3 Industry Trends That Boost Email Campaigns
Clickthrough rates (CTRs) are often used to compare how successful an email campaign is. If people are clicking through your email, they're engaging with it, taking note of the promotions and ultimately keeping your company in their minds. If you're not seeing a decent CTR, you're not achieving anything with them.
A recent Silverpop study found that certain industries achieve higher CTRs than other industry emails — and by quite a wide margin.
This article will reveal three of these industry trends and analyze why these industries are seeing such a higher CTR from their emails. In addition, the article will suggest how you may apply them to your own email marketing program to generate customer engagement.
Add value to your email
No, I'm not talking about a "special one-time offer," an entertaining read or overused meme.
The three industries that experienced the best unique open rates were healthcare (23.4 percent), nonprofits (23.1 percent) and education (22.7 percent).
A noticeable trend with emails from companies in these industries is that they all provided relevant value with their content that could be referred to more than once — e.g., a quotable statistic, information or tips on things to keep track of.
Email marketers should be focused on providing useful content that people can use more than once (e.g., important dates coming up in the future). Basically, anything that has readers wanting to come back and refer to the email more than once — and keeping it from the trash or spam folder.
Personal news is good news
If you're under 50, you probably spend more time watching the news than HSN or QVC. Likewise, email recipients would rather read about news than promotions in their inbox.
The industry leaders, measured by CTR, are real estate and construction (2.8 percent), healthcare (2.6 percent) and consumer services (2.3 percent). Companies within these industries focused on news and information rather than promotions and sales. They were rewarded for their efforts, receiving a six times higher CTR than the other industries in the study.
In addition, it was noted that the majority of companies in these industries focus more on personalized and relevant content to recipients compared to other industries.
What email marketers can learn from this is twofold:
- If you don't have something to say, subscribers don't have something to read.
- Subscribers engage with content that's personal and relevant to their lives and businesses.
Many email service providers offer personalization tools to assist with this, but relevant and newsworthy content is what will separate who gets read and who gets deleted. Hey, nobody said the inbox was a friendly place!
Clean lists mean clean money
Industries across the board are starting to take list hygiene seriously, if recent stats are anything to go by. The overall median hard bounce rate was just under 0.04 percent. That's an eye-popping 95 percent decline from the previous year.
Clean lists lead to less bounces, less money spent on sending emails to unresponsive addresses and less wasted engagement with people who don't want your email.
Email marketers should make good email conduct and list hygiene a top priority to get the most out of their efforts. Industry trends help identify what's working and what isn't. Email marketers should take advantage of the above trends by doing the following:
- Provide useful content that's referred to or referenced more than once.
- Use personalization tools and keep up to date with news that's relevant to readers.
- Build strong email lists and maintain those lists through list hygiene.
Related story: 5 Email Consumer Behaviors That Can Make You Money