2018 Benchmarks
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1 2018 Benchmarks
2 Table of Contents Introduction Methodology Metric Definitions... 3 Key Findings... 4 Overall Benchmarks... 5 Vertical Benchmarks... 6 Apparel Shoes Accessories Jewelry... 7 Art Art Supplies Crafts... 8 Auto Boat Motorcycle... 9 Baby Gear Beauty Grooming Cosmetics Books Film Music (Content) Computers Electronics (Hardware) Education Training Firearms Tactical Supplies Survival Flowers Gifts Food Beverage Alcohol Health Drug Housewares Home Hardware Industrial...20 Mass Merchant...21 Musical Instruments Equipment...22 Office School Supplies...23 Pet Supplies...24 Tobacco E-Cigarettes...25 Toys Hobbies Sporting Goods Camping Benchmarks Report
3 Introduction As more platforms emerge, continues to reign as a key marketing channel for retailers. For nearly two decades Listrak has partnered with thousands of clients to analyze, establish, and drive results. This report details overall and vertical-specific benchmarks by campaign type to help marketers gauge and track program performance. Methodology Data is based on approximately 32 billion s sent by Listrak clients during 2017, with all clients based in the US and functioning as either omnichannel or pure play online retailers. Open rate, click to open rate (CTOR), conversion rate, and revenue per sent were tracked across campaign types. The results in this report are calculated based on overall averages; in many cases, our clients are seeing results higher than what is reported. Metric Definitions Open Rate The percentage of recipients who opened a given . Click To Open Rate (CTOR) The percentage of recipients who opened an and then clicked through the via a link. Conversion Rates The percentage of recipients who clicked through an and completed a desired action, such as purchasing a product, entering a sweepstakes, or filling out a form. Revenue Per Sent The average amount earned for each sent Benchmarks Report
4 Highest Open Rate 38.83% 37.73% 35.52% 33.46% 28.02% Key Findings Price Drop Alerts Browse Abandonment Back in Stock Alerts Cart Abandonment Welcome Series Top-performing campaigns having some of the highest open, click and conversion rates were Alerts (Price Drop and Back in Stock) and Replenishment Cart Abandonment continues to deliver strong results across all engagement metrics Post Purchase campaigns averaged YOY increases in open rate (17%), CTOR (43%), conversion rate (25%), and revenue per sent (76%) 57.08% Highest CTOR 39.93% 39.76% 37.89% 35.86% Activity and lifecycle-based campaigns consistently generate higher engagement than marketing messages (sometimes more than triple without the ongoing work!) Price Drop Alerts Post Purchase (Loyalty & Winback) Back in Stock Alerts Birthday Cart Abandonment Highest Conversion Rate 31.03% 20.39% 18.04% 12.93% 10.19% Replenishment Cart Abandonment Back in Stock Alerts Post Purchase (Loyalty & Winback) Welcome Series Benchmarks Report
5 Overall Benchmarks Marketing (Batch & Blast) 13.24% 10.93% 4.48% $0.05 Recurring Automated Campaigns 13.43% 10.41% 3.45% $0.12 Welcome Series 28.02% 31.90% 10.19% $0.74 Cart Abandonment 33.46% 35.86% 20.39% $2.18 Browse Abandonment 37.73% 28.75% 5.99% $0.57 Back in Stock Alerts 35.52% 39.76% 18.04% $1.43 Post Purchase 26.80% 39.93% 12.93% $0.57 Replenishment 24.79% 18.23% 31.03% $0.82 Anniversary 16.34% 10.40% 0.91% $0.02 Birthday 16.46% 37.89% 5.46% $0.14 Lifecycle Grid 16.26% 20.41% 8.48% $0.14 Price Drop Alerts 38.83% 57.08% 9.40% $1.15 Re-Engagement 4.71% 28.25% 2.86% $0.02 Refer-A-Friend 13.21% 13.26% 1.73% $0.02 Sweepstakes 18.06% 23.10% 0.55% $ Benchmarks Report
6 Vertical Benchmarks Category Open Rate Click To Open Rate Conversion Rate Revenue Per Sent Apparel Shoes Accessories Jewelry 11.36% 17.30% 3.60% $0.06 Art Art Supplies Crafts 17.21% 11.95% 14.60% $0.05 Auto Boat Motorcycle 12.74% 15.02% 4.13% $0.08 Baby Gear 9.62% 10.80% 4.25% $0.06 Beauty Grooming Cosmetics 9.96% 12.64% 5.63% $0.03 Books Film Music (Content) 15.50% 41.38% 16.13% $0.04 Computers Electronics (Hardware) 20.66% 11.20% 1.39% $0.04 Education Training 16.96% 17.66% 4.45% $0.07 Firearms Tactical Supplies Survival 18.33% 17.77% 3.62% $0.12 Flowers Gifts 9.80% 9.78% 9.17% $0.03 Food Beverage Alcohol 12.02% 12.47% 11.19% $0.09 Health Drug 11.35% 16.51% 9.22% $0.06 Housewares Home Hardware 15.97% 15.75% 4.45% $0.09 Industrial 11.67% 20.23% 4.84% $0.16 Mass Merchant 11.03% 17.06% 4.33% $0.03 Musical Instruments Equipment 11.33% 17.67% 3.00% $0.12 Office School Supplies 15.09% 8.95% 7.07% $0.05 Pet Supplies 11.19% 13.12% 10.24% $0.08 Tobacco E-Cigarettes 11.32% 15.95% 12.15% $0.10 Toys Hobbies Sporting Goods Camping 12.76% 19.05% 3.80% $ Benchmarks Report
7 Apparel Shoes Accessories Jewelry Marketing (Batch & Blast) 11.12% 16.71% 3.09% $0.05 Recurring Automated Campaigns 12.34% 18.85% 3.04% $0.31 Welcome Series 22.50% 31.07% 11.14% $0.65 Cart Abandonment 28.74% 38.95% 18.27% $1.88 Browse Abandonment 33.22% 29.42% 5.03% $0.47 Back in Stock Alerts 39.99% 44.27% 19.37% $1.27 Post Purchase 27.02% 25.53% 8.87% $0.51 Anniversary 12.55% 21.13% 7.07% $0.08 Birthday 12.96% 39.81% 3.88% $0.12 Price Drop Alerts 38.03% 67.44% 4.07% $2.07 Re-Engagement 3.51% 20.83% 4.39% $0.01 Refer-A-Friend 15.40% 14.01% 0.87% $0.01 Sweepstakes 16.31% 21.28% 1.00% $ Benchmarks Report
8 Art Art Supplies Crafts Marketing (Batch & Blast) 17.15% 11.61% 15.07% $0.05 Recurring Automated Campaigns 14.39% 15.87% 4.65% $0.05 Welcome Series 35.55% 25.84% 9.64% $0.72 Cart Abandonment 37.64% 39.39% 22.49% $1.75 Browse Abandonment 38.28% 26.17% 7.00% $0.36 Post Purchase 30.57% 26.20% 11.17% $0.77 Re-Engagement 14.78% 37.17% 9.80% $ Benchmarks Report
9 Auto Boat Motorcycle Marketing (Batch & Blast) 12.37% 14.37% 3.38% $0.06 Recurring Automated Campaigns 13.84% 17.66% 2.31% $0.09 Welcome Series 36.22% 31.31% 7.75% $1.21 Cart Abandonment 36.74% 36.85% 23.58% $3.93 Browse Abandonment 34.33% 24.78% 6.71% $0.54 Back In Stock 33.49% 52.94% 19.24% $2.46 Post Purchase 26.12% 19.52% 14.05% $0.72 Replenishment 23.11% 13.66% 38.09% $2.85 Anniversary 5.25% 21.15% 2.17% $0.02 Re-Engagement 1.59% 26.13% 2.11% $ Benchmarks Report
10 Baby Gear Marketing (Batch & Blast) 9.22% 10.07% 3.37% $0.04 Recurring Automated Campaigns 12.51% 6.79% 0.97% $0.01 Welcome Series 20.05% 26.14% 10.51% $0.73 Cart Abandonment 37.60% 26.11% 20.76% $3.18 Browse Abandonment 30.74% 19.12% 2.56% $0.19 Post Purchase 21.68% 23.08% 5.96% $0.23 Re-Engagement 3.40% 24.36% 2.76% $ Benchmarks Report
11 Beauty Grooming Cosmetics Marketing (Batch & Blast) 9.79% 10.93% 5.04% $0.03 Recurring Automated Campaigns 7.70% 15.38% 7.67% $0.03 Welcome Series 32.37% 25.64% 12.27% $0.41 Cart Abandonment 33.15% 31.28% 23.47% $1.17 Browse Abandonment 37.11% 23.50% 7.27% $0.22 Post Purchase 16.02% 22.63% 12.67% $0.25 Replenishment 21.15% 24.66% 23.29% $0.44 Anniversary 8.83% 10.47% 6.88% $0.02 Birthday 15.61% 19.31% 6.92% $0.10 Lifecycle Grid 4.35% 37.66% 7.24% $0.02 Sweepstakes 6.64% 13.21% 3.82% $ Benchmarks Report
12 Books Film Music (Content) Marketing (Batch & Blast) 14.97% 44.18% 10.58% $0.01 Recurring Automated Campaigns 13.28% 14.31% 9.83% $0.10 Welcome Series 36.62% 25.39% 18.96% $0.67 Cart Abandonment 34.70% 35.13% 34.18% $2.43 Browse Abandonment 39.12% 23.50% 20.77% $0.89 Post Purchase 30.64% 20.77% 11.35% $ Benchmarks Report
13 Computers Electronics (Hardware) Marketing (Batch & Blast) 19.72% 11.06% 1.22% $0.03 Recurring Automated Campaigns 23.02% 6.45% 1.39% $0.01 Welcome Series 25.81% 16.51% 3.19% $0.08 Cart Abandonment 41.86% 35.14% 12.27% $2.07 Browse Abandonment 49.31% 16.26% 0.84% $0.08 Back in Stock Alerts 61.15% 53.00% 18.86% $1.98 Post Purchase 28.78% 17.56% 7.44% $0.30 Re-Engagement 17.45% 7.53% 19.70% $ Benchmarks Report
14 Education Training Marketing (Batch & Blast) 16.73% 17.48% 3.23% $0.04 Welcome Series 27.59% 28.87% 8.57% $0.44 Cart Abandonment 32.97% 23.80% 38.79% $3.71 Browse Abandonment 34.58% 23.40% 6.81% $0.23 Post Purchase 22.95% 18.08% 11.26% $ Benchmarks Report
15 Firearms Tactical Supplies Survival Marketing (Batch & Blast) 17.96% 16.77% 3.23% $0.10 Recurring Automated Campaigns 16.32% 20.32% 2.65% $0.07 Welcome Series 29.21% 34.28% 7.22% $0.84 Cart Abandonment 41.43% 37.50% 17.25% $2.51 Browse Abandonment 45.14% 41.01% 4.79% $0.71 Back in Stock Alerts 52.33% 49.68% 17.52% $4.18 Post Purchase 31.89% 27.62% 8.52% $0.63 Replenishment 32.59% 32.31% 11.76% $0.84 Price Drop Alerts 40.04% 43.14% 7.71% $0.58 Sweepstakes 29.92% 14.72% 0.40% $ Benchmarks Report
16 Flowers Gifts Marketing (Batch & Blast) 9.63% 9.49% 8.49% $0.03 Welcome Series 35.34% 24.96% 18.45% $0.55 Cart Abandonment 29.81% 22.12% 32.06% $0.85 Browse Abandonment 30.07% 20.15% 15.29% $0.46 Post Purchase 19.44% 16.71% 19.73% $0.16 Anniversary 10.09% 5.98% 30.04% $ Benchmarks Report
17 Food Beverage Alcohol Marketing (Batch & Blast) 11.74% 11.47% 10.81% $0.08 Recurring Automated Campaigns 11.56% 15.28% 6.46% $0.06 Welcome Series 31.61% 44.15% 14.83% $1.08 Cart Abandonment 33.89% 35.67% 23.34% $1.71 Browse Abandonment 37.65% 25.42% 5.59% $0.35 Back in Stock Alerts 56.36% 42.73% 29.95% $12.38 Post Purchase 28.31% 26.66% 21.70% $0.84 Replenishment 33.64% 23.61% 51.41% $1.73 Re-Engagement 5.36% 20.39% 2.31% $0.01 Sweepstakes 14.45% 45.53% 1.09% $ Benchmarks Report
18 Health Drug Marketing (Batch & Blast) 11.00% 16.05% 7.95% $0.05 Recurring Automated Campaigns 12.06% 9.38% 3.54% $0.02 Welcome Series 32.68% 35.71% 15.38% $0.69 Cart Abandonment 36.06% 36.79% 32.50% $2.16 Browse Abandonment 37.49% 28.68% 16.06% $0.63 Back in Stock Alerts 49.63% 37.58% 34.63% $3.29 Post Purchase 28.81% 18.20% 21.46% $0.44 Replenishment 23.54% 19.31% 36.33% $0.76 Anniversary 29.24% 37.56% 37.04% $2.91 Birthday 44.39% 27.24% 28.06% $1.32 Lifecycle Grid 14.05% 17.43% 19.15% $0.27 Refer-a-Friend 6.94% 8.49% 10.48% $ Benchmarks Report
19 Housewares Home Hardware Marketing (Batch & Blast) 15.66% 15.20% 4.19% $0.07 Recurring Automated Campaigns 12.92% 16.41% 2.75% $0.07 Welcome Series 32.96% 38.60% 7.05% $1.04 Cart Abandonment 37.30% 38.41% 21.61% $3.87 Browse Abandonment 38.75% 29.78% 7.48% $0.89 Back in Stock Alerts 51.54% 46.40% 19.58% $2.26 Post Purchase 34.65% 34.66% 10.67% $1.23 Replenishment 24.16% 11.47% 25.11% $0.28 Anniversary 16.40% 10.41% 0.87% $0.02 Birthday 19.52% 45.57% 6.02% $0.17 Lifecycle Grid 40.33% 33.75% 5.98% $2.06 Price Drop Alerts 39.21% 53.04% 13.36% $0.73 Re-Engagement 7.12% 30.56% 2.52% $0.02 Sweepstakes 13.99% 26.01% 0.84% $ Benchmarks Report
20 Industrial Marketing (Batch & Blast) 11.40% 19.70% 4.07% $0.13 Recurring Automated Campaigns 10.79% 16.68% 3.81% $0.17 Welcome Series 31.37% 35.15% 8.46% $1.86 Cart Abandonment 32.13% 35.56% 23.41% $4.89 Post Purchase 25.83% 22.88% 11.22% $0.66 Replenishment 23.54% 17.77% 25.64% $1.40 Re-Engagement 12.88% 33.36% 3.70% $ Benchmarks Report
21 Mass Merchant Marketing (Batch & Blast) 10.82% 15.69% 3.56% $0.03 Recurring Automated Campaigns 9.54% 17.33% 2.48% $0.01 Welcome Series 31.34% 35.88% 12.27% $0.84 Cart Abandonment 30.38% 42.38% 23.28% $1.43 Browse Abandonment 34.73% 29.36% 6.86% $0.31 Back in Stock Alerts 57.10% 48.61% 44.19% $7.40 Post Purchase 17.89% 25.92% 12.89% $0.32 Replenishment 34.23% 15.24% 21.00% $0.79 Price Drop Alerts 35.37% 63.97% 6.55% $0.52 Re-Engagement 12.42% 22.21% 5.42% $ Benchmarks Report
22 Musical Instruments Equipment Marketing (Batch & Blast) 10.66% 17.93% 2.57% $0.09 Recurring Automated Campaigns 12.15% 15.80% 2.60% $0.09 Welcome Series 18.94% 18.02% 7.36% $0.46 Cart Abandonment 35.49% 38.22% 13.44% $5.13 Browse Abandonment 48.48% 39.03% 2.39% $1.13 Post Purchase 24.49% 19.18% 14.09% $ Benchmarks Report
23 Office School Supplies Marketing (Batch & Blast) 15.00% 8.55% 6.42% $0.04 Recurring Automated Campaigns 6.65% 10.94% 5.88% $0.01 Welcome Series 34.24% 22.06% 11.13% $0.47 Cart Abandonment 29.98% 34.25% 27.19% $3.00 Browse Abandonment 32.53% 23.68% 8.93% $0.70 Post Purchase 22.27% 21.30% 16.47% $0.46 Replenishment 16.72% 19.16% 24.73% $ Benchmarks Report
24 Pet Supplies Marketing (Batch & Blast) 10.95% 12.63% 9.29% $0.07 Recurring Automated Campaigns 12.84% 19.09% 9.93% $0.20 Welcome Series 40.57% 35.93% 22.05% $1.97 Cart Abandonment 28.76% 29.87% 31.60% $1.77 Browse Abandonment 36.19% 15.84% 12.20% $0.63 Post Purchase 29.72% 24.40% 12.11% $0.57 Replenishment 15.02% 18.07% 38.56% $ Benchmarks Report
25 Tobacco E-Cigarettes Marketing (Batch & Blast) 10.95% 14.75% 10.62% $0.08 Welcome Series 30.81% 54.23% 20.07% $1.48 Cart Abandonment 32.49% 42.95% 33.40% $2.37 Browse Abandonment 33.86% 32.43% 12.37% $0.49 Post Purchase 42.70% 34.13% 27.09% $1.82 Replenishment 29.11% 23.38% 43.57% $ Benchmarks Report
26 Toys Hobbies Sporting Goods Camping Marketing (Batch & Blast) 12.54% 18.67% 3.21% $0.06 Recurring Automated Campaigns 11.17% 16.16% 4.99% $0.06 Welcome Series 34.73% 35.55% 11.67% $1.22 Cart Abandonment 34.51% 36.12% 24.11% $2.51 Browse Abandonment 34.78% 29.23% 8.80% $0.65 Back in Stock Alerts 27.49% 22.04% 16.11% $1.23 Post Purchase 32.79% 27.57% 8.02% $0.57 Anniversary 16.62% 11.86% 5.49% $0.01 Birthday 23.22% 12.65% 6.38% $ Benchmarks Report
27 Listrak Performance Benchmarks 27
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