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Email Marketing Benchmark Report - IAB UK...welcome to the 2015 sign-up.to email benchmark report....

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2015 Email Marketing Benchmark Report
Transcript
Page 1: Email Marketing Benchmark Report - IAB UK...welcome to the 2015 sign-up.to email benchmark report. :khq \rx¶uh uxqqlqj d exvlqhvv lq wkh 8. lw fdq eh gli¿fxow wr ¿qg phdqlqjixo

2015Email Marketing

Benchmark Report

Page 2: Email Marketing Benchmark Report - IAB UK...welcome to the 2015 sign-up.to email benchmark report. :khq \rx¶uh uxqqlqj d exvlqhvv lq wkh 8. lw fdq eh gli¿fxow wr ¿qg phdqlqjixo

Introduction

Welcome to the 2015 Sign-Up.to email benchmark report.

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For our 2015 report ZH�DQDO\VHG�RYHU���ELOOLRQ�HPDLOV�VHQW�WKURXJK�WKH�6LJQ�8S�WR�SODWIRUP�EHWZHHQ��VW�-DQXDU\�DQG���VW�'HFHPEHU�������7KHVH�FDPSDLJQV�DUH�IURP�D�UDQJH�RI�VPDOO�medium sized UK organisations and public sector departments,

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Page 3: Email Marketing Benchmark Report - IAB UK...welcome to the 2015 sign-up.to email benchmark report. :khq \rx¶uh uxqqlqj d exvlqhvv lq wkh 8. lw fdq eh gli¿fxow wr ¿qg phdqlqjixo

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7KH�open, click-through and unsubscribe�UDWHV�SURYLGH�DQ�DEVROXWH�SHUFHQWDJH�PHDVXUH�RI�WKHVH�DFWLRQV�IRU�DOO�FDPSDLJQV��DYHUDJHG�DFURVV�HDFK�WUDFNHG�VHFWRU�

Since the click-to-opens and unsubscribe-to-opens rates relate click and

unsubscribe actions to the opened emails only they are generally considered as a

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Section 1

Highlights

2015 Summary

24.45% Open rate

3.13% Click-through rate

0.55% Unsubscribe rate

10.79% Click-to-open rate

2.68% Unsubscribe-to-open rate

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Page 4: Email Marketing Benchmark Report - IAB UK...welcome to the 2015 sign-up.to email benchmark report. :khq \rx¶uh uxqqlqj d exvlqhvv lq wkh 8. lw fdq eh gli¿fxow wr ¿qg phdqlqjixo

Summary

Open rate

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Section 2

Open and click-through rates

Open and click-through rates by sector

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Page 5: Email Marketing Benchmark Report - IAB UK...welcome to the 2015 sign-up.to email benchmark report. :khq \rx¶uh uxqqlqj d exvlqhvv lq wkh 8. lw fdq eh gli¿fxow wr ¿qg phdqlqjixo

Section 2

Open and click-through rates

Open rate highlights �� ���VHFWRUV�VDZ�DQ�LQFUHDVH�LQ�RSHQ�UDWH�IURP������� 7KH�ODUJHVW�LQFUHDVHV�ZHUH�LQ�/HJDO��(YHQWV�DQG�2QOLQH�6HUYLFHV�� ���VHFWRUV�PRYHG�XS�LQ�UDQN�SRVLWLRQ�IURP������� 7KH�ELJJHVW�XSZDUG�PRYHUV�ZHUH�/HJDO��+5�5HFUXLWPHQW�DQG�(YHQWV�� ��VHFWRUV�VDZ�D�GHFUHDVH�LQ�RSHQ�UDWH�IURP�������� 7KH�ODUJHVW�GHFUHDVHV�ZHUH�LQ�H&RPPHUFH��)DVKLRQ�DQG�%�%�6HUYLFHV�� ���VHFWRUV�PRYHG�GRZQ�LQ�UDQN�SRVLWLRQ�IURP������� 7KH�ELJJHVW�GRZQZDUG�PRYHUV�ZHUH�5HVWDXUDQWV��H&RPPHUFH��%�%�6HUYLFHV

Click-through rate highlights

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What’s changed?

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Page 6: Email Marketing Benchmark Report - IAB UK...welcome to the 2015 sign-up.to email benchmark report. :khq \rx¶uh uxqqlqj d exvlqhvv lq wkh 8. lw fdq eh gli¿fxow wr ¿qg phdqlqjixo

Section 3

Opens / Open rate

Summary

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Opens by sector

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Page 7: Email Marketing Benchmark Report - IAB UK...welcome to the 2015 sign-up.to email benchmark report. :khq \rx¶uh uxqqlqj d exvlqhvv lq wkh 8. lw fdq eh gli¿fxow wr ¿qg phdqlqjixo

Section 3

Opens / Open rate

Actions to take

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�� Ensure your delivery credentials are in top

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frequency�RI�XVH��%RWK�LQÀXHQFH�RSHQ�UDWHV���� Subject line�LV�FULWLFDO��7KLV�LV�WKH�ZLQGRZ�WR�

your content so take time to get it right and, if

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Understanding opens

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,W¶V�FRPPRQO\�TXRWHG�WKDW�DYHUDJH�RSHQ�UDWH�SHUIRUPDQFH�LV�W\SLFDOO\�LQ�WKH�UDQJH�RI���������ZLWK�KLJK�SHUIRUPHUV�DFKLHYLQJ���������7KH�'0$��'LUHFW�0DUNHWLQJ�$VVRFLDWLRQ��GRFXPHQW�D�TXDUWHUO\�UDQJH�RI�������WR�������ZLWK�D������8.�DYHUDJH�RI��������7KH�6LJQ�8S�WR�GDWD�RYHU�WKH�VDPH�SHULRG�VKRZV�D�VSUHDG�RI�DYHUDJHV�DFURVV�WKH�8.�VHFWRUV�RI��������WR��������ZLWK�DQ�RYHUDOO�DYHUDJH�DFURVV�DOO�VHFWRUV�RI���������

2YHUDOO�HPDLO�YROXPH��GHOLYHU\�UDWH�DQG�FKDQJHV�WR�LPDJH�GLVSOD\�DUH�DOO�FRQWULEXWRU\�IDFWRUV�WR�RSHQ�UDWH��DV�LV�WKH�UDSLG�ULVH�LQ�FRQVXPSWLRQ�RI�HPDLO�RQ�PREOH�GHYLFHV��<RX�VKRXOG�DOVR�EHDU�in mind the nature of your relationship and purpose of your message - not surprisingly retention

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Page 8: Email Marketing Benchmark Report - IAB UK...welcome to the 2015 sign-up.to email benchmark report. :khq \rx¶uh uxqqlqj d exvlqhvv lq wkh 8. lw fdq eh gli¿fxow wr ¿qg phdqlqjixo

Section 4

Clicks / Click-through rate

Summary

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Clicks / Click-through by sector

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Page 9: Email Marketing Benchmark Report - IAB UK...welcome to the 2015 sign-up.to email benchmark report. :khq \rx¶uh uxqqlqj d exvlqhvv lq wkh 8. lw fdq eh gli¿fxow wr ¿qg phdqlqjixo

Section 4

Clicks / Click-through rate

Actions to take

Getting your readers to click through to additional

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Understanding clicks

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Page 10: Email Marketing Benchmark Report - IAB UK...welcome to the 2015 sign-up.to email benchmark report. :khq \rx¶uh uxqqlqj d exvlqhvv lq wkh 8. lw fdq eh gli¿fxow wr ¿qg phdqlqjixo

Summary

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Click-to-open is the proportion of opened emails

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Section 5

Campaign engagement - click-to-opens

Clicks-to-opens by sector

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Page 11: Email Marketing Benchmark Report - IAB UK...welcome to the 2015 sign-up.to email benchmark report. :khq \rx¶uh uxqqlqj d exvlqhvv lq wkh 8. lw fdq eh gli¿fxow wr ¿qg phdqlqjixo

Section 5

Campaign engagement - click-to-opens

Understanding campaign engagement

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Goals and engagement

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Good as it is, click-to-open is still a fairly basic

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Goal-based metrics can be tracked as a one-off

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Section 6

Unsubscribe rate

Summary

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7KH�XQVXEVFULEH�PHWULF�PHDVXUHV�WKRVH�ZKR�VSHFL¿FDOO\�UHTXHVW�DQ�opt-out by clicking your

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Unsubscribes by sector

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Page 13: Email Marketing Benchmark Report - IAB UK...welcome to the 2015 sign-up.to email benchmark report. :khq \rx¶uh uxqqlqj d exvlqhvv lq wkh 8. lw fdq eh gli¿fxow wr ¿qg phdqlqjixo

Section 6

Unsubscribe rate

Actions to take

Unsubscribe is a clear indication that all is not right

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�� Understand if a rise in unsubscribes is a

one-off or a growing trend��7KLV�ZLOO�KHOS�\RX�LGHQWLI\�DQG�DGGUHVV�WKH�FDXVH��

�� &KHFN�\RXU�GDWD��'R�\RX�KDYH�permission and

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�� Are you being relevant��<RXU�UHDGHU�FDUHV�enough to open your message, so unsubscribe

is a clear indication that you are not addressing

WKHLU�QHHGV�RU�ZLVKHV����� Ultimately, if unsubscribe is the desired action

make it quick and easy to do and make sure

your do not contact list LV�XSGDWHG�

Understanding unsubscribes

8QVXEVFULEHV�DUHQ¶W�VRPHWKLQJ�WKDW�\RX�XVXDOO\�ZDQW�WR�VHH�ZKHQ�\RX¶UH�PDQDJLQJ�\RXU�HPDLO�marketing, but they can actually be good for you, so don’t be afraid of making it easy for people to

RSW�RXW��

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8QOLNH�ORZ�RSHQ�UDWHV��ZKLFK�DOWKRXJK�DUH�QRW�JRRG�DUH�QRW�QHFHVVDULO\�EDG��KLJK�XQVXEVFULEH�rates are an active indication of dissatisfaction��+LJK�RQH�RII�XQVXEVFULEHV�PLJKW�MXVW�LQGLFDWH�D�FDPSDLJQ�WKDW¶V�VRPHKRZ�PLVVHG�LWV�WDUJHW��EXW�ZKHUH�KLJK�RU�JURZLQJ�XQVXEVFULEHV�LV�D�WUHQG�LW�LV�OLNHO\�WR�LQGLFDWH�PRUH�VHULRXV�SUREOHPV�ZLWK�\RXU�GDWD��FRQWHQW�RU�ERWK���

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Section 7

Subscriber loyalty - unsubscribes-to-opens

Summary

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7KH�unsubscribe-to-opens�PHWULF�SURYLGHV�D�more insightful measure of dissatisfaction because

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Unsubscribes-to-opens by sector

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Section 7

Subscriber loyalty - unsubscribes-to-opens

Understanding subscriber loyalty

1HYHU�IRUJHW�WKDW�ZKHQ�\RX�VHQG�DQ�HPDLO�LW¶V�JRLQJ�WR�D�UHDO�SHUVRQ��DQG�UHDO�SHRSOH¶V�QHHGV�DQG�LQWHUHVWV�FKDQJH��<RXU�QHZVOHWWHU�PLJKW�KDYH�EHHQ�UHOHYDQW�WR�WKHLU�MRE�RU�KREE\�EHIRUH��EXW�WKH\¶YH�PRYHG�RQ�QRZ�DQG�LW¶V�MXVW�QRW�ULJKW�IRU�WKHP�DQ\�PRUH��

Unsubscribes and unsubscribes-to-opens are both useful measures of active disengagement. +RZHYHU��DOWKRXJK�LW¶V�D�FOHDU�QHJDWLYH�DFWLRQ�XQVXEVFULEH�VWLOO�SURYLGHV�YDOXDEOH�LQIRUPDWLRQ��HVSHFLDOO\�LI�\RX�LQYHVWLJDWH�WKH�FDXVHV�DQG�FDSWXUH�WKH�UHDVRQ�DW�WKH�SRLQW�RI�H[LW�

/RRNLQJ�LQ�PRUH�GHWDLO��HIIHFWLYH�¿OWHULQJ�PHDQV�WKDW�WKH�PDMRULW\�RI�WUXH�VSDP�QHYHU�UHDFKHV�PRVW�people’s inboxes, so around 75% of unsubscribes�DUH�DFWXDOO\�WR�JHQXLQH�FRPPXQLFDWLRQV��+RZHYHU�WKLV�VWLOO�OHDYHV�D�SURSRUWLRQ�RI�µJUD\PDLO¶��WKDW�LV�PHVVDJHV�WKDW�ZHUH�RQFH�ZHOFRPH�EXW�KDYH�VLQFH�EHFRPH�LUUHOHYDQW�RU�UHGXQGDQW��EXW�ZKLFK�DUH�QHYHU�XQVXEVFULEHG��

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Loyalty and engagement

Unsubscribing is a clear indication that all is not

ZHOO��+RZHYHU�LW�RQO\�SURYLGHV�D�ODVW�UHVRUW�YLHZ�RQ�KRZ�HQJDJHG��RU�LQ�WKLV�FDVH�GLVHQJDJHG��\RXU�VXEVFULEHUV�DUH��

8QGHUVWDQGLQJ�DQG�PRUH�DFFXUDWHO\�TXDQWLI\LQJ�OHYHOV�RI�FDPSDLJQ�engagement LV�DQ�DGYDQFHG�PHWULF�ZKLFK�ZH¶G�KLJKO\�UHFRPPHQG��<RX�FDQ�¿QG�PRUH�LQIRUPDWLRQ�RQ�HQJDJHPHQW�LQ�6HFWLRQ�����

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Section 8

What’s changed?

Summary

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�� Key reductions 2014-2015

- eCommerce

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- Restaurants

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Open rate by sector 2013 - 2015

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Section 8

What’s changed?

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Summary

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- Publsihing

�� Key reductions 2014-2015

- eCommerce

- Property

- Fashion

- B2B Sales

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Click-through rate by sector 2013 - 2015

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Section 8

What’s changed?

Summary

�� Key increases 2014-2015 ��,QGXVWULDO - Publishing

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- General B2C Marketing

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Clicks-to-opens rate by sector 2013 - 2015

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Section 8

What’s changed?

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Summary

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- B2B Sales

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Unsubscribes-to-opens rate by sector 2013 - 2015

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Bounced:�UHODWHG�WR�WKH�GHOLYHUHG�PHWULF��WKLV�LV�KRZ�PDQ\�PHVVDJHV�ZHUH�UHMHFWHG�E\�WKH�UHFHLYLQJ�PDLO�VHUYHUV��:KHQ�D�PHVVDJH�LV�ERXQFHG�DQ�HUURU�FRGH�LV�VXSSOLHG�E\�WKH�UHMHFWLQJ�VHUYHU��7KHVH�FRGHV�FDQ�\LHOG�XVHIXO�LQIRUPDWLRQ�DERXW�WKH�FDXVH�RI�WKH�ERXQFH�DQG�WHOO�\RX�LI�\RXތUH�EHLQJ�LQWHQWLRQDOO\�EORFNHG��DQG�ZKDW�WR�GR�DERXW�LW��

Hard bounce – a permanent, fatal error, for example the mailbox

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Soft bounce ±�XVXDOO\�D�WHPSRUDU\�HUURU��IRU�H[DPSOH�ZKHQ�WKH�UHFLSLHQWތV�PDLOER[�LV�IXOO�

Total clicks: WKLV�LV�D�EURDGHU�PHDVXUH�RI�WKH�FOLFN�DFWLYLW\�LQ�\RXU�HPDLOV�DV�LW�FRXQWV�HDFK�OLQN�FOLFN�E\�HDFK�UHFLSLHQW��7KLV�FDQ�EH�D�XVHIXO�PHDVXUH�RI�HQJDJHPHQW�LI�\RX�KDYH�D�ORW�RI�OLQNV�LQ�\RXU�HPDLO�±�IRU�H[DPSOH�DQ�HPDLO�QHZVOHWWHU��

Individual link clicks: this is extremely useful for identifying

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Beyond standard metrics

Open rate, click-through rate and unsubscribes and their

GHULYHG�PHDVXUHV��WKDW�LV�click-to-opens and unsubscribes-to-opens�DUH�WKH�PRVW�UHDGLO\�DYDLODEOH�DQG�FRPPRQO\�XVHG�HPDLO�PHWULFV��+RZHYHU�WKHUH�DUH�D�QXPEHU�RI�DGGLWRQDO�PHWULFV�WKDW�DUH�DOVR�ZRUWK�UHYLHZLQJ��

Sent: this is the number of messages that you attempted to

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Delivered:�WKLV�LV�WKH�QXPEHU�RI�PHVVDJHV�DFFHSWHG�IRU�GHOLYHU\��7KHVH�PHVVDJHV�JRW�WKURXJK�WKH�¿UVW�SKDVH�RI�,63�¿OWHUV��ZKLFK�look at the reputation of the sending domain and other technical

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Section 9

Other analysis metrics

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Section 9

Other analysis metrics

Shared: encouraging sharing of your campaigns through

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Goals: *RDO�7UDFNLQJ�HQDEOHV�\RX�WR�PRUH�DFFXUDWHO\�PHDVXUH�WKH�VXFFHVV�RI�\RXU�FDPSDLJQ�E\�DQDO\VLQJ�VSHFL¿F�RQOLQH�REMHFWLYHV�±�IRU�H[DPSOH�JHWWLQJ�D�UHFLSLHQW�WR�PDNH�D�SXUFKDVH�IURP�\RXU�H&RPPHUFH�VWRUH��RU�GRZQORDG�D�ZKLWHSDSHU��8QOLNH�WKH�RWKHU�VWDWLVWLFV�GLVFXVVHG�KHUH�*RDO�7UDFNLQJ�UHTXLUHV�WKDW�\RX�KDYH�DFFHVV�WR�WKH�SDJHV�RI�WKH�GHVWLQDWLRQ�ZHEVLWH�DQG�KDYH�DGGHG�WKH�DSSURSULDWH�WUDFNLQJ�FRGHV�LQ�SODFH�EHIRUH�\RX�VHQG�\RXU�FDPSDLJQ�

Activity over time: WKH�¿UVW�������KRXUV�DIWHU�\RXU�FDPSDLJQ�LV�VHQW�ZLOO�XVXDOO\�\LHOG�WKH�PRVW�XVHIXO�VWDWLVWLFV��7UDFNLQJ�QRW�MXVW�KRZ�EXW�ZKHQ�\RXU�VXEVFULEHUV�LQWHUDFW�ZLWK�\RXU�PHVVDJHV�FDQ�help you choose the optimum day and time to send your future

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Further reading

For a full discussion of these and other common email metrics

SOHDVH�UHIHU�WR�RXU�µComplete Guide to Email Analytics¶��,W¶V�IUHH�WR�GRZQORDG�DW�WKH�OLQN�EHORZ�

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Device opens

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&XUUHQW�GHYLFH�RSHQ�GDWD�IURP�WKH�6LJQ�8S�WR�SODWIRUP�VKRZV�WKH�proportion of total opens on desktop and mobile to be 46.07%

and 53.93%�UHVSHFWLYHO\��ZLWK�WKH�(YHQWV��2QOLQH�6HUYLFHV��DQG�3URSHUW\�VHFWRUV�VKRZLQJ�WKH�KLJKHVW�OHYHOV�RI�PRELOH�HPDLO�FRQVXPSWLRQ��

Our Device Open Report GRFXPHQWV�WKH�GHYLFH�W\SH�DQG�RSHUDWLQJ�V\VWHP�RI�DOO�FDPSDLJQ�RSHQV�RYHU�D���PRQWK�SHULRG��,W¶V�D�SHUVRQDOLVHG�DQDO\VLV�UHSRUW�ZKLFK�LV�DYDLODEOH�DV�D�VHUYLFH�WR�6LJQ�8S�WR�FXVWRPHUV��&RQWDFW�XV�IRU�GHWDLOV��

Section 10

Advanced metrics

Device opens on mobile

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Advanced metricsSection 10

Engagement

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Our engagement algorithm DXWRPDWLFDOO\�PHDVXUHV�WKH�TXDOLW\�RI�FXVWRPHU�EHKDYLRXU�EDVHG�RQ�WKH�IUHTXHQF\��TXDQWLW\�DQG�GHSWK��WKDW�LV�TXDOLW\��RI�WKHLU�FDPSDLJQ�LQWHUDFWLRQ��DQG�VFRUHV�WKHLU�HQJDJHPHQW�IURP�� ��WKDW�LV�GLVHQJDJHG��WR�� ��KLJKO\�HQJDJHG��

Our Engagement Report documents the nature of engagement

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Device opens on desktop

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7

Appendix 1

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Basic metrics

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��Bounced��PHVVDJHV�UHWXUQHG�E\�WKH�UHFHLYLQJ�PDLO�VHUYHU�DV�XQGHOLYHUDEOH��Delivered��PHVVDJHV�DFFHSWHG�IRU�GHOLYHU\�E\�WKH�UHFHLYLQJ�PDLO�VHUYHU��WRWDO�VHQW���ERXQFHG���Open rate��WKH�SURSRUWLRQ�RI�GHOLYHUHG�HPDLOV�WKDW�ZHUH�RSHQHG��PHDVXUHG�E\�DQ�LPDJH�ORDG�RU�OLQN�FOLFN��� L�H��QXPEHU�RSHQHG���GHOLYHUHG��Clicks or Click-through rate��WKH�SURSRUWLRQ�RI�GHOLYHUHG�HPDLOV�WKDW�KDG�D�OLQN�FOLFNHG��L�H��XQLTXH�FOLFNV���GHOLYHUHG��Unsubscribe rate��WKH�SURSRUWLRQ�RI�GHOLYHUHG�HPDLOV�WKDW�UHVXOW�LQ�DQ�XQVXEVFULSWLRQ��L�H��XQVXEVFULEHV���GHOLYHUHG

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Derived metrics

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��Clicks-to-opens rate: the proportion of opened emails that had

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��Unsubscribes-to-opens rate: the proportion of opened emails

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:H�XVH�WKHVH�µ[�WR�RSHQV¶�¿JXUHV�DV�ZD\V�WR�FRPSDUH�WKH�performance of the actual campaign content because these look

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Professional marketing software and services

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About Sign-Up.to

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Contact Sign-Up.to

By telephone +44 (0) 20 3355 2631By email [email protected] www.signupto.com

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