2012 Association EmailMarketing Benchmark Report   Jeanette Brown, MBA   Marketing Strategy Manager
About Me
Why did we create this report?
Overall, How Do You Compare?
Email Purpose
Industry
Industry
Industry
Unsubscribes
Offer Opt Outs    • Encourage readers to use opt-out over unsubscribe    • Periodically, send an email to members to set p...
Why are they leaving?                Not interested
Departments Work in Silos
Recency and Calendar
How many is too many
Number of recipients
Target and Segment
Integration
Behavioral Targeting
Where do they live?
Time of Day
Why is timing so important?
Send when they want it35.0%30.0%25.0%20.0%                    July                         August15.0%                    ...
When in doubt, make it shorter
Pre-headers
Mobile Readership
Mobile Readership
Mobile Engagement
Learn Where Members Are Opening
Learn Where Members Are Opening
Mobile Tips • Define a width of the message     – Mobile only – 100%     – Combination – 600-650 pixels •   Stick to 1 col...
Create Optimal Design
More to engagement these days
What Have You Learned?
Let’s Keep the Conversation Going            Download the full Benchmark Report            http://bit.ly/2012EmailBenchmar...
Key Findings from the 2012 Association Email Marketing Benchmark Report
Key Findings from the 2012 Association Email Marketing Benchmark Report
Key Findings from the 2012 Association Email Marketing Benchmark Report
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Key Findings from the 2012 Association Email Marketing Benchmark Report

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We review the top areas studied in the 2012 Association Email Marketing Benchmark Report and what they mean to you as an email marketer. Walk away with tactical steps for how you can improve your email marketing program and view examples from other successful associations.

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Key Findings from the 2012 Association Email Marketing Benchmark Report

  1. 1. 2012 Association EmailMarketing Benchmark Report Jeanette Brown, MBA Marketing Strategy Manager
  2. 2. About Me
  3. 3. Why did we create this report?
  4. 4. Overall, How Do You Compare?
  5. 5. Email Purpose
  6. 6. Industry
  7. 7. Industry
  8. 8. Industry
  9. 9. Unsubscribes
  10. 10. Offer Opt Outs • Encourage readers to use opt-out over unsubscribe • Periodically, send an email to members to set preferences.
  11. 11. Why are they leaving? Not interested
  12. 12. Departments Work in Silos
  13. 13. Recency and Calendar
  14. 14. How many is too many
  15. 15. Number of recipients
  16. 16. Target and Segment
  17. 17. Integration
  18. 18. Behavioral Targeting
  19. 19. Where do they live?
  20. 20. Time of Day
  21. 21. Why is timing so important?
  22. 22. Send when they want it35.0%30.0%25.0%20.0% July August15.0% September October10.0% November 5.0% December 0.0% Click-Thru
  23. 23. When in doubt, make it shorter
  24. 24. Pre-headers
  25. 25. Mobile Readership
  26. 26. Mobile Readership
  27. 27. Mobile Engagement
  28. 28. Learn Where Members Are Opening
  29. 29. Learn Where Members Are Opening
  30. 30. Mobile Tips • Define a width of the message – Mobile only – 100% – Combination – 600-650 pixels • Stick to 1 column • Increase spacing between links • Image control - <480 pixels • Subject line - <30 characters
  31. 31. Create Optimal Design
  32. 32. More to engagement these days
  33. 33. What Have You Learned?
  34. 34. Let’s Keep the Conversation Going Download the full Benchmark Report http://bit.ly/2012EmailBenchmarkReport Jeanette Brown www.informz.com brown@informz.com 1.888.371.1842 @informz

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