Are Emails Still Relevant? This Study Has an Answer

Emails used to be a truly revolutionary way for people to get in touch with one another. They made it so that written communication could be sent instantly via the internet, and suffice it to say that it allowed people to become more connected than ever before. The rise of social media has resulted in some people assuming that email is not as efficient or desirable as it used to be, but is that actually the case? A report released by Campaign Monitor provides some answers.

One thing to note about the information contained within this report is that it revealed a decrease in click through rates. The pandemic created a lot of changes with respect to communication in general, so it should come as no surprise that email click through rates decreased by around 0.3% and now sit somewhere in the range of 2.3%. This year on year decrease is not all that concerning since most forms of communication saw a bit of a decrease in engagement and this is in line with that overall trend.

Apple’s MPP (Mail Privacy Protection) also had a bit of a negative impact on emails. Click to open rates saw a hefty 3.6% decline year on year, and the percentage of click to open is now at around 10.5%. That’s still relatively high though, and while both MPP and the coronavirus pandemic has wreaked a bit of havoc in the world of emails, it should also be noted that there are certain metrics where some positive movement has been seen which goes against the trends that some may have been predicting.

Email open rates are actually increasing. They grew by 3.5% to get to 21% overall. The education field is one that sees the most effective use of emails with a 28% open rate. That’s 7 percentage points higher and the average, and it proves that while emails might not be everyone’s cup of tea, they can still be useful in a wide range of contexts. It also depends on the day in which an email is sent, with Tuesdays and Wednesdays seeing the highest click to open rates and Saturdays and Sundays being the least effective days with the rates falling slightly during them.
Read next: Marketing AI is Most Useful in Emails, New Study Reveals
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