For many years, mailworx regularly analyses the most important key figures to give you a good insight into developments of the market. This time we have also investigated the different send types of emails and their influence on email marketing success. In this blog article, we uncover unused potential and show you how you can further increase the email effectiveness.

Upward trend: positive development of the email key figures

A look at the research results of the past four years shows a positive development. Despite the flood of information that comes crashing into us every day through various channels, attention for the medium email seems to be increasing again.

This positive trend can be seen for all relevant key figures. Not only the willingness to open emails seems to have grown, the content of the email campaigns is also attracting more interest. Of course, the numbers are trend data. No concrete recommendations for action can be derived from the averaged values.

development of email metrics

Sending effective emails: The way you do it counts

However, a look at the infographic below does. And it reveals an imbalance. The majority of emails (96.96%) in the last year were sent as “standard”. A real pity, because event-based email campaigns and A / B split campaigns were able to achieve significantly higher results. The fields of application for trigger emails are of course limited. However, it is unclear why A / B split tests are used so rarely.

One line of text doesn’t take much effort – we really want to recommend that you invest some thought in a second subject line. The effort is comparatively low, but it is definitely worth it. Even if the results for the different variants are not clearly different in every A / B test, it is still a good practice.

After all, the subject line is one of the most important tools we have in hand to get our recipient excited about our newsletter. In this blog report, we provide you with some ideas for formulating effective subject lines.

Get the right moment

The time of sending the newsletter is another factor that you should keep an eye on. Here are some thoughts on the perfect sending time for email newsletters. However, it is much more important to look at your target group and the statistics of previous email campaigns.

We would also like to highlight the potential of trigger emails. These campaigns are triggered by an event that is initiated by the customer (or by events that are relevant to a customer – e.g. the birthday). For this reason, the awareness for these mailings is higher than usual. If possible, use this fact to convey further important messages or additional benefits.

Commitment: Keep the recipient on the line

The most important driver for high open and click rates is the quality of your content and the benefits you bring to your recipients. No general-purpose research can tell you what content is particularly interesting for your subscribers.

An analysis of past campaigns, however, does. We recently developed a checklist for this purpose. It shows you where it is worth taking a closer look and taking the perspective of your recipients.

We hope you’ll get the most out of these insights and we could give you some impulses that will help you to optimize your email campaigns!

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