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Digital Marketing Trends Webinar

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Engaging Educators in the Digital Break Room

This webinar provides the results of MDR’s Digital Marketing Trends in the Education Market report, which reveals the reality of educator interaction with digital marketing in email, web ads, and social media.

You’ll come away with:

Techniques to improve email campaign performance
Insight into what makes web ads clickable
Hard facts that take the mystery out of social engagement
Tips that translate stats and charts into actions
We analyzed nearly 400 million prospecting emails and 100 million web ad impressions across three years and dozens of industries to reveal the kinds of digital marketing that educators respond to. Built from a huge data set, and informed by our decades of experience, this report offers findings you won’t find anywhere else!

Plan your 2018 with strategies for success based on the most extensive and exclusive study of educator online behavior.

Published in: Education
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Digital Marketing Trends Webinar

  1. 1. Engaging Educators in the Digital Breakroom
  2. 2. Email Delivery Rates AGENDA Device UsageEmail Engagement Rates • Industry • Peer Groups 1 2 3 4 Days of the Week Time of Day 5 BONUS Display Advertising
  3. 3. The Data Set 398,152,458 Delivered Prospecting Emails 19,906 Unique Campaigns 1,302 Clients
  4. 4. Definition of Metrics Delivery Rate: The recipient received the email but you don’t know if it went into the inbox, spam or other folders. Totals: Reflects all activity with the email. Recipient opening multiple times, forwarding, looking at on different devices, etc. Unique: 1 recipient, 1 open, 1 click. This metric is valuable to measure the engagement of the individual with email marketing.
  5. 5. Email Delivery Rates
  6. 6. Delivery Rate
  7. 7. Avg. Campaign Size Delivery Rate Total Open Rate Total Click Rate Less than 2,000 96.48% 15.56% 2.67% Less than 8,000 95.57% 11.61% 1.50% Less than 13,000 94.02% 10.92% 1.31% Less than 18,000 92.82% 9.08% 1.18% Less than 23,000 92.37% 7.97% 1.07% Less than 28,000 93.94% 7.81% 1.00% Less than 33,000 93.52% 8.17% 0.80% Less than 38,000 93.80% 7.15% 0.91% Less than 43,000 92.17% 6.40% 0.73% Less than 48,000 92.34% 6.83% 0.66% Less than 69,000 86.18% 6.40% 0.64% Delivery Rate: Size Does Matter
  8. 8. Email Engagement Rates
  9. 9. 2017 Average Email Engagement Rate 2017 2016 Unique Open Rate 5.71% 4.64% Total Open Rate 8.33% 7.41% Unique Click-Through Rate 0.65% 0.64% Total Click-Through Rate 1.21% 1.14%
  10. 10. Delivery Rate, Open Rate, CTR by Industry Delivery Rate Total Open Rate Total Click-Through Rate K-12 HE K-12 HE K-12 HE Overall 93.33% 97.05% 6.90% 17.38% 0.87% 3.38% Association/Non-Profit 95.75% 96.45% 9.10% 18.63% 0.97% 5.93% Consumer Goods & Services 91.34% 97.16% 5.83% 16.88% 0.95% 1.45% Institutions/Degree Programs 95.39% 96.78% 8.48% 25.88% 0.90% 2.61% Publishers 93.60% 97.24% 6.37% 15.54% 0.77% 3.75% Technology 94.59% 95.73% 6.34% 10.99% 0.72% 0.59% Other 92.58% 96.31% 6.85% 17.27% 0.67% 2.55%
  11. 11. Delivery Rate, Open Rate, CTR by Peer Group Delivery Rate Total Open Rate Total Click-Through Rate Higher Education Leadership 97.28% 21.80% 2.61% Higher Education Faculty 97.00% 16.48% 3.58% K-12 Education Leadership 94.13% 6.46% 0.46% K-12 Education Faculty 92.59% 6.82% 0.97%
  12. 12. Device Usage
  13. 13. Total Opens by DeviceType
  14. 14. Total Clicks by DeviceType
  15. 15. Use of Multiple DeviceTypes toView an Email
  16. 16. You MUST Consider ALL Devices and Platforms
  17. 17. You MUST Consider ALL Devices and Platforms Default setting is to block images. Make sure that recipients will know the value of the email and how to take action if all images are blocked Google has stated publicly that emails with large images are typically treated as promotional email and are steered away from the users inbox. Drop the images to improve engagement. When you test your email always view on a mobile device. Is the text readable without zooming? Does the button accommodate a thumb? Do you have to scroll before you see any text or a way to take action?
  18. 18. Days of the Week Time of Day
  19. 19. Highest/LowestTotal Clicks & Open Rates by Day Day of Week Average Campaign Size Total Open Rate Total Click-Through Rate 2015 Wednesday 16,812 7.86% 1.30% Saturday 54,215 5.65% 0.67% 2016 Tuesday 15,549 7.89% 1.33% Saturday 43,600 5.95% 0.89% 2017 Thursday 14,116 9.12% 1.22% Saturday 20,054 6.12% 0.65%
  20. 20. Total Open Rate byTime of Day
  21. 21. Total Open Rate byTime of Day and Device
  22. 22. Digital Advertising
  23. 23. What Makes MDR’s Digital Advertising Different Paid Search Marketing: When someone does a search ads appear. Shows intent.
  24. 24. What Makes MDR’s Digital Advertising Different Facebook Advertising: Based on someone’s interest and how they identify themselves. Currently Facebook shows educators in the United States as a 14+ million audience in size. Shows type of content a person is interested in.
  25. 25. What Makes MDR’s Digital Advertising Different Traditional Display Advertising: Ads on websites that have content that advertiser believes their audience may be interested in and visit.
  26. 26. The MDR Digital Advertising Difference Improve the precision and ROI of your online advertising campaigns by moving from a guess- based approach to one grounded in facts. Target by: • Job title • Geography • Interaction with previous marketing efforts • Practically any type of data that is available in our systems
  27. 27. Education Industry CTR .73%* CTR 1.32% MDR’s Facebook Audiences How Does MDR’s Social Audiences Matchup? * Source: WordStream’s “Facebook Ad Benchmarks forYOUR Industry [New Data]” http://www.wordstream.com/blog/ws/2017/02/28/facebook-advertising-benchmarks
  28. 28. Education Industry CTR .08%* CTR .30% MDR’s Web Audiences How Does MDR’s Web Audiences Matchup? * Source: Google Display BenchmarkTool
  29. 29. Percentage of Impressions and Click-Throughs by Device
  30. 30. Average CTR by Campaign Impression Size
  31. 31. Average CTR by Number of Ads Used Per Campaign
  32. 32. Percentage of Impressions Served
  33. 33. Average ClickThru Rate by Ad Size 0.12% 0.17% 1.45% 0.32%
  34. 34. MDR is a full-service school and community engagement partner. A division of Dun & Bradstreet, MDR is a different kind of integrated marketing services agency that combines rich data with unique digital, creative, and branding capabilities. We’ve been connecting brands through data and marketing services to educators, youth and parents for nearly 50 years. Reach targeted audiences through our database and digital communities SchoolData, WeAreTeachers, WeAreParents and School Leaders Now. To learn more about MDR solutions, call us at 800-333-8802 or visit MDReducation.com. Dave Clemen Director, Digital Products ClemenDa@dnb.com 203-225-4902 https://www.linkedin.com/in/david- clemen-302a576 Sean McCloud Integrated Marketing Specialist McCloudS@DNB.com 203-225-4622 https://www.linkedin.com/in/sean-mccloud- 165754b3

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