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Report

Analysing Trends in South Africa’s Email Engagement

Analysing Trends in South Africa’s Email Engagement

Analysing Trends in South Africa’s Email Engagement

Everlytic
Pages 20 Pages

This Everlytic benchmark report analyzes nearly 10 billion marketing emails sent in South Africa during 2019 and 2020 to measure changes in email engagement across industries during the COVID-19 pandemic. It examines key performance metrics, including open rates, click-through rates, click-to-open rates, unsubscribe rates, complaint rates, and device usage. The report found that while overall open rates declined, click-through and click-to-open rates increased, indicating a smaller but more engaged audience. It also highlights growing mobile and web email usage, declining unsubscribe and complaint rates, and industry-specific trends that affected engagement. The report recommends maintaining email list hygiene, delivering valuable and relevant content, optimizing emails for mobile devices,

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