We review the top areas studied in the 2012 Association Email Marketing Benchmark Report and what they mean to you as an email marketer. Walk away with tactical steps for how you can improve your email marketing program and view examples from other successful associations.

1. 2012 Association Email
Marketing Benchmark Report
Jeanette Brown, MBA
Marketing Strategy Manager

3. About Me

4. Why did we create this report?

5. Overall, How Do You Compare?

6. Email Purpose

7. Industry

9. Industry

10. Industry

11. Unsubscribes

12. Offer Opt Outs
• Encourage readers to use opt-out over unsubscribe
• Periodically, send an email to members to set preferences.

13. Why are they leaving?
Not interested

14. Departments Work in Silos

15. Recency and Calendar

16. How many is too many

17. Number of recipients

18. Target and Segment

19. Integration

20. Behavioral Targeting

21. Where do they live?

22. Time of Day

23. Why is timing so important?

24. Send when they want it
35.0%
30.0%
25.0%
20.0% July
August
15.0%
September
October
10.0%
November
5.0% December
0.0%
Click-Thru

25. When in doubt, make it shorter

26. Pre-headers

27. Mobile Readership

28. Mobile Readership

29. Mobile Engagement

31. Learn Where Members Are Opening

32. Learn Where Members Are Opening

33. Mobile Tips
• Define a width of the message
– Mobile only – 100%
– Combination – 600-650 pixels
• Stick to 1 column
• Increase spacing between links
• Image control - <480 pixels
• Subject line - <30 characters

34. Create Optimal Design

35. More to engagement these days

36. What Have You Learned?

37. Let’s Keep the Conversation Going
Download the full Benchmark Report
http://bit.ly/2012EmailBenchmarkReport
Jeanette Brown www.informz.com
brown@informz.com 1.888.371.1842
@informz