There are some simple things you can do today to get the most out of your holiday email campaigns.
Many things have changed about email in the past year. While engagement increased since the pandemic began, Apple’s recent updates to email privacy have caused email marketers anxiety.
Apple’s Mail Privacy Protection prevents senders from tracking information about people who open their emails, thus rendering open rates obsolete. Not knowing how many clicks your subject line got can be confusing. However, open rates are not your only engagement metrics. Clicks and conversions tell a better story about what your audience wants. Constant Contact has superior delivery and open rates, as well as resends to those who don’t open it the first time.
With the holiday season approaching, it pays to take a closer look at your email engagement. How many people click through your content? Once they land on your website, how many hit the “Buy” button?
If these numbers are low, there are ways to help them increase.
What is good email engagement?
First, let’s see what good email engagement means in 2021. Benchmarks differ, but across all industries, good click rates range between 2 percent and 2.60 percent. As for the average return on investment (ROI), it ranges between $38 and $57, depending on the industry and the efforts invested.
Whether your metrics hover around these stats or not, you definitely want to maximize your email results. So let’s get into some tried and tested ways to increase email engagement.