The document summarizes key metrics and strategies for data-based email marketing. It discusses average engagement rates and ideas to test for increasing engagement, improving landing page conversions, leveraging personalization, and optimizing webinar invitation and reminder emails. The presentation includes examples and outlines actionable steps to test strategies around subjects lines, forms, personalization, and pre-webinar chat.

1. Irek Klimczak
Content Project Manager
Michal Leszczynski
Head of Content & Partnerships
Data-based
email marketing

2. Plan for today
How long is the session?
1 hour
Will there be a recording available?
Absolutely! We’ll send it over tomorrow via email 📨
Will there be a Q&A?
Yes! Feel free to chat 💬 with us throughout the presentation
+ we’ll do a live Q&A session at the end of the webinar

3. A bit of backstory

4. 1. Email engagement

5. Avg. open rate: 22.02%
Avg. click-through rate: 2.13%
Avg. click-to-open rate: 10.12%
Avg. unsubscribe rate: 0.12%
Avg. spam complaint rate: 0.01%
How we measure engagement

6. Avg. open rate: 22.02%
Avg. click-through rate: 2.13%
Avg. click-to-open rate: 10.12%
Avg. unsubscribe rate: 0.12%
Avg. spam complaint rate: 0.01%
How we measure engagement
What about:
Industries?
Locations?
B2B vs B2C?
Types of campaigns?

7. Avg. open rate: 30.85%
Avg. click-through rate: 3.60%
Avg. click-to-open rate: 11.67%
Avg. unsubscribe rate: 0.1%
Avg. spam complaint rate: 0.01%
Example: Non-profits vs. Internet Marketing
Avg. open rate: 14.97%
Avg. click-through rate: 1.66%
Avg. click-to-open rate: 11.1%
Avg. unsubscribe rate: 0.12%
Avg. spam complaint rate: 0.01%

11. Ideas to test: How to increase engagement
Step 1. Identify your most-engaged subscribers
Step 2. Run a subject line A/B test (e.g. question vs. statement)
Step 3. Apply the winning variant to the rest of your audience

12. 2. Landing page conversion

13. Landing page conversions have dipped
Avg. landing page conversion rate dropped
from: 5.86% to: 3.62%

14. Factors influencing conversion
How valuable your offer is
How well you’re communicating this value with visuals and copy
Your landing page design and UX
The speed with which your landing page loads
The type of audience you’re driving to the landing page
What tactics you’re using to drive traffic to the landing page

16. Example: B2C vs B2B forms

19. Progressive profiling

23. Ideas to test: number of form fields
Step 1. Create a landing page
Step 2. Create variant B
Step 3. Change the number of form fields

24. 3. Personalization

25. How personalization affects results

26. {{IF "(subscriber_first_name IS_DEFINED)"}}
Hey {{CONTACT
"ucfw(subscriber_first_name)"}},
{{ELSE}}
Hey,
{{ENDIF}}

28. Ideas to test: Personalization vs. no
personalization
Step 1. Figure out what data you have (location? name? page url?)
Step 2. Run a subject line A/B test
Looking for spots near [[city]]?
Want to get out of [[city]]?
Learn more about [[topic]]

29. 4. Webinar invitation & reminders

31. Why do people open emails multiple times?
They find email content valuable
The email remains relevant for a longer time
They can make use of the email multiple times

32. Example: technical webinars

34. Ideas to test:
chat with registrants before webinar
Step 1. Create a landing page
Step 2. Enable GetResponse chats in the settings
Step 3. Send an email with the LP to the first 50 registrants

35. 5. Time for some Q&A

36. We’ll send you the recording tomorrow.
Happy testing!
Thanks!