Post on 11-Apr-2017
Email Marketing Benchmarks: Industry Stats & Recommendations for 2016
Kath PayFounder & CEO Holistic Email Marketing kath@holisticemail.com twitter.com/kathpay linkedin.com/in/kathpay
Michal LeszczynskiContent Marketing Manager mleszczynski@getresponse.com twitter.com/mrleszczynski
What we’ll talk about
• Purpose of the study
• Key findings
• Recommendations for 2016
• Conclusion
• Q&A
Purpose of the Study
Finding Answers
• How does my email marketing stack up against the competition?
• Are we missing out on opportunities for growth?
• Which high-impact areas should we focus this year?
Key Findings
Methods
Evaluation and Tracking
List Quality
Communications Strategy
Email Techniques
All Industries
6 tips for success in 2016
1: Personalize your way to success
–Christian Ricci, Chia Monkey
“Web personalisation is a strategy, a marketing tool, and an art.
It brings focus to your message and delivers an
experience that is customer-oriented and relevant.”
Personalise on any of theseRemember! Email is the easiest channel to personalise!
Don’t restrict yourself to one type of data
2: Ensure you measure the correct metric
What is your success metric?
Subject Line Opened Clicked Converted
Win the pampering prize of a lifetime worth $10,000
38,91% 9,35% 6,74%
Win spa breaks, a personal shopper and more worth $10,000 35,76% 11,03% 9,19%
Win a pampered new you worth $10,000 38,01% 15,45% 10,67%
Win a trip to Champneys and more worth $10,000 with Veet 33,23% 16,76% 11,01%
and here’s another….
• VersionA:YourOpinionCounts– WinaFijiHandTote• VersionB:Takethe5MinuteFijiSurvey– Win$50.
Winner:VersionBwith25.3%moreclickthroughsVersionAhoweverhad12.3%higheropenrate
3: Think CURVE when crafting your subject line
Think CURVE when crafting your subject lines
“Open me quick! I expire at 6pm, payday treat”
4: Think of every email as being a survey
Who makes up your database?Your target market!
Surveys are good
However tests are better than surveys
Actions speak louderthan
words
Strategically plant information
And discover what resonates
5: Embrace the holistic approach
Email is not an island
Everything that happens before AND after the email affects your
results
Look at the customer journey
Ensure there are no disconnects
6: Give your subscription the prominence it deserves
Moving the form to above the fold
•30% lift in Website Email Conversion Rate
•Revenue generated from new visitors to the site didn’t decrease - it increased.
Source: Alchemy Worx
Wrapping Up
6 tips for email success in 2016
1.Personalize your way to success2.Ensure you measure the correct metric3.Think CURVE when crafting your subject
line 4.Think of every email as being a survey5.Embrace the holistic approach6.Give your subscription the prominence it
deserves
Kath PayFounder & CEO Holistic Email Marketing kath@holisticemail.com twitter.com/kathpay linkedin.com/in/kathpay
Michal Leszczynski
Content Marketing Manager mleszczynski@getresponse.com
twitter.com/mrleszczynski
Q&A