• by Ray Schultz , Columnist, June 16, 2022

Email senders are having a good year, judging by What’s Next For Email in 2022?, a study released Thursday by Moengage.  

The study apparently restricts itself to metrics that saw an improvement — although the point of comparison is unclear — and to emails sent on the Moengage platform. But many metrics saw an uptick in the four sectors examined.  

With shopping, brands achieved a 96.2% delivery rate in broadcast emails, an 11.2% click-to-open rate, a 19.4% unique open rate, a 0.6% CTR and 1.2% conversion rate. 

In contrast, behavior-based emails — scheduled and event-based emails — generated the following rates:

• Unique opens — 22.2% 
• Click-To-Open Rate — 14.1% 
• Unique CTR — 2.9%
• Conversion Rate — 5.2% 

Personalized emails performed as follows:

• Unique opens — 24.9%
• Click-to-Open Rate — 20.5%
• Unique CTR — 15.5%
• Conversion Rate — 3.2%

Journey-based emails — communications based on the customer’s actions, preferences, behavior, location and other attributes — enjoyed a 1.8% unique CTR and an astounding 26.1% conversion rate. 

Now let’s look at the Banking & Fintech industry. In general, email senders saw a 98.5% delivery rate with broadcast emails, a 18.3% unique open rate, 7.5% click-to-open rate and a 1.7% conversion rate. 

But again, the results varied according to email type. Not all metrics are reported in each instance:

Behavior-Based

• Unique opens — 18.9%
• Click-to-Open Rate — 23.8%
• Conversion Rate — 23%

Journey-Based

• Click-to-Open Rate — 15.8%
• Conversion Rate — 10.4%

Personalized Email

• Unique Opens — 24.9%

Meanwhile, the Media & Entertainment business garnered a 99.6% delivery rate with broadcast emails and a 0.4% unique open rate, a 7.9% click-to-open rate and a 10.% conversion rate. Drilling down, brands saw these variations:

Behavior-Based

• Unique opens — 1.4% 
• Click-to-Open Rate — 11.2% 
• Conversion Rate — 17.6% 

Journey-Based

• Unique opens — 2.2% 
• Click-to-open rate — 8.8%
• Unique CTR — 8.2% 
• Conversion rate — 18.8% 

Personalized Emails

• Unique Opens — 27.1% 

Lifestyle emails presumably were flat. The study reports only that broadcast emails hit a 99.3% delivery rate, while 8.2% achieved a unique open rate, 10.6% had a click-to-open rate, 0.8% had a unique CTR and 11.9% conversion rate. 

The takeaway?

"Broadcast, or 'blast' emails, are a thing of the past,” says Raviteja Dodda, CEO and co-founder of MoEngage, which offers services in the areas analyzed in the study. “Customers are now actively searching for and responding to emails tailored to their specific customer journey, segmented for their behavior and personalized to their preferences."

Moengage analyzed data from 5.3 billion emails sent on its platform in North America, Europe, the Middle East and Africa (EMEA), India, and Southeast Asia between August 1, 2021, and February 28, 2022.

This report focuses only on North American results.