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A new benchmark report on email marketing reveals some interesting and potentially revenue-driving results for professionals in the built environment industry.
Campaign Monitor's Email Marketing Benchmarks for Australia Report has analysed millions of email campaigns by Australian organisations to help marketers and business owners determine if their strategies are truly working.
The figures have been broken down by industry as well as day, providing comprehensive insight into what works, and what doesn't.
Good news for those in construction, contracting and manufacturing: the industry received the fourth-highest open rate. At 28.1 percent, it sits comfortably higher than the average open rate of 19 percent. Engineering, architecture and design weren't far behind at 24 percent, while real estate, design and construction activities came in just above average at 20.3 percent.
It's not all bad for the last group though. At 3.8 percent, the industry tied for third-highest click-through rate (the rate at which recipients click links or images in the email), on Sundays. That doesn't beat the 4.3 percent rate it averages on a Tuesday - typically the best day for email opens and click-throughs across all the fields covered - but with the other two industries (and many others) failing to perform over the weekends, real estate, design and construction activity emails are far more likely to receive attention if sent two days earlier.
Construction, contracting and manufacturing emails sent on Fridays received a click-through rate of 5.6 percent, over twice the 2.7 percent average, and the highest rate seen by any industry on any day. Why this is the case is only a matter of speculation - perhaps Fridays tend to be quieter, and so recipients have more time to peruse their inbox.
Whatever the reason, these benchmarks have the potential to help industry professionals recognise the strengths and weaknesses of their own campaigns. Each organisation's audience is different, so mimicking what works in the report won't necessarily equate in results. Still, it provides interesting guides by which to test and refine strategies to grow email lists - a consistently useful weapon in any organisation's arsenal.
To read the full report, click here.
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