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eMarketer Webinar: Email Marketing Benchmarks for 2014—How Do You Stack Up?


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Email open rates continue to rise—thanks, in part, to mobile—but key metrics are declining, a dilemma for marketers who are seeking new ways to upgrade the relevancy of their communications and cut through the inbox clutter. Topics in this webinar include: What are email marketing benchmarks for common metrics such as open rate and clickthrough rate, and what factors are affecting benchmark performance? How do benchmarks differ by industry, time of day or specific email marketing tactics such as automation? What trends and tactics should email marketers have on their radar to improve messaging relevancy?

Published in: Marketing

eMarketer Webinar: Email Marketing Benchmarks for 2014—How Do You Stack Up?

  1. 1. © 2014 eMarketer Inc. Made possible by Email Marketing Benchmarks for 2014—How Do You Stack Up? Lauren T. Fisher Analyst November 20, 2014
  2. 2. © 2014 eMarketer Inc. Agenda Usage trends Email marketing benchmarks Trends worth tracking –Relevancy –Responsive design –Smarter use of data Twitter –#eMwebinar
  3. 3. © 2014 eMarketer Inc. Usage Trends
  4. 4. © 2014 eMarketer Inc. Today, nearly all US adults are accessible via email Twitter –#eMwebinar
  5. 5. © 2014 eMarketer Inc. Email remains a staple of consumers’ media diet, even despite an ever- growing number of available channels and options Twitter –#eMwebinar
  6. 6. © 2014 eMarketer Inc. In fact, it’s a staple for both consumers and business professionals alike Twitter –#eMwebinar
  7. 7. © 2014 eMarketer Inc. Business professionals in particular rely heavily on email to share key purchase and research information Twitter –#eMwebinar
  8. 8. © 2014 eMarketer Inc. Mobile devices are increasingly becoming an integral part of the email marketing story Mobile opens nearly tripled between early 2011 and early 2014 Twitter –#eMwebinar
  9. 9. © 2014 eMarketer Inc. But email engagement on specific devices is not necessarily an either-or decision Twitter –#eMwebinar
  10. 10. © 2014 eMarketer Inc. Younger generations in particular are using smartphones to vet their inboxes Twitter –#eMwebinar
  11. 11. © 2014 eMarketer Inc. What does this mean for marketers? Email is a vital part of both consumer and B2B daily media diets Mobile is a growing influence affecting email usage and actions That effect is also influencing key email marketing metrics Twitter –#eMwebinar
  12. 12. © 2014 eMarketer Inc. Email Marketing Benchmarks
  13. 13. © 2014 eMarketer Inc. Compared to 2012, marketing email open rates have continued their upward climb Nonbounce and clickthrough rates (CTRs) have held somewhat steady Twitter –#eMwebinar
  14. 14. © 2014 eMarketer Inc. “ With the wider usage of mobile, people are actually looking at their emails when they have downtime. They’re combing through their emails, but they’re not necessarily going to click through.” —Jennifer Wiese, analytic consultant at Epsilon Mobile is a key influence affecting open rates Twitter –#eMwebinar
  15. 15. © 2014 eMarketer Inc. Ecommerce- related measures are also seeing year-over-year variance Twitter –#eMwebinar
  16. 16. © 2014 eMarketer Inc. But make no mistake, email is still considered a very effective channel Twitter –#eMwebinar
  17. 17. © 2014 eMarketer Inc. Key benchmarks such as open rate and clickthrough rate (CTR) vary by industry IndustryOpen RateCTR Retail: 43.2%4.4% Financial Services: 40.2%4.4% Travel & Hospitality: 30.1%3.5% General B2B: 26.2%4.4% Consumer Services: 18.9%3.8% CPG: 17.4%4.2% Source: Epsilon “Q2 2014 Email Trends and Benchmarks,” Sept. 23, 2014 Twitter –#eMwebinar
  18. 18. © 2014 eMarketer Inc. Several additional factors affect email benchmarks These include: –Day of week –Time of day –Personalization Twitter –#eMwebinar
  19. 19. © 2014 eMarketer Inc. Most companies send emails on weekdays Twitter –#eMwebinar
  20. 20. © 2014 eMarketer Inc. But for those looking to drive sales, weekend sends might prove ideal Saturday: highest open rate, transaction rate and order size Sunday: highest click rate, transaction rate and revenue per email Twitter –#eMwebinar
  21. 21. © 2014 eMarketer Inc. Clicks and opens might be greater during non- work hours, but those engaging with email during the day tend to spend more Twitter –#eMwebinar
  22. 22. © 2014 eMarketer Inc. Mobile usage is one factor likely affecting email metrics by time of day morningcommute eveningcommute leisure work Twitter –#eMwebinar
  23. 23. © 2014 eMarketer Inc. Adding personalized touches to subject lines can lead to mixed results Twitter –#eMwebinar
  24. 24. © 2014 eMarketer Inc. But keep in mind that personalization is a much broader tactic that includes more than dynamic content insertion Twitter –#eMwebinar
  25. 25. © 2014 eMarketer Inc. Takeaways: Email benchmarks Benchmarks are helpful, but any number of factors have the ability to influence performance Performance improvement comes from understanding how to mitigate the effects of the key factors affecting your email metrics Twitter –#eMwebinar
  26. 26. © 2014 eMarketer Inc. Trends Worth Tracking: It’s All About Relevancy
  27. 27. © 2014 eMarketer Inc. Consumers really do want to hear from companies via email … Twitter –#eMwebinar
  28. 28. © 2014 eMarketer Inc. … but what they don’t want is noise Twitter –#eMwebinar
  29. 29. © 2014 eMarketer Inc. The two biggest trends in email marketing today center on improving email relevancy 1)The continued move toward responsive design 2)Smarter use of data Twitter –#eMwebinar
  30. 30. © 2014 eMarketer Inc. Trends Worth Tracking: Responsive Design
  31. 31. © 2014 eMarketer Inc. Most marketers plan to incorporate responsive design into their email marketing programs Twitter –#eMwebinar
  32. 32. © 2014 eMarketer Inc. Today, a good portion of emails still lack mobile optimization Twitter –#eMwebinar
  33. 33. © 2014 eMarketer Inc. “ Some people have combined their forces in terms of how to tailor their email to mobile devices, but that’s a mistake. The interaction and the behavior of a customer on a smartphone vs. a tablet are very different, especially when it comes to purchases.” —Matt Hayes, co-founder and CEO of Kickdynamic Mobile optimization is about more than just creating a ‘mobile’ email template … Twitter –#eMwebinar
  34. 34. © 2014 eMarketer Inc. Tablet-and desktop-delivered emails should emphasize conversions Twitter –#eMwebinar
  35. 35. © 2014 eMarketer Inc. “ Moving to responsive design is largely how we’ve dealt with a lot of the mobile influence. But it’s critical that if you’re a retailer or someone else looking to drive a conversion, the entire digital experience needs to be mobile-enabled. Just designing email for mobile won’t cut it.” —Charles Simpson, senior director of worldwide marketing operations for McAfee Keep in mind: Mobile email optimization is only one part of a broader strategy Twitter –#eMwebinar
  36. 36. © 2014 eMarketer Inc. Takeaways: Responsive design emails The more mobile activity, the greater the mandate Not all mobile devices are created equal Email is only one part of a broader mobile optimization strategy Twitter –#eMwebinar
  37. 37. © 2014 eMarketer Inc. Trends Worth Tracking: A Smarter Use of Data
  38. 38. © 2014 eMarketer Inc. Data is the key to relevancy Twitter –#eMwebinar
  39. 39. © 2014 eMarketer Inc. Today, most marketers rely on demographic or behavioral data to understand their email audience Twitter –#eMwebinar
  40. 40. © 2014 eMarketer Inc. “ People aren’t just saying, ‘Here’s my email list, and here’s my message.’ They are getting smarter about using demographic with contextual data. That’s important because people are on the move a lot more.” —Matt Hayes, co-founder and CEO of Kickdynamic Both types of data can provide valuable signals for reaching the right individual at the right time Twitter –#eMwebinar
  41. 41. © 2014 eMarketer Inc. For many, time of day has become a critical indication of when to best deliver a message morningcommute eveningcommute leisure work Twitter –#eMwebinar
  42. 42. © 2014 eMarketer Inc. “ A lot of clients take time of day seriously as a point of personalization. We’re not looking for the best time of day to send to your entire email campaign, it’s the best time of day for that particular customer, determined by the segment and the device they are viewing it on.” —Julianne Manoogian, director of the digital intelligence group at Epsilon In fact, many are considering its use beyond the segment level to the individual recipient level Twitter –#eMwebinar
  43. 43. © 2014 eMarketer Inc. But to offer this level of customization in real time is often easier said than done Twitter –#eMwebinar
  44. 44. © 2014 eMarketer Inc. And with a growing number of channels to consider—and integrate—it will only get harder “ The practicality of connecting your data sources to make sure you get the right customer at the right time is really tough.” —Charles Simpson, senior director, worldwide marketing operations at McAfee “ It’s hard to stitch the addressable consumer across all these channels. I don’t think we’ve solved those problems across all devices or channels.” —Katrina Conn, vice president of marketing services at StrongView Twitter –#eMwebinar
  45. 45. © 2014 eMarketer Inc. However, that’s not to say that marketers today are shying away from cross-channel marketing Twitter –#eMwebinar
  46. 46. © 2014 eMarketer Inc. But in the end, consumers will require marketers to find a way to make it work “It’s about reaching a consumer where they want to be reached, vs. just emailing them because we have their email address.” —Jeremy Levine, SVP of digital sales at Live Nation “Customers don’t care what channel they’re using. They just want to get the most relevant message that’s useful and important.” —Matt Hayes, co-founder and CEO of Kickdynamic Twitter –#eMwebinar
  47. 47. © 2014 eMarketer Inc. Key takeaways 1)Mobile’s influence is real and growing 2)The key to continued email marketing improvement is relevancy 3)Data and responsive design are critical to cater to consumer needs Twitter –#eMwebinar
  48. 48. Marketo Overview Jessica Langensand Marketing Programs Manager, Marketo
  49. 49. © Marketo, Inc. Marketo Company Overview #1 independent marketing platform: • Innovative digital marketing platform • Fastest growing marketing technology company • Customer system of record, 1B leads, 220B+ activities Top rated by Analysts including Gartner, Sirius Decisions and Forrester Marketing First • Helping marketers master the art and science of digital marketing • Unparalleled expertise 3,500 customers across 20+ industries in 36 countries
  50. 50. © Marketo, Inc. Engagement Marketing Build personalized, meaningful & lifelong relationships Engage People: •As individuals •Based on what they do •Continuously over time •Directed towards an outcome •Everywhere they are
  51. 51. The Engagement Marketing Platform Engage people in a meaningful, lifelong and personalized way across channels Measure and maximize impact of marketing investments across channels Generate awareness and ensure potential customers can find you Manage, coordinate and plan the marketing activities across your teams CUSTOMER • Marketing calendar • Web / Mobile Personalization • SEO • Social Marketing • Revenue Cycle Analytics • Marketing Automation • Web / Mobile Personalization • Social Marketing
  52. 52. © Marketo, Inc. Summary How it helps you •Acquire customers faster and grow their lifetime value •Maximize efficienciesand impact on revenue What we do •Help you build meaningful, personalized and continuous relationships with people Why Marketo •Marketing First: •Most innovative platform –unique combination of sophistication and speed •Most comprehensive partner ecosystem •Vibrant community of 50K+ marketers and deepest expertise driving your long-term success
  53. 53. © 2014 eMarketer Inc. Learn more about digital marketing with an eMarketercorporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: 800-405-0844 or Lauren T. Fisher Email Marketing Benchmarks for 2014—How Do You Stack Up? Email Benchmarks 2014: Richer Data, Mobile Optimization Crucial for Greater Relevancy B2B Email Marketing: Benchmarks and Best Practices for 2014 B2C Content Marketing 2014: More Money, More Pressure to Perform B2B Marketing Automation: Using Behavioral Data to Power Lead Nurture