Email Marketing & Beyond: Global Industry Benchmarks 2017 · for digital marketing ... Email...

Research by:

AUTHORS:GetResponse & Holistic Email Marketing

EMAIL MARKETING & BEYOND: GLOBAL INDUSTRY BENCHMARKS2017

TABLE OF CONTENTS

EXECUTIVE SUMMARY AND HIGHLIGHTS Global benchmarking by industry research to support email marketing excellence / 6

Key findings / 7

SECTION 1. INTRODUCTION TO THE REPORT BY KATH PAY, HOLISTIC EMAIL MARKETING

Report goals / 11

Who is the report for? / 12

How is the report structured? / 13

About the survey participants / 13

About Holistic Email Marketing / 14

About Content Marketing Institute / 15

About GetResponse / 16

About Smart Insights / 17

SECTION 2. THE EFFECTIVENESS OF EMAIL MARKETING

Email marketing benchmark metrics by industry / 20

Email marketing budget for 2017 / 22

Metric of success / 23

Return on investment / 24

Industry summaries

Agency / 26

Arts & entertainment / 28

Automotive / 30

Communications / 32

Education / 34

Financial services / 36

Health and beauty / 38

Health care / 40

Internet marketing / 42

Legal services / 44

Not-for-profit / 46

Publishing / 48

Real estate / 50

Restaurants and food / 52

Retail / 54

Sports and activities / 56

Technology and high tech / 58

Travel / 60

How does your business use email marketing? / 62

Audiences / 62

Frequency / 64

Your email marketing capabilities / 68

Evaluation and tracking / 68

Targeting / 72

Communications strategy / 76

Testing & optimization / 83

SECTION 3. MARKETING AUTOMATION & CONTENT MARKETING OPPORTUNITIES BY INDUSTRY Your marketing automation capabilities / 90

Effectiveness / 90

Content strategy / 94

Marketing automation techniques used / 98

Marketing automation challenges / 102

Uses of marketing automation / 106

What types of content are used within marketing automation? / 110

SECTION 4. QUESTIONS COMMONLY ASKED BY MARKETERS

Subject lines should they be long or short? / 116

Does using a preheader help? / 119

Should I personalize my subject line? / 120

Do emojis work? / 120

Do videos increase opens and click-throughs? / 122

Executive summary & highlights

Page | 7GetResponse & Holistic Email MarketingEmail Marketing & Beyond: Global Industry Benchmarks 2017

Global benchmarking by industry research to support email marketing excellence

This research report was created by Holistic Email

Marketing, an email marketing consultancy, and

GetResponse, an all-in-one online marketing

platform. It also includes commentary from our

research partners Content Marketing Institute

and Smart Insights.

Its purpose is to help marketers improve the

effectiveness of their email marketing, discover

benchmarks for specific industries, and help

compare and identify where to improve.

In the report, we assess the current state

of email marketing based on a major research

study surveying 2,510 email marketers from

a range of business sizes and industries around

the world. The percentage of marketers involved

in business-to-business marketing was 19.1%,

business-to-consumer marketing was 41.8%,

with 39.1% managing both.

Key findings

Yes, you read it correctly. 51%

of email marketers across the

board dont proactively test and

optimize their emails at all! While

the most popular test was subject

lines with 26% of marketers

saying they test them, it was also

revealed that only 14% test

the landing page.

It is also encouraging to see

that 58% of the email marketers

surveyed say that their marketing

budget will increase in 2017, 35%

say that it will stay the same, and

only 7% of marketers say theyre

looking to decrease their email

marketing budget in 2017.

On average 18% of marketers

across all industries stated that

email marketing delivers excellent

return on investment, making

email marketing the clear leader

in delivering the highest ROI, with

social media marketing coming in

second at 17%.

Email marketing delivers the

highest ROI & budget overall.

58% of marketers will increase

budget.

51% of marketers dont test.

Page | 9GetResponse & Holistic Email Marketing

1

INTRODUCTION TO THE REPORTBY KATH PAY,HOLISTIC EMAIL MARKETING

Consumers are savvy. They know what they like

and theyve made it clear that they like email.

Its their usage of and reliance upon email

combined with their expectations that has caused

email to evolve. Were continually advancing our

email technology to deliver to their expectations,

we test and optimize our campaigns to meet their

expectations, and we develop sophisticated email

programs to satisfy their expectations. Email

is no longer a marketer-driven channel,

but a consumer-driven channel.

As an email marketing speaker, trainer,

and consultant, Im aware how industry-specific

statistics and findings are eagerly received

by marketers, enabling them to benchmark

and compare themselves with other like-minded

companies, including their competitors.

This is the second year that weve delivered

this report and as email marketing has evolved

within the last year, so has this report. Weve now

added specific questions that address the rise

of marketing automation and content marketing

amongst SMBs.

So, I encourage you to take these findings

and best practice advice and apply them

to your email marketing campaigns and programs

to continue to improve them to meet your

consumers expectations.

For the bottom line is if our consumers

expectations are met, then we as a brand

are successful and our objectives are met.

Kath PayCEO & Founder, Holistic Email Marketing

As someone who has been involved in email marketing for over 18 years, with ten of these sitting on the UK DMAs Email Marketing Council, Ive seen how email marketing has evolved to become an incredibly robust, reliable, and valuable channel. This is supported by the fact that, on average, email marketing delivers the highest return on investment.

Report goalsThe aim of the research is to help email marketers and their businesses:

Review

LearnLearn best practice email marketing techniques

by assessing capabilities

AssessAssess the opportunity for marketing automation

CompareCompare techniques for better integrating content

marketing with marketing automation

Review their strategic approach to email marketing

by comparing their use of email marketing techniques

and features to best practices


Marketers with hands-on responsibility for email marketing and automation need to know which optimization techniques to focus on to improve results. Agencies and consultants who advise companies and implement marketing automation programs will also find this report useful.

Managers responsible for digital marketing

1 2 Email marketing & marketingautomation specialists

Who is the report for?

Weve aimed this report at two main audiences:

How is the report structured?

In the first part of the report, we compare email

marketing to other digital marketing channels.

Next, we break email marketing down into various

activities that need to be managed to improve

results, and we assess the current level of use

of these best practices. In the third section,

we explore marketing automation and content

marketing two incredibly important standalone

topics, yet inseparable from email marketing.

And wrapping it all up in the final section, we look

at some recommended best practices.

For this audience, we want to highlight the importance of email marketing and marketing automation today compared to other digital marketing channels and the success factors for managing email marketing. This report will enable these leaders to have detailed discussions with email specialists to improve the contribution of marketing automation to their communications goals.

About the survey participants

By combining the audiences of Smart Insights,

GetResponse, Holistic Email Marketing,

and the Content Marketing Institute, we hoped

to create one of the largest-ever reviews

of the state of email marketing. This research

is the basis of this robust report in which

we break down the results by industry and level

of email marketing sophistication. Typically,

research reports have responses of a few

hundred participants, but we were delighted

to get nearly two thousand participants. Many

thanks if you were one of the 2,510 people

who took time out to share their experiences

and current use of email marketing!

Due to the scale of the sample, this report

is a global survey representing more than

100 countries, from Albania to Zimbabwe.


About Holistic Email Marketing

Holistic Email Marketing is an email marketing

consultancy. Spearheaded by Kath Pay,

a recognised industry thought leader,

our consultants are some of the most

experienced and successful email marketers

in the industry, renowned for their passion

and vision for relationship-driven, holistic

email marketing strategies.

Holistic Email Marketing helps companies

across diverse industries to better achieve

their email marketing objectives. We believe

that email marketing should be based upon

the customer journey, its touch points

and upon the customer insights gained

from data mining.

We believe that everything that happens before

and after your email affects your results. Thats

why we developed The Holistic Approach.

The Holistic Approach is about creating

conversion-focused, customer-centric

personalized marketing strategies, with email

at the heart. And through the art of persuasion,

marketing automation, and cross-channel

learnings, we craft a journey that converts.

So, your customers meet their goal, and you

meet yours.

About Content Marketing Institute

Content Marketing Institute is the leading global

content marketing education and training

organization, teaching enterprise brands

how to attract and retain customers through

compelling, multi-channel storytelling.

CMIs Content Marketing World, the largest

content marketing-focused event, is held

every September in Cleveland, Ohio, USA,

and the Intelligent Content Conference event

is held every spring. CMI publishes the bi-monthly

magazine Chief Content Officer, and provides

strategic consulting and content marketing

research for some of the best-known brands

in the world. CMI, a UBM company, is a 2012,

2013, 2014 and 2015 Inc. 500 company.

www.contentmarketinginstitute.com


About GetResponse

Today, over 350,000 customers in 182 countries

trust the GetResponse online marketing

platform. With nearly 20 years of experience,

we deliver excellent digital marketing solutions,

available in 22 different languages. Our company

operates globally with offices in Poland,

Canada, Malaysia, and Russia. We have over 300

passionate professionals on board. Together

we create inspiring technologies that empower

entrepreneurs and help them grow their

businesses.

GetResponse offers a complete suite of simple

yet powerful features, scaled and customized

for small and large companies alike. Our tools

are designed for organizations that are focused

on implementing high impact marketing

campaigns that drive effectiveness

and overall ROI.

The GetResponse online campaign management

platform helps to design, implement,

and track digital marketing activities.

Companies can do that using marketing

automation, autoresponders, webinars,

landing pages, advanced analytics, and over

50 other easy-yet-powerful features.

If youre ready to improve your approach

to marketing, try GetResponse free for 30 days.

About Smart Insights

Smart Insights provides actionable learning resources

to help businesses improve their digital marketing

results. More than 150,000 Smart Insights Basic

members use our blog, sample marketing templates,

and weekly Digital Marketing Essentials newsletter

to follow best practices and keep up-to-date

with the developments that matter in digital marketing.

Thousands of Pro and Expert members from over

100 countries use our planning and management

templates, guides, and video courses to map, plan,

and manage their marketing using the Smart Insights

RACE Planning framework.

www.smartinsights.com


https://www.getresponse.comhttps://www.getresponse.com


2THE EFFECTIVENESS OF EMAIL MARKETING


Email marketing benchmark metrics by industry

Figure 1. OPEN AND CLICK RATE BY INDUSTRY

Figure 1 shows the open and click benchmark

metrics by industry, providing us with

the opportunity to compare industries.

When viewing this data, we need to keep

in mind that open rates are simply an indicator

of whether an email has been opened, as they

rely upon images being downloaded. Often

an email will be read without the images

having been downloaded, making the open

metric an inaccurate metric, however

for the purposes of benchmarking,

it can work.

From viewing the below chart, we can see

that the total opens and click-throughs vary

greatly from industry to industry.

The best benchmarks to use are those that were achieving today, with the objective of improving them over time. However, it can be helpful to compare your own benchmarks with those in your industry to provide guidance on how you are tracking.

Open and click rate by industry

Open Rate

Click Rate

Agencies

Arts &Entertainment

Automotive

Communications

Education

Finacial Services

Health & Beauty

Health Care

Internet Marketing

Legal Services

Non-profits

Publishing

Real Estate

Restaurants& Food

Retail

Sports & Activities

Technology & High Tech

Travel

Average

3.2%

21%

4.3%

29%

4.0%

27%

3.7%

24%

3.5%

32%

4.9%

32%

7.9%

33%

6.6%

36%

4.9%

39%

2.5%

13%

5.3%

34%

5.3%

22%

6.4%

32%

3.8%

25%

2.2%

18%

6.6%

33%

3.7%

27%

3.9%

22%

4.2%

22%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Figure 2. CHANGES IN CHANNEL BUDGET DURING 2017

Primary email marketing metric used

Increase in subscribers

We dont currently have any metrics that we focus on

High-funnel engagement metrics such as opens or clicks

Mid-funnel conversion metrics such as form-fills (e.g.subscriptions, lead generation, inquiries etc.)

Low-funnel conversion metrics such as revenue/sales/event attendance

0% 10% 20% 30% 5% 15% 25% 35%

29%

23.30%

21%

14.40%

12.30%

Figure 3. PRIMARY EMAIL MARKETING METRIC USED

Ensure you measure your success. Without measuring your email program youre not able to recognize what works and what doesnt, and as such are unable to improve.

Recommendation

Email marketing budget for 2017

All industriesIts encouraging to see that email marketing

is being valued for the overall impressive results

that it delivers, with a hefty 58% of marketers

across the board stating they will increase

the budget for email marketing in 2017 (Figure 2).

Its interesting to note that email marketing will

be receiving the biggest investment across all

the channels, with social PPC coming in second,

and with 50% of marketers saying they will

increase the budget in 2017.

Email marketing is continually evolving in

response to the consumers requirements.

Over the past few years it has proven itself time

and time again as the channel that delivers.

Whether its driving traffic, nurturing warm leads,

increasing conversions, or delivering excellent

ROI, email is the brand that marketers rely on.

As brands, for us to be able to maximize both

the new technology and techniques and to deliver

on our customers ever changing requirements,

we need to be continually changing and evolving

our marketing strategy and tactics. To enable this

to happen, our budgets need to increase. Email

marketing relies on other channels, so to ensure

you achieve the maximum ROI, its wise to invest

in integrations and automation of your programs.

Affiliatemarketing

Contentmarketing

Direct mail Displayadvertising

Emailmarketing

Search engineoptimization

(SEO)

Search engine/Pay-per-click advertising

Social PPC(paid advertising

in Facebook Twitter,LinkedIn etc.)

70%

60%

50%

40%

30%

20%

10%

0%

36%

47%

32%

31%

58%

43%

38%

50%

Metric of success

All industriesI was very surprised to see that 21% of email

marketers are still being rewarded on top-of-

funnel metrics such as opens and clicks, and

quite saddened to see that 23.3% of email

marketers are not rewarded on any metrics.

This reveals how email might not be

appropriately valued by brands.

Increasing subscribers tops the list with a total

of marketers across all industries using this

as their success metric, with 21% using top

of funnel metrics such as opens and clicks

to measure their success on.


Figure 4 . MARKETING CHANNEL ROI ACROSS INDUSTRIES

Return on investment

All industriesAcross all the channels, 18% of participants

surveyed said that email marketing delivered

the highest ROI, closely followed by social media

marketing (Figure 4).

10%

8%

12%

8%

15%

13%

6%

8%

7%

17%

15%

17%

12%

18%

20%

11%

12%

12%

38%

35%

39%

38%

34%

38%

30%

35%

30%

25%

30%

24%

32%

23%

20%

35%

31%

33%

9%

12%

9%

11%

10%

8%

18%

14%

17%

Search Engine/Pay-per-click advertising

Social PPC (paid advertising in Facebook, Twitter, LinkedIn etc.)

Affiliate marketing

Content marketing

Direct mail

Display advertising

Email marketing

Search engine optimization (SEO)

Social media marketing

Marketing Channel ROI rating across Industries

Very poor

Poor

Average

Good

Excellent


Email marketing and social media tie in first place for delivering excellent ROI with 16%

of marketers stating so (Figure 5). An impressive 62% of marketers say budget for email

marketing will increase (Figure 7) in 2017.

On average open rates are 27% and click-through rates 3.7% all of which indicates that

agencies are doing well and as you read on youll see why. They use some of the more

AgencyI N D U S T R Y S U M M A R I E S

advanced techniques (Figure 1).

High-funnel metrics such as opens and clicks lead the way with agencies. 31% state these

are the metrics theyre rewarded on (Figure 6).

8%

6%

10%

5%

15%

16%

4%

5%

5%

10%

16%

20%

12%

20%

24%

9%

11%

17%

35%

31%

47%

35%

38%

35%

32%

33%

25%

37%

36%

16%

38%

19%

19%

39%

35%

37%

9%

11%

6%

10%

8%

5%

16%

15%

16%

S EA RCH PPC

SOCIA L PPC

A F F I LIA TE MA RKET ING

CONTENT MARKET ING

D IRECT MA IL

D IS PLA Y A DV ERT IS ING

EMA IL MA RKET ING

S EO

SOCIA L MED IA MA RKET ING

AGENCY ROI

VeryPoor Poor Average Good Excellent

7%

9%

10%

6%

14%

10%

3%

7%

4%

21%

14%

13%

11%

17%

10%

14%

10%

10%

39%

35%

42%

51%

36%

45%

37%

51%

36%

24%

20%

22%

23%

24%

23%

27%

21%

21%

9%

23%

13%

9%

9%

12%

20%

10%

29%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


ART&ENTERTAINMENTROI


12%

12%

11%

5%

14%

11%

7%

7%

9%

25%

14%

25%

11%

16%

13%

7%

9%

13%

25%

37%

34%

23%

23%

36%

29%

30%

18%

19%

26%

16%

47%

29%

25%

31%

38%

38%

19%

11%

14%

14%

18%

16%

26%

16%

23%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


COMMUNICATIONS ROI


8%

7%

11%

5%

9%

10%

6%

6%

13%

20%

23%

17%

17%

27%

29%

12%

14%

14%

39%

41%

42%

35%

32%

43%

30%

34%

33%

23%

19%

23%

31%

20%

10%

32%

35%

26%

10%

9%

7%

12%

12%

7%

20%

10%

15%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


FINANCIAL SERVICES ROI


8%

0%

3%

5%

3%

0%

3%

10%

3%

15%

18%

15%

10%

20%

23%

13%

13%

15%

53%

45%

50%

58%

53%

60%

55%

43%

45%

20%

30%

28%

18%

15%

10%

23%

25%

20%

5%

8%

5%

10%

10%

8%

8%

10%

18%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


RESTAURANTSROI


13%

10%

9%

2%

17%

13%

4%

6%

2%

19%

22%

19%

6%

13%

10%

2%

14%

13%

38%

31%

47%

43%

35%

40%

34%

35%

44%

25%

31%

21%

38%

25%

35%

36%

24%

27%

4%

6%

4%

11%

10%

2%

25%

20%

13%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


PUBLISHING ROI


18%

18%

13%

19%

25%

13%

13%

13%

19%

12%

12%

25%

19%

25%

19%

13%

13%

6%

24%

24%

19%

19%

13%

25%

6%

31%

25%

35%

29%

13%

25%

19%

25%

38%

31%

25%

12%

18%

31%

19%

19%

19%

31%

13%

25%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


LEGALSERVICES ROI


9%

8%

15%

5%

10%

16%

6%

10%

6%

18%

18%

19%

17%

25%

11%

12%

13%

13%

45%

31%

40%

35%

36%

49%

32%

44%

38%

21%

29%

19%

25%

17%

16%

32%

18%

25%

6%

14%

8%

18%

12%

9%

17%

14%

18%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


HEALTHCARE ROI


6%

6%

6%

0%

3%

3%

3%

6%

6%

25%

22%

17%

16%

28%

19%

17%

11%

11%

36%

22%

44%

35%

11%

47%

22%

36%

17%

28%

39%

28%

35%

50%

25%

39%

31%

54%

6%

11%

6%

14%

8%

6%

19%

17%

11%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


SPORTS&ACTIVITIES ROI


6%

6%

8%

10%

12%

8%

2%

0%

0%

8%

14%

22%

12%

8%

12%

8%

2%

18%

38%

43%

37%

41%

37%

42%

24%

33%

20%

40%

33%

27%

29%

35%

28%

45%

45%

45%

8%

4%

6%

8%

8%

10%

20%

20%

16%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


TRAVEL ROI


2%

4%

11%

4%

11%

6%

6%

2%

2%

6%

9%

17%

17%

19%

15%

11%

11%

15%

34%

26%

30%

30%

28%

32%

32%

19%

21%

36%

49%

30%

38%

30%

32%

32%

40%

34%

21%

13%

11%

11%

13%

15%

19%

28%

28%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


AUTOMOTIVE ROI


16%

11%

15%

7%

14%

14%

6%

10%

6%

13%

11%

13%

11%

18%

22%

12%

10%

10%

41%

32%

43%

37%

33%

36%

32%

36%

33%

20%

35%

23%

33%

25%

21%

37%

37%

32%

9%

11%

7%

12%

9%

7%

13%

7%

19%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


EDUCATION ROI


6%

6%

20%

10%

10%

12%

8%

14%

10%

26%

20%

22%

12%

10%

16%

12%

6%

4%

45%

39%

36%

44%

40%

42%

38%

42%

35%

17%

25%

18%

26%

32%

20%

30%

34%

39%

6%

10%

4%

8%

8%

10%

12%

4%

12%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


REALESTATEROI


12%

12%

16%

13%

11%

16%

7%

11%

7%

19%

12%

20%

5%

4%

16%

7%

9%

11%

34%

38%

46%

38%

28%

44%

19%

33%

28%

24%

24%

13%

30%

40%

18%

46%

28%

35%

10%

14%

5%

14%

18%

5%

21%

19%

19%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


NOT-FOR-PROFIT ROI


11%

7%

10%

9%

19%

14%

6%

8%

6%

17%

14%

13%

10%

17%

25%

9%

15%

12%

37%

34%

33%

36%

33%

33%

25%

35%

28%

28%

31%

31%

32%

21%

20%

37%

29%

36%

8%

13%

14%

13%

10%

9%

23%

13%

19%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


INTERNETMARKETING ROI


8%

9%

13%

8%

19%

14%

5%

4%

7%

17%

16%

23%

11%

19%

23%

14%

13%

17%

36%

42%

40%

38%

38%

40%

29%

34%

36%

31%

23%

18%

36%

15%

17%

39%

32%

28%

8%

9%

7%

8%

9%

7%

13%

17%

13%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


HEALTH&BEAUTY ROI


9%

9%

12%

7%

15%

10%

7%

7%

7%

18%

11%

23%

15%

18%

19%

10%

10%

13%

35%

35%

34%

43%

36%

42%

31%

35%

29%

25%

33%

20%

29%

25%

24%

34%

32%

35%

13%

12%

12%

7%

5%

4%

18%

17%

16%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


RETAILROI


8%

9%

13%

8%

19%

14%

5%

4%

7%

17%

16%

23%

11%

19%

23%

14%

13%

17%

36%

42%

40%

38%

38%

40%

29%

34%

36%

31%

23%

18%

36%

15%

17%

39%

32%

28%

8%

9%

7%

8%

9%

7%

13%

17%

13%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


TECHOLOGY&HIGH TECHROI



19%

18%

10% 18%

35%

Travel

Increaseinsubscribers

High-funnel engagementmetrics suchasopensorclicks

Mid-funnel conversionmetrics suchasform-fills (e.g.subscriptions, leadgeneration, inquiries etc.)

Lowerfunnel conversionmetrics suchasrevenue/sales/downloads/event attendanceetc.

Wedon't currently haveanymetricsthatwefocuson

16%

25%

23%

12%

24%

Technology&HiTech






32%

14%

8%

14%

32%

Sports&Activities






22%

15%

15% 11%

37%

RealEstate






27%

20%

10%

10%

33%

Restaurants&Food






20%

21%

8%

23%

28%

Retail






35%

30%

11%

9%

15%

Publishing






26%

25%

10%

16%

23%

Not-for-profit






18%

23%

24%

6%

29%

LegalServices






38%

15% 12%

12%

23%

Health&Beauty






24%

30% 10%

10%

26%

HealthCare






37%

19%

15%

11%

18%

HealthCare






26%

27% 10%

13%

24%

FinancialServices






29%

20%

15%

16%

20%

Education






44%

13%

14%

2%

27%

Communications






20%

31% 24%

13%

12%

Agency






41%

18%

14%

11%

16%

Arts&Entertainment






31%

21% 18%

12%

18%

Automotive






Q: Please rate these digital marketing channels based on the return on investment they generate.

Figure 5. AGENCY ROI

Q: What are your primary metrics related to email marketing and how do you measure success?

Figure 6. AGENCY

Q: Please compare your budget investment for 2017 for each of these marketing channels or techniques. Figure 7. AGENCY FUTURE BUDGET

16% 13% 17% 9%

23% 23%

9% 15%

46%

31%

58%

35%

51% 45%

29%

45% 38%

56%

25%

56%

26% 32%

62%

40%

SearchPPC SocialPPC AffiliateMarketing

ContentMarketing

DirectMail DisplayAdvertising

EmailMarketing

SEO

ChartTitle

Decrease Stay thesame Increase

37% 49%

35%

50%

85%

27%

57%

41%


ContentMarketing


EmailMarketing

SEO

EducationFutureBudget


40%

55% 53% 50%

33% 34%

65%

44%


ContentMarketing


EmailMarketing

SEO

InternetMarketingFutureBudget


36%

54%

41% 52% 49%

30%

67%

42%


ContentMarketing


EmailMarketing

SEO

RealEstateFutureBudget


44% 46%

24%

41%

28% 27%

56%

47%


ContentMarketing


EmailMarketing

SEO

Technology&HiTechFutureBudget


51% 49%

26%

40%

27% 33%

52% 52%


ContentMarketing


EmailMarketing

SEO

TravelFutureBudget


20%

38% 28% 31% 26% 26%

33% 28%


ContentMarketing


EmailMarketing

SEO

Restaurants&FoodFutureBudget


47%

63%

44%

63%

38%

50%

75%

56%


ContentMarketing


EmailMarketing

SEO

LegalServices FutureBudget


42% 48%

29%

47%

33% 28%

60% 52,25%


ContentMarketing


EmailMarketing

SEO

FinancialServices FutureBudget


50% 58%

36% 46%

39% 40%

59% 50%


ContentMarketing


EmailMarketing

SEO

Arts&EntertainmentFutureBudget


50% 53% 45% 48% 46%

55% 60%

55%


ContentMarketing


EmailMarketing

SEO

AutomotiveFutureBudget


42% 44% 41%

52% 47%

39%

64%

50%


ContentMarketing


EmailMarketing

SEO

Communications FutureBudget


36% 44%

30%

49%

30% 29%

60%

38%


ContentMarketing


EmailMarketing

SEO

HealthCareFutureBudget


40%

56%

37%

54%

29% 27%

60%

39%


ContentMarketing


EmailMarketing

SEO

Health&BeautyFutureBudget


28%

47%

12%

63%

26% 17%

46% 35%


ContentMarketing


EmailMarketing

SEO

Not-for-profitFutureBudget


29% 38%

32% 36% 27% 27%

55%

44%


ContentMarketing


EmailMarketing

SEO

Publishing FutureBudget


45% 53%

28%

41%

24% 31%

51%

41%


ContentMarketing


EmailMarketing

SEO

FutureBudget Retail


19%

61%

24% 28% 32% 36% 31% 31%


ContentMarketing


EmailMarketing

SEO

Sports&ActivitiesFutureBudget


19%

18%

10% 18%

35%

Travel






16%

25%

23%

12%

24%

Technology&HiTech






32%

14%

8%

14%

32%

Sports&Activities






22%

15%

15% 11%

37%

RealEstate






27%

20%

10%

10%

33%

Restaurants&Food






20%

21%

8%

23%

28%

Retail






35%

30%

11%

9%

15%

Publishing






26%

25%

10%

16%

23%

Not-for-profit






18%

23%

24%

6%

29%

LegalServices






38%

15% 12%

12%

23%

Health&Beauty






24%

30% 10%

10%

26%

HealthCare






37%

19%

15%

11%

18%

HealthCare






26%

27% 10%

13%

24%

FinancialServices






29%

20%

15%

16%

20%

Education






44%

13%

14%

2%

27%

Communications






20%

31% 24%

13%

12%

Agency






41%

18%

14%

11%

16%

Arts&Entertainment






31%

21% 18%

12%

18%

Automotive






29% of marketers stated that social media marketing delivers excellent ROI, placing

it as the leading channel, with email marketing at 20%, in third place behind social PPC

(Figure 8). When put in context with the leading success metric for art & entertainment

being subscriber growth, it makes sense that these two social channels are leading the way.

Arts & entertainmentI N D U S T R Y S U M M A R I E S


Figure 8. ARTS & ENTERTAINMENT ROI

Even so, 59% say the budget for email marketing will increase in 2017 (Figure 10).

Their open rate (33%) and click-through rate (6.6%) (Figure 1), are some of the highest

when compared to other industries.

Q: What are your primary metrics related to email marketing and how do you measure success?

Figure 9. ARTS & ENTERTAINMENT

Q: Please compare your budget investment for 2017 for each of these marketing channels or techniques.

Figure 10. ARTS & ENTERTAINMENT FUTURE BUDGET

16% 13% 17% 9%

23% 23%

9% 15%

46%

31%

58%

35%

51% 45%

29%

45% 38%

56%

25%

56%

26% 32%

62%

40%


ContentMarketing


EmailMarketing

SEO

ChartTitle


37% 49%

35%

50%

85%

27%

57%

41%


ContentMarketing


EmailMarketing

SEO



40%

55% 53% 50%

33% 34%

65%

44%


ContentMarketing


EmailMarketing

SEO



36%

54%

41% 52% 49%

30%

67%

42%


ContentMarketing


EmailMarketing

SEO



44% 46%

24%

41%

28% 27%

56%

47%


ContentMarketing


EmailMarketing

SEO



51% 49%

26%

40%

27% 33%

52% 52%


ContentMarketing


EmailMarketing

SEO

TravelFutureBudget


20%

38% 28% 31% 26% 26%

33% 28%


ContentMarketing


EmailMarketing

SEO



47%

63%

44%

63%

38%

50%

75%

56%


ContentMarketing


EmailMarketing

SEO



42% 48%

29%

47%

33% 28%

60% 52,25%


ContentMarketing


EmailMarketing

SEO



50% 58%

36% 46%

39% 40%

59% 50%


ContentMarketing


EmailMarketing

SEO



50% 53% 45% 48% 46%

55% 60%

55%


ContentMarketing


EmailMarketing

SEO



42% 44% 41%

52% 47%

39%

64%

50%


ContentMarketing


EmailMarketing

SEO



36% 44%

30%

49%

30% 29%

60%

38%


ContentMarketing


EmailMarketing

SEO



40%

56%

37%

54%

29% 27%

60%

39%


ContentMarketing


EmailMarketing

SEO



28%

47%

12%

63%

26% 17%

46% 35%


ContentMarketing


EmailMarketing

SEO



29% 38%

32% 36% 27% 27%

55%

44%


ContentMarketing


EmailMarketing

SEO



45% 53%

28%

41%

24% 31%

51%

41%


ContentMarketing


EmailMarketing

SEO

FutureBudget Retail


19%

61%

24% 28% 32% 36% 31% 31%


ContentMarketing


EmailMarketing

SEO



8%

6%

10%

5%

15%

16%

4%

5%

5%

10%

16%

20%

12%

20%

24%

9%

11%

17%

35%

31%

47%

35%

38%

35%

32%

33%

25%

37%

36%

16%

38%

19%

19%

39%

35%

37%

9%

11%

6%

10%

8%

5%

16%

15%

16%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


AGENCY ROI


7%

9%

10%

6%

14%

10%

3%

7%

4%

21%

14%

13%

11%

17%

10%

14%

10%

10%

39%

35%

42%

51%

36%

45%

37%

51%

36%

24%

20%

22%

23%

24%

23%

27%

21%

21%

9%

23%

13%

9%

9%

12%

20%

10%

29%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


ART&ENTERTAINMENTROI


12%

12%

11%

5%

14%

11%

7%

7%

9%

25%

14%

25%

11%

16%

13%

7%

9%

13%

25%

37%

34%

23%

23%

36%

29%

30%

18%

19%

26%

16%

47%

29%

25%

31%

38%

38%

19%

11%

14%

14%

18%

16%

26%

16%

23%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


COMMUNICATIONS ROI


8%

7%

11%

5%

9%

10%

6%

6%

13%

20%

23%

17%

17%

27%

29%

12%

14%

14%

39%

41%

42%

35%

32%

43%

30%

34%

33%

23%

19%

23%

31%

20%

10%

32%

35%

26%

10%

9%

7%

12%

12%

7%

20%

10%

15%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


FINANCIAL SERVICES ROI


8%

0%

3%

5%

3%

0%

3%

10%

3%

15%

18%

15%

10%

20%

23%

13%

13%

15%

53%

45%

50%

58%

53%

60%

55%

43%

45%

20%

30%

28%

18%

15%

10%

23%

25%

20%

5%

8%

5%

10%

10%

8%

8%

10%

18%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


RESTAURANTSROI


13%

10%

9%

2%

17%

13%

4%

6%

2%

19%

22%

19%

6%

13%

10%

2%

14%

13%

38%

31%

47%

43%

35%

40%

34%

35%

44%

25%

31%

21%

38%

25%

35%

36%

24%

27%

4%

6%

4%

11%

10%

2%

25%

20%

13%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


PUBLISHING ROI


18%

18%

13%

19%

25%

13%

13%

13%

19%

12%

12%

25%

19%

25%

19%

13%

13%

6%

24%

24%

19%

19%

13%

25%

6%

31%

25%

35%

29%

13%

25%

19%

25%

38%

31%

25%

12%

18%

31%

19%

19%

19%

31%

13%

25%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


LEGALSERVICES ROI


9%

8%

15%

5%

10%

16%

6%

10%

6%

18%

18%

19%

17%

25%

11%

12%

13%

13%

45%

31%

40%

35%

36%

49%

32%

44%

38%

21%

29%

19%

25%

17%

16%

32%

18%

25%

6%

14%

8%

18%

12%

9%

17%

14%

18%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


HEALTHCARE ROI


6%

6%

6%

0%

3%

3%

3%

6%

6%

25%

22%

17%

16%

28%

19%

17%

11%

11%

36%

22%

44%

35%

11%

47%

22%

36%

17%

28%

39%

28%

35%

50%

25%

39%

31%

54%

6%

11%

6%

14%

8%

6%

19%

17%

11%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


SPORTS&ACTIVITIES ROI


6%

6%

8%

10%

12%

8%

2%

0%

0%

8%

14%

22%

12%

8%

12%

8%

2%

18%

38%

43%

37%

41%

37%

42%

24%

33%

20%

40%

33%

27%

29%

35%

28%

45%

45%

45%

8%

4%

6%

8%

8%

10%

20%

20%

16%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


TRAVEL ROI


2%

4%

11%

4%

11%

6%

6%

2%

2%

6%

9%

17%

17%

19%

15%

11%

11%

15%

34%

26%

30%

30%

28%

32%

32%

19%

21%

36%

49%

30%

38%

30%

32%

32%

40%

34%

21%

13%

11%

11%

13%

15%

19%

28%

28%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


AUTOMOTIVE ROI


16%

11%

15%

7%

14%

14%

6%

10%

6%

13%

11%

13%

11%

18%

22%

12%

10%

10%

41%

32%

43%

37%

33%

36%

32%

36%

33%

20%

35%

23%

33%

25%

21%

37%

37%

32%

9%

11%

7%

12%

9%

7%

13%

7%

19%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


EDUCATION ROI


6%

6%

20%

10%

10%

12%

8%

14%

10%

26%

20%

22%

12%

10%

16%

12%

6%

4%

45%

39%

36%

44%

40%

42%

38%

42%

35%

17%

25%

18%

26%

32%

20%

30%

34%

39%

6%

10%

4%

8%

8%

10%

12%

4%

12%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


REALESTATEROI


12%

12%

16%

13%

11%

16%

7%

11%

7%

19%

12%

20%

5%

4%

16%

7%

9%

11%

34%

38%

46%

38%

28%

44%

19%

33%

28%

24%

24%

13%

30%

40%

18%

46%

28%

35%

10%

14%

5%

14%

18%

5%

21%

19%

19%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


NOT-FOR-PROFIT ROI


11%

7%

10%

9%

19%

14%

6%

8%

6%

17%

14%

13%

10%

17%

25%

9%

15%

12%

37%

34%

33%

36%

33%

33%

25%

35%

28%

28%

31%

31%

32%

21%

20%

37%

29%

36%

8%

13%

14%

13%

10%

9%

23%

13%

19%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


INTERNETMARKETING ROI


8%

9%

13%

8%

19%

14%

5%

4%

7%

17%

16%

23%

11%

19%

23%

14%

13%

17%

36%

42%

40%

38%

38%

40%

29%

34%

36%

31%

23%

18%

36%

15%

17%

39%

32%

28%

8%

9%

7%

8%

9%

7%

13%

17%

13%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


HEALTH&BEAUTY ROI


9%

9%

12%

7%

15%

10%

7%

7%

7%

18%

11%

23%

15%

18%

19%

10%

10%

13%

35%

35%

34%

43%

36%

42%

31%

35%

29%

25%

33%

20%

29%

25%

24%

34%

32%

35%

13%

12%

12%

7%

5%

4%

18%

17%

16%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


RETAILROI


8%

9%

13%

8%

19%

14%

5%

4%

7%

17%

16%

23%

11%

19%

23%

14%

13%

17%

36%

42%

40%

38%

38%

40%

29%

34%

36%

31%

23%

18%

36%

15%

17%

39%

32%

28%

8%

9%

7%

8%

9%

7%

13%

17%

13%

S EA RCH PPC

SOCIA L PPC


CONTENT MARKET ING

D IRECT MA IL


EMA IL MA RKET ING

S EO


TECHOLOGY&HIGH TECHROI



19%

18%

10% 18%

35%

Travel






16%

25%

23%

12%

24%

Technology&HiTech






32%

14%

8%

14%

32%

Sports&Activities






22%

15%

15% 11%

37%

RealEstate






27%

20%

10%

10%

33%

Restaurants&Food






20%

21%

8%

23%

28%

Retail






35%

30%

11%

9%

15%

Publishing






26%

25%

10%

16%

23%

Not-for-profit






18%

23%

24%

6%

29%

LegalServices






38%

15% 12%

12%

23%

Health&Beauty






24%

30% 10%

10%

26%

HealthCare






37%

19%

15%

11%

18%

HealthCare






26%

27% 10%

13%

24%

FinancialServices






29%

20%

15%

16%

20%

Education






44%

13%

14%

2%

27%

Communications






20%

31% 24%

13%

12%

Agency






41%

18%

14%

11%

16%

Arts&Entertainment






31%

21% 18%

12%

18%

Automotive






SEO and social media marketing tie in first place. 28% marketers state that these channels

deliver excellent ROI (Figure 11), with email marketing coming in fourth place.

Again, this could be simply because email marketing is more of a retention channel, whilst

social, SEO, and search are all acquisition channels and automotive marketers are rewarded

on growing their subscribers, with 31% stating this is their main KPI (Figure 12).

AutomotiveI N D U S T R Y S U M M A R I E S


Figure 11. AUTOMOTIVE ROI

Surprisingly, even though email marketing wasnt leading the way with ROI, an impressive

60% of automotive marketers want to increase their email marketing budget in 2017 (Figure 13).

The average open rate is 18% with a click-through of 2.2%, leaving room for improvement (Figure 1).

Q: What are your primary metrics related to email marketing and how do you measure success? Figure 12. AUTOMOTIVE

Q: Please compare your budget investment for 2017 for each of these marketing channels or techniques.

Figure 13. AUTOMOTIVE FUTURE BUDGET

16% 13% 17% 9%

23% 23%

9% 15%

46%

31%

58%

35%

51% 45%

29%

45% 38%

56%

25%

56%

26% 32%

62%

40%


ContentMarketing


EmailMarketing

SEO

ChartTitle


37% 49%

35%

50%

85%

27%

57%

41%


ContentMarketing


EmailMarketing

SEO



40%

55% 53% 50%

33% 34%

65%

44%


ContentMarketing


EmailMarketing

SEO



36%

54%

41% 52% 49%

30%

67%

42%


ContentMarketing


EmailMarketing

SEO



44% 46%

24%

41%

28% 27%

56%

47%


ContentMarketing


EmailMarketing

SEO



51% 49%

26%

40%

27% 33%

52% 52%


ContentMarketing


EmailMarketing

SEO

TravelFutureBudget


20%

38% 28% 31% 26% 26%

33% 28%


ContentMarketing


EmailMarketing

SEO



47%

63%

44%

63%

38%

50%

75%

56%


ContentMarketing


EmailMarketing

SEO



42% 48%

29%

47%

33% 28%

60% 52,25%


ContentMarketing


EmailMarketing

SEO



50% 58%

36% 46%

39% 40%

59% 50%


ContentMarketing


EmailMarketing

SEO



50% 53% 45% 48% 46%

55% 60%

55%


ContentMarketing


EmailMarketing

SEO



42% 44% 41%

52% 47%

39%

64%

50%


ContentMarketing


EmailMarketing

SEO



36% 44%

30%

49%

30% 29%

60%

38%


ContentMarketing


EmailMarketing

SEO



40%

56%

37%

54%

29% 27%

60%

39%


ContentMarketing


EmailMarketing

SEO



28%

47%

12%

63%

26% 17%

46% 35%


ContentMarketing


EmailMarketing

SEO



29% 38%

32% 36% 27% 27%

55%

44%


ContentMarketing


EmailMarketing

SEO



45% 53%

28%

41%

24% 31%

51%

41%


ContentMarketing


EmailMarketing

SEO

FutureBudget Retail


19%

61%

24% 28% 32% 36% 31% 31%


ContentMarketing


EmailMarketing

SEO



8%

6%

10%

5%

15%

16%

4%

5%

5%

10%

16%

20%

12%

20%

24%

9%

11%

17%

35%

31%

47%

35%

38%

35%

32%

33%

Email Marketing & Beyond: Global Industry Benchmarks 2017 · for digital marketing ... Email...

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Transcript of Email Marketing & Beyond: Global Industry Benchmarks 2017 · for digital marketing ... Email...

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