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IAB Belgium E-mailmarketing Benchmarks


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IAB Belgium E-mailmarketing Benchmarks

  1. 1. E-mail Benchmarks 2011 IAB Taskforce E-mail Marketing
  2. 2. Participants 2010
  3. 3. What? <ul><li>E-mail Benchmarks: </li></ul><ul><ul><li>Open Rate </li></ul></ul><ul><ul><li>CTR Rate </li></ul></ul><ul><ul><li>… </li></ul></ul><ul><li>From Belgian ESP’s & major players </li></ul><ul><li>To be published by September 2011 </li></ul>
  4. 4. Why should I participate? <ul><li>Insights in Belgian industry benchmarks </li></ul><ul><li>More participants = better benchmarks </li></ul><ul><li>Full survey only for participants </li></ul><ul><li>Mentioned in the study </li></ul><ul><li>Anonymous processing: </li></ul><ul><ul><li>WDM Belgium & IAB Belgium are working under an NDA </li></ul></ul><ul><ul><li>Enclosed a copy of an NDA you can use for clie (if not, please ask Gaétane) </li></ul></ul>
  5. 5. Why should I participate? <ul><li>Do you have an e-mail plaform supplied by Emailgarage, Emailvision, ... ? </li></ul><ul><ul><li>Contact Gaétane Deneumostier (IAB Belgium) to see if your supplier is already participating. </li></ul></ul>
  6. 6. Practical
  7. 7. Practical <ul><li>During the filling of the spreadsheet </li></ul><ul><ul><li>If you send 52 newsletters per year, each time in Dutch and French, we are waiting for 104 figures lines in the Excel sheet. </li></ul></ul><ul><ul><li>If you cannot provide all the figures as previously defined, we would like to have the figures that it correspond the best and the reason why it differs from the postulated definition. </li></ul></ul><ul><ul><li>We need absolute figures , so we can make the statistic process as much reliable as possible. On basis of these absolute figures, we will calculate the percentages. So you don’t have to give any percentage. </li></ul></ul>
  8. 8. Practical <ul><li>Metrics by following combinations </li></ul><ul><ul><li>Nl or Fr or other </li></ul></ul><ul><ul><li>B2B or B2C or non-profit </li></ul></ul><ul><ul><li>Newsletters or commercial or press release NOT transactional </li></ul></ul><ul><ul><li>Industry </li></ul></ul><ul><ul><li>Day sent </li></ul></ul><ul><ul><li>Hour sent </li></ul></ul>
  9. 9. Practical <ul><li>Per combination: </li></ul><ul><ul><li>Mention the absolute number of emails sent </li></ul></ul><ul><ul><li>Mention the number of campaigns </li></ul></ul><ul><li>Metrics will be aggregated per category </li></ul>
  10. 10. Practical <ul><li>Excel file available </li></ul><ul><li>Respect the definitions. </li></ul><ul><ul><li>Describe the difference in calculation (in seperate doc) </li></ul></ul>
  11. 11. E-mail Metrics - definitions
  12. 12. Open Rate
  13. 13. Open Rate <ul><li>Opened: </li></ul><ul><ul><li>NOT included: </li></ul></ul><ul><ul><li>Clicks on toplink ‘online version’ </li></ul></ul><ul><ul><li>Clicks in non-opened e-mails </li></ul></ul><ul><li>Delivered: </li></ul><ul><ul><li>Unique sent – unique (soft + hardbounces) </li></ul></ul><ul><ul><li>Out-of-Office: NOT a bounce </li></ul></ul>
  14. 14. CTR
  15. 15. CTR <ul><li>Clicks: </li></ul><ul><li>INCLUDED </li></ul><ul><li>Clicks on toplink to online version </li></ul><ul><li>Clicks on unsubsribe link </li></ul>
  16. 16. Click-to-Open
  17. 17. Delivery Rate
  18. 18. Bounce Rate
  19. 19. Unsubscribe Rate
  20. 20. Practical <ul><li>Questions? Contact [email_address] </li></ul><ul><li>Remove all identification from file: </li></ul><ul><ul><li>Logo </li></ul></ul><ul><ul><li>Name </li></ul></ul><ul><ul><li>Properties </li></ul></ul><ul><li>Send file to [email_address] Timing: May 31 - 2011 </li></ul>
  21. 21. Backplanning <ul><li>End April: who participates </li></ul><ul><li>End May: delivery of results </li></ul><ul><li>June: feedback figures </li></ul><ul><li>July & August: data crunching </li></ul><ul><li>September: IAB breakfast to release figures </li></ul><ul><li>Also released at Digital Marketing First </li></ul>