Digiday and IBM Marketing Cloud: Email marketing benchmark webinar
•Télécharger en tant que PPTX, PDF•
1 j'aime•899 vues
If you want to build a world-class email marketing program, you’ll need to know how you measure up when it comes to opens, clicks, engagement and list churn – and how you can improve performance in areas that are falling short. Join Jay Jhun, Account Director at IBM as he dives into the data from IBM Marketing Cloud’s exclusive “2016 Email Marketing Metrics Benchmark Study,” a performance analysis of emails sent by nearly 3,000 brands. You’ll learn: How your metrics stack up against the best of the best (and the worst of the worst) How measurements differ by industry, vertical and region New mobile, holiday and engagement metrics you need to be paying attention to How to map out strategies and tactics that will take your programs up a notch And more.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (13)
Similaire à Digiday and IBM Marketing Cloud: Email marketing benchmark webinar
Similaire à Digiday and IBM Marketing Cloud: Email marketing benchmark webinar (20)
Plus de Digiday
Plus de Digiday (20)
Dernier
Dernier (20)
Digiday and IBM Marketing Cloud: Email marketing benchmark webinar
- 1. 2016 Email Marketing Benchmark Study: How Do You Measure Up? Jay Jhun | @emailrocks
- 2. @emailrocks @IBMforMarketing #NewWaytoEngage Today’s Presenter Jay Jhun, Account Director @emailrocks IBM Marketing Cloud @IBMforMarketing
- 3. @emailrocks @IBMforMarketing #NewWaytoEngage Today’s Agenda Selected Metrics & Tips Background for the Report How to Use the Results
- 6. Benchmark data can help answer these questions …
- 7. … but benchmarks are most valuable when you use them to take your marketing program to the next level.
- 8. @emailrocks @IBMforMarketing #NewWaytoEngage What We Did • Asked clients to opt-inPermission • Ran the scriptsData • Sliced, diced and organizedAnalysis
- 9. @emailrocks @IBMforMarketing #NewWaytoEngage Overview of Benchmark Study 750+ Companies (Nearly 3,000 Brands) – 40 Countries Full Year 2015 Data US Canada Categorized into 18 Industries Australia / New Zealand Rest of World UK Rest of Europe Middle East / North Africa Overall
- 10. @emailrocks @IBMforMarketing #NewWaytoEngage Study Report Contents
- 11. Do you really want to be average?
- 12. @emailrocks @IBMforMarketing #NewWaytoEngage Metrics Sliced 4 Ways Top Quartile Bottom Quartile Mean Median
- 13. @emailrocks @IBMforMarketing #NewWaytoEngage Today’s Agenda Selected Metrics & Tips Background for the Report How to Use the Results
- 14. @emailrocks @IBMforMarketing #NewWaytoEngage Open Rates • Unique Open Rates by Region • Unique Open Rates by industry • Transactional Open Rates
- 15. Unique Open Rate: 21.8% (mean); 41.8% Top Quartile
- 16. Open Rates by Industry • Top performer: Schools & Education • Bottom Performers: Agencies; Media Publishing
- 17. Transactional – Leveraging High Open Rates 7 of 10 for top performers Opportunity is to maximize cross/upsell with transactional messages The relevance of transactional messages – the anticipation – provides a significant lift
- 18. Increasing Open Rates Subject Line Testing Understand Impact of Frequency Build Brand Value Through Content / White Space Active / Inactive Segmentation Optimize Pre-Header Text
- 19. Pre-header text includes product detail and price Pre-header text is wasted Pre-header text includes sale urgency, but then wastes opportunity
- 20. @emailrocks @IBMforMarketing #NewWaytoEngage Click-Through Rates • Click-Through Rates (CTR) by Region • CTRs by Industry • CTR Transactional • Click-to-Open Rate (CTOR) by Region • Click-to-Open Rate (CTOR) by Industry • CTOR Transactional
- 21. Top Quartile is nearly 6 times median CTR
- 22. CTOR = clicks as a percentage of opens; aka ‘Effective Rate’ Top Performers: 1 of ~3 recipients that open; click Median: 1 out of ~10 recipients that open a message, also click a link
- 23. Top Performers: Nearly 43% of openers also click Opportunity to include: - Product usage tips - Cross sell
- 26. Website/emails use same button Heat map lessons: • Shoppers look for discounts first • CTA beneath it gets higher conversion/lower bounce rate
- 28. @emailrocks @IBMforMarketing #NewWaytoEngage List Churn • Hard Bounces by Region • Hard Bounces by Industry • Unsubscribes by Region • Unsubscribes by Industry • Complaint Rates by Region • Complaint Rates by Industry
- 29. 13 of 10,000 = Mean; Bottom Quartile = 44 of 10,000
- 30. Unsubscribe Rates by Industry • Mean Low ~0.05% High ~0.20%
- 31. Reducing Unsubscribes Leverage Behavior & Automation Manage Expectations Offer Alternatives to Opting Out Use Content to Increase Value
- 32. Device/Client & Engagement Rate • Device/Client by Region • Device/Client by Industry • Engagement Rate by Region • Engagement Rate by Industry
- 33. @emailrocks @IBMforMarketing #NewWaytoEngage 49% = Avg. Mobile Readership
- 34. Devices by Industry • Highest Mobile: Food Service, Sports & Entertainment Lowest Mobile: Computer Hardware & Telecommunications
- 36. @emailrocks @IBMforMarketing #NewWaytoEngage US Low & Rest of Europe & Aus/NZ High
- 37. @emailrocks @IBMforMarketing #NewWaytoEngage Engagement by Industry • Insurance = Highest Read Rate + Lowest Glanced/Deleted • Schools & Education = Lowest Read Rate + Highest Glanced/ Deleted
- 40. My friend had the basic pulled pork sandwich, which was very tender and juicy. I had the spicy pork sandwich with homemade kimchee on top. It was juicy and mildly spicy with a beautifully fresh crunch to the bite.
- 44. Holiday vs. Non-holiday – Retail/Ecommerce Brands • Open Rate • Click-Through Rate • Click-to-Open Rate • Hard Bounce • Unsubscribe Rate • Complaint Rate
- 45. @emailrocks @IBMforMarketing #NewWaytoEngage Mean Open Rate Much Higher During Non-Holidays 3.3 percentage points / 18.8 percent higher
- 46. @emailrocks @IBMforMarketing #NewWaytoEngage Click-Through Rates 0.8 percentage points / 28.6 percent higher
- 47. @emailrocks @IBMforMarketing #NewWaytoEngage Non-Holidays has higher unsubscribe rates, but … 0.014 percentage points / 12.1 percent higher
- 49. @emailrocks @IBMforMarketing #NewWaytoEngage Selected Metrics & Tips Background for the Report How to Use the Results
- 50. 1. Understand these are “process” metrics Diagnostic: How elements of your email program drives success Creative / Design Offers / Content Deliverability / List Hygiene @emailrocks @IBMforMarketing #NewWaytoEngage
- 52. 3. Benchmark Against Top Quartiles – Imagine What’s Possible
- 53. 4. Use it to ask for budget & resources 4. Use the data to lobby for more budget & resources
- 54. 5. Focus efforts on REALLY big issues/ opportunities
- 55. Web Tracking Send Time Optimization AutomationA/B Testing Scoring Dynamic Content Personalization Relational Tables API / Partner Integrations Web/Progressive Forms Social Integrations 6. Use your ESP/MA tools to improve results
- 56. 7. Celebrate and get promoted! @emailrocks @IBMforMarketing #NewWaytoEngage
- 57. Q&A Slides and the full benchmark report will be made available after the webinar @emailrocks @IBMforMarketing #NewWaytoEngage
- 60. UNIVERSAL BEHAVIOR Capture Every Action Captures and manages behavior across every digital and offline channel to build unparalleled insight into each individual SINGLE IDENTITY Connect The Dots Connects every customer touch point into a single view MULTI- CHANNEL Communicate Across Platforms Sends personalized messages everywhere each customer prefers to connect BEHAVIORAL INSIGHTS Understand PathTo Revenue Discovers customer preferences by analyzing data from all devices and channels MARKETING DATABASE Manage Behaviors At Scale Manages everything about each customer, easily and at scale INTERACTION ENGINE Automate Communications Gets personal with each customer, one at a time and in real-time IBM Marketing Cloud Platform
Notes de l'éditeur
- LOREN
- Responsive
- Mobile friendly
- Slide 18/19: I don’t have any new graphics to replace here (considering it’s a holiday theme and I don’t have that creative yet) . If we’re talking about buttons and callouts, I’d focus on the Shop Now call to action that we use-it’s upper right-hand just below the discount amount. It’s that way on purpose-we’ve seen in heat map tests that people look for the discount amount and if we put the CTA beneath it we get a higher conversion/lower bounce rate. We use the blue “Shop Now” button universally in our site and all our emails so that our users are trained to look for that response. We were concerned about “ad blindness” in other words, our customers getting so used to seeing the CTA that they no longer respond to it, but it’s worked quite the opposite.
- We are in an era where visual stimuli is at an all time high, evidenced by adoption of social platforms like Instagram, Snapchat, Pinterest
- Two retailers - Carters vs Fabric.com. Carters – too many images/text/colors. You lose sight of the offer –or offers, what even are they offering? 25% off? $3.99 items? Is it online only, in store/both? So confusing. My brain hurts. Fabric – simple – single focus – clear CTA. Negative could be using singular content but the more personalized your email is based on your data, the higher engagement rates will be. That’s a whole other webinar but you get the picture!
- These are directional metrics that contribute to program / business success
- Imagine that your competitors are driving the top quartile in your vertical. What are you going to do about it?
- Thank you SPEAKER NAME and Thank you to everyone for joining us today! We hope you all enjoyed the webinar. Thank you also for all of the great questions, and as we mentioned, we will follow-up with each of you by email. If you would like to see our product in action, we would encourage you to view our 5-min demo at any time by visiting silverpop.com. Also available on our website in the Resources section, is more information about future webinars, recordings from previous webinars, as well as a number of whitepapers and blog entries on a wide variety of digital marketing topics. Thank you all again!
- Even more resources available at