GartnerforMarketersDigitalIQ:EmailBenchmarks2021ByEvanBakker,SarahXuDigitalIQ:EmailBenchmarks2021Gartner’semailmarketingbenchmarksmeasureB2BandB2Cbrandsfromsixindustriesandranktheirperformance.DigitalmarketingleadersshoulduseGartner’semailbenchmarkstokeepapulseonthesuccessfulstrategiesandprioritiesofleadingbrandsinandoutoftheirindustry.EvanBakkerPrincipal,ResearchSarahXuSpecialist,ResearchPublished7September2021-IDG00741609GartnerforMarketersFollowUsonLinkedInBecomeaClientExcerptofafullresearchnote;availableforlimiteduse2DigitalIQ:EmailBenchmarks2021IntroductionEmailmarketingisafundamentaltouchpoint,butit’sratedbydigitalmarketingleadersasoneoftheleaste?ectivechannelsindrivingconversion.Thecause?Marketerslosttheirgriponemailpersonalizationamidthecustomerchurnandrapidlychanginghabitsofthepandemic.Strugglingbrandswentforquantityoverqualityandsentgenericproductemailblasts,whileleaderscontinuedtoactivatetheircustomerdataanddrivesegmentation,yieldinghighengagement.Facingcross-industrychallenges,digitalmarketingleaderscan’ta?ordtosilocomparisonswithinasmallsetofclosecompetitors.Facingcross-industrychallenges,digitalmarketingleaderscannolongera?ordtocomparetheiremailmarketinge?ortstojustasmallsubsetofcompetitors.Instead,digitalmarketingteamsshouldlooktoleadersinsideandoutsideoftheirindustrytogleaninsightsintohowleadingbrandsareengagingandconvertingaudienceswithhighlytargetedemailcampaigns.Gartner’sDigitalIQ:EmailBenchmarksfor2021servesasacriticalstartingpointformarketingteamslookingtocaptureagreatershareofconsumerattentionwhilenavigatingthesenewandevolvingchallenges.Ourcross-industrybenchmarksmeasureandcomparetheemailmarketingperformanceofnearly1,200brands.Brandsarescoredandrankedalongsideeachothertouncoverthetopdigitalmarketersacrossthefollowingsixindustries:?Consumergoods?Financialservices?Healthcare?Manufacturingandnaturalresources?Retail?TravelandhospitalityGartnerforMarketersFollowUsonLinkedInBecomeaClientExcerptofafullresearchnote;availableforlimiteduse3DigitalIQ:EmailBenchmarks2021UseGartner’sEmailBenchmarksasYourStartingPointforImprovingEmailPerformanceDigitalmarketingleadersshouldusethisresearchasastartingpointforimprovingemailmarketingperformance(seeFigure1).Startwithusingthisdocumenttobenchmarkyourperformanceagainstbothin-categoryandout-of-categorypeers,representingsixindustriesand15subindustries.Usethesebenchmarksasthefoundationofyouroverallemailmarketingjourney.Intheshortterm,identifyandimplementthetacticalimprovementsthatarepossiblewithincurrentmarketconditionsandtransformationstakingplaceintheemailmarketingindustry.Long-term,craftavisionforyouremailmarketinge?ortsthataccountsforfuturedisruptionsinthewaycustomerdataisdeployedincampaignandmessagetargeting.Figure1.GartnerResearchRoadmapUseOurBenchmarksUnderstandtheMarketMakeTacticalImprovementsCraftYourMarketingStrategyDevelopYourLong-TermVisionIdentifyleadersinandoutofyourindustryandcomparetoyourownperformance.Trackmajortrendsacrossplatformsandstayuptodateontheimpactofprivacychangesonsocialmarketing.Learnthebasicsofsocialmarketingonkeyplatformsandhowtoleveragecontente?ectively.Respondtochangesinconsumertrends,socialcommerce,andemergingplatforms.Planforthefutureofsocialcommerce,emergingplatformsandnewformsofsocialcontent.YouAreHeren=350digitalmarketingleadersQ:Inthepast12months,whicharethemoste?ectivechannelsatmeetingorexceedingtheobjectiveforeachactivity(conversiontosales)?Source:2021GartnerDigitalMarketingSurveyGartnerforMarketersFollowUsonLinkedInBecomeaClientExcerptofafullresearchnote;availableforlimiteduse4DigitalIQ:EmailBenchmarks2021KeyFindingsRecommendations?Retailisthetop-performingindustryoverall,whilefinancialservicesistheleaderinopenrates.Brandsfromtheseindustriescomprisenineofthetop10brandsoutofnearly1,200.Toenhanceyouremailmarketingstrategyandexecution:?UseGartner’semailbenchmarkstokeepapulseonsuccessfulstrategiesandprioritiesofcross-industryleaders.?Top-performingbrandsandindustriesinthebenchmarkarecommittedtoscalingtargetedcampaigns.Financialservices,forexample,sendsemailstojust4.7%ofsubscribersonaverage—representingthemostcustomizedmessagingofanyanalyzedindustry—andhasthehighestweightedaverageopenrateat27.1%.Brandswithacutesegmentationcreatevirtuouscyclesofcustomerdatacollectiontocontinuallyimproveperformance.?Buildastrongercustomerdatapipeline,orbetterharnessexistingdata,tosteercampaignstowardspecificcustomersegments.?Supportreachandengagementgoalsbydeployingshort,concisesubjectlineswhenblastingcontentatawideaudienceandmoredetailed,specificsubjectlinesreflectiveofarelevantinsightwhentargetingnarroweraudiencesubsets.?Leadingbrandsthreadpersonalizationintotheiremailcontentstrategies,synchronizinglongersubjectlineswithmorenarrowtargeting.Longer,moredetailedsubjectlineswithmorethan70charactersperformascompetitivelyasthosewith11to20charactersduetomoresophisticatedaudiencesegmentation.GartnerforMarketersFollowUsonLinkedInBecomeaClientExcerptofafullresearchnote;availableforlimiteduse5DigitalIQ:EmailBenchmarks2021AnalysisMarketersAren’tGettingEnoughMileageOutofEmailFigure2.MostE?ectiveChannelsatConversiontoSalesAnaverageof44%ofmarketersacrossindustriesusedemailmarketingtosupporttheirdigitalmarketingstrategyoverthepast12months,accordingtoGartner’s2021DigitalMarketingSurvey.Thismakessenseconsideringanemailaddressisavaluablepieceoffirst-partydatathatenablesmid-tolower-funnelengagementopportunities.Thisallowsemailtoearnitsshareofmarketers’attentionagainstsophisticatedthird-partychannelslikedigitaladvertisingandsocialmedia.SocialmarketingDigitaladvertisingIn?luencermarketingMobilemarketingWebsite65%63%58%57%56%Evenwhileotherchannelsgrowinsophistication,emailenduresasanowned,first-partyassetandisrelativelyimmunefromsuddenchangesintherulesofthemedialandscapethathavedominatedtheheadlines(seeGoogletoDropCookies,butStillHoldtheCards).SEO54%52%50%Out-of-homemediaTelevision,radioand/orprint…Partner/channelmarketingDirectmail…50%49%49%Butthatstayingpowerandreliabilitydoesn’tmeanemailmarketingiseasy.Top-of-funnelchannelslikesocialmarketinganddigitaladvertisingareseenasthemoste?ectiveatconversiontosales,citedby65%and63%ofdigitalmarketingleaders,respectively,whileemailmarketingfelltowardthebottomat47%(seeFigure2).Marketers’struggletodriveconversiondeeperinthefunnelbegsforrenewedscrutinyonemailtactics,regardlessoftheirmaturityonthechannel.EventmarketingPaidsearch47%EmailmarketingIn-storemediaCallcenter47%46%43%n=350digitalmarketingleadersQ:Inthepast12months,whicharethemoste?ectivechannelsatmeetingorexceedingtheobjectiveforeachactivity(conversiontosales)?Source:2021GartnerDigitalMarketingSurveyGartnerforMarketersFollowUsonLinkedInBecomeaClientExcerptofafullresearchnote;availableforlimiteduse6DigitalIQ:EmailBenchmarks2021TheRoadBackBeginsWithCustomerDataandPersonalizationTheunderlyingissueisthatmarketersaren’tmakingfulluseoftheircustomerdatacomparedtoprioryears.Theshareofoverallanalyzedemailsthatweretriggeredbasedonapastactivitydeclined25%yearoveryearinthesecondhalfof2020.Marketersaremissingoutonhigherengagementintheprocess;theretargetingemailssentlastyearyieldedan11%openrateliftonaverage.Nevertheless,marketersunderstandtheusecaseforcollectingcustomerdata.Personalizingmarketingcommunicationsforchanneloutreachisthemainreasonthatmarketerscollectcustomerdata,aheadofcustomeranalysisorrecommendationengines.Butmarketershavebeenneglectingapowerfultooloverthepastyear.Oncelockdownswereinitiatedandcustomerhabitschangeddrastically,marketerstriedtoincreasenewsaleswithmoregenericproduct-basedemailblasts.Althoughthiscontentisstillimportantforreachandexposure,itdoesnotalwaysgeneratethelevelofengagementthatcanpromiseclick-throughandsubsequentsales.GartnerforMarketersFollowUsonLinkedInBecomeaClientExcerptofafullresearchnote;availableforlimiteduse7DigitalIQ:EmailBenchmarks2021Meanwhile,thesendvolumeofmore-targetedcampaigntypesallstayedlowerthanpreviouslevels,includingtriggercampaigns,whichweredown26%inthesecondhalfof2020yearoveryear.Thisindicatesmarketersweren’tabletoactivatetheircustomerdatatothefullest,oftenbecausemanyexistingdatasourceswereinperil,outofdateorinvolvedaskingforsensitivecustomerinformation(seeDataPrivacyBestPractices:HowtoAskCustomersforInformationDuringthePandemic).Figure3.WeightedAverageOpenRatevs.PercentofListbyIndustryJan-Dec2020Non-D2CD2C30%FinancialServicesHealthcareManufacturing&NaturalResourcesTravel&HospitalityRetailConsumerGoodsLeadingsectors,predominantlythosewithdirect-to-consumer(D2C)salesmodels,sendrelativelysegmentedemails,whereaslaggingindustriesarestrugglingtonarrowtheirtargetingtodriveincreasedrelevance.Financialservices,forinstance,sentemailstojust4.7%oftheirsubscribers,onaverage,andgenerated27.1%openratesin2020—thehighestofanyindustry(seeFigure3).Meanwhile,consumergoodscapturedjusta17.8%openrate,sendingtooverone-thirdoftheirsubscribersonaverage.Brandsinindustrieswithalackofinputsfortargetingneedtofindwaystoclosethisgapthroughbaselinetacticslikeactivationofimplicitdata,followedbyprogressivedatacaptureacrossthefunnel,includingpostpurchase.Otherssellingalimitednumberofproductsneedtoworkhardertodevelopcontentthattheycanusetoattractcontactstoengage.15%0%40%20%0%AveragePercentofListn=708,907emailsfrom901brandsSource:GartneranalysisofeDataSourcedataNote:PercentofListisdefinedasthepercentageofthesendingdomain’sprojectedlistsizethatreceivedthisparticularcampaign,definedbythecombinationofSubjectLine+Date(i.e.,thesegment).Thisisameasureofhowtargetedtheemailis.GartnerforMarketersFollowUsonLinkedInBecomeaClientExcerptofafullresearchnote;availableforlimiteduse8DigitalIQ:EmailBenchmarks2021Broadeningthismandate,digitalmarketingleaderscannotconsideremailinisolation,butratheraspartofamultichannelecosystem.Thebestwaytobreakdatabottlenecksistoaskcustomersforinformationwhenthey’remostlikelytoprovideit,whichincludesmobileapps.Answersgiveninthequestionnaireproducetailoredcontentforusers.Inthiscase,auserwhoidentifiedthemselvesassavingforahomereceivedanemailwithaplanforworkingtowardthatgoal.Thissupportsfutureemailcommunications,givingmoretargetedsupportandamorepersonalcustomerexperiencebasedonadditionaldata.Indeed,thebanksaw26%year-over-yeardigitalsalesgrowthinthesecondquarterof2021,with85%and77%ofmortgagesanddirectvehicleloanscompleteddigitally,respectively.Forexample,BankofAmerica—theNo.1brandinthisstudy—usesitsapptocollectgranularcustomerdata,capitalizingonthefactthatappuserstendtobeamongthemostengagedandloyal.BankofAmericacollectsdataaboutsavingsplanpreferencesviaanAItoolwithinitsapp(seeFigure4).Figure4.BankofAmericaAccountandEmailPersonalizationAI-DrivenPersonalInsightsQuestionnairesPersonalizedEmailsSource:BankofAmericaGartnerforMarketersFollowUsonLinkedInBecomeaClientExcerptofafullresearchnote;availableforlimiteduse9DigitalIQ:EmailBenchmarks2021SynchronizeDetailedSubjectLinesWithMoreRefinedTargetingMarketersneedtocarrythispersonalization-firstmindsetforwardtotheirsubjectlines.Theonlyfactorseparatinganopenedemailfromanunopenedoneisthesubjectlinetextonthescreen,andtherefore,marketersneedtosendaclearsignalofwhat’sinside.Marketersmustbalancetheirapproachtocopylengthbydividingtheircampaignsintoreachvs.engagement.Marketersaimingforbroadreachwithaparticularcampaignshouldstillbebriefintheirsubjectlinestoavoidlosingtheinterestofvastswathsofrecipients.However,ifthegoalisengagementonanarrowsubsetofcustomers,marketersmustsignalthatwithclear,specificcopy.Retailbrandlululemonathletica,forinstance,combinesitscustomerdataplatformwithanemailvendorthatspecializesincontentvariantsbasedondatafields.Thisallowsittosendtemplatedemailswithdynamicsubjectlinesandcontentthatadaptsbasedonpriorbrowsingandpurchasebehavior.Thebigsurpriseisthatleadingindustriestendtodeploylongersubjectlines,buckingthetraditionalnotionthatshorterisbetter.Financialservices,whichhasamplecustomerdatatoutilize,sendsemailsover55charactersinlengthonaverage,butstillcommanded31%openratesfromthesecondquarterof2020tothefirstof2021.Consumergoods,meanwhile,pitchescampaignsusinglessthan40charactersonaveragebutseesonly20%openrates.What’sgoingonhere?Theansweristhatlongertitlestendtoincludemoretargetedinformation,whichturnsouttobeaboontoperformance.Marketerswiththemostdataareinfusingitintheirsubjectlinesbyspecifyingtheproduct,theuser’srewardsstatus,locationandmore.Thismeanslongersubjectlinesaree?ectiveaslongastheyalignwithmoresophisticatedtargeting.Customersappeartotoleratelengthytitlesifit’srelevantandusefultotheirwindingdigitaljourney.Acrossindustries,subjectlines71charactersandabovegeneratea23.3%openratevs.23.2%amongtitles11to20characterslong.Thoselongertitlescompensatefortheaddedtextbysendingtojust9%ofsubscribersonaverage,comparedto21%inthe11to20charactersband.Thisdoesn’tnegatetheneedforconcisetitles,butitsignalsthatrelevanceisavaluablecurrencyintoday’snoisydigitallandscape.Therefore,marketerswhoaresendingtargetedemailscansendlongersubjectlinesifitincludesrelevantinsightsforthecustomer.GartnerforMarketersFollowUsonLinkedInBecomeaClientExcerptofafullresearchnote;availableforlimiteduse10DigitalIQ:EmailBenchmarks2021SaksFifthAvenuedemonstratesthisbalancingact.Theretailersentageneric75%o?discountemailwithabrieftitledescribing“brightstylesforeveryone.”Theemailcapturedarelativelylow19.2%openrate;however,itwassenttoalmost70%ofsubscribers,translatingtoahighnumberoftotalopens.Inanothercase,theysentanarrowlytargetedemailwithadetailedtitleaboutapricedroponaparticularsizeofclothingcustomershadbrowsed.Thisevent-triggeredemailhadamuchhigheropenrate,albeitwithasmallerrecipientpool.Bysynchronizingdetailedcopywithsophisticatedtargetingandshortercopywithwidereachcampaigns,SaksFifthAvenueisabletofulfillgoalsofengagementandreachsimultaneously(seeFigure5).Figure5.SubjectLineOptimizationSaksFifthAvenueDiscountEmailCampaignsGenericDiscountHyper-RelevantRetargetingUpto75%o?brightstylesforeveryoneWejustloweredthepriceonGirls'Size2-16Clothingyou'llloveOnepointofcautionisthatmarketersriskcreatingconfusionwithbrieforgenerictitles,eveniftheygenerateanaverageopencount.Marketersmusttrackdeepermetricslikeclick-throughandconversiontoseeifbroadcampaignsresonateoriftheircustomerbaseprefershelpful,event-triggeredmessaging.vs.Characters:55Pct.oflist:0.31%Openrate:50%Characters:33Pct.oflist:69.6%Openrate:19.2%Source:GartneranalysisofeDataSourcedata;SaksFifthAvenueGartnerforMarketersFollowUsonLinkedInBecomeaClientExcerptofafullresearchnote;availableforlimiteduse11DigitalIQ:EmailBenchmarks2021RankingsIndustryRankingsforEmailPerformanceFigure6.Email:ScoreDistributionbyIndustryTier2Q20-1Q21Industryrankingsshowtherelativeperformanceofthesixindustriesintheemailbenchmark(seeFigure6).Digitalmarketingleadersshouldusetheseindustryrankingstodrawlessonsfromtheindustrieswiththestrongestperformance.Tier1Tier2Tier3Tier4Tier5No.1Industry:Retail100%Retailisthetop-performingindustryin2021’sbenchmarks.Almost80%ofretailbrandsappearedinthetophalfoftheindex,showingstrongoverallperformanceamongbothtopandmidtierretailers.Amajorityofretailersinthetop10%oftheindexaremultilineretailerssuchasBestBuy,Target.andCostco.Another39%aremonobrandretaillikeNike,GAPandNintendo,andonly4%areintheluxurysector.Retailershadthehighesttotalopenedemailsduringthescoringperiodandthestrongestyear-over-yeargrowthinsitevisitsfromemail,alongwiththehighestoverallaveragemonthlysitevisitsfromemail.50%0%No.2Industry:FinancialServicesTopfinancialservicesexcelled,grabbingfiveofthetop10spotsintheoverallranking.Thetop-tierfinancialservicesbrandsperformednearlyaswellasretailersoverall,andtheremainingtiersfelljustbelowrespectivetiersinretail.Financialfirmsexperiencedabumpintra?icandalsosawthehighestopenratesacrossindustries.Thisisinpartduetotheessentialnatureoffinancialservices,butalsobecausethesebrandshavehighlyspecificcustomerdatathatcanbeusedacrossthejourney,fromacquisitiontoconversionandretention.RetailTravel&ManufacturingConsumerHospitality&NaturalGoodsResourcesFinancialServicesHealthcaren=1,198brands.Tiersarequintilesofperformance(Tier1isthetop20%ofbrands,byscore,perindustry).?Source:GartnerDigitalIQ:EmailBenchmarksfor2021GartnerforMarketersFollowUsonLinkedInBecomeaClientExcerptofafullresearchnote;availableforlimiteduse12DigitalIQ:EmailBenchmarks2021No.3Industry:TravelandHospitalityNo.5Industry:ConsumerGoodsTravelandhospitalitybrandsfoundrelativesuccessinemailmarketingdespitethewidespreadshutdownsmanyofthemfaced.Top-tierbrandsinthisindustryperformednearlyaswellasTier2retailers,andoutperformedTier2financialservicesbrands.Travelandhospitalitybrandshadthesecond-highesttotalopensandtiedforthehighestmobileoptimizationrate.Thisindustry,however,su?eredamajorlossinsitetra?icfromemail,likelyduetosystemicdeclinesintravelduringthepandemic.Despitethis,theindustrystillhadthesecond-highestaveragemonthlyvisitsfromemail.Consumergoodsbrandsfaceanuphillbattlewithemailmarketingduetotherelativelackoffirst-partycustomerdataandownedcommercechannels.Marketersinthisindustrymanagedtooptimizetheiremailcontentformobilescreens94%ofthetime,tiedforthehighestoptimizationrate.However,theyexperiencedthelowestopenratesoverallamongindustriesandsu?eredfromalossinemailtra?icyearoveryear.Consumergoodsbrandsalsohadthelowestaveragemonthlysitevisitsfromemail,indicatingalackofusecasesfordrivingtra?ictosites.Top-tierbrandsinthisindustryaredigital-forwardandabletoleveragedatafromcustomeraccountstoemulateB2Cbrands.Top-tierconsumergoodsbrandsperformjustbelowaTier3financialservicesbrandandTier2travelandhospitalitybrand.No.4Industry:ManufacturingandNaturalResourcesManufacturingandnaturalresourcesdemonstratedtheinroadstop-tierB2Bbrandshavemadeinemailmarketing,leveragingsometacticsfromtheirB2Cpeers.ManufacturingbrandsinthetopquintileoutcompetedTier2travelbrandsandTier3financialservicesbrands;however,theyonlymanagedtobestTier4retailers.Beyondthetoptier,othermanufacturingbrandsfellfurtherbehindandstruggledtocompetewiththetopoverallindustries.No.6Industry:HealthcareHealthcarerankedthelowestoverall.Marketersinthisindustrypushedemailcampaignswiththelowestoverallmobileoptimizationrate,longconsideredtablestakes.Thesectoralsohadbelow-averagemonthlysitevisitsfromemail.Despitethesechallenges,top-tierhealthcarebrandsoutperformedthoseinconsumergoodsandmanufacturing,largelyduetohighopenrates.However,thelackofsitetra?icunderminestheseopenratesbybreakingthelinktolower-funnelactivity.GartnerforMarketersFollowUsonLinkedInBecomeaClientExcerptofafullresearchnote;availableforlimiteduse13DigitalIQ:EmailBenchmarks2021IndustryKeyPerformanceIndicatorsWhatlevelofengagementseparatesleaders?Leadingmarketerscanbenefitfromthecascadingimpactsofgeneratinghigheropenratesontheiroutboundmarketing.Marketerslookingtogrowneedtounderstandthelevelofengagementnecessarytoleadintheirindustryandcombatanoverrelianceonthird-partydata.Beyondopenrates,topperformersineachindustryhavevaryinglevelsofsuccessindrivingclickstotheirsites.Brandsinthetop20%ofretail,forinstance,hadover1.4millionmonthlysitevisitsfromemail,comparedtojust212,000intravelandhospitality.RefertoTable1tolearnwhatittakestobreakintothetop20%ofbrands(Tier1)withinyourindustryandthelevelofengagementnecessarytobeanoverallleaderinemailmarketing.Thefaultlineinemailperformancetendstofollowthecustomerdatainputsavailabletoanindustry.Forexample,averageopenratesfortop-tierbrandsvarywidelybetweenindustries,fromapproximately30.1%infinancialservicesto21.9%inconsumergoods.Financialservicesmarketersbenefitfromspecializedaccountdata,whereasdigitalmarketersatconsumergoodsbrandsoftencollectlittlemorethananameoremailaddressduetotheirtypicallythird-partysalesmodel.Table1.GartnerIndustryOverallIndustryRankTotalOpenedEmailsEmailMobileReadyPercentAverageEmailOpenRateAbsoluteChangeinVisitstoSitefromEmailPercentChangeinVisitstoSitefromEmailAverageMonthlyVisitstoSitefromEmailRetail1702,488,851204,650,596242,920,6979,607,48392%85%100%86%23.0%30.1%21.4%25.4%1,024,620204,949(2,934,155)25,80252%21%8%1,425,396127,521FinancialServicesTravel&Hospitality234212,04627,338Manufacturing&NaturalResources184%ConsumerGoodsHealthcare5649,519,0643,493,58796%84%21.9%28.1%(2,944)113,265112%59%9,55281,403GartnerforMarketersFollowUsonLinkedInBecomeaClientExcerptofafullresearchnote;availableforlimiteduse14DigitalIQ:EmailBenchmarks2021BrandRankingsforEmailPerformanceTopBrands,byIndustryNo.1RetailBrand:J.CrewSynchronizedatacollectedacrossdigitalmarketingchannelstosendcustomizedemailstodi?erenttargetdemographics.Emailmarketingshouldworkintandemwithotherchannelstoproviderelevantcontentanddrivetra?ictothesiteorapp.J.Crewtakesthetopspotintheretailindustry,generatinghightotalopens,claimingabove-averageopenratesandwitnessingasurgeinemail-derivedsitetra?ic.Thisislikelyduetoitshighlysegmentedemailcampaigns.J.Crewleansintoretargetingandjourney-basedemailstoencouragebothopensandclick-through.Thebrand’sgrowthinemail-derivedsitetra?icwashigherthan98%ofotherindexbrands,demonstratingitsproficiencyintailoringcontentthatmotivatescustomeractivityfurtherdownthefunnel.No.1TravelandHospitalityBrand:Chili’sChili’scapitalizedonitsabilitytoremainopenduringlockdownsbydoublingdownonacurbsidepickupmodelthatnecessitatedgeotargeting.Toincentivizepickupanddine-inorders,Chili’ssentfreefoodandotherperkstospecificcustomersinnearbylocationsviaemailcampaigns.Inaddition,Chili’srewardedcustomersaftereachvisitwithfreedeliveryorfoodforthenexttoincentivizerepeatvisits.Chili’sgainedhighergrowthinemail-derivedsitetra?icthan94%ofindexbrands,evidencethatitsimplicitdata-basedpersonalizationinitiativesresonatedwithrecipients.Improveemailperformancebyusingconsumerdatatotailorcommunicationbasedonpriorbrowsingactivityandstageinthecustomerjourney.Ensureemailslinkbacktothewebsitetomoveconsumersfurtherdownthepurchasefunnel.No.1FinancialServicesBrand:BankofAmericaBankofAmericaclaimedthetopoverallspotintheindex,takingamultichannelapproachbyusingitsapptocollectdatafromitsmostloyalandengagedcustomers.Itusesthedatatosendspecificproductandservicerecommendationsbasedonconsumers’financialconcerns.Asaresult,BankofAmericaaverageda34%openrateduringthestudyperiod.Leveragelocationdatainaccordancewithoverallbusinessobjectivestoeasilyscaletargetedcampaigns.Supportrecurringrevenuebyengagingwithloyalcustomersandprovidingincentivesforrepeatedactivity.GartnerforMarketersFollowUsonLinkedInBecomeaClientExcerptofafullresearchnote;availableforlimiteduse15DigitalIQ:EmailBenchmarks2021No.1ManufacturingandNaturalResourcesBrand:MilwaukeeToolSendcustomrecommendationsthataddressconsumerconcernsorpiqueinterest.Useloyaltyprograms,subscriptionmodelsorsitecollectionformstogainrelevantdataneededtosegmentemails.ManufacturingandB2Bbrandsoftenstrugglewithdatacollection,butMilwaukeeactivelycollectsconsumerdataonitsbrandsitethroughleadgenerationformswithsegmentationdatalikeprofession.Thebrandthensendstargetedemailsbyprofessionandbusinesstype,highlightingspecificjobtitlesinsubjectlines.Milwaukeeadoptspracticesfromitsretailpeersbyaddingproductrecommendationstothefooterofemails,linkingbacktothesite.Asaresult,Milwaukee’semail-relatedsitetra?icgr