Last year, reports were created quarterly on email delivery and engagement stats from some of Omeda’s largest senders. Insights from Q1 and Q2, Q3, and Q4 were provided to give our clients further understanding of their personal email engagement campaigns compared to other B2B industry professionals.
Moving into 2019, we are continuing the analysis and have added some additional clients to the mix. The 3 new clients were appended to the analysis since they began their partnerships with Omeda in late Q3 or Q4 of 2018. With new client conversions, the first area of interest always surrounds the initial impact to the open and click rates. We are looking forward to seeing their performance over this first year.
These statistics are still split out based on newsletters versus third party/sponsored sends because the emails see very different responses from receivers. Additionally, we added information on Digital Magazine email engagement results in order to continue providing more feedback and points of reference.
Looking at all three areas of email engagement data pulled, it is interesting to note that there isn’t a trend across all the clients for which type of email performed best. For some clients it was third-party, others it was enewsletters, and for one it was the digital magazine emails. This is a great example that every brand has its own audience with unique behaviors. Exploring how your audience behaves is a great way to identify strong strategies to interact with them in the future. Don’t forget to watch the video from OX3 where one of our clients detailed how removing their unengaged customers actually increased their open and click rates.
[table id=15 /]
[table id=16 /]
[table id=17 /]
To note: the Category of Total Send Volume column has also been added for this quarter to display the size of these companies’ send volume relative to the top ten clients featured. Using the sum of sends over newsletter, third-party and digital magazines, each client’s total number of emails was calculated. The clients were then grouped into high, higher and highest senders relative to one another.
