Consumers are rapidly changing in response to the daily technological and economic advancements. Marketers must adapt their strategies to stay ahead and keep digital campaigns relevant.
The 2024 Email Marketing Benchmarks Report from GetResponse provides valuable insights to help marketers understand how the consumer mindset has shifted. In this article, we’ll explore the report’s key findings and offer actionable takeaways for marketers to optimize their strategies moving forward.
Table of ContentsEmail is Key, And Personalization Means PowerTime Matters, Especially When It Comes To Customer OutreachPlease Get to Know Your High-Volume Periods And Use Them To Your Marketing AdvantageHow Does Your Email Performance Stack Up?
Email is Key, And Personalization Means Power
The Email Marketing Benchmark Report from GetResponse makes one thing clear: email is here to stay. The average email open rate has risen significantly, from 26.8% in 2022 to 39.64% in 2023, and click-through rates have also increased from 1.89% to 3.2%.
These figures show that consumers are more engaged with email marketing campaigns than ever before. The rise in email click-through rates suggests that marketers are doing a better job of delivering relevant, personalized content. While marketers are better today than ever before at email marketing, there is still room to grow.
Takeaway for Marketers
Consumers now expect more from their inboxes, and brands need to deliver more personalized and targeted content to keep up. This allows marketers to provide consumers with unique content to capture their consumers’ attention. Every day there are more and more tools that marketers need to be aware of in order to keep up with to enable segmentation and personalization. Tools like GetResponse and others allow marketers to use customer data to tailor offers, product recommendations, and messaging to individual preferences. Through these tools, they can use automation features, like triggered emails, that can be game-changers in delivering timely, relevant content that drives engagement.
Time Matters, Especially When It Comes To Customer Outreach
The 2024 Email Marketing Benchmarks Report from GetResponse highlights that emails sent early in the morning (4-6 AM) and late in the afternoon (5-7 PM) experience higher customer engagement rates. By engaging with consumers at the right time, marketers can significantly increase their campaigns’ efficiency.
Takeaway for Marketers
Timing is critical in email marketing. In other words, when you send an email, it can make or break your campaign. Marketers should analyze their target audience’s habits and optimize their email campaigns around when their subscribers and clients will most likely engage with their outreach. A/B testing different sending times can provide valuable insights to refine strategy and maximize email open rates. Using tools that make A/B testing easy and provide appropriate analytics is valuable for brands looking to optimize their digital marketing strategies.
Please Get to Know Your High-Volume Periods And Use Them To Your Marketing Advantage
The 2024 benchmark report notes that consumers engage with email marketing efforts more during high-volume periods, such as the fourth quarter and holidays. Clients are more likely to open emails, interact with messages, and make purchases during these periods due to seasonal shopping trends, like holiday sales.
Takeaway for Marketers
Marketers should consider this when creating email marketing campaigns and align this outreach with peak shopping seasons to leverage heightened engagement. Special promotions, holiday-specific offers, and time-sensitive discounts can drive conversions for brands. Additionally, using appropriate tools to analyze past campaign data from high-volume periods can help marketers understand which strategies worked best. Taking that data to help replicate success in future campaigns can be a game-changer for marketers as they build future marketing campaigns and strategies.
The consumer landscape is changing rapidly—that is no secret. Marketers must adapt to this ever-changing landscape to stay ahead. The emergence of new tools is changing how consumers think and behave, as evident in GetResponse’s 2024 Email Marketing Benchmarks Report.
By offering valuable insights that can guide marketers in adjusting their strategies to meet the consumers’ evolving expectations. Marketers can focus on creating solid and sturdy campaigns based on personalization, automation, optimal timing, seasonality, and long-term relationship-building. This can lead to digital marketing campaigns to position brands for success, effectively engaging today’s consumers and ultimately driving ROI and sales. Understanding these shifts and the ever-changing landscape, using tools that keep up, and providing the right data are essential for crafting marketing strategies that resonate and drive meaningful results.
Here’s a closing section you can add to your article to introduce the GetResponse Email Marketing Benchmarks page and set clear expectations for what readers will find:
How Does Your Email Performance Stack Up?
Before you send your next campaign, take a moment to explore the 2024 Email Marketing Benchmarks Report. This comprehensive data study analyzes over 4.4 billion emails sent in 2023, breaking down key performance metrics like open rates, click-through rates, bounce rates, and spam complaints by industry, geography, message type, and more.
What sets this report apart is the sheer volume of data and the depth of insight. You’ll find real-world benchmarks that cover:
Average open and click-through rates across industries and countries
How does the time of day and the day of the week affect email engagement
The impact of subject line length, personalization, emojis, and video content
Best-performing tactics for newsletters, autoresponders, and automated sequences
Conversion rates for landing pages, opt-in forms, and webinar promotions
Strategic tips on frequency, segmentation, list size, and send-time optimization
Whether running one-person campaigns or managing enterprise-scale automation, this report helps you identify what’s working (and what’s not) in today’s inbox. Use it to set smarter goals, design more effective emails, and deliver value that keeps your audience clicking.
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©2025 DK New Media, LLC, All rights reserved | DisclosureOriginally Published on Martech Zone: Changing Consumer Behavior Impacts Marketing: Takeaway from Email Benchmark Report