![]() While some industries, like Agencies, Real Estate, or Restaurants & Food continue to see average conversion rates of around 2%, there are many above 20% and two that even scored above 30%. The average landing page conversion rate we saw this time was 17.15%, much higher than the 2.96% we reported last time. The result? Turns out we were way too pessimistic. Since the data seemed a bit off, we decided to reevaluate our sample selection criteria (looking only at landing pages that were created in 2021, not just active) and extended the time frame for our analysis. This came as a surprise to us, especially since in our own campaigns run using our landing page creator we haven’t seen any dramatic changes. Michal Leszczynski Head of Content Marketing & Partnerships our previous report, we were bewildered by the significant dip in conversion rates across all industries. They’re definitely something you have to keep in mind when building your email marketing strategy – especially if other mailbox providers decide to make similar changes – so consider updating your automated campaigns or segmentations based on email engagement in the near future. Keeping this all in mind, it’s a bit too soon to say whether Apple’s iOS changes are making a noticeable impact. The increase we see is only around 1 to 2 percentage points, which isn’t a major one and could again be associated with the change of seasons and the launch of major campaigns such as Back to School, Halloween, or Black Friday. In September, however, we start to observe an increase in the email opens, that’s not followed by an increase in the click-through rates. They were somewhat decreasing, but not to a large extent and some of it could be associated with the slower summer season. Looking at the attached table, we can see that the average engagement metrics have been rather stable throughout the year between January and August. Now that we have this brief intro out of the way, let’s see what the data has to say about these privacy policy changes from Apple. This change started rolling out between September and November 2021. This change affects segmentations based on email engagement, time-optimization algorithms, and automated campaigns based on email open behavior in your email marketing software. When switched on, this privacy setting makes tracking email campaigns more challenging as every message is automatically opened – by Apple and not the user itself – distorting the real statistics. Michal Leszczynski Head of Content Marketing & Partnerships In 2021, Apple announced its New Privacy Policy that lets their users decide if they want their email behavior to be tracked by marketers. No matter the reasons, be sure you’re comparing apples to apples and that your own campaigns evolve as your audience evolves. Now, there may be many reasons for this, including higher competition levels, changes in social dynamics, or the fact that we’ve analyzed a larger time frame this time. However, what’s surprising is that Financial Services and Health & Beauty – industries that performed well last time – have also been placed near the bottom. When it comes to the bottom of our pack, Internet Marketing once again places last in our rankings. This suggests that despite the present challenges, audiences’ engagement doesn’t wear out over time and people are still genuinely interested to hear from their favorite brands. Interestingly, four of those also previously topped our rankings. Hit the link below to find out how to personalize your emails.Looking at our latest data it seems that we’re finally beginning to see some improvement in both opens and clicks.Īmong the top five performing industries were Nonprofits, Restaurants & Food, Automotive, Real Estate, and Arts & Entertainment. ![]() Our data shows that using personalization in email subject lines can increase email open rates by 1.3%. One tactic that we see working well is to personalize the subject line (for example by using the recipient’s name). Trying to entice readers with a catchy headline is actually not as effective as being descriptive. The first thing you can do to improve your open rate is create more eye-catching subject lines. The percentage of Apple Mail subscribers on your list will typically stay consistent, making it possible to see changes in open rate, even if the overall percentage of opens is higher than it would otherwise be. Open rate best practices still work even though Apple is giving us a hard time tracking results. Whether your current metrics are falling below the industry standards or you want to outshine the competition: here are 4 ways to start improving your email success metrics right now. ![]()
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