5 key takeaways from our Email Benchmark 2022

5 Takeaways From Email Benchmark 2022


26 May 2022 by Team ITG

The English version of our annual Email Benchmark is coming soon – to whet your appetite, here are 5 of the key takeaways from the 2022 report.

Compiled from data extracted from the 3.6 billion messages sent via CanopyDeploy in the last year, as well as a separate survey of over 150 organisations, the Email Benchmark provides comprehensive insights into the world of email marketing.

For 2022, we’ve also taken a deep dive into data privacy developments and looked at mobile marketing statistics to give a more rounded, omnichannel overview. Here are our 5 key takeaways…

  1. Data Privacy Developments

75% of survey respondents said this would change how they measure campaign success in the future. Our data shows privacy updates such as iOS15 had a big impact on open rates, with a difference of 3.5% between opens from an individual and opens from a machine (e.g. Apple servers), with the gap set to widen further as this feature becomes more widespread.

  1. Improving Clickthrough Rate (CTR)

The average CTR for 2022 is 3.63%, but how can you hit that figure (and surpass it) every time? First-party data is key – utilising UTM tagging throughout all your owned channel campaigns lets you see what content is performing well on what channel, so you can spend time working on the most effective content and channels for your business.

  1. Perfect Timing

Thursday is the most popular day to send emails in 2022, and 12pm the most popular time. While not necessarily the most effective in direct conversations, they do give an indicator of how other organisations are working. There’s no golden rule here, but to improve KPIs and content quality, keep A/B testing your comms to find the best match for your audience.

  1. Trends & Challenges

Our research respondents gave us their top 10 trends and challenges for the year ahead. In trends, data-driven marketing came out on top (unsurprisingly) with 22% of the votes. That links to the key challenge – data for a client profile – which can be a daunting prospect. Take a step back, review the data you have, and figure out how best to utilise it for your business.

  1. Benefits of Mobile Channels

With a CTR of a whopping 24.75%, SMS cannot be dismissed in your omnichannel strategy. Mobile app channel popularity has also increased by 15%, according to our survey participants, so it certainly pays to ensure that mobile marketing is a part of your long-term strategy in order to fully optimise engagement.

Dutch readers can download the Email Benchmark 2022 by clicking here, and look out for the English version coming soon!

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