Key Findings from the 2016 Association Email Marketing Benchmark Report
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This document is a 2016 email marketing benchmark report presented by Informz. It provides industry email marketing metrics and trends based on data from over 1 billion emails sent by more than 1,300 associations and nonprofits. The report finds that open rates are influenced by factors like friendly from names and subject lines, while click rates depend more on email content and calls to action. It also contains recommendations for associations to test subject lines and preheader text, measure ROI after clicks, and consider marketing automation to customize experiences for audiences.
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Key Findings from the 2016 Association Email Marketing Benchmark Report
- 1. 2016 Informz Benchmark Report June 22, 2016 #AssnBenchmark16
- 2. Presented by…. Tracy Solarek Executive Advisor Vivian Swertinski Sr. Digital Marketing Strategist
- 3. Webinar Agenda 2016 Email Marketing Benchmark Report Industry Marketing Trends Recommended Next Steps
- 4. • 6th consecutive year produced • Over 1,300 Associations and Nonprofits • 12 months of data • Over 1 billion emails • US, Australia, New Zealand, Canada, UK
- 5. How Do You Measure Email Performance? Source: 2015 Association Technology Study, Lehman Associates, LLC
- 6. Open Rates – a deeper dive • HTML email with images enabled • Text or HTML email with click activity • Unique Open by Subscriber
- 7. Click Through Rates Openers that clicked on a tracked link Better yet… Insights about your users behaviors and interests.
- 8. Open Rates vs. Click Rates Open Rate Click Rate Influenced by friendly from name, subject lines, and pre-header text Influenced by content and call to action Need opens to acquire clicks Follow email engagement Open Click Conversion
- 9. Overall Benchmark Email Metrics
- 10. Open Rate by Subscription Size
- 11. Engagement by Subject Line Length
- 12. Short and Sweet Subject Lines Are you in?OMG, HMF!! Thank you APA News
- 14. Engagement by Number of Links
- 15. Profile by target audience
- 16. Results by Target Audience
- 17. Duration of time spent “reading” the email
- 18. Day of Week
- 19. Time of Day
- 21. 2015 - The Year of Testing 62% Increase in Subject Line Testing in 2015 73 Million Test Emails Sent
- 22. What to Test? • Friendly From • Subject Line • Pre-header Text • Banner Image • Message • Call to Action
- 23. Effective Tests Options Traditional Split (50 -50) or A/B Send to Winner
- 24. Industry Trends
- 25. Trend – Measure ROI after the Click Source: 2015 Association Technology Study, Lehman Associates, LLC
- 26. Integrated Systems – Holistic View of your Audience Database Email Website Online Community
- 27. 2015 Association Technology Study – Marketing Automation Source: 2015 Association Technology Study, Lehman Associates, LLC
- 28. What is your experience with Marketing Automation? Using it Today Considering within 6-12 months Have awareness, no specific plans New Concept
- 29. Why Automate? • Efficiency • Effectiveness • Relevancy • Customized Experience
- 31. Web tracking – Insight and “ACTION” tool
- 32. Target “known” audiences Create action based target groups Session Trends for Known and Anonymous Users
- 34. Next Steps • Take time to create and send targeted mailings • Know your mobile audience - Enhance the user experience • Measure performance after each individual mailing • Monitor/benchmark reports by category • Create a test plan • Provide ample, prominent calls to action • Create a follow up plan to decreased missed opportunities • Higher Education Administrators, check out your specific Higher Education benchmark report
- 35. Questions? Stay in touch! experts@informz.com