White Papers

Everlytic has conducted several research studies concerning the email landscape of South Africa. The following white papers contain the results of these studies.

Email Marketing Benchmarks Report 2017


In 2015, Everlytic released its first ever Benchmarks Report that came about after hearing the frustrations of many marketers about the lack of local email  marketing data that could assist them to benchmark their campaign success rates.

In this report we examine how email marketing metrics have changed over the past two years, and look at new benchmarks to strive for. For more detailed insights, download the Benchmark Survey.

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The State Of Email Marketing 2017

This survey of South African email marketing professionals shows how the communication medium currently fits into organisations in the country. The report shows how the role of email marketing is evolving across the country.

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The Anatomy of Awesome Emails 2015

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Everlytic’s Email Marketing Benchmark report analysed over one billion emails to help marketers benchmark their own campaign success rates, and compare to other brands in their industry. In
light of these benchmarks, Everlytic has compiled the best performing email campaigns sent by our clients in 2015.

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Guide to Successful Festive Email and SMS Marketing

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This essential guide takes an in-depth look at all aspects to consider when planning and implementing email and SMS marketing campaigns this festive season. Topics covered include subscriber management, design tips, a guide to SMS, facts and stats, how to plan for January, and more. Download the mini-mag and take the opportunity to get some great festive season marketing insights.

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Demystifying the Inbox 2015

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As a follow-up to the 2012 Demystifying the Inbox research, Everlytic presents the largest survey ever done showcasing how South Africans use and engage with email. A sample of 5190 people were surveyed to represent South Africa's 27 million-odd unique browsers. The survey gives insights about how people from all cross sections of the online community interact with email. The results again uncovered interesting facts that are invaluable for anyone trying to engage an audience via email, so download the full report now.

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Email Marketing Benchmarks Report 2015

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In another South African first – the benchmark survey – Everlytic analysed over 1 billion emails sent in 2014 to bring you the latest email marketing benchmarks. The report presents hard data in the form of open rates, click-to-open rates, click rates, complaint rates and many more metrics, targeted toward a South African audience and broken up by industry and message types. For more detailed insights, download the Benchmark Survey.

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Guide to Best Performing Emails: Click Rates (Part 2)

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To start off the new year we went on the hunt for some real “learning” nuggets from 2014. We wanted to know which clients had achieved exceptional success from their 2014 mailers based on two key metrics: Open rates (Part 1), and Click Through rates (Part 2).

The research samples were based on emails sent to databases of approximately 10 000 contacts and more.

In Part 2 we identified the top five mailers that achieved click-through-rates of 10% or more (the SA benchmark is on average 3%). Download the white paper now to see who is succeeding, and how they're doing it.

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Guide to Best Performing Emails: Open Rates (Part 1)

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Everlytic went on the hunt for some real “learning” nuggets to uncover which clients had achieved exceptional success from their 2014 mailers based on two key metrics: Open Rates (Part 1), and Click Through Rates (Part 2).

The research samples were based on emails sent to databases of approximately 10 000 contacts and more.

In Part 1 we selected clients who achieved open rates of over 40%. To put this into perspective the SA benchmark for a good open rate is between 15% and 20%, so if your mailer is hitting those open rates you’re doing well. However, if you’re exceeding that, you need to take a bow.

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Everlytic Top Tips for Email Marketing

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Dip into some great email marketing insights with Everlytic’s Top Tips. These 20 tips are divided into the following sections: Content, Database, Design and Functionality, Delivery and Analytics. These themes are essential for all marketers when it comes to planning a core email marketing strategy. Download Everlytic’s Top Tips and take the opportunity to get some great email marketing insights.

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Guide to Navigating POPI

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The introduction of the Protection of Personal Information Act (POPI) puts the onus on companies and individuals to respect and protect the personal information they process in the course of routine business, including personal information of customers, prospective customers, employees, and suppliers. It is not limited to people but also applies to information about organisations, including communities and corporate entities.

Please Note: This is not a comprehensive guide to POPI, nor should it be considered any form of legal advice.

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Demystifying the Inbox 2012 (Part 3)

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What makes email users subscribe to, open, and read commercial emails? In Part 3 of the Demystifying the Inbox series we look at the different demographics and age groups of email users in South Africa, and how they specifically deal with issues related to subscribing and unsubscribing from email communication. For the full picture download Demystifying the Inbox Part 3.

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Demystifying the Inbox 2012 (Part 2)

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Demystifying the Inbox Part 2 cuts through the inbox clutter. In Part 2 we look at how subscribers engage with commercial emails, newsletters, and spam. We put paid to the myth of the unmanageable inbox, focusing on the amount of emails South Africans have to contend with, how many newsletters they’re subscribing to, how they deal with unnecessary mail, and how they follow through on emails that actually do interest them. For more insights download Demystifying the Inbox Part 2.

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Demystifying the Inbox 2012 (Part 1)

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What makes email the ultimate digital communication channel? Everlytic believes that email is the most important digital communication channel for engaging your customers and subscribers. Demystifying the Inbox Part 1 offers insights on how, when and where South Africans use email. For all the facts and figures download Demystifying the Inbox Part 1.

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