iab belgium e-mailmarketing benchmarks
DESCRIPTION
TRANSCRIPT
E-mail Benchmarks 2011
IAB Taskforce E-mail Marketing
Participants 2010
What?
• E-mail Benchmarks:– Open Rate– CTR Rate– …
• From Belgian ESP’s & major players
• To be published by September 2011
Why should I participate?
• Insights in Belgian industry benchmarks• More participants = better benchmarks• Full survey only for participants• Mentioned in the study
• Anonymous processing: – WDM Belgium & IAB Belgium are working under an
NDA– Enclosed a copy of an NDA you can use for clie
(if not, please ask Gaétane)
Why should I participate?
• Do you have an e-mail plaform supplied by Emailgarage, Emailvision, ... ?– Contact Gaétane Deneumostier (IAB
Belgium) to see if your supplier is already participating.
Practical
Practical
• When filling in the spreadsheet– If you send 52 newsletters per year, each time in
Dutch and French, we are waiting for 104 figures lines in the Excel sheet.
– If you cannot provide all the figures as previously defined, we would like to have the figures that corresponds the best as well as the reason why it differs from the proposed definition.
– We need absolute figures, in order to make the processing as much statistically reliable as possible. On basis of these absolute figures, we will calculate the percentages. So you don’t have to give any percentage.
Practical
• Metrics by following combinations– Nl or Fr or other– B2B or B2C or non-profit– Newsletters or commercial or press release
NOT transactional– Industry– Day sent– Hour sent
Practical
• Per combination:– Mention the absolute number of emails sent – Mention the number of campaigns
• Metrics will be aggregated per category
Practical
• Excel file available
• Respect the definitions. Describe the difference in calculation
(in seperate doc)
E-mail Metrics - definitions
Open Rate
Open Rate
Opened:NOT included:–Clicks on toplink ‘online version’–Clicks in non-opened e-mails
Delivered:Unique sent – unique (soft + hardbounces)
Out-of-Office: NOT a bounce
CTR
CTR
Clicks:
INCLUDED
• Clicks on toplink to online version
• Clicks on unsubsribe link
Click-to-Open
Delivery Rate
Bounce Rate
Unsubscribe Rate
Practical
• Questions? Contact [email protected]
• Remove all identification from file:– Logo– Name– Properties
• Send file to [email protected] Timing: May 31 - 2011
Backplanning
• End April: who participates• End May: delivery of results• June: feedback figures• July & August: data crunching• September: IAB breakfast to release
figures
Also released at Digital Marketing First