%Click-to-Conversion0.097%0.107%Performance TrendsFinancial Services+InsuranceQ2 Y/Y PerformanceThe higher incidence of phishing and spoofing in fi

34、nancial emails significantly impacts email performance,causing distrust and reduced engagement with legitimate emails.To combat this,implement DMARC,DKIM,and SPF protocols to authenticate emails and reduce spoofing.Additionally,use Brand Indicators for Message Identification(BIMI)to display your bra

35、nd logo with authenticated emails,helping recipients recognize legitimate communications.1.2%Unique click rates continue to decline over the same period last year and versus the previous quarterMediaAudience preferences are unique,and content must cater to their diverse interests to be truly meaning

36、ful.Seasonal Content ThemesCreate content around Q3 seasonal themes like summer activities and fall trends to capture audience interest and align your editorial calendar accordingly.Multi-Channel ExperiencesDistribute content across various platforms,repurposing articles into email,videos,podcasts,a

37、nd social media posts to reach a wider audiences and maintain brand consistency.Content Collaboration Partner with media outlets,influencers,and experts to co-create and cross-promote content,expanding your reach to new audiences.Data-Driven Content DecisionsUse audience data to identify trending to

38、pics and high-performing content,focusing resources on creating what resonates most with your audience.Performance TrendsMediaQ2 Y/Y PerformanceFocus on improving the relevance and appeal of email content to boost open rates.Personalization and targeting continue to be critical to building customer

39、relationships and driving engagement.Implement strategies to re-engage inactive subscribers and reduce unsubscribe rates,such as exclusive content or personalized recommendations.10.1%Click-to-Open Rates have improved approximately 48%over the prior yearQ2-24Q2-23Y/YDelivery Rate99.7%99.2%Total Open

40、 Rate47.4%63.2%Unique Open Rate34.5%44.9%Total Click Rate4.01%4.45%Unique Click Rate3.5%2.9%Click-to-Open Rate10.1%6.3%Click-to-Conversion0.047%0.037%Trends By Message TypeDespite a decline in open rates for triggered emails over the past year,they still outperform batch emails,which have seen an in

41、crease in open rates.Key OpportunitiesDrive Higher EngagementBehaviorally triggered emails are sent based on specific user actions,making them more relevant and timelier,increasing the likelihood of engagement.Increase Operational EfficiencyOnce set up,triggered email campaigns run automatically bas

42、ed on predefined triggers,reducing the need for manual intervention saving time and resources.Improve ConversionTriggered emails can guide users through the sales funnel by addressing their immediate needs or encouraging specific actions,such as completing a purchase or signing up for a service.Enha

43、nce Customer ExperienceBy providing timely and relevant content based on user behavior,triggered emails improve the overall customer experience.Customers feel understood and valued,leading to increased satisfaction and loyalty.Performance TrendsTriggered MessagesQ2 Y/Y PerformancePutting the custome

44、r at the center of the conversation lends itself to more behaviorally driven experiences.Shifting from batch emails to behaviorally triggered communications enhances performance by increasing relevance,improving engagement,boosting conversion rates,and enhancing the customer experience.This approach

45、 ensures emails are timely and personalized,leading to better overall metrics and more efficient marketing efforts.38.6%While open rates have declined over the prior year,all other engagement has improved,including a reduction in unsubscribe.Q2-24Q2-23Y/YDelivery Rate99.5%95.9%Total Open Rate53.6%85

46、.4%Unique Open Rate38.6%39.7%Total Click Rate6.52%9.08%Unique Click Rate5.75%3.64%Click-to-Open Rate14.87%9.24%Unsubscribe Rate0.074%0.098%Performance TrendsPromotional MessagesQ2Y/Y PerformanceAnalysis of performance over the prior year suggests that while more recipients are interested enough to o

47、pen messages,the content may not be meeting their expectations,leading to lower engagement and higher dissatisfaction.To address,its crucial to reassess the relevance and quality of the promotional content,ensuring it aligns better with the interests and needs of the audience.37.0%While open rates h

48、ave improved marginally over the prior year,all other engagement has declined,including an increase in unsubscribe.Q2-24Q2-23Y/YDelivery Rate99.2%99.5%Total Open Rate47.9%59.3%Unique Open Rate37.0%45.4%Total Click Rate1.29%1.45%Unique Click Rate0.91%0.91%Click to Open Rate2.45%2.03%Unsubscribe Rate0

49、.073%0.048%STEP 1:Define CategoriesSTEP 2:Assess PerformanceSTEP 3:Establish Growth GoalsEvolving To Brand BenchmarksProgram benchmarks may vary from one program to the next,making it important to have clear and concise program categories to define success.Define performance through dashboards,weigh

50、ted index performance scores and competitive insights to establish a baseline.Establish annual engagement growth goals for each program and continuously measure and report on progress.Measure what drives,influences,and limits your email program successGetting Ready For iOS 18While it isnt here yet,i

51、ts time to start thinking about what is coming with iOS18 and how it could impact your email programs.On-Device Email Categorization Emails will be sorted into Primary,Transactions,Updates,and Promotions categories directly on users devices.Advanced AI IntegrationAI-generated preheaders,priority lab

52、eling for important emails,and enriched notification summaries.New Digest ViewCentralizes relevant emails from a business for easier scanning,highlighting important communications.Enhanced Privacy FeaturesIncludes locked and hidden apps,limited data sharing,and Privacy Cloud Compute to protect user

53、data.Getting Ready For iOS 18While we dont know exactly when all these features will be available,it doesnt hurt to start preparing for whats to comeFocus on PersonalizationUse data-driven insights to tailor content,ensuring emails are relevant and likely to appear in the Primary or Updates tabs.Opt

54、imize Send TimesLeverage AI tools to send emails when recipients are most likely to engage,maximizing open and click rates.Enhance Content QualityUse AI for writing,proofreading,and summarizing email content to improve engagement.Monitor DeliverabilityEnsure emails reach the inbox by focusing on del

55、iverability metrics and leveraging advanced services to overcome categorization challenges.AppendixAll IndustriesUnique Open Rate Unique Click RateClick-to-Open RateUnsubscribe Rate22Q122Q222Q322Q441.23%43.03%45.03%45.30%1.57%1.09%1.11%1.04%3.80%2.46%2.26%2.29%0.052%0.045%0.045%0.055%23Q123Q223Q323Q

56、445.37%45.30%47.53%48.50%1.19%0.98%0.97%0.98%2.62%2.16%2.04%2.01%0.05%0.04%0.05%0.05%24Q124Q245.30%37.20%1.21%1.47%2.69%3.95%0.07%0.07%TriggeredUnique Open Rate Unique Click RateClick-to-Open RateUnsubscribe Rate22Q122Q222Q322Q441.40%42.53%45.87%35.47%4.02%4.31%4.43%3.62%9.68%10.12%9.66%10.19%0.100%

57、0.100%0.111%0.099%23Q123Q223Q323Q436.17%39.37%45.47%43.47%3.51%3.64%4.09%3.99%9.73%9.24%9.04%9.32%0.097%0.098%0.111%0.104%24Q124Q248.80%38.60%5.28%5.80%10.82%14.90%0.02%0.07%PromotionalUnique Open Rate Unique Click RateClick-to-Open RateUnsubscribe Rate22Q122Q222Q322Q441.33%43.10%45.13%45.56%1.49%1.

58、04%0.96%0.97%3.61%2.40%2.13%2.12%0.049%0.044%0.043%0.054%23Q123Q223Q323Q445.73%45.43%47.56%48.70%1.13%0.91%0.87%0.87%2.43%2.03%1.85%1.78%0.05%0.04%0.04%0.05%24Q124Q245.40%37.00%1.11%0.91%2.44%2.45%0.07%0.07%RetailUnique Open Rate Unique Click RateClick-to-Open Rate22Q122Q222Q322Q439.77%39.87%41.60%4

59、2.40%0.84%0.70%0.68%0.68%2.12%1.68%1.63%1.61%23Q123Q223Q323Q441.77%41.50%43.17%44.53%0.72%0.70%0.68%0.73%1.72%1.70%1.58%1.65%24Q124Q241.50%36.40%0.70%0.77%1.70%2.10%Travel,Hospitality+EntertainmentUnique Open Rate Unique Click RateClick-to-Open Rate22Q122Q222Q322Q438.20%38.12%39.52%36.93%1.47%1.15%1

60、.08%0.76%4.03%3.26%2.97%2.24%23Q123Q223Q323Q437.78%41.22%44.32%46.18%0.84%0.80%0.85%0.68%2.41%2.03%2.00%1.16%24Q124Q249.30%42.40%0.90%1.02%1.80%2.40%Unique Open Rate Unique Click RateClick-to-Open Rate22Q122Q222Q322Q444.27%44.00%45.42%46.03%2.72%2.68%2.86%1.99%6.16%5.01%6.26%4.36%23Q123Q223Q323Q447.

61、63%49.22%52.87%51.05%2.68%2.52%2.47%2.02%5.53%5.04%4.70%3.74%24Q124Q256.60%45.10%1.50%1.20%2.60%2.70%MediaUnique Open Rate Unique Click RateClick-to-Open Rate22Q122Q222Q322Q442.03%43.07%44.53%45.40%3.03%2.72%2.99%2.72%7.22%6.32%6.71%5.98%23Q123Q223Q323Q444.77%44.97%47.70%48.13%2.91%2.85%2.99%2.90%6.

62、49%6.34%6.28%6.02%24Q124Q241.50%34.50%2.80%3.50%6.70%10.10%Financial Services+InsuranceMetric DefinitionsDelivery Rate:The percentage of emails that delivered(did not bounce at the receiving ISP)divided by the total emails sent.Total Open Rate:The number of times your email was opened,including mult

63、iple opens by the same recipient divided by the total number of email messages delivered.Unique Open Rate:The number of individual email subscribers that opened the email divided by the total number of email messages delivered.Total Click Rate:The number of times one or more links in an email where

64、clicked,including multiple clicks by the same recipient,divided by the number of messages delivered.Unique Click Rate:The number of individual email subscribers that clicked on any link within the email communication divided by the number of messages delivered.Click To Open Rate:The number of Unique

65、 Clicks divided by the number of Unique Opens.Click To Conversion:The number of conversions divide by the number of Unique ClicksRevenue Per Email:Revenue generated per email message delivered.Unsubscribe Rate:The number of individual email subscribers that have unsubscribed from a mailing divided b

66、y the number of email messages delivered.Zeta is the only platform that is made up of a CDP,ESP,DSP,and the largest private,unwalled,data cloud which gives marketers the tools they need to be successful.The Zeta Marketing Platform(ZMP)is designed for marketers needs with the unique flexibility to wr

67、ap around and augment your tech stack,providing speed to intelligence,deeper analytics,and activation to deliver greater return on investment.Whether the ZMP is the single platform environment removing the need for multiple point solutions,or its connecting the dots to extract more value from current tech investments,the AI-powered ZMP is at the forefront of the next generation of marketing technology.Reach out to ZetaCRM-P for more informationZetas AI-Powered Marketing Cloud Helps Marketers Drive Profitable Customer Growth