EMAIL

MARKETINGFACTS & FIGURES

12 Frequently Asked Questions

about Email Marketing

in Belgium

WHO AM I?

Web

Social

Mobile

… and Email

Florent Diverchy

Digital Consultant

@Bisnode since 2002

Expertise in Digital Campaign Management

@thefrenchflo

WHAT DOES BISNODE KNOW ABOUT EMAILS?

Permesso

Just4You

Sanoma

Prospection Emails

Nestlé

Danone

Beobank

Croustifrance

Red Market

…

Client Emails

70 million emails sent per year

Lots of analysis, tests, experiences

… lots of questions!

1. WHICH RESULTS ARE YOU LOOKING AT?

Unique Openers & Clickers

After 1 launch

No Opens & Clicks

No Remails

Be careful if you compare!

2. WHAT ARE THE AVERAGE BELGIAN RATES?

The 15/25 Rule

15% Open

15% Click on Open

2,25% CTR

Don’t extrapolate one from the other!

Prospection Emails

25% Open

25% Click on Open

5,63% CTR

Client Emails

1 out of 44 persons contacted click 1 out of 16 persons contacted click

3. WHAT CAN I EXPECT FROM MY REMAILS?

For Prospection

15% Open

15% Click on Open

Mail

Remail

Remail 2

7,5% Open

15% Click on Open

3,75% Open

15% Click on Open

Same For Client mails

0,16% Opt out

/2

/2

0,32% Opt out

1,00% Opt out

4. ARE TRIGGER EMAILS PERFORMING BETTER?

Prospection Emails

30% Open

30% Click on Open

9% CTR

Client Emails

50% Open

50% Click on Open

25% CTR

1 out of 11 persons contacted click 1 out of 4 persons contacted click

The 15/25 Rule

The 30/50 Rulex2

5. IS EMAIL MARKETING DYING?

Overall rates globally constant since 4 years

Small increase in Open (new methodology)

Small decrease in Clicks

More trigger emails

Email Marketing in 2014 better than in 2013

Email Marketing is NOT dying

6. WHICH ELEMENTS HAVE MORE IMPACT ON

MY CAMPAIGN?

TIMINGS (+10%)

What stays true

Women: Wednesday afternoon (+17% compared to other week days)

Coupon: last week of the month

Couple decision: week end

Importance is decreasing

Mobile. Always On.

New behaviours (Google Inbox)

Trigger always better

CREATIVE MATERIAL (+20%)

Pre-required: properly designed and cut HTML material !

Good & explicit Subject line

Simple content

Call to action visible and above the fold

Usual recommendations

Responsive design (25% of all opens on mobile)

Pre-header

What becomes more important

PROFILES (+50%)

Men open more (17% vs 14%), Women click more (17% vs 13%)

Age has a huge impact on Open Rate

Age has also an impact on Click Rate

18-29: 8,5%

30-49: 15,0%

50+: 22,5%

18-44: 11%

45+: 16%

NL open more than FR (17% vs 13%)

CONTENT (+200%)

Incentive emails are better than Informative emails

Open rate similar

Click rate x3.1

Split Incentive for better reactivity

100 x 10€ (best perception)

10 X 100€

1 X 1000€ (worst perception)

Free products

Open Rate 60%

Click Rate 50%

CTR 30%Beware of contesters!

7. WHICH FORM CONVERSION RATE CAN I EXPECT?

60% of the clickers submit the Form

84% with Form prefill

Opt-in can’t be pre-checked

82% give their opt-in

Telephone: -7%

Complete Address: -5%

Birthdate: -3%

City: -3%

Don’t ask to much

8. WHAT IS AN OPTIMAL MARKETING PRESSURE?

1 week-end between two launches

Average: 0,36%

2nd email of the week: 0,56%

1st Mail on Friday, 2nd on Monday: 0,38%

Opt-out Rate:

9. DOES ONLINE STORYTELLING WORK?

Case Vétérinaires sans frontières

A story developed on 5 emails

Each email sent to the openers of previous email

3 last emails sent on the same week

No incentive

Open Rate Evolution

14% 64% 78% 90% 92%

Last: 24.791 openers for 26.938 email sent

Opt-out Evolution

0,16% 0,37% 0,29% 0,31% 0,29%

A good story makes

informative emails

more reactive

than incentive emails

A good story is

not perceived

as negative pressure

10. IS CPC BETTER THAN CPM?

CPC always seems better

Less risk

Things to keep in mind

What about marketing pressure?

How many remails if goals not reached?

Risk for brand image?

Ask your partner!

Know your ROI

11. WHICH KPI SHOULD I LOOK AT?

Depends on your needs

Visibility: Open Rate

Website Traffic: Click Rate

Lead Generation: Opt-in

Impact on Sales:

Direct sales

Impact on average basket after xx months

Conversion after xx months

Choose the right one!

Client Automotive 1: 16% Open – 9% Click

KPI: Car sold after 1 week

Angry Client

Client Automotive 2: 16% Open – 7% Click

KPI: Car bought by clickers after 6 months

Very Happy Client

12. IS THE ROI OF EMAIL POSITIVE?

15% Open 15% Click 60% Forms 82% Opt In

1 person contacted on 90 gives his optin

You just need to know 2 parameters

The Conversion rate of your Lead Nurturing Program

The Value of a New Client

Example Fundraising Client

Parameters: 1 conversion for 11 optins. A new donor is worth 100€

100€ per donor = 9,09€ per opt-in = 7,45€ per form

= 4,47€ per clicker = 0,67€ per opener = 0,1063€ per email sent

ROI Positive if CPC < 4,47€ or CPM < 106,30€

KEY TAKE AWAYS

Prospection email:15% Open 15% Click 60% Forms 82% Opt In

Client email: 25% Open 25% Click 60% Forms

Remail: Half the Mail Open

Trigger Email: Double the ratesBiggest Impact on the Rates:

1. Content -/+200%

2. Profiles -/+50%

3. Creatives -/+20%

4. Timing -/+10%

Email is NOT dying

1 weekend between 2 emails

Storytelling works!

Choose your KPI in function of your objectives

Be sure to calculate your ROI!

Belgium 2014