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Proximity Bbdo Email Benchmark 2007 2008
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Proximity Bbdo Email Benchmark 2007 2008

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The results of the email benchmark executed by Proximity BBDO (Brussels)

The results of the email benchmark executed by Proximity BBDO (Brussels)

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    • 1. Benchmark Works E-mail 2007
    • 2. Benchmarking The definition
      • Benchmarking is systematic research into the performance and the underlying processes and methods of one or more leading reference organizations in a certain field, and the comparison of one’s own performance and operating methods with these ‘‘ best practices ’’, with the goal of locating and improving one’s own performance.
      Benchmarking is the search and implementation of best practices
    • 3. Benchmark works Our interpretation
      • Results Comparison Campaign by Campaign & Client by Client
      • Analysis of differences & Interpretation
      • Integration of the Learnings within future Campaigns
    • 4. Benchmark works E-mail marketing Status
      • 1780 actions from 2007 analysed
      • More then 13 million individual E-mails
      • Results of 1st half of 2008 are also available
    • 5. Benchmark works E-mail marketing
      • Unsubscribe rate . Is an indicator if the product/brand still fits the expectations & the values of the customer. Formula = Unsubscribers / (Sent – bounces).
      • Bounce rate . Indicates the % of e-mails that did not reach the customers. Hard Bounces includes for example wrong e-mail addresses. Soft bounces mainly concerns Out of Office replies.
      • Open rate . The ratio between the total number of opened e-mails and the the total number of delivered e-mails (sent-bounces)
      • Click-through rate (CTR). The ratio between the number of unique ‘clicks’ and the total number of delivered e-mails.
      • Click-to-Open rate (CTO). The ratio between the number of unique ‘clicks’ and the total number of opened e-mails
      Glossary
    • 6. Benchmark works E-mail marketing 2007 BtoB vs BtoC
    • 7. Benchmark works E-mail marketing 2007 Day in the week B2B e-mails are best sent on Friday . Open Rate & CTR are the highest (36 and 12%, instead of 25 and 6,5% on Tuesday). Also the Unsubscribe rate is lower. Although the Bounce rate is higher on Friday (14% vs. 6% on Tuesday). B2B-emails are better not sent on a Wednesday . Open rate and CTR are clearly lower & Bounce and Unsubscribe rate higher + _
    • 8. Benchmark works E-mail marketing 2007 Day in the week For B2C -e-mail conclusions are less obvious . Open rate is the highest on Thursday and the lowest on Tuesday. CTR on the contrary is the highest on Tuesday and lower at the end of the week. But then Bounce rate and Unsubscribe rate are lower. In addition differences are not that significant as they are in B2B. Monday seems to be not really the moment to sent out. Open rate and CTR is lower, while Bounce rate and Unsubscribe rate are higher. _
    • 9. Benchmark works E-mail marketing 2007 Type of action Most common type of actions in B2B are product launches, e-newsletters en e-promotions (in each case 30% of the volume). B2B e-mails are the most successful for product launches . Open rate (40%) and CTR (13%) are the highest. E-promotions shows results that are clearly less good. (Open rate of 26%, CTR of only 2 %) + _
    • 10. Benchmark works E-mail marketing 2007 Type of action In B2C 55% of the sent volume are promo newsletters, 20% info newsletters and 15% contests. The info newsletters are the most successful with an Open Rate of 48% and a CTR of 25%. Promo newsletters are less successful (Open rate of 32% and a CTR of 13%). Also the Unsubscribe rate is clearly higher (0,2 in stead of 0,1%). _ +
    • 11. Benchmark works E-mail marketing 2007 Call to Action In B2B 65% of the volume is realized in campaigns where customers could participate a contest. In 30% of the volume ‘subscription for an event’ was the CTA. For E-mails with a CTA ‘ Subscription’ Open Rates were clearly higher (48%) , as were CTR (30%). Unsubscribe rates were lower. E-mails asking consumers for information and campaigns without a clear CTA had lower Open rates (24%). + _
    • 12. Benchmark works E-mail marketing 2007 Call to Action Most common used CTA in B2C was a mix of ‘Request for information’ and ‘subscription’ This CTA is also the most successful with an Open rate’ of 49% and a CTR of 22%.. E-mails asking Consumers for data have a less good Open rate (29%), as are e-mails with a e-commerce offer (32% Open rate). Also CTR is clearly lower in these cases and Unsubscribe rate higher. _ +
    • 13. Benchmark works E-mail marketing 2007 Language Dutch B2B e-mails have a higher Open rate then the French (30% vs. 27%) and a higher CTR (8% vs. 7%). English e-mails have rates that are even lower . In B2C French e-mails have a higher Open rate then the Dutch (44 vs. 40%) and a higher CTR (20% vs. 15%). English e-mails have a Open rate & CTR that is far lower. _
    • 14. Benchmark works E-mail marketing 2007 Sector In B2B campaigns conclusions are not easy to make because of the differences between Open Rates and CTR by sector. For B2C e-mail campaigns are more successful in sectors as Laundry & Household products, ICT, Telco, Finance and HR. Lower rates we see in Office, Cars, Food, Consumer Electronics & Beverages . _ +
    • 15. Benchmark works E-mail marketing 2007 Contact Step In B2B 27 % of the volume is in programs with a regular frequency, 40% in ‘First contacts’ and 27% in reminders. Teasers have an open rate of 33%, First contacts 30% & reminders 26%. Confirmation e-mails & ‘follow-up ’ mails are very successful. ‘ Last calls’ are clearly less successful. The regular frequency programs have an average Open rate and a CTR 10 % above average. + _ +
    • 16. Benchmark works E-mail marketing 2007 Contact Step In B2C 80% of the volume concerns programs with a regular frequency. As in B2B teasers , first contacts & reminders have a slowly decreasing rates. ‘ Last calls ’ are less successful. The regular frequency programs have an average open rate but a lower CTR (10% in stead of 13,4%). An in depth analysis learns that in these programs open rates are slowing down in the time, but that specific offering can break this evolution _ + _
    • 17. Benchmark works E-mail marketing 2007 Personalization In B2B 56% of the e-mails were not personalized, in B2C only 14%. Both in B2B and in B2C personalized e-mails were more successful. Open rate is 7 to 8 % higher. De impact on CTR is negligible in B2B but double as high in B2C with personalization. Remarkable is the fact that the Unsubscribe rate is higher in B2B in the case of personalization . _ +
    • 18. Benchmark works Case in the picture Personalization
      • Doubling the Open Rate in a monthly e-news program
      • The importance of an offer that creates expectations
    • 19. Benchmark works Case in the picture Personalization
      • The need for quality control in address gathering process
      • The importance of the right proposition for the right target group at the right moment
    • 20. Benchmark works Case in the picture Personalization
      • The need for quality control in address gathering process
      • The importance of the right proposition for the right target group at the right moment
    • 21. Benchmark works Case in the picture Personalization
      • Lack of Brand Awareness, image?
      • No relevancy for the Target Group?
      • No real proposition?
    • 22. Benchmark works Case in the picture Personalization
      • Impact of editorial (with photo) on Open rate
      • No Impact of the editorial on CTR
      • Importance of relevant content to enhance CTR
    • 23. Benchmark works Case in the picture Personalization
      • No relevant proposition?
      • No relevant offer?
      • No relevant message?
    • 24. Benchmark works E-mail marketing 2008 January > June
    • 25. Benchmark works The Use of it within Proximity BBDO Clients & Agency ££
    • 26. Benchmark works Proximity BBDO Objectives
      • A Yardstick for internal evaluation
      • A Catalyst for KPI & dashboard standardisation
      • A support Tool for campaign learnings
    • 27. Result Works & Benchmark works How it works
      • Distinction of Operational & Tactical Reporting
      • Use of all common campaign tools in the market for Operational Reporting
      • Creation of a Campaign Warehouse by Client to deliver the tactical reporting
      • The common structure of this WH enables powerfull benchmarking
    • 28. Benchmark Works As A consequence Best Practices
      • Limit your objectives
      • Do not ask to much info at once
      • Activate the subject line . Be aware of spam. Rotate in high frequency e-mails.
      • Be compatible with the preview panes
      • Put the single most important message and the CTA left on top
    • 29. Benchmark Works As A consequence Best Practices
      • Limit the number of fonts and colors used
      • Pay attention to the medium concerning copy . Short and above the fold
      • Use a clear CTA (max of 2). Repeat
      • Bring relevant & credible content
      • Test
    • 30. Benchmark Works As A consequence Checklist
    • 31. Benchmark Works As A consequence 19,4% Open rate & 23,2% CTO 20,0% Open rate & 27,5% CTO
    • 32. Benchmark Works As A consequence Detailed results available for clients
    • 33. Benchmark Works As A consequence Results integrated within Clients Campaign Dashboards

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