The past five years have brought major change to Canada’s technology landscape. New platforms emerge seemingly every day; a few thrive, while others struggle along, slowly fading from prominence. Marketers must decide where best to invest their resources to ensure long-term success - it is no easy task.
Email marketing has proven itself time and time again to be an effective messaging channel. In its 40+ years it has out lasted many of its peers and naysayers, becoming a core messaging channel for the majority of marketers. According to eMarketer, the annual email advertising market in Canada is greater than CA$32 million and is poised for steady growth. The anti-spam law, known as CASL, mobile’s rise as a consumer messaging channel, and improved targeting are sparking renewed marketer confidence in email.
Email marketing’s success has been supported by its constant evolution, creating synergies with new technologies and channels (think smartphones and social media), its relevancy with consumers, and the amount of actionable data it creates.
The challenge for many digital marketers in 2016 is how to make sense of it all. How do you find insights in your data to move the needle, improve your ROI, and continue to deliver positive results? When it comes to email, data provides an opportunity for you to create your ideal engagement scenario with your customers. The challenge is to mine your customer data for patterns, actionable insights, and ways to connect them with other data sets to help drive your marketing strategy and better resonate with your customers.
Email Marketing Benchmarks
To know how your programs are performing, and measuring up against the competition, it’s important to consistently set benchmarks. The 2016 edition of our Canadian Email Marketing Benchmark Report provides expert insight and analysis on the latest email metric trends and benchmarks. Use these benchmarks and trends to help gauge your organization’s performance.
- In 2015, open rates continued their upward trend; improving to 27.1%, up from 26.2% in 2014.
- Both click-through rates (CTRs) and unique clicks increased in 2015; averaging 5.4% and 4.0%, up from 5.0% and 3.6% in 2014 respectively.
- In 2015, the share of email opens on mobile phones outpaced desktop opens with smartphones representing 41.4% of all opens versus 40.6% for desktops.
- Deliverability is a critical factor; in 2015 average Canadian Inbox Placement Rates (IPRs) experienced sharp decreases, declining 4% from 83% in 2014 to 79% in 2015.
- Email marketing is powerful but becoming more complex. More science is being infused with the art. Marketers need to consider the impact of mobile devices, big data, consumer privacy, and the changing competitive landscape.
The 2016 Canadian Email Marketing Benchmark report is now available