Key Findings from the 2012 Association Email Marketing Benchmark Report

2012 Association EmailMarketing Benchmark Report Jeanette Brown, MBA Marketing Strategy Manager

About Me

Why did we create this report?

Overall, How Do You Compare?

Email Purpose

Industry

Unsubscribes

Offer Opt Outs • Encourage readers to use opt-out over unsubscribe • Periodically, send an email to members to set preferences.

Why are they leaving? Not interested

Departments Work in Silos

Recency and Calendar

How many is too many

Number of recipients

Target and Segment

Integration

Behavioral Targeting

Where do they live?

Time of Day

Why is timing so important?

Send when they want it35.0%30.0%25.0%20.0% July August15.0% September October10.0% November 5.0% December 0.0% Click-Thru

When in doubt, make it shorter

Pre-headers

Mobile Readership

Mobile Engagement

Learn Where Members Are Opening

Mobile Tips • Define a width of the message – Mobile only – 100% – Combination – 600-650 pixels • Stick to 1 column • Increase spacing between links • Image control - <480 pixels • Subject line - <30 characters

Create Optimal Design

More to engagement these days

What Have You Learned?

Let’s Keep the Conversation Going Download the full Benchmark Report http://bit.ly/2012EmailBenchmarkReport Jeanette Brown www.informz.com brown@informz.com 1.888.371.1842 @informz

Key Findings from the 2012 Association Email Marketing Benchmark Report

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Key Findings from the 2012 Association Email Marketing Benchmark Report Presentation Transcript