Customer Engagement Benchmarks 2024

As CMOs (Chief Marketing Officer) and the marketing department look at optimizing cost and increase their marketing efficiency, it becomes crucial for them to build a strong foundation for their engagement strategy based on customer behaviour, data and insights.

To help in this effort, we’ve created the Europe Edition of the Customer Engagement Benchmarks after analyzing 20BN+ data, and 3,250 voice of customers to present different channel benchmarks. This page is your key to understanding which channel works best and how your campaigns fare vs benchmarks.
Europe
  • Europe
  • MEA
All Industries
Shopping
Banking and Finance
Media & Entertainment
Travel and Hospitality

Engagement Quadrant

Impact Quadrant

This quadrant dives into how new user downloads correlate to stickiness for brands in Retail, Banking Financial Services and Insurance (BFSI), Media and Entertainment (M&E) and Travel and Hospitality (T&H). The quadrant splits industries into four major categories, namely:

  • Explosion: The industries in this category are witnessing a high new customer engagement and are able to retain their customers
  • Growth: The industries in this category are witnessing high customer acquisition, however, struggle with retention
  • Recovery: The industries in this category have been able to attract new customers, however stickiness remains low
  • Emerging: The industries in this category see a rising trend in customer retention but struggle with new downloads

About This Report

20B+
Messages sent over Email, Push Notifications, SMS, and On-Site Messaging
4B+
Customer interactions
3250
Consumers surveyed
1,000
Marketers surveyed
4
Communication channels
12
Engagement metrics
6
Regions
3
Verticals

All Industries

34%
of marketers engage with their customers on 3–4 channels before they make a purchase.
6.8x
higher conversion for behaviour-based emails compared to general/broadcast-based emails.
1.8x
increase in click-through rates when brands use journey-based personalisation for iOS push notifications.
2.4x
increase when brands use behaviour insights to personalise communication via SMS.

Voice of the Customer

19.26%
of consumers surveyed stated that their biggest cause of frustration was lack of timely updates on customer service enquiries, purchases, or shipping details.
26%
of consumers prefer interacting with brands through their websites.
38.2%
consumers interact with a brand more than 5 times before buying, transacting, or consuming content from them.
46.4%
of consumers are open to sharing personal information to receive a personalised experience.
How many times have you visited a shopping app/website before making a purchase?
How comfortable are you with brands using your personal data like name, age, location, to offer you a better experience?

Voice of the Marketer

33%
of the marketers state that they send their customers promotional offers three times a week.
78%
of marketers strongly believe that personalisation goes beyond name and location.
47%
of marketers state that the best way to match customer personalisation expectations is to personalise based on deep insights based on customer attributes, such as preferred language, communication channels, and content affinity.
How many times do marketers engage with customers in a week?
Marketers prefer to use email, website, and social media channels to engage with their customers over other channels.
Is personalisation beyond customer name and location?
What are the top channels marketers use to engage with customers?
How do marketers personalise communications to fulfill customer expectations?

Channel Engagement Benchmarks 2024

Email

Click-to-open rate (CTOR) of behaviour-based personalised emails increase by 1.7x, compared to general emails

General broadcast
96.93%
Delivery rate
30.00%
Unique open rate
8.34%
CTOR
0.98%
Unsubscribe rate
6.87%
Conversion rate (CVR)
Impact of segmentation and personalisation
Based on the customer journey
13.67%
1.6x
CTOR
7.25%
1.05x
CVR
0.22%
0.2x
Unsubscribe rate
Impact of segmentation and personalisation
Based on the customer behaviour
14.78%
1.7x
CTOR
7.25%
1.05x
CVR
0.38%
0.2x
Unsubscribe rate
How does personalisation improve email performance?
Click-to-open rate (CTOR)
The CTOR for behaviour-based emails is 177% higher than for general/broadcast-based emails.
Conversion Rate (CVR)
CVR of journey-based emails is 105% higher in comparison to that of general/broadcast-based emails.

Push Notifications

iOS-using customers are 1.8× more likely to click on behaviour-based push notifications. Similarly, Android-using customers are 1.56× more likely to click on behvaiour-based push notifications

General broadcast (iOS)
77.70%
Delivery rate
4.86%
Click-through rate (CTR)
15.29%
Conversion rate (CVR)
Impact of segmentation and personalisation (iOS)
Based on the customer journey
86.68%
1.12x
Delivery rate
4.28%
0.88x
CTR
16.07%
1.05x
CVR
Impact of segmentation and personalisation (iOS)
Based on the customer behaviour
90.75%
1.17x
Delivery rate
8.73%
1.80x
CTR
17.10%
1.12x
CVR
General broadcast (Android)
75.69%
Delivery rate
5.68%
CTR
15.35%
CVR
Impact of segmentation and personalisation (Android)
Based on the customer behaviour
86.23%
1.14x
Delivery rate
6.23%
1.10x
CTR
16.94%
1.10x
CVR
Impact of segmentation and personalisation (Android)
Based on the customer behaviour
86.23%
1.14x
Delivery rate
6.23%
1.10x
CTR
16.94%
1.10x
CVR
How does personalisation improve push notification performance?
Average CTR
The CTR for behaviour-based push notifications is 156% and 180% higher from iOS and Android customers respectively, compared to general notifications.
Average CVR
Brands saw a 110% and a 105% conversion rate uplift in both iOS and Anrdriod-using customers when they send personalised push notifications based on customer journeys.

SMS

Behaviour-based SMS increased conversion rate by 1.32x

General broadcast
1.75%
CTR
5.8%
CVR
Impact of segmentation and personalisation
Based on the customer journey
1.75%
1x
CTR
5.83%
1.01x
CVR
Impact of segmentation and personalisation
Based on the customer behaviour
4.21%
2.41x
CTR
7.64%
1.32x
CVR
How does personalisation improve SMS performance?
Average CVR
CVR increased by 132% for behaviour-based SMS compared to general/broadcast-based SMS.
Average CTR
The CTR of behaviour-based SMS was 141% higher when compared to that of broadcast-based SMS.

On-Site Messaging

Behaviour-based On-site messaging was shown to have 3.2x more impact on CTR.

General broadcast
6.91%
CTR
7.99%
CVR
Impact of segmentation and personalisation
Based on the customer behaviour
25.95%
CTR
11.12%
CVR
Impact of segmentation and personalisation
Based on the customer journey
9.12%
CTR
25.80%
CVR
How does personalisation improve On-site messaging performance?
Average CTR
Brands who sent out behaviour-based on-site messages saw a 136% increase in average CTR.
Average CVR
Brands who sent out on-site messages personalised based on customer journey saw a 323% increase in conversions.

Glossary

  • Industry Nomenclature
    • Retail: E-commerce, CPG, Grocery, Electronics
    • Banking Financial Services and Insurance (BFSI): Banks, Fintechs, Insurance, Brokerage firms
    • Travel and Hospitality (T&H): Airlines, Hotels, OTAs
    • Media and Entertainment (M&E): OTT, Video Streaming, Music Streaming
  • Regional Nomenclature
    • IN: India
    • MEA: Middle East and Africa
    • SEA: South East Asia
    • EU: Europe
    • LATAM: Latin America
    • NA: North America
  • Metrics Nomenclature
    • CTOR: Click-to-open rate
    • CTR: Click-through rate
    • CVR: Conversion rate