2020 Email Marketing Benchmarks Report

This document is a benchmarks report analyzing email marketing trends in South Africa for the year 2020, comparing them to the previous year, 2019. The report outlines key findings regarding open rates, click-through rates, unsubscribe rates, and complaint rates. It notes that overall open rates decreased in 2020, while engagement metrics such as click-through rates increased, indicating a shift in user behavior during the pandemic. The report highlights industry-specific trends, particularly in technology, education, and tourism, noting anomalies in email engagement. The methodology section explains the approach taken for data collection and analysis, emphasizing the importance of maintaining email list hygiene to improve engagement. The report provides detailed statistics and insights into various industries, offering a comprehensive view of the email marketing landscape during a challenging year. It serves as a resource for businesses to benchmark their email performance against industry standards.