How brands can maximise email marketing – research

  • Nwokike

A 2020 research has highlighted the key metrics that brands should track to get the best from their customer emails, over two billion of which were sent out from their platforms in Africa alone in 2019.

The research was compiled by marketing technology company, Netcore Solutions, which offers solutions for enterprises that redefine digital marketing. its Client Success Manager, Chukwudi Nwokike, discovered in Nigeria “a growing need by organisations and brands to communicate with customers via emails.”

Through emails, “unlike traditional marketing and texts, a clearer and more specific message can be disseminated directly to the target audience on their devices. The beauty of emails is that there are integrations and tools put in place to seamlessly track customer engagement through open and click rates.”

The report highlights important metrics that were reviewed and used as yardstick for monitoring the email behaviour in Nigeria, including but not limited to exclamation marks, question marks, subject line length, and others.

It also identified open rates and click rates as the two important metrics that brands should take cognisance of before sending out emails to prospects and customers. According to the report, before sending out emails, every brand must understand the reason people open emails.

In this comprehensive report, one billion emails were analysed in various ways that matter to businesses and user-behaviours, including the subject line in emails, category of emails sent, best day of the week and best time of the day to send out emails to target audience to boost the open-and-click rates.

Netcore Solutions’ Regional Vice President, Africa, Nisham Chhabra, said the company values “every business relationship and are dedicated to help our clients succeed by leveraging data and technology. By helping clients globally create one-on-one customer experience across multiple channels, we are revolutioniisng customer communication.”

In its 2020 edition of “Banking Report: How Nigeria Reads Emails,” the global marketing automation, analytics and AI/ML solutions provider noted that “with over one billion emails sent out in 2019, the 2020 banking report notes that over 20 per cent of emails are opened on Saturday and emails have the highest engagement from customers on Wednesday and Saturday.

“Automated emails are gradually gaining prominence and this is explained in the 2020 report. The benefit attached to automated email is that it increased the rate of emails opened significantly.”

The banking report further revealed that unsubscribe rates were highest for brands who sent 0-4 emails in a week, which explains why brands lose their contacts to unsubscribes. It further highlighted that “sending relevant emails is more important than the frequency of emails sent out to subscribers.

“We want to advise marketers in 2020 that it is important to take Gmail delivery seriously to see improved engagement because 73 per cent of subscribers who engage in emails sent out are Gmail users.

“The attention span of the average reader is short, and Nigerians are not left out. Therefore, for brands to get their message across to email subscribers and customers, it is pertinent that they uphold most of the facts written in the 2020 banking report, which will serve as a comprehensive guide to engaging their subscribers and making the best out of every campaign.

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