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2017 Informz Email
Marketing Performance
Benchmark Webinar
Email vs. Automation
June 7, 2017
Logistics
Participants can use their telephone or computer mic & speakers (VoIP).
United States: +1 (415) 930-5321
Access ...
Welcome to the Informz Webinar!
Vivian Swertinski
Strategic Services Manager
Agenda
 Key Performance Metrics of the 2017 Association Email Marketing
Benchmark Report
 Traditional Email versus Autom...
Email Marketing
Benchmark Report
 7th consecutive year
 Over 1,300 Associations & Nonprofits
 12 Months of Data (2016)
...
Year over Year Email Volume
2014
2015
2016
Average number of emails per month
Key Performance Metrics - Overall
98.3%
35.6%
15.6%
Average Open Rate – Annual Send Volumes
35.6%
38.8%
37.6%
33.4% 34.6%
Traditional One Off Emails
versus
Automated Campaigns
Traditional Email Flow
What happens next?
Target
Group Mailing
This is what digital “listening” looks like
13
Target
Group
Mailing
Respond with those engaging with you
Marketing Automation: Talk, Listen, Respond
 Web Tracking and Targeting
 Automated Campaign Designer
 Landing Pages and...
Marketing Automation
Benchmark Metrics
Year over Year Marketing Automation Volume
2015
2016
Marketing Automation Campaign Metrics
98%
37.6%
16.7%
Most Popular Campaigns to Automate
Onboarding
Engagement
Event Promotion
Renewal
Examples of marketing
automation campaigns
Florida Association of Insurance Agents
Increase engagement of new members
Move from single email to a welcome series
Resu...
Brewers Association – Homebrewers division
Re-engage with members who hadn’t opened an email in 31 days
Engagement Scoring...
Veterinary Hospital Managers Association
Streamline & improve quality of renewal campaign
Eliminate hours of manual interv...
American Association of Airport Executives
Accelerate & increase event registrations
Target: multiple page visits / clicke...
Questions?
We welcome your feedback
and inquiries.
Please contact us at
Experts@informz.com
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2017 Informz Email Marketing Performance Benchmark Webinar: Email vs. Automation

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See what's performing better for associations: one-off emails or automated campaign emails. Get access to key performance metrics from over one billion emails and hear how associations are using marketing automation to achieve jaw-dropping results.

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2017 Informz Email Marketing Performance Benchmark Webinar: Email vs. Automation

  1. 1. 2017 Informz Email Marketing Performance Benchmark Webinar Email vs. Automation June 7, 2017
  2. 2. Logistics Participants can use their telephone or computer mic & speakers (VoIP). United States: +1 (415) 930-5321 Access Code: 312-537-317 Please use the Q & A tab to ask questions throughout the presentation. The webinar is being recorded and all registrants will be sent a follow up email with a link to the recording.
  3. 3. Welcome to the Informz Webinar! Vivian Swertinski Strategic Services Manager
  4. 4. Agenda  Key Performance Metrics of the 2017 Association Email Marketing Benchmark Report  Traditional Email versus Automated Campaigns  How Associations are using Marketing Automation
  5. 5. Email Marketing Benchmark Report  7th consecutive year  Over 1,300 Associations & Nonprofits  12 Months of Data (2016)  Over 1 billion emails  US, Australia, New Zealand, Canada, UK
  6. 6. Year over Year Email Volume 2014 2015 2016
  7. 7. Average number of emails per month
  8. 8. Key Performance Metrics - Overall 98.3% 35.6% 15.6%
  9. 9. Average Open Rate – Annual Send Volumes 35.6% 38.8% 37.6% 33.4% 34.6%
  10. 10. Traditional One Off Emails versus Automated Campaigns
  11. 11. Traditional Email Flow
  12. 12. What happens next? Target Group Mailing
  13. 13. This is what digital “listening” looks like 13 Target Group Mailing
  14. 14. Respond with those engaging with you
  15. 15. Marketing Automation: Talk, Listen, Respond  Web Tracking and Targeting  Automated Campaign Designer  Landing Pages and Forms  Engagement Scoring  Persona Targeting
  16. 16. Marketing Automation Benchmark Metrics
  17. 17. Year over Year Marketing Automation Volume 2015 2016
  18. 18. Marketing Automation Campaign Metrics 98% 37.6% 16.7%
  19. 19. Most Popular Campaigns to Automate Onboarding Engagement Event Promotion Renewal
  20. 20. Examples of marketing automation campaigns
  21. 21. Florida Association of Insurance Agents Increase engagement of new members Move from single email to a welcome series Results: Open rate increased from 18% to 63%
  22. 22. Brewers Association – Homebrewers division Re-engage with members who hadn’t opened an email in 31 days Engagement Scoring and Campaign Designer Results: 60 days later nearly 50% had re-engaged
  23. 23. Veterinary Hospital Managers Association Streamline & improve quality of renewal campaign Eliminate hours of manual intervention each month Results: $18,000 increase in revenue
  24. 24. American Association of Airport Executives Accelerate & increase event registrations Target: multiple page visits / clicked on registration link Results: 25% increase in registrations - $20,000 in revenue
  25. 25. Questions? We welcome your feedback and inquiries. Please contact us at Experts@informz.com

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