1.
Email Marketing Benchmarks:
Industry Stats & Recommendations for 2016

2.
Kath Pay
Founder & CEO
Holistic Email Marketing
kath@holisticemail.com
twitter.com/kathpay
linkedin.com/in/kathpay

3.
Michal
Leszczynski
Content Marketing Manager
mleszczynski@getresponse.com
twitter.com/mrleszczynski

4.
What we’ll talk about
• Purpose of the study
• Key findings
• Recommendations for 2016
• Conclusion
• Q&A

5.
Purpose of the Study

6.
Finding Answers
• How does my email marketing stack
up against the competition?
• Are we missing out on opportunities
for growth?
• Which high-impact areas should we
focus this year?

7.
Key Findings

8.
Methods

9.
Evaluation and Tracking

10.
List Quality

11.
Communications Strategy

12.
Email Techniques

13.
All Industries

14.
6 tips for success in 2016

15.
1: Personalize your way to
success

16.
–Christian Ricci, Chia Monkey
“Web personalisation is a strategy, a marketing
tool, and an art.
It brings focus to your message and delivers an
experience that is customer-oriented and
relevant.”

17.
Personalise on any of these
Remember! Email is the easiest channel to personalise!

18.
Don’t restrict yourself to one type of data

19.
2: Ensure you measure
the correct metric

20.
What is your success
metric?
Subject Line Opened Clicked Converted
Win the pampering prize
of a lifetime worth
$10,000
38,91% 9,35% 6,74%
Win spa breaks, a
personal shopper and
more worth $10,000 35,76% 11,03% 9,19%
Win a pampered new you
worth $10,000 38,01% 15,45% 10,67%
Win a trip to Champneys
and more worth $10,000
with Veet 33,23% 16,76% 11,01%

21.
and here’s another….
• Version A: Your Opinion Counts – Win a Fiji Hand Tote
• Version B: Take the 5 Minute Fiji Survey – Win $50.
Winner: Version B with 25.3% more clickthroughs
Version A however had 12.3% higher open rate

22.
3: Think CURVE when
crafting your subject line

23.
Think CURVE when crafting
your subject lines

24.
“Open me quick! I expire at 6pm, payday treat”

25.
4: Think of every email
as being a survey

26.
Who makes up your database?
Your target market!

27.
Surveys are good

28.
However tests are better
than surveys
Actions
speak
louder
than
words

29.
Strategically plant information
And discover what resonates

30.
5: Embrace the holistic
approach

31.
Email is not an island

32.
Everything that happens before
AND after the email affects your
results

33.
Look at the customer journey

34.
Ensure there are no disconnects

35.
6: Give your subscription the
prominence it deserves

36.
Moving the form
to above the fold
•30% lift in Website Email
Conversion Rate
•Revenue generated from new
visitors to the site didn’t
decrease - it increased.
Source: Alchemy Worx

37.
Wrapping Up

38.
6 tips for email success in 2016
1.Personalize your way to success
2.Ensure you measure the correct metric
3.Think CURVE when crafting your subject
line
4.Think of every email as being a survey
5.Embrace the holistic approach
6.Give your subscription the prominence it
deserves

39.
Kath Pay
Founder & CEO
Holistic Email Marketing
kath@holisticemail.com
twitter.com/kathpay
linkedin.com/in/kathpay
Michal
Leszczynski
Content Marketing Manager
mleszczynski@getresponse.com
twitter.com/mrleszczynski

40.
Q&A