email marketing benchmark report - iab uk...welcome to the 2015 sign-up.to email benchmark report....
TRANSCRIPT
2015Email Marketing
Benchmark Report
Introduction
Welcome to the 2015 Sign-Up.to email benchmark report.
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For our 2015 report ZH�DQDO\VHG�RYHU���ELOOLRQ�HPDLOV�VHQW�WKURXJK�WKH�6LJQ�8S�WR�SODWIRUP�EHWZHHQ��VW�-DQXDU\�DQG���VW�'HFHPEHU�������7KHVH�FDPSDLJQV�DUH�IURP�D�UDQJH�RI�VPDOO�medium sized UK organisations and public sector departments,
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Since the click-to-opens and unsubscribe-to-opens rates relate click and
unsubscribe actions to the opened emails only they are generally considered as a
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Section 1
Highlights
2015 Summary
24.45% Open rate
3.13% Click-through rate
0.55% Unsubscribe rate
10.79% Click-to-open rate
2.68% Unsubscribe-to-open rate
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Summary
Open rate
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Section 2
Open and click-through rates
Open and click-through rates by sector
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Section 2
Open and click-through rates
Open rate highlights �� ���VHFWRUV�VDZ�DQ�LQFUHDVH�LQ�RSHQ�UDWH�IURP������� 7KH�ODUJHVW�LQFUHDVHV�ZHUH�LQ�/HJDO��(YHQWV�DQG�2QOLQH�6HUYLFHV�� ���VHFWRUV�PRYHG�XS�LQ�UDQN�SRVLWLRQ�IURP������� 7KH�ELJJHVW�XSZDUG�PRYHUV�ZHUH�/HJDO��+5�5HFUXLWPHQW�DQG�(YHQWV�� ��VHFWRUV�VDZ�D�GHFUHDVH�LQ�RSHQ�UDWH�IURP�������� 7KH�ODUJHVW�GHFUHDVHV�ZHUH�LQ�H&RPPHUFH��)DVKLRQ�DQG�%�%�6HUYLFHV�� ���VHFWRUV�PRYHG�GRZQ�LQ�UDQN�SRVLWLRQ�IURP������� 7KH�ELJJHVW�GRZQZDUG�PRYHUV�ZHUH�5HVWDXUDQWV��H&RPPHUFH��%�%�6HUYLFHV
Click-through rate highlights
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What’s changed?
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Section 3
Opens / Open rate
Summary
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Opens by sector
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Section 3
Opens / Open rate
Actions to take
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�� Ensure your delivery credentials are in top
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your content so take time to get it right and, if
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Understanding opens
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Section 4
Clicks / Click-through rate
Summary
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Clicks / Click-through by sector
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Section 4
Clicks / Click-through rate
Actions to take
Getting your readers to click through to additional
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Understanding clicks
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Summary
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Click-to-open is the proportion of opened emails
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Section 5
Campaign engagement - click-to-opens
Clicks-to-opens by sector
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Section 5
Campaign engagement - click-to-opens
Understanding campaign engagement
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Goals and engagement
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Good as it is, click-to-open is still a fairly basic
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Section 6
Unsubscribe rate
Summary
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Unsubscribes by sector
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Section 6
Unsubscribe rate
Actions to take
Unsubscribe is a clear indication that all is not right
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�� &KHFN�\RXU�GDWD��'R�\RX�KDYH�permission and
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�� Are you being relevant��<RXU�UHDGHU�FDUHV�enough to open your message, so unsubscribe
is a clear indication that you are not addressing
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make it quick and easy to do and make sure
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Understanding unsubscribes
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Section 7
Subscriber loyalty - unsubscribes-to-opens
Summary
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Section 7
Subscriber loyalty - unsubscribes-to-opens
Understanding subscriber loyalty
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Unsubscribes and unsubscribes-to-opens are both useful measures of active disengagement. +RZHYHU��DOWKRXJK�LW¶V�D�FOHDU�QHJDWLYH�DFWLRQ�XQVXEVFULEH�VWLOO�SURYLGHV�YDOXDEOH�LQIRUPDWLRQ��HVSHFLDOO\�LI�\RX�LQYHVWLJDWH�WKH�FDXVHV�DQG�FDSWXUH�WKH�UHDVRQ�DW�WKH�SRLQW�RI�H[LW�
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Loyalty and engagement
Unsubscribing is a clear indication that all is not
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What’s changed?
Summary
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Open rate by sector 2013 - 2015
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What’s changed?
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- Publsihing
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Click-through rate by sector 2013 - 2015
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What’s changed?
Summary
�� Key increases 2014-2015 ��,QGXVWULDO - Publishing
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- General B2C Marketing
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Clicks-to-opens rate by sector 2013 - 2015
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What’s changed?
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Summary
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- General B2C Marketing
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- B2B Sales
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Unsubscribes-to-opens rate by sector 2013 - 2015
Bounced:�UHODWHG�WR�WKH�GHOLYHUHG�PHWULF��WKLV�LV�KRZ�PDQ\�PHVVDJHV�ZHUH�UHMHFWHG�E\�WKH�UHFHLYLQJ�PDLO�VHUYHUV��:KHQ�D�PHVVDJH�LV�ERXQFHG�DQ�HUURU�FRGH�LV�VXSSOLHG�E\�WKH�UHMHFWLQJ�VHUYHU��7KHVH�FRGHV�FDQ�\LHOG�XVHIXO�LQIRUPDWLRQ�DERXW�WKH�FDXVH�RI�WKH�ERXQFH�DQG�WHOO�\RX�LI�\RXތUH�EHLQJ�LQWHQWLRQDOO\�EORFNHG��DQG�ZKDW�WR�GR�DERXW�LW��
Hard bounce – a permanent, fatal error, for example the mailbox
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Soft bounce ±�XVXDOO\�D�WHPSRUDU\�HUURU��IRU�H[DPSOH�ZKHQ�WKH�UHFLSLHQWތV�PDLOER[�LV�IXOO�
Total clicks: WKLV�LV�D�EURDGHU�PHDVXUH�RI�WKH�FOLFN�DFWLYLW\�LQ�\RXU�HPDLOV�DV�LW�FRXQWV�HDFK�OLQN�FOLFN�E\�HDFK�UHFLSLHQW��7KLV�FDQ�EH�D�XVHIXO�PHDVXUH�RI�HQJDJHPHQW�LI�\RX�KDYH�D�ORW�RI�OLQNV�LQ�\RXU�HPDLO�±�IRU�H[DPSOH�DQ�HPDLO�QHZVOHWWHU��
Individual link clicks: this is extremely useful for identifying
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Beyond standard metrics
Open rate, click-through rate and unsubscribes and their
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Sent: this is the number of messages that you attempted to
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Delivered:�WKLV�LV�WKH�QXPEHU�RI�PHVVDJHV�DFFHSWHG�IRU�GHOLYHU\��7KHVH�PHVVDJHV�JRW�WKURXJK�WKH�¿UVW�SKDVH�RI�,63�¿OWHUV��ZKLFK�look at the reputation of the sending domain and other technical
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Section 9
Other analysis metrics
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Section 9
Other analysis metrics
Shared: encouraging sharing of your campaigns through
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Goals: *RDO�7UDFNLQJ�HQDEOHV�\RX�WR�PRUH�DFFXUDWHO\�PHDVXUH�WKH�VXFFHVV�RI�\RXU�FDPSDLJQ�E\�DQDO\VLQJ�VSHFL¿F�RQOLQH�REMHFWLYHV�±�IRU�H[DPSOH�JHWWLQJ�D�UHFLSLHQW�WR�PDNH�D�SXUFKDVH�IURP�\RXU�H&RPPHUFH�VWRUH��RU�GRZQORDG�D�ZKLWHSDSHU��8QOLNH�WKH�RWKHU�VWDWLVWLFV�GLVFXVVHG�KHUH�*RDO�7UDFNLQJ�UHTXLUHV�WKDW�\RX�KDYH�DFFHVV�WR�WKH�SDJHV�RI�WKH�GHVWLQDWLRQ�ZHEVLWH�DQG�KDYH�DGGHG�WKH�DSSURSULDWH�WUDFNLQJ�FRGHV�LQ�SODFH�EHIRUH�\RX�VHQG�\RXU�FDPSDLJQ�
Activity over time: WKH�¿UVW�������KRXUV�DIWHU�\RXU�FDPSDLJQ�LV�VHQW�ZLOO�XVXDOO\�\LHOG�WKH�PRVW�XVHIXO�VWDWLVWLFV��7UDFNLQJ�QRW�MXVW�KRZ�EXW�ZKHQ�\RXU�VXEVFULEHUV�LQWHUDFW�ZLWK�\RXU�PHVVDJHV�FDQ�help you choose the optimum day and time to send your future
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Further reading
For a full discussion of these and other common email metrics
SOHDVH�UHIHU�WR�RXU�µComplete Guide to Email Analytics¶��,W¶V�IUHH�WR�GRZQORDG�DW�WKH�OLQN�EHORZ�
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and 53.93%�UHVSHFWLYHO\��ZLWK�WKH�(YHQWV��2QOLQH�6HUYLFHV��DQG�3URSHUW\�VHFWRUV�VKRZLQJ�WKH�KLJKHVW�OHYHOV�RI�PRELOH�HPDLO�FRQVXPSWLRQ��
Our Device Open Report GRFXPHQWV�WKH�GHYLFH�W\SH�DQG�RSHUDWLQJ�V\VWHP�RI�DOO�FDPSDLJQ�RSHQV�RYHU�D���PRQWK�SHULRG��,W¶V�D�SHUVRQDOLVHG�DQDO\VLV�UHSRUW�ZKLFK�LV�DYDLODEOH�DV�D�VHUYLFH�WR�6LJQ�8S�WR�FXVWRPHUV��&RQWDFW�XV�IRU�GHWDLOV��
Section 10
Advanced metrics
Device opens on mobile
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Engagement
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Our Engagement Report documents the nature of engagement
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Appendix 1
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Basic metrics
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Derived metrics
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��Clicks-to-opens rate: the proportion of opened emails that had
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��Unsubscribes-to-opens rate: the proportion of opened emails
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Open Click-through Unsubscribe Click-to-open Unsubscribe-to-open%�%�6DOHV� � � ������� � ������ � � ������ � � ������ � � �����%�%�6HUYLFHV� � � ������� � ������ � � ������ � � ������ � � �����%�&�6DOHV� � � ������� � ������ � � ������ � � ������� � �����&KDULW\�� � � ������� � ������ � � ������ � � ������� � �����H&RPPHUFH� � � ������� � ������ � � ������ � � ������ � � �����(GXFDWLRQ��7UDLQLQJ� � ������� � ������ � � ������ � � ������ � � �����(YHQWV�� � � ������� � ������ � � ������ � � ������ � � �����)DVKLRQ� � � ������� � ������ � � ������ � � ������� � �����)LQDQFH��%DQNLQJ� � ������� � ������ � � ������ � � ������ � � �����3XEOLF�6HFWRU� � � ������� � ������� � ������ � � ������� � �����+HDOWK� � � � ������� � ������ � � ������ � � ������ � � �����+5���5HFUXLWPHQW� � ������� � ������ � � ������ � � ������ � � �����,QGXVWULDO� � � ������� � ������ � � ������ � � ������� � �����,7� � � � ������� � ������ � � ������ � � ������ � � �����/HJDO� � � � ������� � ������ � � ������ � � ������� � �����0XVLF� � � � ������� � ������ � � ������ � � ������ � � �����2QOLQH�6HUYLFHV� � ������� � ������ � � ������ � � ������� � �����*HQHUDO�%�&�0DUNHWLQJ� ������� � ������ � � ������ � � ������� � �����35� � � � ������� � ������ � � ������ � � ������ � � �����3URSHUW\� � � ������� � ������ � � ������ � � ������ � � �����3XEOLVKLQJ� � � ������� � ������ � � ������ � � ������� � �����5HVWDXUDQWV� � � ������� � ������ � � ������ � � ������ � � �����6DOHV���0DUNHWLQJ� � ������� � ������ � � ������ � � ������ � � �����6SRUW���/HLVXUH�� � ������� � ������ � � ������ � � ������� � �����7UDYHO� � � � ������� � ������ � � ������ � � ������ � � �����
Raw dataAppendix 2 3DJH������
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