The dating industry witnessed the highest click-to-open rate at 11% in 2021 in a study that analysed over 100 billion emails across 15 industries.

The study conducted by Netcore Cloud, an email marketing solutions provider, analysed over 100 billion emails across 15 industries sent between January 2020 to June 2021. 

The results provide insights into the email marketing landscape and can guide businesses to optimise their email marketing campaigns, Netcore Cloud says.

Netcore Cloud: Dating industry surpassed average click-to-open rate

According to the study, the average click-to-open rate across all industries was 9.76%. The dating industry, however, surpassed the average by 1.24% with a click-to-open rate of 11% that indicates that recipients of dating industry emails were not only opening the emails, but were also clicking on the links and engaging with the content.

The study also revealed that the travel and hospitality industry had the second-highest click-to-open rate at 10.29%, followed by the education industry at 10.06%. The lowest click-to-open rate was recorded in the IT industry at 7.67%.

Netcore Cloud’s study further reveals that emails with personalised subject lines and content witnessed a higher click-to-open rate across all industries. The average click-to-open rate for personalised emails was 10.74%, compared to non-personalized emails, which had an average click-to-open rate of 9.26%.

The study shows that emails sent on weekdays witnessed a higher click-to-open rate than those sent on weekends. The study found that Tuesday was the most effective day to send emails, with a click-to-open rate of 10.69%, followed by Thursday with a click-to-open rate of 10.65%.

The study also delved into the email marketing performance of different types of businesses. It was found that small businesses with fewer than ten employees had the highest click-to-open rate of 10.86%. Medium-sized businesses with 11 to 50 employees had a click-to-open rate of 9.84%, while larger businesses with more than 50 employees had a click-to-open rate of 9.47%.

According to Netcore Cloud, the study’s findings provide valuable insights for businesses looking to optimise their email marketing campaigns. It is crucial for businesses to focus on personalisation and targeting to ensure higher engagement with their email content. It is also essential to consider the industry and the type of business while designing email marketing campaigns.

“Despite the rise of other messaging platforms,” Mr Kalpit Jain, Netcore Cloud Group CEO, says about the report, “email is still the real deal for reaching and meaningfully connecting with your audience. 2022 witnessed a global rise in adopting AMP emails that work as powerfully as a website or an app. The wave will continue and interactive AMP emails, hyper-personalised by the power of zero-party data, will take centre stage. To help marketers prepare for the uncertain times ahead, we have created the Email Benchmark Report 2023. Brands have a clear direction to benchmark their email marketing performance against global peers.”

The study’s findings are particularly relevant in the current scenario, where businesses are increasingly relying on digital marketing to connect with their customers due to the COVID-19 pandemic’s impact on physical interactions. With more people working remotely and spending time online, email marketing has emerged as a crucial channel for businesses to reach out to their target audience.

The study’s insights can help businesses across industries enhance their email marketing campaigns and drive higher engagement with their customers. By understanding the industry-specific trends and customer preferences, businesses can design email content that resonates with their target audience and achieves better results.