Everlytic | Benchmarks 2022 Report | Cover

Every two years, we analyse the billions of emails sent from our platform to see what the latest engagement benchmarks are. You can use these benchmarks to see how your email engagement compares to the averages in your industry and across the South African market.

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In this year’s report, we analysed email engagement data from 2022 against the data from our 2020 Benchmarks Report. Overall, the metrics show a positive upswing for email marketing, though there are some industries that stand out from the others. Also, with email privacy adjustments becoming a reality, we’re seeing platform rates we’ve never seen before.

We speculate that some of these trends are related to email marketing’s ‘return to normal’ post the pandemic. Others may just be a case of optimising content for the audience. Either way, this report should shed light on where you can improve.

What’s in the Report?

Since we went ‘back to normal’ in 2022, we’ve seen multiple trends cropping up in the data. Here’s a teaser of what we found.

Open Rates: 2020 vs 2022

The email marketing landscape appears to have shifted in one direction when it comes to email open rates, with the biggest changes in Hospitality, Technology, and eCommerce.

Click-Throughs: 2020 vs 2022

Click-throughs shifted slightly overall, but with some substantial changes in a handful of industries. One industry in particular appears to have taken a knock in engagement overall.

Clicks-to-Opens: 2020 vs 2022

Most marketing emails have been more effective since 2020. But when you look at it by industry, it’s not always the case. For instance, one industry’s CTOR was cut nearly in half.

Platform Rates: 2020 vs 2022

This one surprised us – we’re seeing platform stats we’ve never seen before. With the email privacy shifts in the market, we suspect these are the signs of new email marketing times.

Unsubscribes & Complaints: 2020 vs 2022

Unsubscribes and complaints have not followed the same trend – one is up and one is down. But there is one industry that stands out in both, suggesting that the content being shared could be more personalised.

We hope this report gives you clarity on how your email campaign performance is tracking in your industry and highlights where you can adapt for better engagement. Have a look at the data and see what stands out for you.