Everlytic | 2020 Benchmarks Guide Cover

Every two years, we do a deep analysis of the billions of emails we send in South Africa, so we can give you real data from which to benchmark your own emails.

Our stats in this guide explore the difference between 2020 and the benchmarks before; a kind of before-and-after snapshot of what happened to email communication in 2020. This is probably the sharpest year-on-year change we’ve ever seen to email marketing benchmarks. We hope you’re as fascinated as we are by the findings.

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What’s in the Report?

With the dramatic impact the pandemic had on our lives in 2020, we decided to approach our benchmarks report differently this year. In it, we analyse previously unpublished Everlytic email marketing benchmarks, including:

2019 – 2020 Open Rates

Did more contacts open emails in 2020 compared to 2019 and previous years? That’s what we wanted to know. Turns out, the stats in South Africa are quite different to the rest of the world.

2019 – 2020 Click-Throughs

Click-throughs changed substantially in the overall market, except for two industries that appear to have been affected negatively across multiple metrics. We explore the historical data too, to see if we can find a trend.

2019 – 2020 Clicks-to-Opens

Of the people who opened emails in 2020, what percentage of them clicked on links in those emails? This is a pressing question, considering the impact the pandemic had on the economy. You may be surprised by the findings.

2019 – 2020 Platform Rates

In the lockdowns of 2020, most people had to adapt quickly to dramatically different working environments. How did that impact which platforms they used to open their emails? We explore this in the report.

2019 – 2020 Unsubscribes & Complaints

What was the general appetite for email like during 2020 compared to previous years? Were people more or less likely to unsubscribe or complain? Did having more or less free time affect how much they enjoyed marketing emails?

It was a year for the history books, 2020. Find out what that meant for email marketing across the South African market and within your industry.