2022 outlook: Middle East customers will go more digital in brand engagement

Middle Eastern consumers are more likely to engage with companies via emails and push notifications than other forms of promotion in 2022

  
Businesswoman using digital tablet at window, Dubai, United Arab Emirates. Image used for illustrative purpose.

Businesswoman using digital tablet at window, Dubai, United Arab Emirates. Image used for illustrative purpose.

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Consumers in the Middle East are more likely to engage with companies using digital channels in 2022, with 67 percent saying this is how they communicate with brands, according to a survey by MoEngage.

Open Rates (OR) were higher for personalised emails (19.34 percent) than for broadcast emails (7.91 percent).

When email communications were personalized, there was a 28.63 percent increase in click-through rates (CTR) for broadcast emails from 1.44 percent, the research company said.

MoEngage sent 7,500 email and push notification campaigns to 2 million users, for its report titled, Winning Millennial Engagement in the Middle East in 2022. 

Regarding communications sent to their phones, MoEngage found that the CTR for push notifications was 7.73 percent, with personalised notifications achieving 8.17 percent.

The conversion rates of broadcast push notifications were 5.58 percent, with personalisation CTR reaching 21.12 percent, the company said, showing that customers look forward to receiving personalised notifications on their phones.

The Middle East and Asian market is one of the fastest-growing regions when it comes to digital content, with a young, digitally savvy population, MoEngage said.

For example, in the UAE, internet penetration is expected to be 96 percent by 2025.

Online retail sales are poised to grow by 20 percent in 2022, outpacing brick-and-mortar sales, the company said. 

(Writing by Imogen Lillywhite; editing by Seban Scaria)

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© ZAWYA 2021


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