The 2015 Informz Benchmark Report presents findings from over 1,300 associations and nonprofits, analyzing email marketing metrics from over 1 billion emails sent across various countries. Key trends include increased testing of subject lines and send times, as well as insights into email frequency impacting engagement rates. The report emphasizes the importance of audience segmentation and personalized messaging for improved email campaign effectiveness.

1. 2015 Informz
Benchmark Report
July 23, 2015
#AssnBenchmark15

2. Presented by….
Chris Scavo
Digital Marketing Strategist
Vivian Swertinski
Sr. Digital Marketing Strategist

3. • 5th consecutive year produced
• Over 1,300 Associations and Nonprofits
• 12 months of data
• Over 1 billion emails
• US, Australia, New Zealand, Canada, UK

4. Email Metrics

5. Overall Email Metrics

6. Engagement by Subject Line Length

7. Engagement by Number of Links

8. Email Client Type

9. Open Duration

10. Email Marketing Trends

11. Testing is on the rise
Subject Line testing: 26.3% increase
Send Time Optimization: 24.5% increase
1.5% Increase in Open Rates

12. And the winner is….?

13. Friendly From Test - Girl Scouts of Connecticut
(Monthly Newsletter)
Version A: Organization’s Name
Version B: Individual’s Name (CEO) 36%
21%

14. Subject Line Test – AARC
Version A: Chris, 2 Steps and You’re Back!
Version B: Sign up for class today
28%
24%

15. Subject Line Test – AARC
Version A: Chris, 2 Steps and You’re Back!
Version B: Chris, 2 Steps and You’re In!
45%
41%

16. Case Study: AARC – NEW Lapsed Member Campaign
TEST PLAN:
Friendly From Name
Personalization
Play on Words
Content longer vs shorter
800+
Members
Renewed!

17. Do you have a test plan?
Testing…
• is easier than you think
• can make an immediate impact
• helps you make better decisions
• moves you closer to your goals

18. Hot Topic: Frequency
“I am beginning to think we send way too many emails to people”
“How many emails a week should we send?”

19. Hot Topic: Frequency
• 72% of email audiences were sent 5 or less
emails each month.
• Audiences that were sent 6-10 emails each month
had slightly higher engagement rates
• Strong engagement in audiences that were sent
20+ emails each month

20. What you NEED to know
• Number of emails subscribers receive in a month
• Impact on open rates
• Impact on email unsubscribe rate

21. Analyze before you strategize

22. Know Your Audience
• Targeted messages can result in higher
engagement
• Intelligently segment your data
• Build Personas to personalize the
message
• Personalize content to target messages
more effectively

23. Get yours today!
Download your copy of the 2015 Association
Email Marketing Benchmark Report at:
http://www.informz.com/benchmark

24. Questions? Stay in touch!
experts@informz.com