The report, obtained by newsmen, shed light on various factors that influenced how Nigerians interacted with and engaged with emails from different brands throughout the year.
Netcore Cloud's thorough analysis of the two billion email conversations was conducted using three essential metrics: open rates, click rates, and engagement rates.
The findings indicated that email click rates experienced a decline compared to previous years. This decline signifies the need for brands to enhance the value of their content to encourage higher conversion rates among recipients.
It stated, “The key metrics are, open rates, click rates, and engagement rates. The report listed that email click rates are on the decline as compared to previous years which means that various brands need to provide more value in their content to encourage conversions.”
The report also highlighted the best days that emails performed best.
It stated, “Cross-promotion emails sent on Tuesday performed best with a click rate of 0.28 per cent, customer information emails on Tuesday and Saturday, general information email on Monday, and lifestyle emails on Sunday with maximum clicks on Monday and Tuesday.
“Product information performed best on Tuesday and Saturday but had maximum clicks on Tuesday, product marketing on Thursday and Friday with maximum clicks on Tuesday.”
The report added that regulatory information had maximum performance on Monday, Tuesday, and Friday, security tips had maximum opens on Tuesday with maximum clicks on Friday while special offer emails had maximum opens on Tuesday and maximum clicks on Tuesday.
According to the report, emails that were relevant to customer segments attracted higher click rates, while those specific to products had higher engagement rates.
The report urged email marketers to avoid sending emails in the middle of the night or early hours of the day between 12 am to 5 am, and sending out important information on Sundays except it was sensitive.
“The best time to send an email is between the hours of 8 pm to 3 pm,” it stated.
In the report, the Customer Success Head for Netcore in Africa,
Chukwudi Nwokike, said, “Netcore, a market leader in email marketing in Africa, sends out over 15 billion emails annually in Africa alone from our platforms..
