Press Release

11 Aug 2023

Key findings in our 2023 email insights report

Hot off the press is the third edition of our Essential Email Insights Report. For the third year running, we have delved into exclusive industry data to share with you insights to help improve the effective ongoing management of your business communications. Utilising industry data that you would not usually be able to access, our 2023 report collected data from millions of essential business emails that Cumulo9 delivered from 01 January to 31 December 2022. We analysed key metrics, the impact of Apple’s Privacy Policy, New Zealand versus Australia and global data, industry benchmarks, key verticals, and more. Let's look at some of the key insights found in this year's report.

Call-to-action buttons and links are not as trusted as they used to be

Analysis of the many millions of essential emails we sent in 2022 indicates that traditional call-to-action buttons and links are not as trusted as they used to be. Whether this is due to increased phishing attempts and a heightened awareness of cybersecurity risks, our data has shown that these metrics have dropped for essential email. Our advice is don’t rely on recipients clicking a link; instead, send important information in the body of the email or as an attachment or advising recipients how to access a secure login portal. 

Email authentication techniques are on the rise

Good news for avoiding the spam folder - in our 2022 report, we observed a notable upward trend in security practices, and the 2023 report confirms that the ongoing uptake of email authentication techniques has continued. Including Sender Policy Framework (SPF) adoption, which has risen to around 95% across all sectors. This progress has played an important role in improving email deliverability, keeping messages away from the spam folder and direct into the inbox instead. 

Predictions for the future of essential emails

Once again, we have made a few predictions on what we expect to see next year based on the analysis from this report. One of the predictions that hit the mark was the continued increase in mobile device viewing of essential email, surpassing the two-thirds mark for the first time last year. We predict that we have not reached the peak of this yet, and it will continue to trend upwards. Page 36 of our 2023 report includes a few more trends we expect to see over the next 12 months and beyond. 

Download the full report now

We are delighted to share our report for the third year in a row, and we're confident that any organisation sending essential email will benefit from these insights. This is just a glimpse of what's in this year's report, and we are publishing this report now because we have had the opportunity to analyse our Essential Email insights data over a unique 12-month period. And even better, we are happy to make this freely available to all – download the full report here.


We pride ourselves on offering you the very best Essential Email service available, and a crucial part of that is looking at the metrics. If you have any questions about this year's report or would like to ask about your findings, please don't hesitate to contact our team.

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