Blast emails ‘no longer relevant’ says report that examined more than 5 billion emails

These are the findings from the latest Email Benchmark Report 2022 released by MoEngage, a customer engagement platform.

The report is designed to provide marketers with insightful findings about consumer email behaviour and strategic benchmark approaches to successful click-through rates, 

The report closely examined more than 5.3 billion emails sent between August 2021 and February 2022 across banking, fintech, entertainment, shopping and lifestyle services. 

“The key outcomes of the report pointed out that broadcast or ‘blast’ emails are no longer relevant for effective customer engagement,” said Raviteja Dodda, CEO of MoEngage.

“Customers, in fact, enjoy and respond to emails tailored to their customer journey, segmented for their behavior and personalised to their preferences.”

Dynamic personalisation allows a brand to automatically create a dynamic group of products for each customer. Each item in the product set is intelligently identified to match the customer’s interests, preferences or behaviour. 

These products can be filtered based on attributes like price range, favorite category, discount range, etc. This type of email works well because customers prefer timely recommendations on products, such as a payment reminder, a promotion, or a special cashback offer.

With a customer-journey approach, customers don’t convert right away. They take a small series of micro-steps that move them closer to the end goal, usually conversion.

“As a marketer, you have plenty of opportunities to engage with the customer along their journey, but messaging at these touchpoints needs to be tailored to their lifecycle stage,” added Dodda.

“When a customer has first found out about your brand, you can send them messages about an upcoming new TV show or article to peak their interest. When they’ve made a payment or subscribed, you can send them transactional messaging to confirm their payment status.”