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EMF2015 - Bisnode 12 frequently asked questions about email marketing in Belgium

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12 frequently asked questions about email marketing in Belgium

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EMF2015 - Bisnode 12 frequently asked questions about email marketing in Belgium

  1. 1. EMAIL MARKETING FACTS & FIGURES 12 Frequently Asked Questions about Email Marketing in Belgium
  2. 2. WHO AM I? Web Social Mobile … and Email Florent Diverchy Digital Consultant @Bisnode since 2002 Expertise in Digital Campaign Management
  3. 3. WHAT DOES BISNODE KNOW ABOUT EMAILS? Permesso Just4You Sanoma Prospection Emails Procter & Gamble Nestlé Danone Beobank Croustifrance Red Market … Client Emails 70 million emails sent per year Lots of analysis, tests, experiences … lots of questions!
  4. 4. 1. WHICH RESULTS ARE YOU LOOKING AT? Unique Openers & Clickers After 1 launch No Opens & Clicks No Remails Be careful if you compare!
  5. 5. 2. WHAT ARE THE AVERAGE BELGIAN RATES? The 15/25 Rule 15% Open 15% Click on Open 2,25% CTR Don’t extrapolate one from the other! Prospection Emails 25% Open 25% Click on Open 5,63% CTR Client Emails 1 out of 44 persons contacted click 1 out of 16 persons contacted click
  6. 6. 3. WHAT CAN I EXPECT FROM MY REMAILS? For Prospection 15% Open 15% Click on Open Mail Remail Remail 2 7,5% Open 15% Click on Open 3,75% Open 15% Click on Open Same For Client mails 0,16% Opt out /2 /2 0,32% Opt out 1,00% Opt out
  7. 7. 4. ARE TRIGGER EMAILS PERFORMING BETTER? Prospection Emails 30% Open 30% Click on Open 9% CTR Client Emails 50% Open 50% Click on Open 25% CTR 1 out of 11 persons contacted click 1 out of 4 persons contacted click The 15/25 Rule The 30/50 Rule x2
  8. 8. 5. IS EMAIL MARKETING DYING? Overall rates globally constant since 4 years Small increase in Open (new methodology) Small decrease in Clicks More trigger emails Email Marketing in 2014 better than in 2013 Email Marketing is NOTdying
  9. 9. 6. WHICH ELEMENTS HAVE MORE IMPACT ON MY CAMPAIGN?
  10. 10. TIMINGS (+10%) What stays true Women: Wednesday afternoon (+17% compared to other week days) Coupon: last week of the month Couple decision: week end Importance is decreasing Mobile. Always On. New behaviours (Google Inbox) Trigger always better
  11. 11. CREATIVE MATERIAL (+20%) Pre-required: properly designed and cut HTML material ! Good & explicit Subject line Simple content Call to action visible and above the fold Usual recommendations Responsive design (25% of all opens on mobile) Pre-header What becomes more important
  12. 12. PROFILES (+50%) Men open more (17% vs 14%), Women click more (17% vs 13%) Age has a huge impact on Open Rate Age has also an impact on Click Rate 18-29: 8,5% 30-49: 15,0% 50+: 22,5% 18-44: 11% 45+: 16% NL open more than FR (17% vs 13%)
  13. 13. CONTENT (+200%) Incentive emails are better than Informative emails Open rate similar Click rate x3.1 Split Incentive for better reactivity 100 x 10€ (best perception) 10 X 100€ 1 X 1000€ (worst perception) Free products Open Rate 60% Click Rate 50% CTR 30% Beware of contesters!
  14. 14. 7. WHICH FORM CONVERSION RATE CAN I EXPECT? 60% of the clickers submit the Form 84% with Form prefill Opt-in can’t be pre-checked 82% give their opt-in Telephone: -7% Complete Address: -5% Birthdate: -3% City: -3% Don’t ask to much
  15. 15. 8. WHAT IS AN OPTIMAL MARKETING PRESSURE? 1 week-end between two launches Average: 0,36% 2nd email of the week: 0,56% 1st Mail on Friday, 2nd on Monday: 0,38% Opt-out Rate:
  16. 16. 9. DOES ONLINE STORYTELLING WORK? Case Vétérinaires sans frontières A story developed on 5 emails Each email sent to the openers of previous email 3 last emails sent on the same week No incentive Open Rate Evolution 14%  64% 78%  90%  92% Last: 24.791 openers for 26.938 email sent Opt-out Evolution 0,16%  0,37%  0,29%  0,31%  0,29% A good story makes informative emails more reactive than incentive emails A good story is not perceived as negative pressure
  17. 17. 10. IS CPC BETTER THAN CPM? CPC always seems better Less risk Things to keep in mind What about marketing pressure? How many remails if goals not reached? Risk for brand image? Ask your partner!  Know your ROI
  18. 18. 11. WHICH KPI SHOULD I LOOK AT? Depends on your needs Visibility: Open Rate Website Traffic: Click Rate Lead Generation: Opt-in Impact on Sales: Direct sales Impact on average basket after xx months Conversion after xx months Choose the right one! Client Automotive 1: 16% Open – 9% Click KPI: Car sold after 1 week  Angry Client Client Automotive 2: 16% Open – 7% Click KPI: Car bought by clickers after 6 months  Very Happy Client
  19. 19. 12. IS THE ROI OF EMAIL POSITIVE? 15% Open  15% Click  60% Forms  82% Opt In 1 person contacted on 90 gives his optin You just need to know 2 parameters The Conversion rate of your Lead Nurturing Program The Value of a New Client Example Fundraising Client Parameters: 1 conversion for 11 optins. A new donor is worth 100€ 100€ per donor = 9,09€ per opt-in = 7,45€ per form = 4,47€ per clicker = 0,67€ per opener = 0,1063€ per email sent ROI Positive if CPC < 4,47€ or CPM < 106,30€
  20. 20. KEY TAKE AWAYS Prospection email:15% Open  15% Click  60% Forms  82% Opt In Client email: 25% Open  25% Click  60% Forms Remail: Half the Mail Open Trigger Email: Double the rates Biggest Impact on the Rates: 1. Content -/+200% 2. Profiles -/+50% 3. Creatives -/+20% 4. Timing -/+10% Email is NOT dying 1 weekend between 2 emails Storytelling works! Choose your KPI in function of your objectives Be sure to calculate your ROI! Belgium 2014

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