Later, the brand may send loyalty program emails or re-engagement emails based on how that customer interacts with the brand over time, working to keep them engaged or cleaning them off your list, if it comes to that.These emails have a 58.58% average open rate. Then, the brand sends out post-purchase emails to gather reviews or try to win more business from that customer-growing the customer’s lifetime value (CLV).Once a purchase finally happens, a brand needs to keep the new customer updated on where their package is and when it will arrive.Over time, as that potential customer browses products or adds them to their cart, a company sends browse abandonment or cart abandonment emails-with 52.85% and 50% average open rates, respectively-to stay front and center in the potential customer’s mind and inbox.From there, the brand sends welcome emails-which have a 50.69% average open rate-to introduce the potential customer to the brand, why they exist, what they believe in, and what they sell.A brand uses paid advertising to drive potential customers to their site, then collects an email address.Here’s how an average email marketing funnel works-all stats pulled from Klaviyo’s email marketing benchmarks by industry report for Q122: ![]() The ability to directly talk to and engage with more than 30% of your audience is one of the biggest benefits of email marketing. ![]() The ability to directly talk to and engage with more than 30% of your audience is one of the biggest benefits to email marketing. ![]() Those numbers go up when you segment your lists and email more relevant messages to your audience, regularly clean your list, and make your unsubscribe options clear and easy to use. Still, the average email open rate today is 31.44%, which is pretty good when emailing your list.
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