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Email Marketing Benchmarks and Recommendations for 2016

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Email Marketing Benchmarks and Recommendations for 2016 - webinar presentation by Kath Pay of Holistic Email Marketing and Michal Leszczynski of GetResponse. Be sure to check out this and other webinars on Getresponse.tv

Published in: Marketing

Email Marketing Benchmarks and Recommendations for 2016

  1. 1. Email Marketing Benchmarks: Industry Stats & Recommendations for 2016
  2. 2. Kath Pay Founder & CEO Holistic Email Marketing kath@holisticemail.com twitter.com/kathpay linkedin.com/in/kathpay
  3. 3. Michal Leszczynski Content Marketing Manager mleszczynski@getresponse.com twitter.com/mrleszczynski
  4. 4. What we’ll talk about • Purpose of the study • Key findings • Recommendations for 2016 • Conclusion • Q&A
  5. 5. Purpose of the Study
  6. 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. 7. Key Findings
  8. 8. Methods
  9. 9. Evaluation and Tracking
  10. 10. List Quality
  11. 11. Communications Strategy
  12. 12. Email Techniques
  13. 13. All Industries
  14. 14. 6 tips for success in 2016
  15. 15. 1: Personalize your way to success
  16. 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. 17. Personalise on any of these Remember! Email is the easiest channel to personalise!
  18. 18. Don’t restrict yourself to one type of data
  19. 19. 2: Ensure you measure the correct metric
  20. 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. 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. 22. 3: Think CURVE when crafting your subject line 
  23. 23. Think CURVE when crafting your subject lines
  24. 24. “Open me quick! I expire at 6pm, payday treat”
  25. 25. 4: Think of every email as being a survey
  26. 26. Who makes up your database? Your target market!
  27. 27. Surveys are good
  28. 28. However tests are better than surveys Actions speak louder than words
  29. 29. Strategically plant information And discover what resonates
  30. 30. 5: Embrace the holistic approach
  31. 31. Email is not an island
  32. 32. Everything that happens before AND after the email affects your results
  33. 33. Look at the customer journey
  34. 34. Ensure there are no disconnects
  35. 35. 6: Give your subscription the prominence it deserves
  36. 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. 37. Wrapping Up
  38. 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. 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. 40. Q&A

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