hong kong digital marketing & email stats 2022

Global email volume will continue to increase, meaning added pressure on deliverability and more competition in subscribers’ inboxes. In this email climate, it’s critical to maintain a top sender reputation and observe established best practices.

While nearly all senders saw inflated open rates following the September rollout of MPP, they experienced limited actual impact on their email performance. As a result, many senders have been complacent about MPP. Unfortunately, the negative trends in complaints, opt outs, signal that MPP may have unexpected consequences. Senders should be on the alert for signals like these as MPP adoption increases. It’s like watching Jaws: You haven’t seen the shark yet, but the eerie music is starting.

The COVID-19 pandemic taught senders important lessons about achieving the right balance of commercialism and empathy in email. Senders who failed to adopt the appropriate tone saw high complaint rates and unsubscribes in 2021. As competition in the inbox increases, senders need to find ways to give their emails a human element and sell with sensitivity.