Potential Customer Email Read Rates Decline in 2022: Netcore Report Reveals Key Factors
The rate at which potential customers read emails sent to them by companies and brand owners declined in 2022, according to a recent report released by Netcore Cloud, a marketing technology platform.
Netcore conducted research that examined the factors influencing how Nigerians interacted with emails from various brands throughout 2022. The findings were based on an analysis of over 2 billion emails, measuring open rates, click rates, and engagement rates.
The report highlighted a decline in email click rates compared to previous years, indicating that brands need to provide more value in their content to encourage conversions with potential clients.
The study also revealed the most effective days for email performance. Cross-promotion emails sent on Tuesday had the highest click rate at 0.28 percent. Customer information emails performed well on both Tuesday and Saturday, while general information emails were successful on Monday. Lifestyle emails generated the most clicks on Sunday, with maximum clicks on Monday and Tuesday.
The report further categorized the performance of different types of emails. Product information emails performed best on Tuesday and Saturday, with maximum clicks on Tuesday. Product marketing emails were successful on Thursday and Friday, with maximum clicks occurring on Tuesday.
Regulatory information had optimal performance on Monday, Tuesday, and Friday. Security tips received the most opens on Tuesday and generated maximum clicks on Friday. Meanwhile, special offer emails saw the highest open rates and maximum clicks on Tuesday.
Moreover, the report emphasized that emails relevant to customer segments attract higher click rates, while product-specific emails have higher engagement rates.
Netcore recommended that email marketers refrain from sending emails between midnight and 5 am and avoid scheduling important information on Sundays, unless it is of a sensitive nature.
Nisham Chabbra, the Regional Vice-President for the Middle East and Africa at Netcore Cloud, expressed his satisfaction with the publication of the company’s annual report, stating that it provides valuable insights into how Nigerian banks leverage marketing technology to enhance customer experience.
Chukwudi Nwokike, the Head of Customer Success for Netcore in Africa, highlighted Netcore’s position as a market leader in email marketing in Africa. He revealed that the company sends out over 15 billion emails annually in Africa alone through its platforms. Nwokike stressed their commitment to helping brands achieve conversions, increase return on investment (ROI), and create positive and interactive customer experiences.
In conclusion, the Netcore report shed light on the declining read rates of potential customer emails in 2022. Brands must focus on delivering content that adds value to their recipients to encourage higher engagement. By understanding the best performing days and types of emails, marketers can optimize their communication strategies and enhance customer interaction. Netcore’s research and insights provide a valuable roadmap for the future development of marketing technology in the Nigerian banking sector.
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