Marketing Benchmark Report

Size: px

Start display at page:

Download "Marketing Benchmark Report"

Theodore Harvey
6 years ago
Views:

1 2015 Marketing Benchmark Report

2 Introduction information, please see the appendices at the end of this Welcome to the 2015 Sign-Up.to benchmark report. For our 2015 report medium sized UK organisations and public sector departments,

68% Unsubscribe-to-open rate open, click-through and unsubscribe Since the

3 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 open, click-through and unsubscribe Since the click-to-opens and unsubscribe-to-opens rates relate click and unsubscribe actions to the opened s only they are generally considered as a

4 Section 2 Open and click-through rates Summary Open and click-through rates by sector Open rate Click-through rate Open and Click-through

5 Section 2 Open and click-through rates Open rate highlights What s changed? Click-through rate highlights

6 Section 3 Opens / Open rate Summary Opens by sector Open rate

7 Section 3 Opens / Open rate Understanding opens Actions to take in mind the nature of your relationship and purpose of your message - not surprisingly retention Ensure your delivery credentials are in top Check your data for clean permission and frequency Subject line your content so take time to get it right and, if from name

8 Section 4 Clicks / Click-through rate Summary Clicks / Click-through by sector Click-through rate

9 Section 4 Clicks / Click-through rate Understanding clicks Actions to take record unique clicks Getting your readers to click through to additional through rate is generally a better measure of campaign engagement results in relation to your click-to-open rate targeting and relevance are the a few actions make it clear it is, and make it call to action split-test relevance is the key to

10 Section 5 Campaign engagement - click-to-opens Summary Clicks-to-opens by sector Click-to-open is the proportion of opened s

11 Section 5 Campaign engagement - click-to-opens Understanding campaign engagement Goals and engagement performed after performance of the actual content multiple linksunique quality of your content and the strength of your next step Good as it is, click-to-open is still a fairly basic goal-based additional content or for ecommerce applications Goal-based metrics can be tracked as a one-off behavioural insight

12 Section 6 Unsubscribe rate Summary Unsubscribes by sector opt-out by clicking your

13 Section 6 Unsubscribe rate Understanding unsubscribes Actions to take marketing, but they can actually be good for you, so don t be afraid of making it easy for people to Unsubscribe is a clear indication that all is not right legal requirement of any campaign - put it at the bottom of rates are an active indication of dissatisfaction Understand if a rise in unsubscribes is a one-off or a growing trend permission and Are you being relevant enough to open your message, so unsubscribe is a clear indication that you are not addressing Ultimately, if unsubscribe is the desired action make it quick and easy to do and make sure your do not contact list

14 Section 7 Subscriber loyalty - unsubscribes-to-opens Summary Unsubscribes-to-opens by sector unsubscribe-to-opens more insightful measure of dissatisfaction because

15 Section 7 Subscriber loyalty - unsubscribes-to-opens Understanding subscriber loyalty Loyalty and engagement Unsubscribes and unsubscribes-to-opens are both useful measures of active disengagement. people s inboxes, so around 75% of unsubscribes Unsubscribing is a clear indication that all is not engagement

16 Section 8 What s changed? Summary Open rate by sector Key increases Charity Key reductions ecommerce - Fashion - Restaurants

17 Section 8 What s changed? Summary Click-through rate by sector Key increases Publsihing Key reductions ecommerce - Property - Fashion - B2B Sales

Key increases 2014-2015 - Publishing - General

18 Section 8 What s changed? Summary Clicks-to-opens rate by sector Key increases Publishing - General B2C Marketing Key reductions ecommerce - Property - Public sector

2013-2015 Key increases 2014-2015 - ecommerce -

19 Section 8 What s changed? Summary Unsubscribes-to-opens rate by sector Key increases ecommerce - General B2C Marketing Key reductions B2B Sales - Charity - Publishing

20 Section 9 Other analysis metrics Beyond standard metrics Open rate, click-through rate and unsubscribes and their click-to-opens and unsubscribes-toopens Sent: this is the number of messages that you attempted to Bounced: Hard bounce a permanent, fatal error, for example the mailbox Soft bounce Delivered: look at the reputation of the sending domain and other technical Total clicks: Individual link clicks: this is extremely useful for identifying

21 Section 9 Other analysis metrics Shared: encouraging sharing of your campaigns through like forward and Twitter views Goals: Further reading For a full discussion of these and other common metrics Complete Guide to Analytics Activity over time: help you choose the optimum day and time to send your future

22 Section 10 Advanced metrics Device opens Device opens on mobile proportion of total opens on desktop and mobile to be 46.07% and 53.93% Our Device Open Report

23 Section 10 Advanced metrics Device opens on desktop Engagement more than a basic engagement metric you ll need to measure Our engagement algorithm Our Engagement Report documents the nature of engagement

24 7 Appendix 1 Basic metrics Derived metrics Bounced Delivered Open rate Clicks or Click-through rate Unsubscribe rate Clicks-to-opens rate: the proportion of opened s that had Unsubscribes-to-opens rate: the proportion of opened s performance of the actual campaign content because these look

25 Appendix 2 Raw data Open Click-through Unsubscribe Click-to-open Unsubscribe-to-open

26 About Sign-Up.to Professional marketing software and services integrated marketing platform , SMS and social media enterprises, from commercial operations to public sector organisations in fact any business looking to get a great return on their marketing effort and self-service platform and also as a Managed Professional Service

27 Contact Sign-Up.to By telephone +44 (0) By Website Sign-Up.to Woking United Kingdom 2015 Sign-Up Technologies Ltd. (a member of HEG)

The dark side of deliverability

The dark side of deliverability Report The dark side of email deliverability Email marketing benchmarks Introduction Email remains the number one communication channel for marketers. However, organizations face many issues that impact