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 gaetane@iab-belgium.be

• Remove all identification from file:– Logo– Name– Properties

• Send file to gaetane@iab-belgium.be 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