Online Dating and OTT services have proven to be the industries that generate the highest levels of email spam complaints. Research carried out for the Email Benchmark Report 2022 showed that online dating and OTT had the most spam complains, with almost 30 emails every 10000 emails sent. Job portals and the travel industry also feature in the third position with 14 emails getting complaints on Gmail on an average for every 10000 emails sent. Since Gmail is highly sensitive to spam complaints in determining inbox placement, they play a significant role in sustaining deliverability.
The average open rate for emails across industries diminished to 8.7 percent, possibly due to fatigue built up by continued lockdowns and extended stay-at-home periods. According to Netcore Cloud’s 2020 COVID survey report, 40 percent of users had stopped checking their emails during the first lockdown. Some sectors like insurance (the highest open rate at 16.2 present) and online pharmacy (15.1 percent) saw strong open rates as people purchased more life insurance and opted for contactless medicine and healthcare equipment during the pandemic. E-commerce (11.5 percent) too saw better open rates as volumes of online shopping surged.
Kalpit Jain, group chief executive officer, Netcore Cloud, said, “In the last couple of years, personalisation has been identified as a key strategy for brands to create a more effective and relevant experience for consumers. However, the manner by which personalisation has been approached is witnessing an evolution with each passing year.”
The Email Benchmark Report also investigated the best ways to connect via email from a marketeer’s perspective. The report found that Friday is the best day of the week for getting high engagement on campaigns, while the worst day of the week to send a campaign is Sunday. However, this differs from industry to industry. While Sunday seems to be a perfect day to send an email across for MedTech, Monday works best for e-commerce, denoting that people like to kickstart the week by investing in their shopping aspirations. Travel companies make the most of Fridays to offer cheap deals for customers looking for a weekend getaway or short trips.