Email Alphas: The Best Performers In Four Sectors

Consumer packaged goods marketers are tops in using email, according to The State of the Inbox 2021, a study by Ansira Partners Inc. 

The CPG vertical pulled a blended score of 85% in a recent review. And it had the smallest score range on both the high and low sides, meaning that there was less difference between brands in observing best practices.

Insurance -- which had a 70% blended score -- stood out for “the high degree of difference (48 PP) between brands, indicating that each brand has varied degrees of maturation in email marketing,” the study notes. 

However, insurance brands “significantly outscored the other industries in technical performance,” the study says.