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2015 Informz Benchmark Report July 23, 2015 #AssnBenchmark15
2015 Informz Benchmark Report
July 23, 2015
#AssnBenchmark15
Presented by….
Chris ScavoDigital Marketing Strategist
Vivian SwertinskiSr. Digital Marketing Strategist
• 5th consecutive year produced
• Over 1,300 Associations and Nonprofits
• 12 months of data
• Over 1 billion emails
• US, Australia, New Zealand, Canada, UK
Email Metrics
Overall Email Metrics
Engagement by Subject Line Length
Engagement by Number of Links
Email Client Type
Open Duration
Email Marketing Trends
Testing is on the rise
Subject Line testing: 26.3% increase
Send Time Optimization: 24.5% increase
1.5% Increase in Open Rates
And the winner is….?
Friendly From Test - Girl Scouts of Connecticut(Monthly Newsletter)
Version A: Organization’s Name
Version B: Individual’s Name (CEO) 36%
21%
Subject Line Test – AARC
Version A: Chris, 2 Steps and You’re Back!
Version B: Sign up for class today
28%
24%
Subject Line Test – AARC
Version A: Chris, 2 Steps and You’re Back!
Version B: Chris, 2 Steps and You’re In!
45%
41%
Case Study: AARC – NEW Lapsed Member Campaign
TEST PLAN:
Friendly From Name
Personalization
Play on Words
Content longer vs shorter
800+ Members Renewed!
Do you have a test plan?
Testing…
• is easier than you think
• can make an immediate impact
• helps you make better decisions
• moves you closer to your goals
Hot Topic: Frequency
“I am beginning to think we send way too many emails to people”
“How many emails a week should we send?”
Hot Topic: Frequency
• 72% of email audiences were sent 5 or less emails each month.
• Audiences that were sent 6-10 emails each month had slightly higher engagement rates
• Strong engagement in audiences that were sent 20+ emails each month
What you NEED to know
• Number of emails subscribers receive in a month
• Impact on open rates
• Impact on email unsubscribe rate
Analyze before you strategize
Know Your Audience
• Targeted messages can result in higher engagement
• Intelligently segment your data
• Build Personas to personalize the message
• Personalize content to target messages more effectively
Get yours today!
Download your copy of the 2015 Association Email Marketing Benchmark Report at:
http://www.informz.com/benchmark
