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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
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