Email Marketing Metrics Benchmarks Silverpop
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The document discusses email marketing benchmarks presented by Loren McDonald from Silverpop, emphasizing the importance of improving marketing efforts rather than merely comparing oneself with others. Key metrics such as open rates, click-through rates, and unsubscribe rates are analyzed across multiple industries, showing averages and top quartile performances. The agenda includes understanding process metrics, identifying gaps, lobbying for resources, and continuously optimizing strategies.
Email Marketing Metrics Benchmarks Silverpop
- 1. Email Marketing Benchmarks How do you Compare?
- 2. Speaker • Loren McDonald – Silverpop – VP, Industry Relations – Twitter: @LorenMcDonald – Google+: +LorenMcDonald
- 3. Why compare yourself with others? No one in the entire world can do a better job of being you than you. Unknownsdfsf
- 4. As marketers, we often ask ourselves…
- 5. How do we compare?
- 6. Hmm, that’s an OK question.
- 7. The better question is…
- 8. How do we improve?
- 9. Benchmarks are worthless…
- 10. …unless you use them to take your marketing program to another level.
- 11. End of sermon.
- 12. OK, so what’s the #1 most asked question in email marketing?
- 13. What’s the average email open rate?
- 14. You asked…today we#1 What’s the reveal… most asked question in email marketing?
- 16. Review of Final Notes / Q &A Agenda Selected Metrics What to Do?
- 17. What We Did Permission • Asked clients to opt-in Data • Ran the script Analysis • Sliced, diced and organized
- 18. Overview of Benchmark Study 1124 Brands – 20 Countries 2011 + Q1 2012 Industries US Canada EMEA
- 20. But, do you really want to be average?
- 21. Metrics Sliced 4 Ways Top Bottom Quartile Quartile Mean Median
- 22. Quartiles Top 25% of data Average { Top Quartile Bottom 25% of data Average { Bottom Quartile
- 23. Mean (Average) Sum of All Metrics Mean = Number of Metrics = Average
- 24. Median The central point of a set; Median = the number that occurs in the middle of a set of numbers 550 fell above & 549 fell below
- 25. Metrics We Pulled* * Blue highlight = discussed in today’s presentation
- 26. Agenda
- 27. Open Rates 27
- 28. BTW, What is an “open” anyway… * “Derived” open
- 29. 20.1% WW: Open Rate - Average 43.7% WW: Open Rate - Top Quartile 8.0% WW: Open Rate - Bottom Quartile
- 30. Open Rate – Select Industries (WW)
- 31. Open Rate – Select Industries (WW-cont)
- 32. Click Rates Click-through rates Click-to-open rate Clicks-to-clicker 32
- 33. 5.2% WW: Click-through Rate- Average 16.6% WW: CTR - Top Quartile 0.7% WW: CTR - Bottom Quartile
- 34. CTR – Select Industries (WW)
- 35. CTR – Select Industries (WW-cont)
- 36. 19.3% WW: Click-to Open Rate- Average 40.0% WW: CTOR - Top Quartile 6.7% WW: CTR - Bottom Quartile
- 37. 1.56 WW: Clicks-Per-Clicker - Average 1.82 WW: Clicks-Per-Clicker - Top Quartile 1.34 WW: Clicks-Per-Clicker - Bottom Quartile
- 39. 2.1% WW: Hard Bounce Rate- Average 0.1% WW: Hard Bounce - Top Quartile 7.3% WW: Hard Bounce - Bottom Quartile
- 40. 0.31% WW: Unsubscribe Rate- Average 0.02% WW: Unsubscribe Rate- Top Quartile 1.05% WW: Unsubscribe Rate - Bottom Quartile * Percent of opt outs per messages sent
- 41. Agenda
- 42. 1. Understand these are “process” metrics
- 43. 2. Compare your metrics to the study
- 44. 3. FIND THE GAPS
- 45. 4. Use it to ask for budget & resources 4. Lobby for bigger budget & resources
- 46. 5. Focus on the REALLY big issues
- 48. 7. Then tweak and optimize
- 49. 8. Compare again
- 50. 9. Celebrate and get promoted
- 51. Agenda
- 53. Interested In Learning More?
- 54. Interested In Learning More? 2012 Email Marketing Benchmark Report silverpop.com/marketing-resources www.slideshare.net/silverpop Twitter.com/silverpop Facebook.com/silverpop
- 55. Thanks / Q & A Loren McDonald lmcdonald@silverpop.com @LorenMcDonald Google+: LorenMcDonald
Editor's Notes
- #53: Silverpop brings the expertise and experience to support your marketing needs. We are the only digital marketing technology provider that brings together email marketing, marketing automation and social sharing, including location-based marketing.Silverpop serves over 1,400 clients across a variety of industries, geographies and business sizes. We have been in marketing technology for over 12 years, this brings you a partner with the financial and operational stability to support your business, it brings you a partner with a depth of experience and with a highly scalable infrastructure. Silverpop is a global company, we have over 400 employees worldwide. Our US headquarters is in Atlanta. We also have offices in London and Frankfurt and do business in Asia Pacific through a reseller.
- #54: If you would like to see our product in action, we would encourage you to attend one of our monthly product demos. This month, the email marketing-focused demo will be held on Sept.25 and the marketing automation-focused demo on Sept. 27. You can register for these demos or you can view a 5-min demo at any time by visiting silverpop.com.
- #55: Also available at silverpop.com/marketing-resources is more information about future webinars, recordings from previous webinars, You can also access slides from Silverpop presentations on social media and countless other topics at slideshare.net/silverpop. You can also find us on Twitter and Facebook.