India Email Marketing 2015 – The Annual State of Email Marketing

Highlights

Analysis of over 10 bn emails sent in India by nearly 300 brands from January 1, 2014 to December 31, 2014, discover the latest email benchmark data on open rates, click-throughs and list churn.

1. ‘Frequency/Volumes of sending’ is the most important factor that will impact Inbox Deliverability in 2015, replacing ‘Content’ as the primary factor since 2011. ‘Sender Reputation’ is a growing concern for marketers, with 66% increase over the last 5 years (36% in 2015 vs 21% in 2011).
2. ‘Reaching out to target audiences’ is the biggest Email Marketing challenge India Marketers faced in 2014, with 51% Marketers agreeing to this statement. However, 60% of BFSI factors believe ‘Inadequate Segmentation’ to be a bigger issue for them.
3. Over the years from 2012 to 2014, ‘Emails being not relevant’ is the top reason for consumers unsubscribing followed by ‘Do not remember signing up’.
4. Emails viewed on Android and Windows devices have increased by 11% in 2014, abridging the share from Apple products, still desktop views continue to have 67% of all Open % Share.
5. For Click % Share, Mumbai (30%) leads the consumer email activity followed by Delhi (28%), Bengaluru (17%) and Chennai (11%) in 2014 as compared to 2013.
6. For e-Commerce sector, from 9am to 12noon there is an almost 300% increase in Open Rates with Click Through Rates (CTR) not far behind.
7. Shopping Cart Abandonment is an important issue for all Online Retailers. Deploying a simple Cart Abandonment Program (CAP) increases revenue by improving Cart Abandonment Rates. Yet currently only 48% of India e-Commerce Marketers have deployed a Cart Abandonment Program.
8. 100% of large companies (Rs. 5000+ crores turnover) find Behavioral Targeting effective and the number of retail marketers believe that Behavioral Targeting has brought significant change to their campaigns have increased by 24% (77% in 2015 vs 62% in 2014).