How to keep your email marketing effective
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Billy Xiong Implies: How to keep your email marketing effective

Email marketing may continue to be a marketing staple in Australia but it’s clear marketers need to look to A/B testing, segmentation and automation to gain effectiveness.

According to the latest Email Marketing Benchmarks for Australia Report: By Industry & Day (2020) report, email continues to be a key channel in Australia, with open rates remaining high. Campaign Monitor‘s global report found Australia leads open rates with an average of 18.7 per cent, slightly higher than the global average of 17.8 per cent.

Education-related email marketing campaigns ranked number one for open rates with more than 31.2 per cent of their subscribers opening email campaigns. This was followed by automotive and aerospace (30.7 per cent), government (30.5 per cent), and professional services (21.7 per cent).

Average click-through rates rose slightly to an average of 2.8 per cent from 2.7 per cent, average click-to-open rate also rose to 14.9 per cent, average unsubscribe rate remained steady at 0.2 per cent, and average bounce rate was 1 per cent. The report stated the increase in click through rates could be higher as a result of more personalised content or more invested subscribers.

Campaign Monitor director of marketing, Lane Harbin, told CMO that while these rates may seem low, particularly given the amount of resources thrown at email marketing, email marketing remains highly effective, in fact it returns around $44 per $1 spent. 

Jonathan Cartu

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