Email Marketing BenchmarksHow do you Compare?

Speaker

• Loren McDonald– Silverpop– VP, Industry Relations– Twitter: @LorenMcDonald– Google+: +LorenMcDonald

Why compare yourself with others?

No one in the entire world can do a

better job of being you than you.

Unknownsdfsf

As marketers, we often ask ourselves…

How do we compare?

Hmm, that’s an OK question.

The better question is…

How do we improve?

Benchmarks are worthless…

…unless you use them to take your marketing

program to another level.

End of sermon.

OK, so what’s the #1 most asked question in

email marketing?

What’s the average email open rate?

What’s the #1 most asked question in

email marketing?

You asked…today we reveal…

Process / Backgroun

d

Review of Selected Metrics

What to Do?

Final Notes / Q & A Agenda

What We Did

• Asked clients to opt-inPermission

• Ran the scriptData

• Sliced, diced and organizedAnalysis

Overview of Benchmark Study

1124 Brands – 20 Countries

2011 + Q1 2012

US Canada

Industries

EMEA

Industry BreakdownB2CCharities, Foundations & Non-ProfitsConsumer ProductsConsumer ServicesLeisure, Sports & RecreationRetail

B2BCorporate ServicesHospitals & HealthcareIndustrial Manufacturing & Services

HybridComputer Hardware, Telecom & ElectronicsComputer SoftwareEducationFinancial Services/Banks/InsuranceMediaReal Estate & Construction

But, do you really want to be average?

Metrics Sliced 4 Ways

Top Quartil

e

Bottom Quartil

e

Mean Median

TopQuartile

Bottom Quartile

Top 25% of data

Quartiles

Average

Bottom 25% of dataAverage

{

{

Mean = Sum of All MetricsNumber of Metrics= Average

Mean (Average)

The central point of a set; the number that occurs inthe middle of a set of numbers

Median =

550 fell above&

549 fell below

Median

Metrics We Pulled*open rate

opens per opener

click-through rate

click-to-open rate

clicks-per-clicker

hard bounce

soft bounce

delivery rate

unsubscribe rate

abuse (complaint rate)

mailing size (bytes)

* Blue highlight = discussed in today’s presentation

Process / Backgroun

d

Review of Selected Metrics

What to Do?

Final Notes / Q

& AAgenda

27

Open Rates

BTW, What is an “open” anyway…

• Tracking image calls the server • = An OpenHTML Email• If a link is clicked• = An open*Text Email• Images off, no open• Unless a link is clicked*Images Off• If images load, it counts• If not, not an open

Preview Pane* “Derived” open

20.1% WW: Open Rate - Average

43.7% WW: Open Rate - Top Quartile

8.0% WW: Open Rate - Bottom Quartile

Open Rate – Select Industries (WW)

Vertical

Retail

Leisure, Sport & Recreation

Media

Banks / Fin. Services

Mean

17.12%

16.18%

20.91%

22.62%

Top Quartile

30.60%

32.61%

47.98%

48.91%

Open Rate – Select Industries (WW-cont)

VerticalComputer Software

Computer Hardware

Education

Consumer Prods.

Mean

24.74%

16.54%

14.97%

19.42%

Top Quartile

55.03%

31.86%

30.48%

34.86%

32

Click RatesClick-through ratesClick-to-open rateClicks-to-clicker

5.2% WW: Click-through Rate- Average

16.6% WW: CTR - Top Quartile

0.7% WW: CTR - Bottom Quartile

CTR – Select Industries (WW)

Vertical

Retail

Leisure, Sport & Recreation

Media

Banks / Fin. Services

Mean

3.09%

2.31%

8.87%

3.46%

Top Quartile

6.21%

5.29%

31.67%

9.88%

CTR – Select Industries (WW-cont)

VerticalComputer Software

Computer Hardware

Education

Consumer Prods.

Mean

8.61%

3.55%

3.02%

5.06%

Top Quartile

28.69%

10.05%

7.81%

11.86%

19.3% WW: Click-to Open Rate- Average

40.0% WW: CTOR - Top Quartile

6.7% WW: CTR - Bottom Quartile

1.56 WW: Clicks-Per-Clicker - Average

1.82 WW: Clicks-Per-Clicker - Top Quartile

1.34 WW: Clicks-Per-Clicker - Bottom Quartile

38

List ChurnHard BouncesUnsubscribes

2.1% WW: Hard Bounce Rate- Average

0.1% WW: Hard Bounce - Top Quartile

7.3% WW: Hard Bounce - Bottom Quartile

0.02% WW: Unsubscribe Rate- Top Quartile

1.05% WW: Unsubscribe Rate - Bottom Quartile

0.31% WW: Unsubscribe Rate- Average

* Percent of opt outs per messages sent

Process / Backgroun

d

Review of Selected Metrics

What to Do?

Final Notes / Q

& AAgenda

1. Understand these are “process” metrics

Diagnostic: How elements of your email program drives success

Creative OffersDeliverabili

ty / List Hygiene

2. Compare your metrics to the study

3. FIND THE GAPS

4. Use it to ask for budget & resources4. Lobby for bigger budget & resources

5. Focus on the REALLY big issues

Web Tracking

Send TimeOptimization

AutomationA/B Testing

Scoring

DynamicContent

Personalization

Relational Tables

API / Partner IntegrationsWeb/Progressive Forms

Social Integrations

6. Use your ESP/MA tools

7. Then tweak and optimize

8. Compare again

9. Celebrate and get promoted

Process / Backgroun

d

Review of Selected Metrics

What to Do?

Final Notes / Q & A Agenda

Email Marketing

Mobile

Social

Marketing

Automation

Interested In Learning More?

Interested In Learning More?

2012 Email Marketing Benchmark Report silverpop.com/marketing-resources

www.slideshare.net/silverpopTwitter.com/silverpop

Facebook.com/silverpop

Thanks / Q & A

Loren McDonaldlmcdonald@silverpop.com

@LorenMcDonaldGoogle+: LorenMcDonald