Digiday and IBM Marketing Cloud: Email marketing benchmark webinar
Transcript of Digiday and IBM Marketing Cloud: Email marketing benchmark webinar
![Page 1: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/1.jpg)
2016 Email Marketing Benchmark Study:
How Do You Measure Up?Jay Jhun | @emailrocks
![Page 2: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/2.jpg)
@emailrocks @IBMforMarketing #NewWaytoEngage
Today’s Presenter
Jay Jhun, Account Director@emailrocks
IBM Marketing Cloud@IBMforMarketing
![Page 3: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/3.jpg)
@emailrocks @IBMforMarketing #NewWaytoEngage
Today’s Agenda
Selected Metrics & Tips
Background for the Report
How to Use the Results
![Page 4: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/4.jpg)
Are we just average?
Or a top performer?
![Page 5: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/5.jpg)
Where are the
opportunities?
![Page 6: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/6.jpg)
Benchmark data can help answer these questions …
![Page 7: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/7.jpg)
… but benchmarks are most valuable when you use them to take your marketing
program to the next level.
![Page 8: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/8.jpg)
@emailrocks @IBMforMarketing #NewWaytoEngage
What We Did
• Asked clients to opt-inPermission
• Ran the scriptsData
• Sliced, diced and organizedAnalysis
![Page 9: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/9.jpg)
@emailrocks @IBMforMarketing #NewWaytoEngage
Overview of Benchmark Study
750+ Companies (Nearly 3,000 Brands) – 40 Countries
Full Year 2015 Data
US Canada
Categorized into 18 IndustriesAustr
alia /
New Zeala
nd
Rest of
World
UKRest
of Europe
Midd
le East
/ Nort
h Afric
a
Overall
![Page 10: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/10.jpg)
@emailrocks @IBMforMarketing #NewWaytoEngage
Study Report Contents
![Page 11: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/11.jpg)
Do you really want to be average?
![Page 12: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/12.jpg)
@emailrocks @IBMforMarketing #NewWaytoEngage
Metrics Sliced 4 Ways
Top Quartile Bottom Quartile
Mean Median
![Page 13: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/13.jpg)
@emailrocks @IBMforMarketing #NewWaytoEngage
Today’s Agenda
Selected Metrics & Tips
Background for the Report
How to Use the Results
![Page 14: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/14.jpg)
@emailrocks @IBMforMarketing #NewWaytoEngage
Open Rates
• Unique Open Rates by Region• Unique Open Rates by industry• Transactional Open Rates
![Page 15: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/15.jpg)
Unique Open Rate: 21.8% (mean); 41.8% Top Quartile
![Page 16: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/16.jpg)
Open Rates by Industry
• Top performer:Schools & Education
• Bottom Performers:Agencies; Media Publishing
![Page 17: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/17.jpg)
Transactional – Leveraging High Open Rates
7 of 10 for top performers
Opportunity is to maximize cross/upsell with transactional messages
The relevance of transactional messages –
the anticipation – provides a significant lift
![Page 18: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/18.jpg)
Increasing Open Rates
Subject Line Testing
Understand Impact of Frequency
Build Brand Value Through
Content / White Space Active /
Inactive Segmentation
Optimize Pre-Header
Text
![Page 19: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/19.jpg)
Pre-header text includes product detail
and price
Pre-header text is wasted
Pre-header text includes sale urgency,
but then wastes opportunity
![Page 20: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/20.jpg)
@emailrocks @IBMforMarketing #NewWaytoEngage
Click-Through Rates
• Click-Through Rates (CTR) by Region• CTRs by Industry• CTR Transactional• Click-to-Open Rate (CTOR) by Region• Click-to-Open Rate (CTOR) by Industry• CTOR Transactional
![Page 21: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/21.jpg)
Top Quartile is nearly 6 times median CTR
![Page 22: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/22.jpg)
CTOR = clicks as a percentage of opens; aka ‘Effective Rate’
Top Performers: 1 of ~3 recipients that open; click
Median: 1 out of ~10 recipients that open a message, also click a link
![Page 23: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/23.jpg)
Top Performers: Nearly 43% of openers also click
Opportunity to include: - Product usage tips
- Cross sell
![Page 24: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/24.jpg)
![Page 25: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/25.jpg)
Horizontal “sections”
Big, finger-friendly buttons
![Page 26: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/26.jpg)
Website/emails use same button
Heat map lessons:
• Shoppers look for discounts first
• CTA beneath it gets higher
conversion/lower bounce rate
![Page 27: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/27.jpg)
K.I.S.S.
![Page 28: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/28.jpg)
@emailrocks @IBMforMarketing #NewWaytoEngage
List Churn
• Hard Bounces by Region• Hard Bounces by Industry
• Unsubscribes by Region• Unsubscribes by Industry
• Complaint Rates by Region• Complaint Rates by Industry
![Page 29: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/29.jpg)
13 of 10,000 = Mean; Bottom Quartile = 44 of 10,000
![Page 30: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/30.jpg)
Unsubscribe Rates by Industry
• MeanLow ~0.05% High ~0.20%
![Page 31: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/31.jpg)
Reducing Unsubscribes
Leverage Behavior & Automation
Manage Expectations
Offer Alternatives to
Opting OutUse Content to Increase Value
![Page 32: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/32.jpg)
Device/Client & Engagement Rate
• Device/Client by Region
• Device/Client by Industry
• Engagement Rate by Region
• Engagement Rate by Industry
![Page 33: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/33.jpg)
@emailrocks @IBMforMarketing #NewWaytoEngage
49% = Avg. Mobile Readership
![Page 34: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/34.jpg)
Devices by Industry
•Highest Mobile:Food Service, Sports & Entertainment
Lowest Mobile:Computer Hardware & Telecommunications
![Page 35: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/35.jpg)
Engagement Rate Defined
![Page 36: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/36.jpg)
@emailrocks @IBMforMarketing #NewWaytoEngage
US Low & Rest of Europe & Aus/NZ High
![Page 37: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/37.jpg)
@emailrocks @IBMforMarketing #NewWaytoEngage
Engagement by Industry
• Insurance = Highest Read Rate + Lowest Glanced/Deleted
• Schools & Education = Lowest Read Rate + Highest Glanced/ Deleted
![Page 38: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/38.jpg)
@emailrocks @IBMforMarketing #NewWaytoEngage
![Page 39: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/39.jpg)
Making Visual Impact
![Page 40: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/40.jpg)
My friend had the basic pulled pork sandwich, which was very tender and juicy. I had the spicy pork sandwich with homemade kimchee on top. It was juicy and mildly spicy with a beautifully fresh crunch to the bite.
![Page 41: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/41.jpg)
![Page 42: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/42.jpg)
“Eliminating friction is more important than engagement.”Ryan Barley, Director of Mobile-Staples
![Page 43: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/43.jpg)
![Page 44: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/44.jpg)
Holiday vs. Non-holiday – Retail/Ecommerce Brands
• Open Rate• Click-Through Rate• Click-to-Open Rate• Hard Bounce• Unsubscribe Rate• Complaint Rate
![Page 45: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/45.jpg)
@emailrocks @IBMforMarketing #NewWaytoEngage
Mean Open Rate Much Higher During Non-Holidays
3.3 percentage points / 18.8 percent higher
![Page 46: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/46.jpg)
@emailrocks @IBMforMarketing #NewWaytoEngage
Click-Through Rates
0.8 percentage points / 28.6 percent higher
![Page 47: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/47.jpg)
@emailrocks @IBMforMarketing #NewWaytoEngage
Non-Holidays has higher unsubscribe rates, but …
0.014 percentage points / 12.1 percent higher
![Page 48: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/48.jpg)
Rate Goes Down
Cumulative total goes
up
![Page 49: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/49.jpg)
@emailrocks @IBMforMarketing #NewWaytoEngage
Selected Metrics & Tips
Background for the Report
How to Use the Results
![Page 50: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/50.jpg)
1. Understand these are “process” metrics
Diagnostic: How elements of your email program drives success
Creative / Design Offers / Content Deliverability / List Hygiene
@emailrocks @IBMforMarketing #NewWaytoEngage
![Page 51: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/51.jpg)
2. Benchmark Against Similar Industries
![Page 52: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/52.jpg)
3. Benchmark Against Top Quartiles – Imagine What’s Possible
![Page 53: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/53.jpg)
4. Use it to ask for budget & resources
4. Use the data to lobby
for more budget &
resources
![Page 54: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/54.jpg)
5. Focus efforts on REALLY big issues/
opportunities
![Page 55: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/55.jpg)
Web Tracking
Send TimeOptimization
AutomationA/B Testing
Scoring
DynamicContent
Personalization
Relational Tables
API / Partner Integrations Web/Progressive Forms
Social Integrations
6. Use your ESP/MA tools to improve results
![Page 56: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/56.jpg)
7. Celebrate and get promoted!
@emailrocks @IBMforMarketing #NewWaytoEngage
![Page 57: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/57.jpg)
Q&A
Slides and the full benchmark report will be made available after the webinar
@emailrocks @IBMforMarketing #NewWaytoEngage
![Page 59: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/59.jpg)
Interested In Learning More?
bit.ly/IBMforMktgResources
@IBMforMarketing
IBM for Marketing
![Page 60: Digiday and IBM Marketing Cloud: Email marketing benchmark webinar](https://reader038.fdocuments.in/reader038/viewer/2022110219/588a4f761a28abd3088b6927/html5/thumbnails/60.jpg)
UNIVERSAL
BEHAVIORCapture Every
Action Captures and
manages behavior across every digital and offline channel to build unparalleled
insight into each individual
SINGLE IDENTITYConnect The Dots
Connects every customer touch
point into a single view
MULTI-CHANNELCommunicat
e Across Platforms
Sends personalized
messages everywhere each customer prefers
to connect
BEHAVIORAL INSIGHTSUnderstand Path
To RevenueDiscovers customer
preferences by analyzing data from all devices and channels
MARKETING
DATABASEManage
Behaviors At Scale
Manages everything about each
customer, easily and at scale
INTERACTION ENGINEAutomate
Communications Gets personal with
each customer, one at a time and in real-time
IBM Marketing Cloud Platform