A report by Netcore Cloud, an omnichannel marketing technology platform has announced that it processed two billion email interactions in Nigeria by 2022.
The Punch reported that the company detailed the many parameters that determined how Nigerians responded to and read their emails from various businesses in a 2022 research.
According to the paper, the business was able to assess the two billion email exchanges using three crucial variables.
The critical KPIs include open rates, click rates, and engagement rates, it was written. According to the survey, email click rates are declining in comparison to prior years, which suggests that different brands must add more value to their content to boost conversions.
According to the survey: “Cross-promotion emails sent on Tuesday performed best with a click rate of 0.28 percent, followed by customer information emails sent on Tuesday and Saturday, general information emails sent on Monday, and lifestyle emails sent on Sunday, with the most clicks occurring on Monday and Tuesday.”
It added that the best days for product information were Tuesday and Saturday, but Tuesday had the most clicks. The best days for product promotion were Thursday and Friday, but Tuesday had the most clicks.
According to the report, regulatory information performed best on Monday, Tuesday, and Friday, security tips performed best on Tuesday with the highest click-through rate on Friday, and emails with special offers performed best on Tuesday with the highest click-through rate.
The analysis found that while emails targeted to items had greater engagement rates, emails relevant to consumer categories garnered higher click rates.
The research encouraged email marketers to refrain from sending emails between the hours of 12 a.m. and 5 a.m. on weekdays and on Sundays unless the content was sensitive.
“The best time to send an email is between the hours of 8 pm and 3 pm,” it said.
The Customer Success Head for Netcore in Africa, Chukwudi Nwokike, stated: “Netcore, a market leader in email marketing in Africa, sends more than 15 billion emails every year through our platforms in Africa alone.
“Our mission is to assist brands in achieving conversions, increase return on investment and create a positive and interactive experience for customers.”