Our Methodology - Sendinblue
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Transcript of Our Methodology - Sendinblue
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Our Methodology
Performance overview
Top performing regions and industries
Best practices across all industries
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Contents
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Year after year, email marketing results confirm that this channel is here to stay. Email marketing has an average ROI that is four times higher than any other channel out there. All kinds of companies across the world benefit from its efficiency, particularly e-commerce and digital-native businesses who never fail to include it in their marketing mix.
Evaluating the performance of email marketing as a channel is crucial for all types of organizations. Whether you’re a local business, a large corporation or a not for profit organization, understanding the impact of your email campaigns helps you gather insights into the kind of information your customers value and how to reach them in the most effective way.
Beyond having an understanding of our own performance, comparing our results to similar organizations and top performers in the industry brings an additional angle to improve our strategy. Ultimately, the question marketers should be trying to answer to accelerate their growth is: What are the top performers in email marketing doing to achieve success?
As a leading email marketing platform providing access to detailed reports, we went and got these answers for you. We set out to analyze the data of 691 companies across the world over one year. We have compiled these anonymized insights in this report, highlighting the best practices and winning formulas of top performers in each industry, to provide you with useful information that will help you build better email marketing campaigns for 2021.
Enjoy the reading!
Hello!
Mickael Ariasco-CEO at Sendinblue
41OurMethodology
What is an Industry Benchmark?
The objective of our 2020 Industry Benchmark is to offer you a clear overview of the most important figures and metrics in email marketing, comparing not only different industries, but also the regions in which they operate.
Optimizing email campaigns and newsletters can be a major challenge for some businesses. Our Industry Benchmark will help you understand the efficiency of your email marketing strategy and identify strengths as well as areas for improvement.
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Which data did we use?
The Industry Benchmark is based on the campaign statistics of all Sendinblue Enterprise Plan customers over 12 months.
The key metrics we showcase are the open rate, click rate and click-through-rate (CTR) as well as unsubscription rate and bounce rate.
The results displayed always represent the median of the key figure examined. This is more robust against outliers than the mere average and therefore more meaningful.
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How to evaluate these results?
If you’re thinking about how you can analyse the results provided in this Industry Benchmark, no worries, we have already taken care of that for you! Next to every graphic and chart you will find observations and insights from our team of experts. This Industry Benchmark includes global information as well as market details, since Sendinblue is a global company. We have sourced data from customers across 46 different countries, and to make the reading more efficient and enjoyable, we‘ve grouped the results of these businesses into different regions, depending on the location of the company.
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Glossary
Percentage of recipients who have opened an email divided by number of emails delivered.
The opening rate is calculated with the following formula:
(number of openings : number of delivered emails) * 100
Click-Through-Rate (CTR)Percentage of recipients who clicked on alink after opening an email. This value can provide a better understanding of the click rate in relation to the opening rate.
The Click Through Rate is calculated
as follows:
(clicks : openings) * 100
Click RatePercentage of recipients who have clicked an email divided by number of emails delivered.
The click rate is calculated as follows:
(number of clicks : number of delivered emails) * 100
Unsubscription RateRecipients who have unsubscribed from the campaign or emailing list via the unsubscription link. This metric provides feedback on your marketing strategy and enables you to optimize the balance between your target group, the content and the frequency of your campaigns.
The unsubscription rate is calculated as follows:
(number of clicks : number of delivered emails) * 100
Bounce RatePercentage of failed deliveries in relation to the total number of recipients. This number is calculated between hard bounces, which represent email addresses who are unknown or blocked, and soft bounces, which represent only temporarily unavailable email addresses. Spam bounces are also counted towards the bounce rate.
The Bounce rate is calculated as follows:
(number of failed deliveries : number of mails sent) * 100
Open Rate
(number of opens : number of delivered emails) * 100
(clicks : opens) * 100
(number of failed deliveries : number of emails sent) * 100
92Performance overview
InsightsSummaryTop facts and key figures
The APAC region has the highest open rate, but at the same time the lowest click rate. This suggests that these are recipients who have a good level of interest and curiosity, but do not want to dive deeply into a topic or receive information beyond that.
The EMEA region has a low open rate, but the highest click rate. This can be explained as this is a region with recipients who mainly open campaigns they are deeply interested in, which translates to a high engagement when reading the emails.
The American region has an average open and click rate, but the lowest unsubscription rate across all regions. This shows that even if not very reactive, once subscribed, the recipients stay loyal to a brand.
The majority of emails is sent by companies from APAC region. They make up 47,1% of the total email volume.
However the APAC region has the highest bounce rate with 2.29%, which could be a direct outcome of the high volume of emails sent.
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Global Overview
America
Openings25.85% Clicks1.17%Unsubscribers0.03%Bounces1.81%
Openings26.35%
Clicks0.77%
Unsubscribers0.04%
Bounces2.29%
Openings24.40%
Unsubscribers0.04%
Clicks1.30%
Bounces1.76%
EMEA
APAC
Opens
Opens
Opens
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Industry overviewOpen rate Click rate Click-throught rate Unsubscription Rate Bounce rate
Agency/Consulting 26.25% 1.27% 5.48% 0.00% 1.78%
Association (Club, Religious)
36.75% 2.11% 7.38% 0.05% 1.30%
Career/ Job Search 25.90% 1.64% 6.11% 0.05% 1.11%
Consumer Services 24.50% 1.18% 5.35% 0.06% 2.02%
Education/Research 22.40% 1.26% 5.12% 0.06% 1.89%
Electronics/Hardware 31.35% 1.45% 7.68% 0.06% 2.27%
Entertainment/Event
27.70% 1.19% 3.93% 0.05% 1.81%
Fashion/Beauty 25.20% 1.39% 7.06% 0.06% 1.70%
Finance 24.35% 1.29% 5.11% 0.01% 1.53%
Gambling/Lottery 30.70% 0.90% 2.43% 0.03% 1.30%
Health Care/ Fitness/ Food
25.85% 1.50% 7.17% 0.07% 1.29%
Household/Garden 20.50% 1.50% 7.81% 0.10% 1.40%
Click-through rate Unsubscription rate
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Insurance 36.25% 2.72% 8.58% 0.10% 1.60%
Manufacture/Trade 20.40% 1.27% 6.20% 0.00% 1.75%
Marketing/Advertising 38.10% 0.78% 2.40% 0.01% 2.80%
Media/Publishing 20.80% 1.58% 9.34% 0.02% 1.72%
Networking
(Dating, Social Media )
23.70% 1.07% 4.58% 0.12% 0.93%
NGO 24.00% 1.49% 5.81% 0.03% 1.38%
Online Gaming
(non Gambling)31.35% 1.13% 5.03% 0.03% 1.03%
Politics/Advocacy/Government
28.40% 1.66% 6.47% 0.06% 2.47%
Real Estate 27.40% 1.05% 4.39% 0.05% 3.17%
Technology/Software 26.90% 1.09% 4.54% 0.04% 2.12%
Telecommunication 20.20% 1.24% 7.34% 0.03% 2.60%
Transportation 24.30% 1.10% 4.38% 0.09% 1.58%
Travel/ Leisure (Hotel, Restaurant, Culture)
23.60% 1.39% 6.60% 0.07% 1.84%
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Emails delivered
The comparison of the amount of all emails delivered and the number of all companies per region shows that the APAC region is composed of fewer companies, but the number of emails delivered accounts for almost half of all emails.
With this information, we can conclude that even if there are not many sen-ders in the region yet, the density of recipients is very high.
Emails sent per region Companies per region
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Open Rate
The Total Median is 25.85%.
“Marketing/ Advertising” has the best rate with 38.10% which is 12.25% higher than the median. “Telecommunication” has the lowest rate with 20.20%. That is 5.65% less than the median.
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Click Rate
The Total Median is 1.27%.
“Insurance” has the best rate with 2.72%, which represents 1.45% higher than the median. “Marketing/ Advertising” has the lowest rate with 0.78%, which is 0.49% below the median.
Clic
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Gambli
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ottery
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House
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Career/
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Politic
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(Club
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Insura
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Unsubscription Rate
The Total Median is 0.05%.
“Manufacture/ Trade” has the best rate with 0.01%, that is 0.04% below the median. “Networking/ Social media” has the highest rate with 0.12%, which represents a 0.07% higher than the median.
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Bounce Rate
The Total Median is 1.72%.
“Networking/ Social media” has the best rate with 0.93% which is 0.79% lower than the median. “Real Estate” has the lowest rate with 3.17%. That is 1.45% higher than the median.
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Campaigns sent
The Total Median is 242 campaigns.
“Fashion/ Beauty” has the highest volume with 796 campaigns sent, which represents 554 more campaigns than the median. “Insurance” has the lowest volume with only 70 campaigns sent, which is 172 less than the median.
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Emails sent
The Total Median is 177,379 emails.
“Gambling” has the highest amount with 715,260 emails sent, these are 537,881 more emails than the median. “Insurance” has the lowest amount with only 15,925 emails sent, which represents 161,454 emails less than the median.
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213Top performing regions and industries
InsightsSummaryTop facts and key figures
“Marketing/ Advertising” has the highest open rate and is amongst the 5 industries with the lowest unsubscription rate.
“Insurance” has the highest click rate and is in the Top 5 of the industries with the highest open rates.
“Association/ Clubs” is in second place of the Top 5 of the industries with the highest open rates as well as the highest click rates.
“Media/ Publishing” is in the Top 5 amongst industries with the highest click rate and also is one of the five industries with the lowest unsubscription rate.
“Online Gaming (non Gambling)” comes in second place amongst the industries with the lowest bounce rate and is also in the Top 5 of the industries with the highest open rates.
“Career/ Job search” has the third lowest bounce rate of all industries and is in the Top 5 amongst industries with the highest click rate.
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Top Industries per region
EMEA APAC America
Association/ ReligionI nsurance Insurance
Career/ Job Search
Insurance
Finance
Online Gaming
Politics/Advocacy
Insurance
Telecommunications
Politics/Advocacy
Real Estate
Click rate
Unsubscription rate
Bounce rate
nIOpen rate
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TOP 5 - Open rate
This chart shows the 5 industries with the highest open rate. The open rates of the top three industries are very close to each other, with the other two showing a 5-point difference.
In comparison, the industry “Marketing/ Advertising“ has the highest open rate with 38.10%. This can be explained by the high diversity in the industry, since campaigns tend to be highly creative and vary considerably in content, generating interest from the recipient every time.
On the contrary, industries “Association“ and “Insurance“ usually have less room for creativity, but a high open rate is achieved with a trustful and close relationship with the target group.
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TOP 5 - Click rate
The chart shows the 5 industries with the highest click rate. The industry “Insurance“ leads the list with 2.72% on the click rate, followed by “Associations“ with 2.11%. The differences are less significant in the subsequent sectors. Mainly very objective industries are represented here. Topics such as insurance, religion and politics appeal to a broad mass, but at the same time have very individual target groups. It is essentially a matter of conveying the essential information that is expected from the recipient.
The high click rate results from added value in terms of content, target group orientation and clear structures.
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TOP 5 - Unsubscription rate
The chart shows the 5 industries with the lowest unsubscription rate. The first four industries have the same rate at 0.01%, with the industry in the fifth position doubling this number with 0.02%.
It shows that the unsubscription rate in general is extremely low and do-esn’t vary a lot. The recipients seem to be very loyal and interested, regardless of the type of industry.
This includes industries with a clear structure and notable close customer relationships such as “Finance”, “Manufacture” and “Consulting” as well as creative and diverse industries such as “Marketing” and “Media”.
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TOP 5 - Bounce rate
The chart shows the 5 industries with the lowest bounce rate. The industry “Networking (dating, social media)” has the lowest bounce rate at 0.93%. Remaining four top industries have a bounce rate higher than 1%. It is worth noting that the difference between all top 5 industries is very low.
Industries related to leisure mostly rank in the Top 5. This leads to the conclusion that the bounce rate is low due to contact subscriptions made on sustained interest, and where they use verified contact information.
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Focus on the Gambling industryThis example clearly illustrates the difference between sent emails and campaigns. Although the “Gambling” industry has the highest volume of emails, it is one of the 5 industries with the lowest number of campaigns. This means a rounded average of 6,166 recipients per campaign. This shows that “Gambling“ appeals to a very broad audience and that blanket emails are mainly sent out to cover this wide range. This sender behaviour can affect deliverability. In this case we advise to track bounce rate regularly.
294Best practices across all industries
What are my competitors doing to achieve a higher performance? We analyzed the campaigns sent by some of our top performers and summed up the best practices we identified.
The following information will give you guidance to explore which tactics prove efficient to get top rates. Learn how to increase click and open rate as well as how to decrease bounce and unsubscription rate.
In addition you’ll find a checklist for success to get the best out of your marketing strategy!
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They plan aheadHow to optimize your marketing plan
To succeed in marketing, it’s extremely important to create an annual plan. Especially if you have a multi-channel approach, you need to ensure all of them are coordinated from the beginning.
In this section, we analyse the activity of the recipients and the sending behaviour across all industries over the year. You will notice that both are strongly influenced by public holidays, events and holiday periods.
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Sending behaviour and activity per quarter Q1The beginning of the year is characterized by restraint. A new year begins, the highly profitable behavior from holiday season decreases, and people start to focus on their resolutions.
With the beginning of spring, curiosity sparks again and recipients start to inform themselves about new products. Click rate and CTR are still low, but the open rate reaches its peak in March with 28.05%.
At this time target group orientation is extremely important. Send campaigns that maintain your brand awareness- e.g. a New Year‘s or Valentine‘s Day greeting.
Industries that should focus on this period: Insurance, Finance, Education, Career and Health care.
Q2As the weather gets warmer, people become more active. This is also reflected by many events taking place and the preparations of the summer holidays. Click rates and CTR are rising. With 6.45%, the CTR reaches its peak in June. Interest in offers and emails is high - from informative emails about events to discount offers such as last-minute booking and summer sales. The recipients tend to be more engaged in communications.
Take the advantage of the high activity of your recipients and increase the sending frequency. Show creativity in the subject line and the design of your emails to stand out from the crowd.
Industries that should focus on this period: Entertainment, Travel/ Leisure, Networking and Fashion/ Beauty.
New Year
Festivals
SummerHolidays
Back to school
Easter
National Day(CAN, US, FR)
Black Friday& Cyber Monday
Oktoberfest &Halloween
End of year
Valentine‘s Day
Mother‘s Day
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Sending behaviour and activity per quarter Q3Here comes the summer slowdown. As most people go on holiday, they also tend to stay far away from their inbox and as unreachable as possible.
Make sure to adjust the frequency at this point, since a high volume of emails sent to inactive recipients can unnecessarily increase your bounce rate. Adapt the sending to your to a segment that is still active, to maintain your reputation.
Additionally, use this time to prepare for the autumn and winter seasons. Update your contact lists, set up automation workflows, or run A/B test in your mailings.
Industries that should focus on this period: NGO, Association and Online Gaming.
Q4The grand finale! Black Friday, christmas festivities, and the end of the year are all fast approaching. This time requires meticulous campaign planning! Significantly fewer campaigns are sent out compared to the previous half of the year, but the email volumes reach their peak in November.
Special attention must be paid to the sending time. Although the recipients show constant activity, they are inundated with newsletters from several senders. Stand out from the crowd and send your campaigns earlier than others, so that you are guaranteed delivery and your recipients‘ attention.
Industries that should focus on this period: Electronics,
Technology, Telecommunication and Consumer Services.
New Year
Coachella
SummerHolidays
Back to school
Easter
National Day(CAN, US, FR)
Black Friday& Thanksgiving
Oktoberfest &Halloween
ChristmasChristmas
Valentine‘s Day
Mother‘s Day
They leverage automation
With marketing automation you can build custom scenarios to send campaigns based on your contacts’ behavior. This solution allows you to easily design customer journeys that are tailored to your marketing activities and communicate with your customer more effectively.
Collect GDPR-compliant data from email, SMS, web visits and social media
Connect different activities like openings, clicks, and page visits
Refine your marketing strategy using gathered data
Retrace the steps of your customers and keep their status and data updated
How to improve the customer journey with automation?
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Goal: Segmentation
Data to be used: Action:
Page Visits
Links clicked in campaign
Add contact to a list
This example from the “Fashion/Beauty“ industry shows a case where products for several brands are offered to the customer. Especially if you use different channels and additionally have several brands or products, segmentation is important to achieve a more precise marketing plan. In this case, the customer behaviour on the website and the engagement with the campaigns are combined to filter and segment the different interests.
70 Contacts
Page Visit
Contains - levistartpoint #1
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wait
For 1 minute(s)
0 contacts are waiting #2
70 Contacts
Yes 42,86% No 57,14%
if/else
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0 contacts are waiting #8
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Add contact to a list
Add contact toa list - LeviÔ #6
0 Contacts
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Clicked Campaign - All Campaigns link -starts with https:// ..startpoint #2
Brand Name Specific URL
- Brand Name list
The more you know about your contacts, the better you can tailor the content and delivery process to the target audience.
Result: With a precise targeting you can avoid mass emailing. Contacts with a high level of interest increase your open and click rates.
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Goal: Conversions
Data to be used: Action:
Events tracking
Page visits
Generate conversions
Send voucher campaign
In this example from the “Fitness/ Food“ industry, the Sendinblue Tracker for event logs like “cart_finished” was implemented. By tracking this event, you can follow when customers make their first purchase and send him a “Thank You” email with a voucher or freebie. The conversion helps you evaluate the value of this specific customer and the level of engagement. Moreover it is important to reward your contacts. A trigger can be an event such as the first order, their birthday, anniversary of their registration, amount of purchase etc.
0 Contacts
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startpoint #1
0 Contacts
Yes 0% No 0%
Send Emai l
View more statistics
Opens 0%
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0 contacts are waitin g
#9
0 Contacts
Record a conversation
First Product #17
0 Contacts
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o contacts are waiting
#13
0 Contacts
Send Email
View more statistics
Opens 0%
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0 contacts are waiting
#14
Relaunch
Mystery Gift
Result: If a contact already has converted into a customer, he is more willing to make further purchases, which increase your conversion rate. Reward creates trust in your brand and a long lasting customer relationship.
They personalize campaigns
There’s no better feeling than receiving an email that makes you feel like it was written specifically for your needs, right? The key to sending this type of email is to use the data and insights about your contact base to write content that is relevant to your audience. With a dynamic email editor like Sendinblue, you can also add extra personalized fields that will support your objective.
Sender
Subject line
CTA and linguistic style
Content
What should I personalize?
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Goal: Individualize sender
Individualize your sender. Similar to an envelope with a familiar name, it shows the information can be relevant and builds trust and brand awareness.
Show transparency! The recipient wants to know who you are, and that creates trust. Avoid freemail addresses and cryptic characters.
Different brands or subject areas should be clearly identifiable. Use variations to achieve this, such as support@, sales@, marketing@ etc.
Personalization is important for customer loyalty. Include name of the employee or department as the sender. But remain consistent in style!
DO! DON‘T!
Name: NEW Company
E-Mail: [email protected]
Name: John Doe from NEW Company
E-Mail: [email protected]
Name: Unknown
E-Mail: [email protected] m
Name: Newsletter
E-Mail: [email protected]
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Goal: Optimize subject line
Create an attractive subject. It gives a first impression whether the content is relevant for the recipient or not.
Include the information of your contacts! Addressing them directly or using a personalization with their names generates attention.
Get to the point! The most important content comes first. Avoid long formulations. For further details you can use the preheader section.
Just like a Call to Action, action-oriented and activating verbs help to convey urgency and arouse emotions. You can use emojis in addition.
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Goal: Structure and Design
Guide the recipient with structure and design. Including more links does not automatically mean more clicks! Set the links cleverly and highlight them visually to increase click rate.
The core of the campaign should always be present at the beginning, in the directly visible area of the email. So you can’t miss it without needing to scroll down.
Create variations! Relevant content can also be linked several times, as this increases the probability of a click. On the buttons, use eye-catching colours and formulations that encourage the reader to click. You can also use icons and images as a button.
Remember - less is more! Instead of long texts, better use a short teaser. You can link the full information for further reading.
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Goal: Linguistic style and CTA
Create an attractive subject. It gives a first impression whether the content is relevant for the recipient or not.
The reader must understand you. Use language that is appropriate to the target group and context.
Direct speech and strong verbs push the click-engagement.
Example: “Click here / order/ buy/ make an appointment/ know more/ read more“.
Why should the link be clicked? Create added value with a short description of the target.
Example: “To the offer“.
Avoid disappointments! Make sure that link description and target are aligned.
They clean contact lists
It might not be your favourite activity but it’s one of the most important. Sending emails to contacts that never get open damages your reputation as a sender which in turn affects your deliverability.
The good news is you can actually automate this process!
Use a GDPR compliant registration form
Define what is an inactive contact for you and segment your list
Exclude inactive contacts and send special reactivation campaigns instead
Automate the exclusion to save time
How to clean your email list
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Goal: Define unengaged contacts
With Sendinblue you can easily improve your engagement rate by simply excluding unengaged contacts in the last step of sending an email.
These contacts are identified by a pre-defined segment, but you can customize it at any time.
In addition you can set up a filter by the “Added date” condition or filter by email addresses who contain specific words - such as contact, sales, or noreply - to exclude old and unmonitored contacts from sending.
With these filters you can manually clean your contact list every time.
If you don’t want to spend too much time in manual processes and wish to automate the list maintenance, you can use a marketing automation workflow. Start the workflow with contacts that match your saved filter and choose the action to blacklist these contacts. This makes it much more easier.
In addition you can create a special segment for reactivation. Send special campaigns to reactivate your unengaged contacts and if they still don’t react, send them to your blacklist.
For Beginners For Advanced
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Result:
This example shows the development of the bounce rate of a customer from “Customer Services/ Contest” industry. This industryis usually known for mass mailings and difficulties in deliverability, because it is mostly a very promotional content.
This chart illustrates how much the deliverability can be improved, when starting to exclude the unengaged contacts.
In the beginning the bounce rate had an average of 1.60%. Since around April the unengaged contacts started getting excluded from the sending list. After that the bounce rate decreased by about 0.08% and stayed by an average of 1.52%.
Goal: Decrease Bounce rate
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They adjust sending time
How to improve thesending time
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Still sending your newsletters every Tuesday at 8am? This might actually not be the best timing to maximise open and click rates.
SendInTime calculates the perfect time for you to send your emails in order to get the best performance.
Define your target group. B2B contacts mainly check their inbox during the office hours, while B2C do it in the late afternoon and during the weekends.
Mind the context. Planning a campaign for a big event and many competitors will send emails too? Adjust your sending and become the early bird.
Watch out for the time zone. Yes as simple it sounds, some global companies forget about this point. If you’re sending emails to an international audience, keep in mind where they’re located and what is the time for them.
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This function calculates the best time for each contact according to the best open rates. It learns from data of past campaigns and the best time becomes more precise over time.
This is an example from a customer from “Entertainment/ Event” industry. The industry is known for a broad target group, which makes it difficult to determine the best sending time.
The graph shows how much the open and click rate increase with using the SendinTime function regularly. With the best sending time you can double your rates in the long run and maintain this success in the future.
Keep in mind, that if using this function it is important to send emails at regular intervals, so that the tool can continuously evaluate the recipients behaviour.
Goal: Send at the best timeHow to “SendInTime”?
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Goal: Send at the best time
B2B content means content the people generally need for their work or take time for during their office hours. Keep in mind that they will get a lot of mails during the day, have meetings or phone calls.
Send your emails early in the morning or after lunch break, when the second part of the day begins.
The best days are Mondays and Tuesdays. A new week has started and you can spark new interest and power.
For B2C industries the campaigns mainly include content the people read for private interest, to plan their free time, buy new products or care about themselves.
Send your emails in the afternoon, so you can catch their interest after work is done. Keep in mind that they may have been overwhelmed by information during the day.
During the weekend the best sending time is in the morning, since people are about to start their spare time.
B2B Market B2C Market
Typical industries are Politics/ Advocacy, Agency/ Consulting, Education/ Research, Career/ Job search or Finance.
Typical industries are Travel/ Leisure, Entertainment/ Event, Fashion/ Beauty, Networking or Health Care/ Fitness.
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They stay relevant and engaging
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Improve the quality of your contact list
Change the dispatch frequency
Check the contents of the email
Inspire confidence among recipients
Ensure display on mobile devices
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The more relevant your content is to readers,the more they’ll open your email to find out more. It’s that simple! Getting to know your clients and their preferences is therefore absolutely essential to serve them with relevant pieces of content and frequency. Segmenting your contact database is also a must-do to step up the personalization game.
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Goal: Stay up to dateIf you want to stay relevant and engaging, you need to know what is it that your recipients want.
Evaluate the statistics of your past campaigns. Which one had high open and click rates? What is the main criteria of this campaign that makes it special compared to the others?
Use A/B testing to test new subject lines or a new design and content. The result will show you, if your old formula is gold, or if your contacts want new inspiration.
Especially industries with a fast development like Event/ Entertainment, Fashion/ Beauty, Marketing or Media need to update their content and style regularly to stand out from the competition.
Check your workflows regularly. Do they work properly? Do they still add value or perhaps need to be updated?
For sensitive industries such as Insurance, Finance and Politics/ Advocacy it is important to have solid workflows that don’t abort at some point. This can irritate your contacts, may reduce trust and increase the unsubscription rate.
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Goal: ReduceUnsubscription rateAsk your contacts for feedback! Maybe they like the content and don’t want to unsubscribe, but the frequency is too high? In this case you can offer them the option to regulate the frequency by themselves.
In addition to the unsubscription link, which is mandatory with GDPR, link to a landing page with a profile form like shown in this example from a customer from the “Health Care/ Fitness” industry.
The statistics of this customer prove that giving an option to regulate sen-ding in addition to an unsubscription, the unsubscription rate decreases in the long term. In this specific example it has fallen from 2.25% to 0.14%.
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How to be successfulYour checklist to higher performance
Plan ahead and use a wise timeline to stand out from the competition
Keep your contact list clean with a GDPR-compliantregistration form. Bounce rate will decrease and deliverabilityrate increase.
Build a trustful and long lasting relationship with yourcustomer with an optimal target group segmentation.
Personalize your sender and subject line. The right winningformulas will get your emails opened!
Encourage your recipients with well formulated call-to-actions,a clear structure and added value.
Boost your conversion rate by creating a tailored customerjourney and never failing to be mobile responsive.
Understand the best sending time for your audience, toincrease your open rate.
Give your recipients an individual choice of frequency todecrease the unsubscription rate.
Reward your customer with special bonus emails. Leverage automation to achieve a maximum successby a minimum of effort.
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ConclusionWe hope that this industry benchmark report helped you to realizethe full power of your email marketing campaigns. By evaluating yourkey performance indicators against the top performers in the industry,you can find and exploit your hidden potential.
The insights and best practices are aimed at helping you increase thesuccess of your campaigns and create even more solid customerrelationships and experiences!
The report highlights how top performers in each industry understandfully their audiences, and leverage the strengths to connect with them efficiently. They move away from mass mailings into tailored and personalized communications, using consumer data to segment their lists and automate processes. Creative campaigns and communications with valuable information lead the open and click rates, but one common trait of these companies is using time wisely, not only to send messages at the most appropriate time for the recipient but planning campaigns ahead following their activity calendars.
At Sendinblue, our sole focus is our clients’ success. We can‘t wait to start seeing the results from customers who will implement these practices and advice to take their marketing campaigns even further.
Don’t hesitate to share with us the best practices and ideas that you’d like to implement for your own business. Our team of Customer Success Managers is ready to explore all the possibilities with you!
The Sendinblue Team
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