Email Marketing Benchmark Results

Marketo Benchmark on Email MarketingJon MillerCo-founder and VP of Marketing, Marketo

Jon Miller, VP of Marketing and Co-Founder, Marketo • Author of the Modern B2B Marketing Blog • About Marketo: • Cloud-based Revenue Performance Management provider (marketing automation and sales effectiveness) • 1,400 customers: fastest-growing private company in Silicon Valley • Highly efficient revenue cyclePage 2© 2011 Marketo, Inc. Marketo Proprietary and Confidential

How the Benchmark Works • Industries • Top Performers • Averages Take the Survey Calculate the Information Get Your Report. Crowd Sourced Analyzed PersonalizedPage 6© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Top Performer Methodology High Low High Low Bounce High Trust Top Revenue Unsubscribe Satisfaction Rate Rate Performer Growth Rate Level • Makes up top 5% of responders • Top performers span 10 industriesPage 7© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Basic Email Marketing Metrics Metric Average Top Performers Open Rate 11 - 15% 16 - 20% Click Thru Rate 2.1 – 5% 5.1 – 10% Click to Open 11 - 15% 16 - 20% Bounce 2.1 – 5% < = 2% Unsubscribe 0.11 – 0.2% < 0.1%Page 8© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Top Email Marketing Challenges Click through Inbox overload Deliverability Budget/resources Building and Measurement Incorporating rates restrictions managing social sharing campaignsPage 10© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Capabilities and ROI - Average ROI Impact Great Increase Dynamic Content Moderate Increase TP Drip Marketing Segmentation Triggered Emails TP Custom Landing Pages Little Increase Text Email from Testing Sales Rep Social No Sharing Noticeable Change Decrease Never Rarely Often Always Frequency of UsePage 11© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Top Performer Differences ROI Impact Great Increase Drip Marketing Top Performers Segmentation Top Performers Moderate Increase Segmentation Average Landing Page Top Performers Drip Marketing Little Increase Average Landing Page Average No Noticeable Change Decrease Never Rarely Often Always Frequency of UsePage 12© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Opt-In Methods What opt-in method do you use? All Responders Top Performers 100% 100% 80% 80% 60% 60% 40% 40% 20% 20% 0% 0% Single Double Opt-out Other Dont Single Double Opt-out Other Dont opt-in opt-in know opt-in opt-in knowPage 13© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Trust in Emails My Email Open Unsubscribe Bounce is Trusted % % % (% Agree / Strongly Agree) Average 54.6% 11 – 15% 0.11 – 0.2% 2.1 – 5% Top 100% 16 – 20% 0.06% - < = 2% Performers 0.10% When your audience trusts your emails they are: • More likely to open them • Less likely to unsubscribe • Much less likely to mark them as spamPage 15© 2011 Marketo, Inc. Marketo Proprietary and Confidential

List Building Impact on Trust % Using Method Saying Their Emails Are Trusted (Agree / Strongly Agree)70% 64.4% 64.3%60% 55.4% 54.7% 54.6% 54.6%50% 48.2% 48.2% 44.5% 43.8%40%30%20%10% 0%Page 16© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Frequency of Communications Estimate how often an individual in your database typically receives communications. Average (Shown as a % of Total) Daly Product and Service Promotions Weekly Two Times per Month Newsletters Monthly Automated Nurturing Emails Quarterly Occasionally Event Promotion Don’t Use 0 10 20 30 40 50 60 70 80 90 100 Top Performers (Shown as a % of Total) Daly Product and Service Promotions Weekly Two Times per Month Newsletters Monthly Automated Nurturing Emails Quarterly Occasionally Event Promotion Don’t Use 0 10 20 30 40 50 60 70 80 90 100Page 17© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Conversion Rates % Known Name Conversion to Marketing Qualified Lead (MQL) 60% 52% 50% 40% 30% 20% 10% 0% < 5% 5.1 – 10% 10.1 – 15% 15.1 – 20% 20.1 – 25% > 25% Dont Know Impact of marketing automation: • Companies with Marketing Automation: 9.2% average • Without Marketing Automation: 7.2% averagePage 19© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Key Takeaways 1. Top performers use more email marketing tactics and get higher ROI 2. Top performers are more realistic about the level of engagement on their lists 3. Trusted emails have lower bounce and unsubscribe rates; the way you build your email list has a large impact on whether recipients trust your emails+ 4. Top performers spend more time overall, and significantly more on email marketing strategyPage 20© 2011 Marketo, Inc. Marketo Proprietary and Confidential

What’s Next? Metrics Social • More data slices! • Industry • Company Size • B2B vs. B2C RPM • More benchmarks! - Revenue Performance Management - Social Media - Lead Nurturing - Marketing Measurement, etc.Page 21© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Marketo: Take Your Email to the Next Level Powerful and easy marketing automation: • Triggered emails • Drip emails • Inbox deliverability technology • WYSIWYG editor • A/B testing • Lead management / CRM integration • ROI analytics Marketing Solution Best Marketing Salesforce - Best Best Marketing and Salesforce - Best Mass Winner Solution Marketing Automation Sales 2.0 Solution Email SolutionPage 23© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Contact Us JON MILLER Marketo, Inc. VP Marketing 901 Mariners Island Suite 200 jon@marketo.com San Mateo, CA 94404 @jonmiller2 Participate in the Email Marketing Benchmark now! www.marketo.com/benchmarkPage 24© 2011 Marketo, Inc. Marketo Proprietary and Confidential

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Email Marketing Benchmark Results

by Marketo on Nov 16, 2011

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