At what time is the click rate highest? Which are the most popular email clients? Are mailings also opened on weekends? These and other questions about the performance of their mailings concern every email marketer in the B2B sector. This blog article provides the appropriate answers: Based on the Inxmail Email Marketing Benchmark 2020, Eva Hahnelt from our partner Inxmail summarizes the most important findings for the B2B target group.
The study examines important key figures in email marketing: sending frequency, opening rate, (effective) click rate and bounce rate. It draws on a database of around three billion anonymized emails from more than 170,000 mailings sent nigeria number data via Inxmail Professional in the DACH region in 2019. The results are usually the median of the key figure examined. We will take a closer look at the individual evaluations specifically for the B2B sector below:
mailing
On average, three mailings per month were sent to B2B recipients in 2019. By comparison, B2C recipients received more than twice as many emails, with an average of seven mailings.
- By month : Towards the end of the year, a slightly increasing trend was evident – not surprisingly thanks to Christmas and shopping holidays such as Black Friday.
- By weekday : Thursday was the mailing when customer experience can make the difference `day par excellence in 2019. B2B senders carried out almost a quarter (23.1 percent) of their mailings on this weekday. On the weekend, however, almost no mailings were sent to business customers.
- By time : Most mailings were sent between 9 a.m. and 12 p.m. At 41.1 percent, the sending frequency reached its highest value in the B2B target group during this time window. Hardly any mailings were sent between midnight and 6 a.m. or between 9 p.m. and midnight.
open rate
More than a quarter of all emails sent last year were opened by the recipients. To be more precise, 27.2 percent were opened in the B2B sector and 27.5 percent in the B2C sector.
- By month : Seasonal celebrations had an impact on the opening rate. In the months before Carnival, Pentecost and especially Christmas, recipients clicked “Open” particularly often. During the national holiday periods, however, the average opening rate was below the annual average.
- By weekday : Only a few B2B companies sent emails on the weekend. But their strategy was successful: the opening rate was 2.3 percent above average. Emails sent on Wednesdays tended to be less successful.
- By time : Here too, the courage to send mail at unusual times paid off in the business customer sector: only a few senders with a B2B target group sent their mailings at night. However, nighttime mailings between midnight and 3 a.m. had above-average opening rates of 36.4 percent.
click rate
The click rate averaged 3.4 percent in 2019. The the B2B Sector and B2C sectors were both similarly successful.
- By month : Over the course of the year, the click rate of the mailings examined remained relatively constant.
- By weekday : Only a few B2B senders sent kuwait data their mailings at the weekend. However, they were particularly successful on Saturdays, with a click rate of 5.6 percent. The click rate on Sundays was also above average at 4.1 percent.
- By time of day : With a click rate of 8.9 percent, B2B mailings sent between midnight and 3 a.m. were almost three times as successful as the average. In contrast, the performance of mailings sent between 6 p.m. and midnight was rather low (2.2 to 2.5 percent).