By Chiazo Ogbolu
Lagos – Netcore Solutions, a global marketing solutions provider, on Wednesday highlighted key metrics that brands should track to get the best out of customer emails.
The Client Success Manager, Mr Chukwudi Nwokike, said in a statement in Lagos that the key metrics were got from a 2020 research compiled by the Netcore Solutions.
He noted that the email channel played a major role in 2019, saying that over two billion e-mails were sent out from the organisation’s platform in Africa alone.
According to Nwokike, in Nigeria, there is a growing need by organisations and brands to communicate with customers via emails.
He said unlike traditional marketing, a clearer and more specific message could be disseminated directly to the target audience on their devices through emails.
He added that there were integrations and tools put in place in emails to seamlessly track customer engagement through open and click rates.
“The report highlights important metrics that were reviewed and used as a yardstick for monitoring email behaviour in Nigeria, including but not limited to exclamation marks, question marks, subject line length.
“It also points out that the two important metrics which brands should take cognizance of before sending out emails to prospects and customers are open rates and click rates,” he said.
He said that why people open emails should be an important question every brand must understand before sending out emails.
“In this comprehensive report, one billion emails were analysed in various ways which matter to businesses and user behaviours, including the subject line in emails and the category of emails sent.
“Others are the best day of the week to send out emails and the best time to have emails sent out to the target audience which will, in turn, boost the open and click rates,” he said.
According to him, with over two billion emails sent out in 2019, over 20 per cent of emails are opened on Saturday.
He added that emails had the highest engagement from customers on Wednesdays and Saturdays.
He noted that automated emails were gradually gaining prominence.
He also said that sending relevant emails was more important than the frequency of emails sent out.
“We want to advise marketers in 2020 that it is important to take Gmail delivery seriously to see improved engagement because 73 per cent of email subscribers who engaged in emails sent out are Gmail users.
“The attention span of the average reader is short, and Nigerians are not left out,” he added.