This document provides 12 frequently asked questions about email marketing in Belgium. Some key points include: - Average open rates for prospecting emails are 15% while client emails have 25% open rates. Re-emails see half the open rate of the original email. - Profile data like age, gender and location have the biggest impact on email performance, influencing open and click rates by 50%. - Content is also very important, with incentive emails generating click rates 3 times higher than informational emails. - Calculating ROI is important to determine if email marketing is financially positive based on factors like conversion rates and customer value. If done well with the right metrics and creative, email can provide a positive ROI.

1. EMAIL
MARKETING
FACTS & FIGURESFACTS & FIGURES
12 Frequently Asked Questions
about Email Marketing
in Belgiumin Belgium

2. WHO AM I?
Florent DiverchyFlorent Diverchy
Digital Consultant
@Bisnode since 2002
Expertise in Digital Campaign Management
Web
S i l
Expertise in Digital Campaign Management
Social
Mobile
… and Email

3. WHAT DOES BISNODE KNOW ABOUT EMAILS?
Prospection Emails Client Emails
Permesso
Just4You
Sanoma
Procter & Gamble
Nestlé
DanoneSanoma Danone
Beobank
Croustifrance
Red MarketRed Market
…
70 illi il t70 million emails sent per year
Lots of analysis, tests, experiences
… lots of questions!

4. 1. WHICH RESULTS ARE YOU LOOKING AT?
Unique Openers & Clickers
After 1 launch
No Opens & Clicks
No RemailsNo Remails
Be careful if you compare!y p

5. 2. WHAT ARE THE AVERAGE BELGIAN RATES?
The 15/25 RuleProspection Emails Client Emails
15% Open
15% Click on Open
2,25% CTR
25% Open
25% Click on Open
5,63% CTR2,25% CTR 5,63% CTR
1 out of 44 persons contacted click 1 out of 16 persons contacted click
Don’t extrapolate one from the other!

6. 3. WHAT CAN I EXPECT FROM MY REMAILS?
For Prospection Same For Client mailsFor Prospection
Mail
Same For Client mails
0,16% Opt out
15% Open
15% Click on Open
/2
Remail
/2
0,32% Opt out
7,5% Open
15% Click on Open
/2
Remail 2
/2
1,00% Opt out
3,75% Open
15% Click on Open

7. 4. ARE TRIGGER EMAILS PERFORMING BETTER?
Prospection Emails
30% Open
Client Emails
50% Open
The 15/25 Rule
The 30/50 Rule
x2
30% Open
30% Click on Open
9% CTR
50% Open
50% Click on Open
25% CTR
1 out of 11 persons contacted click 1 out of 4 persons contacted click1 out of 11 persons contacted click 1 out of 4 persons contacted click

8. 5. IS EMAIL MARKETING DYING?
Overall rates globally constant since 4 years
Small increase in Open (new methodology)
Small decrease in ClicksSmall decrease in Clicks
More trigger emailsMore trigger emails
Email Marketing in 2014 better than in 2013Email Marketing in 2014 better than in 2013
Email Marketing is NOT dying

9. 6. WHICH ELEMENTS HAVE MORE IMPACT ON
MY CAMPAIGN?MY CAMPAIGN?

10. TIMINGS (+10%)
Importance is decreasing
Mobile. Always On.
(G )New behaviours (Google Inbox)
What stays trueWhat stays true
Women: Wednesday afternoon (+17% compared to other week days)
Coupon: last week of the month
Couple decision: week end
Trigger always better

11. CREATIVE MATERIAL (+20%)
Pre-required: properly designed and cut HTML material !
G d & li it S bj t li
Usual recommendations
Good & explicit Subject line
Simple content
Call to action visible and above the fold
What becomes more important
Responsive design (25% of all opens on mobile)
Pre-header

12. PROFILES (+50%)
Men open more (17% vs 14%), Women click more (17% vs 13%)
NL open more than FR (17% vs 13%)
Age has a huge impact on Open Rate
NL open more than FR (17% vs 13%)
Age has a huge impact on Open Rate
18-29: 8,5%
30-49: 15,0%
C
30 49: 15,0%
50+: 22,5%
Age has also an impact on Click Rate
18-44: 11%
45+: 16%

13. CONTENT (+200%)
Incentive emails are better than Informative emails
Open rate similar
Click rate x3.1
Split Incentive for better reactivity
100 x 10€ (best perception)
10 X 100€
1 X 1000€ ( t ti )1 X 1000€ (worst perception)
Free products
Open Rate 60%
Click Rate 50%
CTR 30%
Beware of contesters!
CTR 30%

14. 7. WHICH FORM CONVERSION RATE CAN I EXPECT?
60% of the clickers submit the Form
84% with Form prefill
Telephone: -7%
Don’t ask to much
Telephone: 7%
Complete Address: -5%
Birthdate: -3%
City: -3%y
Opt-in can’t be pre-checked
82% i th i t i82% give their opt-in

15. 8. WHAT IS AN OPTIMAL MARKETING PRESSURE?
1 week-end between two launches
Average: 0 36%
Opt-out Rate:
Average: 0,36%
2nd email of the week: 0,56%
1st Mail on Friday, 2nd on Monday: 0,38%

16. 9. DOES ONLINE STORYTELLING WORK?
Case Vétérinaires sans frontières
A t d l d 5 ilA story developed on 5 emails
Each email sent to the openers of previous email
3 last emails sent on the same week
No incentiveNo incentive
Open Rate Evolution A good story makes
14%  64% 78%  90%  92%
Last: 24.791 openers for 26.938 email sent
informative emails
more reactive
than incentive emails
Opt-out Evolution
A good story is
0,16%  0,37%  0,29%  0,31%  0,29% not perceived
as negative pressure

17. 10. IS CPC BETTER THAN CPM?
CPC always seems better
Less risk
Things to keep in mind
What about marketing pressure?
How many remails if goals not reached?
Risk for brand image?g
Ask your partner!
 Know your ROI

18. 11. WHICH KPI SHOULD I LOOK AT?
Depends on your needs
Visibility: Open Rate
Website Traffic: Click Rate
Lead Generation: Opt-in
Impact on Sales:
Direct sales
Impact on average basket after xx months
Conversion after xx months
Choose the right one!
Client Automotive 1: 16% Open – 9% Click
KPI: Car sold after 1 weekKPI: Car sold after 1 week
 Angry Client
Client Automotive 2: 16% Open – 7% Click
KPI: Car bought by clickers after 6 months
 Very Happy Client

19. 12. IS THE ROI OF EMAIL POSITIVE?
15% Open  15% Click  60% Forms  82% Opt In
1 person contacted on 90 gives his optin
You just need to know 2 parameters
The Con ersion rate of o r Lead N rt ring ProgramThe Conversion rate of your Lead Nurturing Program
The Value of a New Client
Example Fundraising Client
Parameters: 1 conversion for 11 optins. A new donor is worth 100€p
100€ per donor = 9,09€ per opt-in = 7,45€ per form
= 4,47€ per clicker = 0,67€ per opener = 0,1063€ per email sent
ROI Positive if CPC < 4,47€ or CPM < 106,30€

20. KEY TAKE AWAYS
Prospection email:15% Open  15% Click  60% Forms  82% Opt In
Belgium 2014
Client email: 25% Open  25% Click  60% Forms
Remail: Half the Mail OpenRemail: Half the Mail Open
Trigger Email: Double the rates
Biggest Impact on the Rates:
1. Content -/+200%
2 Profiles /+50%2. Profiles -/+50%
3. Creatives -/+20%
4. Timing -/+10%
Email is NOT dying
1 weekend between 2 emails
Storytelling works!
Choose your KPI in function of your objectives
Be sure to calculate your ROI!