MoEngage has unveiled its latest report that analyses the performance of more than 17.3 billion marketing emails sent via MoEngage’s data-driven platform to assess the impact of various personalisation strategies. Marketers can utilise this data to benchmark their email campaigns against key metrics such as delivery rates, open rates, click-to-open rates (CTOR), conversion rates, and unsubscribe rates.
“The insights in the MoEngage Email Benchmarks Report will help brand marketers adjust their customer engagement strategies to achieve greater success with email campaigns in 2025. The data is clear. Regardless of the industry sector, non-personalized and broadcast emails provide no value. To create meaningful connections with customers, marketers must invest in deeply personalized emails that are segmented for the right audience and based on each customer’s behaviour and previous interactions with the brand,” said Raviteja Dodda, CEO of MoEngage.
The Email Benchmarks Report: Optimizing Email for 2025 and Beyond focuses on three primary types of personalized emails: attribute-based, journey-based, and behaviour-based emails. It compares their performance against broadcast or non-personalized emails, providing insights across three critical industry sectors: Retail and e-commerce, Media and Entertainment, and Banking and Financial Services (BFSI).
The impact of various emails
The findings indicate that behaviour-based emails outperform other types across most industries. These emails, triggered by specific user actions, demonstrated superior conversion rates and CTOR, particularly within the Retail and e-commerce sectors.
On the other hand, journey-based emails—part of a pre-defined customer journey—also showed strong performance, especially in the BFSI sector, outperforming broadcast emails significantly.
Attribute-based emails, which personalise content based on user demographics or preferences, proved more effective than broadcast emails. In retail and e-commerce, however, behaviour-based emails achieved a 60.7x conversion rate and 22.6x CTOR, showing the power of timely, action-triggered messaging. Broadcast emails in BFSI saw lower open rates and higher unsubscribe rates, indicating a shift towards more personalized communication.
The media and entertainment sector had a 99.95% deliverability rate but also had the highest unsubscribe rate for broadcast emails, at 6.35%.
In BFSI, January had the highest open rates, while April was best for conversions, aligning with post-holiday financial planning and the end of tax season.