The OpsDog Marketing Benchmarking Report Marketing Benchmarks, KPI Definitions & Measurement Details ABRIDGED CONTENT Purchase to View Full Benchmarking Report! 2017 Edition www.opsdog.com info@opsdog.com 844.650.2888
Table of Contents The OpsDog Marketing Benchmarking Report Marketing KPIs...................... 4 Marketing Budget as a Percentage of Firm-Wide Budget.....5 Marketing Expense as a Percentage of Total Revenue.......7 Marketing Expense per Marketing Employee............9 Marketing Span of Control....................11 Marketing Staffing Ratio.....................13 Total Revenue per Marketing Employee.............15 Digital Marketing KPIs..................17 Digital Marketing (Launch-to-Analytics) Cycle Time.......18 Social Media Expense as a Percentage of Marketing Expense..20 Direct Marketing KPIs..................22 Email Marketing: Click Rate....................23 Email Marketing: Click-to-Open Rate...............25 Email Marketing: Hard Bounce Rate...............27 Email Marketing: Spam Complaint Rate.............29 Email Marketing: Unique Open Rate...............31 Email Marketing: Unsubscribe Rate................33 Public Relations (PR) KPIs...............35 Public Relations (PR) Expense as a Percentage of Total Marketing Expense..............36 1
Benchmarking Report Terms & Conditions The OpsDog Marketing Benchmarking Report 2017 OpsDog, Inc. The OpsDog Benchmarking Reports and their contents are protected by copyright laws, contain the trademark OpsDog, Inc., and are OpsDog s proprietary information. No part of this book shall be reproduced, stored in a retrieval system, or transmitted by any means, electronic, mechanical, photocopying, recording or otherwise, without written permission from OpsDog, Inc. OpsDog, Inc. assumes no liability with respect to the use of the information contained herein which is provided as is and there are no warranties of any kind provided by OpsDog with respect to this report. OpsDog assumes no responsibility for errors or omissions and will not be liable for any damages resulting from the use of the information contained herein. OpsDog, Inc. 1502 Augusta Dr., Suite 200 Houston, TX 77057 Tel: 844-650-2888 2
Report Details & Methodology The OpsDog Marketing Benchmarking Report More than 700 KPI values (i.e., data points) were analyzed to produce benchmarks for the 15 KPIs included in this report. 1 Data Range: 2012-2017 Region(s) Included: United States, Canada, Europe, Asia Industries Included: Financial Services, Health Plan Operations, Retail Trade Operations, Consumer Packaged Goods Operations, Technology & Communication Operations The benchmarks included in this report were found to be comparable across companies of varying sizes (i.e., number of employees, total revenue) and industry segments. Benchmarks with notable differences across industries include industry average call-outs. Methodology: Data Collection & Validation 1. Gather OpsDog s analysis team aggregates data collected through traditional consulting engagements and targeted research. 2. Refine Aggregated data is standardized, categorized and run through multiple validation checkpoints prior to being stored in our database 3. Package We analyze and compile comparable data, then package our findings in the form of benchmarking reports and data sets. Looking for customized research and analysis? Contact our research team. P: 844.650.2888 E. info@opsdog.com Note: 1 The sample size of the observed data varies for each KPI. 3
Direct Marketing Marketing Digital Marketing Direct Marketing Public Relations (PR) Direct Marketing refers to marketing and advertising activities that do not require an intermediary channel (such as a social media website, television or radio) to connect with the consumer. This category includes email, direct mail, telephone and text messages. Direct Marketing team members develop email campaigns, perform telemarketing and configure direct mailing campaigns to reach potential customers. 4
Email Marketing: Hard Bounce Rate Definition & Measurement Details What is Email Marketing: Hard Bounce Rate? The number of emails sent during an email campaign that are not deliverable due to a hard bounce (such an event results from fake or disabled email addresses or domains, email address blocked by server, etc.) divided by the total number of emails sent during that campaign, as a percentage. Why should this KPI be measured? Email Marketing: Hard Bounce Rate measures the number of emails sent during an email campaign that are not deliverable due to a hard bounce (such an event results from fake or disabled email addresses or domains, email address blocked by server, etc.) in relation to the total number of emails sent during that campaign. A relatively high value for this metric is typically related to a few common factors, including email lists that are not up-to-date (i.e., the email or email provider no longer exists), inefficient purging of email lists of fake emails or domains, high rates of data entry errors (i.e., misspellings due to employee or end user error), high rates of unsubscriptions from customers, and recipient email servers that are not accepting emails from the company or anyone else. Each of these factors taken together can result in a decreased reputation with the receiver (this can cause the receiver to refuse service with the company) as well as poor overall reach and conversion rates. Related KPIs Email Marketing: Unique Open Rate, Email Marketing: Click-to-Open Rate, Email Marketing: Click Rate How is this KPI calculated? Two values are used to calculate this KPI: (1) the number of emails sent during an email campaign that are not deliverable due to a hard bounce, and (2) the total number of emails sent out to customers or subscribers during that campaign. Consider a hard bounce to be any email message that has been permanently rejected (this may be due to fake emails or domains, emails that are no longer in existence, rejections by the customer server, etc.). Only include emails that are successfully delivered (i.e., emails that do not bounce ) in the denominator. ABRIDGED CONTENT Purchase to View Full Definition & Measurement Details! Formula (Number of Emails Not Deliverable / Total Number of Emails Sent) * 100 5
Email Marketing: Hard Bounce Rate Benchmarks & Characteristics of High Performers Email Marketing: Hard Bounce Rate (Number of Emails Not Deliverable / Total Number of Emails Sent) * 100 High Performers SAMPLE CONTENT Low Performers Avg () Purchase to View Actual Benchmarking Data! Characteristics of High Performers KPIs are well-defined, tracked and tied to performance reviews Robust self-service options for customer (online FAQs, etc.) Agents cross-trained to handle and resolve multiple call types KPIs are well-defined, tracked and tied to agent performance reviews Sample Size: KPI Type: Unit: Is High or Low Best?: How to read this chart: This chart summarizes the performance gaps between high (Top 5%), mid (Median) and low (Bottom 5%) performers for this Key Performance Indicator (KPI). For example, the column labeled Top 5% represents a company that outperformed 95% of the peer group observed for this metric. 6