INDIA EDITION
Customer Engagement Benchmarks Report 2024

Industry benchmarks are crucial to tap into for marketers and product owners across the globe and serve as a guiding light to check whether the right strategies are being implemented while engaging with customers. However, gathering these benchmarks can be a lot of work.

No need to scour the internet for hours on end; we present the India edition of the latest Customer Engagement Benchmarks to help you thrive in the $3.73 trillion economy. This page encapsulates our findings from various industries regarding channel trends, what your peers in the industry are doing, and actionable strategies to strengthen brand-customer relationships.
India
  • India
  • Europe
  • MEA
  • SEA
  • LATAM (Portuguese)
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 via email, push notification, SMS, and website banner
4B+
customer interactions
3250
consumers surveyed
4
communication channels
12
engagement metrics
6
regions
4
verticals

All Industries

2.17X
higher conversions for customer behavior-based personalized notifications.
1.71X
higher click-to-open rate (CTOR) for behavior-based emails.
1.79X
higher click-through rates (CTR) for behavior-based personalized iOS push notifications.
80%
decrease in unsubscribe rates for behavior-based personalized emails.

Voice of the customer

24%
of customers prefer channels like email, SMS and WhatsApp for brand communication.
40%
of customers interact with 2-3 channels before making a purchasing decision.
42%
of customers are comfortable sharing their data for relevant recommendations.
28%
of customers like discounts or offers based on items in their shopping carts.
25%
of Indian consumers are frustrated by the lack of timely brand updates.

Channel Engagement Benchmark

Email

Indian Customers are 1.45X more likely to Click on Emails Based on Behavior-based Personalization

Channel benchmark – General broadcast
96.40%
Delivery rate
24.30%
Unique open rate
9.09%
Click-to-open rate (CTOR)
0.76%
Unsubscribe rate
4.21%
Conversion rate (CVR)
Impact of segmentation and personalization
Based on the customer’s journey
19.15%
Unique open rate
10.88%
1.2X
Click-to-open rate (CTOR)
7.75%
1.84X
Conversion rate (CVR)
0.18%
0.24X
Unsubscribe rate
Impact of segmentation and personalization
Based on customer behavior
17.03%
Unique open rate
13.9%
1.45X
Click-to-open rate (CTOR)
33.81%
8.04X
Conversion rate (CVR)
0.24%
0.32X
Unsubscribe rate
How does personalization improve email performance?
Average Click-to-open rate (CTOR)
The Click-to-open rate (CTOR) of behavior-based personalized emails is 45% higher than general/broadcast emails.
Average Conversion rate (CVR)
The Conversion rate (CVR) of journey-based personalized emails is 84.29%% higher than that of generic emails.

Push Notifications

Customers are 1.79X more likely to click push notifications based on behavior-based personalization.

Industry benchmark: General broadcast (Android)
64.01%
Delivery rate
4.26%
Click-through rate (CTR)
15.62%
Conversion rate (CVR)
Impact of segmentation and personalization (Android)
Based on the customer’s journey
83.95%
1.31X
Delivery rate
5.92%
1.39X
Click-through rate (CTR)
20.97%
1.34X
Conversion rate (CVR)
Impact of segmentation and personalization (Android)
Based on customer’s behavior
84.06%
1.31X
Delivery rate
4.16%
0.98X
Click-through rate (CTR)
24.81%
1.59X
Conversion rate (CVR)
Industry benchmark: General broadcast (iOS)
63.80%
Delivery rate
1.95%
Click-through rate (CTR)
6.99%
Conversion rate (CVR)
Impact of segmentation and personalization (iOS)
Based on the customer’s journey
84.09%
1.32X
Delivery rate
2.55%
1.31X
Click-through rate (CTR)
19.32%
2.77X
Conversion rate (CVR)
Impact of segmentation and personalization (iOS)
Based on customer’s behavior
89.80%
1.41X
Delivery rate
3.50%
1.79X
Click-through rate (CTR)
15.16%
2.17X
Conversion rate (CVR)
How does personalization improve push notification performance?
Click-through rate (CTR)
The Click-through rate (CTR) of behavior-based push notifications was 175% higher when compared to General/Broadcast notifications.
Conversion rate (CVR)
Conversion rates increased by 295% for journey-based push notifications compared to General/Broadcast notifications.

SMS

Journey-based SMS’s Clock 5.32X Increased Conversion Rates.

Channel benchmark – General broadcast
2.85%
Click-through rate (CTR)
0.11%
Conversion rate (CVR)
Impact of Segmentation and Personalization
Based on Customer’s Journey
3.13%
1.1X
Click-through rate (CTR)
0.56%
5.32X
Conversion rate (CVR)
Impact of Segmentation and Personalization
Based on Customer’s Behavior
3.36%
1.07X
Click-through rate (CTR)
0.18%
0.32X
Conversion rate (CVR)
How does personalization improve SMS performance?
The Click-through Rate (CTR) of behavior-based SMSes was 18% higher when compared to general/broadcast SMSes.
SMS Click-through rate (CTR)
The Conversion rate (CVR) increased by 432% for journey-based SMSes compared to general broadcasts SMSes.
SMS Conversion rate (CVR)

On-Site Messaging

Behavior-based on-site messaging has 3.2X more impact on Click-through Rates.

Channel Benchmark – General Broadcast
6.91%
Click-through rate (CTR)
7.99%
Conversion rate (CVR)
Impact of Segmentation and Personalization
Based on Customer’s Journey
9.12%
Click-through rate (CTR)
25.8%
Conversion rate (CVR)
Impact of Segmentation and Personalization
Based on Customer’s Behavior
25.95%
Click-through rate (CTR)
11.12%
Conversion rate (CVR)
How does personalization improve website performance?
Average Click-through rate (CTR)
Average Conversion rate (CVR)

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
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