MoEngage, a leading insights-led cross-channel customer engagement platform, has released its Email Benchmarks Report: Optimizing Email for 2025 and Beyond. This in-depth analysis is based on over 17.3 billion marketing emails sent through MoEngage, offering brand marketers actionable insights on email performance, personalization strategies, and industry-specific benchmarks.

1. Report Overview

• The report evaluates email effectiveness through metrics like delivery rates, open rates, click-to-open rates (CTOR), conversion rates, and unsubscribe rates.
• Focuses on three types of personalized emails:
  • Behavior-based emails
  • Journey-based emails
  • Attribute-based emails
• Industries analyzed: Retail and Ecommerce, Media and Entertainment, and Banking and Financial Services (BFSI).

2. Key Findings

• Behavior-based emails:
  • Outperform all other email types in conversion rates and CTOR.
  • Achieve a 60.7x conversion rate and 22.6x CTOR in the Retail and Ecommerce sector.
• Journey-based emails:
  • Show strong performance in BFSI, surpassing broadcast emails in engagement metrics.
• Attribute-based emails:
  • Effective for specific use cases, but less impactful compared to behavior- and journey-based emails.
• Broadcast emails:
  • Have diminished effectiveness, especially in BFSI, where open and unsubscribe rates indicate customer fatigue with generic content.

3. Industry-Specific Insights

• Retail and Ecommerce:
  • Behavior-based emails drive the highest engagement, proving essential for conversion-focused strategies.
• Banking and Financial Services (BFSI):
  • January excels in open rates, aligning with post-holiday financial planning.
  • April sees the highest conversions, tied to tax season and consumer financial activities.
• Media and Entertainment:
  • Highest email deliverability rate (99.95%).
  • Broadcast emails see the highest unsubscribe rates (6.35%), emphasizing the need for personalized content.

4. Strategic Recommendations from MoEngage

• Deep personalization based on customer behavior and previous interactions is critical for success.
• Avoid reliance on non-personalized broadcast emails, as they provide little value and lead to higher unsubscribe rates.
• Leverage industry-specific trends to optimize email campaigns for the right timing and audience segmentation.

5. Expert Insights

• Raviteja Dodda, CEO of MoEngage:
  • “Marketers must invest in deeply personalized emails to create meaningful customer connections.”
  • Non-personalized emails fail to resonate and drive engagement, highlighting the importance of segmentation and behavior-based targeting.

MoEngage's Email Benchmarks Report sets a new standard for email marketing strategies in 2025. By leveraging behavior-based emails and industry-specific trends, brands can significantly enhance their customer engagement, conversion rates, and overall email campaign performance.