Netcore Cloud, one of the world’s leading omni-channel marketing technology platforms that helps brands create unique customer-centric experiences, has unveiled a new research-based report showing a decline in email readership in Nigeria.
The IT company’s findings also exposes the various factors affecting how Nigerians reacted to and read their emails from various brands in 2022.
Using three key metrics, the Martech company was able to analyze over 2 billion emails sent in 2022. 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 highlighted the best days that emails performed best. Cross promotion emails sent on Tuesday performed best with a click rate of 0.28%, Customer information emails on Tuesday and Saturday, General information email on Monday, 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.
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.
The report also noted that emails that are relevant to customer segments attract higher click rates while those specific to products have higher engagement rates. It further urged email marketers to avoid sending emails in the middle of the night or early hours of the day (12am to 5am), sending out important information on Sundays except it is sensitive. The best time to send an email is between the hours of 8pm to 3pm.
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. Our goal is to help brands achieve conversions, increase ROI, and create a positive and interactive experience for customers. This report showcases our commitment to customers and our position as thought leaders in marketing technology and customer experience. The report can be assessed through-
Commenting on the publication of the Annual Report, Nisham Chabbra, Regional Vice-President for Middle East and Africa, Netcore Cloud, said: “We are pleased to announce the publication of our 2023 Banking Report, which provides valuable insights into how banks in Nigeria are leveraging marketing technology to improve customer experience.”
“The report also highlights our continued investment in technology and innovation, as we seek to provide a roadmap for future developments and advancements in the Nigerian banking sector through marketing technology”.