This Q3 2013 edition of Yesmail’s Email Marketing Compass focuses on purchase behavior and conversion data, which shed light on consumer interactions with email and their propensity to purchase. Read the benchmark report to learn:
-What are the devices of choice when it comes to purchasing
-How much consumers spend per transaction on mobile vs. desktop
-What's the average active subscriber rate across major industries
-How the mobile path-to-purchase is changing the digital marketing landscape
-What's the correlation between the number of emails sent per week and the active subscribers in a brand's database
The final quarter of the year often places heavy demands on marketers. Now that the weight of Q4 has lifted, Yesmail analyzed more than 6.4 billion emails sent during the 2013 holiday season.
Read this edition of Yesmail’s Email Marketing Compass to learn about the much disputed relationship between subscribers engagement and email domain. Other topics in the benchmark report include:
-How the four leading ISPs compare in terms of subscriber activity
-Mobile revenue generated by email
-"Hybrid” versus mobile-only email viewership
-The number of new and active subscribers during the holidays
After sending billions of emails in Q2 2013, Yesmail produced this benchmark report to direct marketers to the elements of their email strategy that best reflect customers’ evolving preferences for brand interaction.
Topics covered include:
-The extent to which mobile determines email behavior and defines conversion
-Which industries outperform the rest in terms of subscriber activity level
-What is the optimal email frequency to keep consumers engaged
This last quarter, defined by the holidays craze, saw voice assistant sales double and wireless chargers sales triple. Wireless headphones outsold wired ones for the first time. This last quarter's total revenue was 14.7% larger than Q4 last year for online retailers focused on Consumer Electronics.
The gap between subscriber response and engagement
The gap between mobile and desktop click and CTO rates
The gap between smartphone, desktop and tablet purchases
Adobe Digital Insights Digital Dollar Q1 2018Adobe
Leveraging Adobe Analytics Cloud data, the Digital Dollar Report for the first quarter of 2018 is the first release of a new quarterly series of reports focusing on retail and economics. Like the ADI Holiday, Digital Economy Project, and retail reports, this report uses aggregate and anonoymized data from the Adobe An-alytics Cloud to develop insights on online retail and economic trends. Releases feature updates on general trends in e-commerce and predictions and summaries of quarterly online retail, updates on pricing via the Digital Price Index, and features focusing on product insights and trends.
Adobe Campaign released findings from its third annual consumer email survey, focused on consumers' habits and behavior related to personal and work email. The report surveyed more than 1,000 white-collar workers in the United States
eMarketer Webinar: Lessons from Holiday Shopping 2014—What You Need to Know f...eMarketer
Join eMarketer as we cover the lessons learned from holiday shopping 2014 and our insights on what needs to be improved, optimized or nixed in 2015. Topics in this webinar include: Why did mcommerce make such a big jump in holiday 2014? What is the best way to reach the omnichannel holiday shopper? How is the online holiday shopping calendar changing shape? What to expect in 2015—eMarketer’s ecommerce forecast revealed.
The final quarter of the year often places heavy demands on marketers. Now that the weight of Q4 has lifted, Yesmail analyzed more than 6.4 billion emails sent during the 2013 holiday season.
Read this edition of Yesmail’s Email Marketing Compass to learn about the much disputed relationship between subscribers engagement and email domain. Other topics in the benchmark report include:
-How the four leading ISPs compare in terms of subscriber activity
-Mobile revenue generated by email
-"Hybrid” versus mobile-only email viewership
-The number of new and active subscribers during the holidays
After sending billions of emails in Q2 2013, Yesmail produced this benchmark report to direct marketers to the elements of their email strategy that best reflect customers’ evolving preferences for brand interaction.
Topics covered include:
-The extent to which mobile determines email behavior and defines conversion
-Which industries outperform the rest in terms of subscriber activity level
-What is the optimal email frequency to keep consumers engaged
This last quarter, defined by the holidays craze, saw voice assistant sales double and wireless chargers sales triple. Wireless headphones outsold wired ones for the first time. This last quarter's total revenue was 14.7% larger than Q4 last year for online retailers focused on Consumer Electronics.
The gap between subscriber response and engagement
The gap between mobile and desktop click and CTO rates
The gap between smartphone, desktop and tablet purchases
Adobe Digital Insights Digital Dollar Q1 2018Adobe
Leveraging Adobe Analytics Cloud data, the Digital Dollar Report for the first quarter of 2018 is the first release of a new quarterly series of reports focusing on retail and economics. Like the ADI Holiday, Digital Economy Project, and retail reports, this report uses aggregate and anonoymized data from the Adobe An-alytics Cloud to develop insights on online retail and economic trends. Releases feature updates on general trends in e-commerce and predictions and summaries of quarterly online retail, updates on pricing via the Digital Price Index, and features focusing on product insights and trends.
Adobe Campaign released findings from its third annual consumer email survey, focused on consumers' habits and behavior related to personal and work email. The report surveyed more than 1,000 white-collar workers in the United States
eMarketer Webinar: Lessons from Holiday Shopping 2014—What You Need to Know f...eMarketer
Join eMarketer as we cover the lessons learned from holiday shopping 2014 and our insights on what needs to be improved, optimized or nixed in 2015. Topics in this webinar include: Why did mcommerce make such a big jump in holiday 2014? What is the best way to reach the omnichannel holiday shopper? How is the online holiday shopping calendar changing shape? What to expect in 2015—eMarketer’s ecommerce forecast revealed.
So in order to survive in such an intense and ambitious world as e-commerce, there’s one thing you must swear by: KPIs. KPIs is what allows you to measure your success in the form of milestones achieved on the road to your ultimate goal.
But what should those KPIs look like in e-commerce?
Have a look at this presentation that collects 39 most important KPIs in e-commerce!
(Based on an article originally published here: http://bit.ly/1RMCbaf)
Adobe’s new Retail Industry Report for Q2 2017 is based on aggregated and anonymized consumer data from online retailer websites. It analyzes over 50+ billion visits since January 2015. Learn the latest trends for online retailers with some specific insights into the Consumer Electronics and Apparel sub-verticals.
Adobe Digital Insights Holiday Recap Report 2017Adobe
Adobe Digital Insights releases it's 2017 Holiday season recap report. Adobe finds that online holiday shopping season in 2017 tops expectations. Online shopping totaled $108.2B during the 2017 holiday season, representing 14.7% growth year-over year ($107.4B, 13.8% growth predicted)
The Thanksgiving weekend was one for the record books. Holiday shoppers took full advantage of deep discounts and spent over $19B dollars during the five days between Thanksgiving and Cyber Monday.
Cyber Monday and Black Friday stay dominant and emerge as mobile mega-days. Cyber Monday was the first day with over $2.0B in mobile shopping alone.
Big retailers won big, but small retailers competed on key days. The largest retailers saw big holiday season growth while smaller retailers had an advantage during the Thanksgiving weekend, particularly on mobile devices.
Big markets drive holiday growth. The nation’s largest markets saw big growth, particularly on key days.
Online Grocery prices have been following a similar pattern as the offline ones, with online prices rising slightly faster over the last 5 years cumulatively. Steel and Aluminum tariffs affected Appliances both online and offline. While the CPI rose after the March 2018 tariff implementation, the DPI showed a tampering in the deflation.
Computers shows a slightly steeper decline in prices online vs offline. For some categories the online and offline worlds are starting to blur into one. The CPI and DPI for TVs is remarkably similar. The online prices for Toys have started to exhibit a slower deflation in the last few years, diverging from the CPI. Sporting Goods show a much quicker deflation online, possibly caused by a quicker product turnover online.
Voici la 6ème édition complète (les 5 volumes) de l'étude annuelle UPS Pulse of Online Shopper™. Développée en partenariat avec comScore et Astound Commerce, cette étude vise à fournir des informations sur les comportements et les préférences des acheteurs en ligne. Les 5 volumes sont réunis en un seul (Digital Evolution, a Mobile Mindset, Channel Dynamics, the Savvy Shoppers & Retail Fundamentals.). C'est une bible pour mieux connaître les comportements des acheteurs. Bonne lecture !
2016 Holiday Shopping Predictions: Europe And Asia-PacificAdobe
New analysis by Adobe Digital Insights finds that holiday spending will increase $15.8B year-over-year in 13 countries tracked. The main finding is that going online to shop is still about deals, but convenience factors are on the rise.
Digital technology is disrupting all industries, and health care is no exception. But new analysis by Adobe Digital Insights (ADI) has found that health care’s big opportunity could be as simple as marketing to consumers on their smartphones.
Product Brochure: Germany B2C E-Commerce Sales Forecasts: 2017 to 2021yStats.com
Product Brochure with summarized information of our publication " Germany B2C E-Commerce Sales Forecasts: 2017 to 2021".
Find more here: https://www.ystats.com/market-reports/germany-b2c-e-commerce-sales-forecasts-2017-to-2021/
Adobe Digital Insights Digital Dollar Q2 2018Adobe
Leveraging Adobe Analytics Cloud data, the Digital Dollar Report for the second quarter of 2018 focuses on e-commerce trends in the U.S. and the U.K. as well as within U.S. regions. Like the ADI Holiday, Digital Economy Project, and retail reports, this report uses aggregate and anonymized data from the Adobe Analytics Cloud to develop insights on online retail and economic trends. Releases feature updates on general trends in e-commerce and predictions and summaries of quarterly online retail, updates on pricing via the Digital Price Index, and features focusing on product insights and trends.
Adobe Digital Insights -- 2017 U.S. Best Of The BestAdobe
Adobe Digital Insights explores 7 different U.S. industries in its annual Best of the Best Report. The report explores overall traffic from smartphone and desktop devices, overall website engagement metrics and conversion metrics across devices. In addition, it provides the average performance for each country and industry, as well as a comparison of the Top 20% of performers, revealing benchmarking insights to marketers.
Adobe Digital Insights -- Podcast & Audiobook Insights 2019Adobe
Podcasting and audio streaming services are a rapidly growing channel for marketers. Adobe Digital Insights surveyed 1,000 U.S. adults between May 30 – Jul 6, 2019, about their podcast and audiobook streaming habits and preferences.
Adobe Digital Economy Project -- November 2017Adobe
In the U.S., topline inflation is down in November across DPI categories for the first time after two months of inflation (-0.9% in the all-items index and -1.1% in the all-items less grocery index). Prices are slightly up in the year-over-year in the all-items index (0.3%) and down for the all-items less grocery index (-1.1%).
In November, monthly deflation was driven by consumer products, consistent with the holiday shopping season: televisions (-9.4%), tablets (-6.9%), and appliances (-7.1%).
In the midst of the holiday travel booking season all flights showed 1.7% MoM inflation, while domestic flights increased 1.3% MoM. Consistent with typical travel patterns, international and domestic hotels showed month-over-month deflation (-1.1% and -4.6%, respectively).
In grocery, deflation in November (-0.5%) was driven by beverages materials including coffee and tea (-1.6%), ice cream and related products (-1.5%), fats and oils (-1.0%).
Across the pond, consumers in the U.K. are facing continued price rises in grocery prices., where food prices are up 0.4% MoM in November resulting in a 3.8% year-over-year for the twelve months ending in November
Contrary to last month where almost all states showed inflation, all states in November showed deflation consistent with nationwide holiday discounts.
Has Mobile Marketing reached the point where the novelty has worn off and irritation is taking over?
Those marketers who have been around a while will remember when personalisation and laser printing revolutionised the direct mail business. These ‘old gits’ of the marketing world may be forgiven for seeing a parallel with modern digital marketing.
Tis the season for holiday shopping, and this year is gearing up to be the biggest we have ever experienced. This year Adobe Insights is predicting that online holiday sales will grow 14.8% YoY, reaching almost $125 Billion.
Subscription Services in the Context of Market Trends, presented by Jonathan ...bisg
Subscription Services in the Context of Market Trends, presented by Jonathan Stolper, SVP Nielsen Book Americas, at Making Information Pay 2014, a track of IDPF's Digital Book 2014 at Book Expo America, on May 29, 2014
Yesmail Email Marketing Compass | Q4 2014 Recap: The Season of MobileYes Lifecycle Marketing
The holiday rush has settled and the Q4 email performance results are in. Yesmail analyzed billions of emails sent in Q4 of 2014 and compared them to Q4 of 2013 to gauge how mobile trends have changed year-over-year.
Read this edition of Yesmail’s Email Marketing Compass to learn how shifting consumer preferences have changed the email landscape and the way subscribers are interacting with their inbox. You will discover :
-The growth in mobile adoption rates amongst marketers and how they affect the bottom line
-How mobile and desktop metrics compare in terms of conversion rates and average order value (AOV)
-The surprising effect of seasonal email volume increase on customer engagement
Key takeaways for Q3
Criteo’s analysis of shopping data from Q3 2015 demonstrates that smartphones are increasingly becoming the purchase device of choice in a multi-device world:
Mobile is becoming the preferred purchase device for cross device shoppers: 4 in 10 transactions now involve multiple devices. Cross-device purchasers are 20% more likely to complete the transaction on their mobile device than the average user.
Apps can be your highest performing channel: Retailers focusing on app are finding gold. Conversion rates on app heavily out-perform even the desktop.
Smartphones are the key for top quartile retailers: Top quartile is now generating almost 50% of sales from mobile, mainly due to much better optimization of smartphone conversion rates.
So in order to survive in such an intense and ambitious world as e-commerce, there’s one thing you must swear by: KPIs. KPIs is what allows you to measure your success in the form of milestones achieved on the road to your ultimate goal.
But what should those KPIs look like in e-commerce?
Have a look at this presentation that collects 39 most important KPIs in e-commerce!
(Based on an article originally published here: http://bit.ly/1RMCbaf)
Adobe’s new Retail Industry Report for Q2 2017 is based on aggregated and anonymized consumer data from online retailer websites. It analyzes over 50+ billion visits since January 2015. Learn the latest trends for online retailers with some specific insights into the Consumer Electronics and Apparel sub-verticals.
Adobe Digital Insights Holiday Recap Report 2017Adobe
Adobe Digital Insights releases it's 2017 Holiday season recap report. Adobe finds that online holiday shopping season in 2017 tops expectations. Online shopping totaled $108.2B during the 2017 holiday season, representing 14.7% growth year-over year ($107.4B, 13.8% growth predicted)
The Thanksgiving weekend was one for the record books. Holiday shoppers took full advantage of deep discounts and spent over $19B dollars during the five days between Thanksgiving and Cyber Monday.
Cyber Monday and Black Friday stay dominant and emerge as mobile mega-days. Cyber Monday was the first day with over $2.0B in mobile shopping alone.
Big retailers won big, but small retailers competed on key days. The largest retailers saw big holiday season growth while smaller retailers had an advantage during the Thanksgiving weekend, particularly on mobile devices.
Big markets drive holiday growth. The nation’s largest markets saw big growth, particularly on key days.
Online Grocery prices have been following a similar pattern as the offline ones, with online prices rising slightly faster over the last 5 years cumulatively. Steel and Aluminum tariffs affected Appliances both online and offline. While the CPI rose after the March 2018 tariff implementation, the DPI showed a tampering in the deflation.
Computers shows a slightly steeper decline in prices online vs offline. For some categories the online and offline worlds are starting to blur into one. The CPI and DPI for TVs is remarkably similar. The online prices for Toys have started to exhibit a slower deflation in the last few years, diverging from the CPI. Sporting Goods show a much quicker deflation online, possibly caused by a quicker product turnover online.
Voici la 6ème édition complète (les 5 volumes) de l'étude annuelle UPS Pulse of Online Shopper™. Développée en partenariat avec comScore et Astound Commerce, cette étude vise à fournir des informations sur les comportements et les préférences des acheteurs en ligne. Les 5 volumes sont réunis en un seul (Digital Evolution, a Mobile Mindset, Channel Dynamics, the Savvy Shoppers & Retail Fundamentals.). C'est une bible pour mieux connaître les comportements des acheteurs. Bonne lecture !
2016 Holiday Shopping Predictions: Europe And Asia-PacificAdobe
New analysis by Adobe Digital Insights finds that holiday spending will increase $15.8B year-over-year in 13 countries tracked. The main finding is that going online to shop is still about deals, but convenience factors are on the rise.
Digital technology is disrupting all industries, and health care is no exception. But new analysis by Adobe Digital Insights (ADI) has found that health care’s big opportunity could be as simple as marketing to consumers on their smartphones.
Product Brochure: Germany B2C E-Commerce Sales Forecasts: 2017 to 2021yStats.com
Product Brochure with summarized information of our publication " Germany B2C E-Commerce Sales Forecasts: 2017 to 2021".
Find more here: https://www.ystats.com/market-reports/germany-b2c-e-commerce-sales-forecasts-2017-to-2021/
Adobe Digital Insights Digital Dollar Q2 2018Adobe
Leveraging Adobe Analytics Cloud data, the Digital Dollar Report for the second quarter of 2018 focuses on e-commerce trends in the U.S. and the U.K. as well as within U.S. regions. Like the ADI Holiday, Digital Economy Project, and retail reports, this report uses aggregate and anonymized data from the Adobe Analytics Cloud to develop insights on online retail and economic trends. Releases feature updates on general trends in e-commerce and predictions and summaries of quarterly online retail, updates on pricing via the Digital Price Index, and features focusing on product insights and trends.
Adobe Digital Insights -- 2017 U.S. Best Of The BestAdobe
Adobe Digital Insights explores 7 different U.S. industries in its annual Best of the Best Report. The report explores overall traffic from smartphone and desktop devices, overall website engagement metrics and conversion metrics across devices. In addition, it provides the average performance for each country and industry, as well as a comparison of the Top 20% of performers, revealing benchmarking insights to marketers.
Adobe Digital Insights -- Podcast & Audiobook Insights 2019Adobe
Podcasting and audio streaming services are a rapidly growing channel for marketers. Adobe Digital Insights surveyed 1,000 U.S. adults between May 30 – Jul 6, 2019, about their podcast and audiobook streaming habits and preferences.
Adobe Digital Economy Project -- November 2017Adobe
In the U.S., topline inflation is down in November across DPI categories for the first time after two months of inflation (-0.9% in the all-items index and -1.1% in the all-items less grocery index). Prices are slightly up in the year-over-year in the all-items index (0.3%) and down for the all-items less grocery index (-1.1%).
In November, monthly deflation was driven by consumer products, consistent with the holiday shopping season: televisions (-9.4%), tablets (-6.9%), and appliances (-7.1%).
In the midst of the holiday travel booking season all flights showed 1.7% MoM inflation, while domestic flights increased 1.3% MoM. Consistent with typical travel patterns, international and domestic hotels showed month-over-month deflation (-1.1% and -4.6%, respectively).
In grocery, deflation in November (-0.5%) was driven by beverages materials including coffee and tea (-1.6%), ice cream and related products (-1.5%), fats and oils (-1.0%).
Across the pond, consumers in the U.K. are facing continued price rises in grocery prices., where food prices are up 0.4% MoM in November resulting in a 3.8% year-over-year for the twelve months ending in November
Contrary to last month where almost all states showed inflation, all states in November showed deflation consistent with nationwide holiday discounts.
Has Mobile Marketing reached the point where the novelty has worn off and irritation is taking over?
Those marketers who have been around a while will remember when personalisation and laser printing revolutionised the direct mail business. These ‘old gits’ of the marketing world may be forgiven for seeing a parallel with modern digital marketing.
Tis the season for holiday shopping, and this year is gearing up to be the biggest we have ever experienced. This year Adobe Insights is predicting that online holiday sales will grow 14.8% YoY, reaching almost $125 Billion.
Subscription Services in the Context of Market Trends, presented by Jonathan ...bisg
Subscription Services in the Context of Market Trends, presented by Jonathan Stolper, SVP Nielsen Book Americas, at Making Information Pay 2014, a track of IDPF's Digital Book 2014 at Book Expo America, on May 29, 2014
Yesmail Email Marketing Compass | Q4 2014 Recap: The Season of MobileYes Lifecycle Marketing
The holiday rush has settled and the Q4 email performance results are in. Yesmail analyzed billions of emails sent in Q4 of 2014 and compared them to Q4 of 2013 to gauge how mobile trends have changed year-over-year.
Read this edition of Yesmail’s Email Marketing Compass to learn how shifting consumer preferences have changed the email landscape and the way subscribers are interacting with their inbox. You will discover :
-The growth in mobile adoption rates amongst marketers and how they affect the bottom line
-How mobile and desktop metrics compare in terms of conversion rates and average order value (AOV)
-The surprising effect of seasonal email volume increase on customer engagement
Key takeaways for Q3
Criteo’s analysis of shopping data from Q3 2015 demonstrates that smartphones are increasingly becoming the purchase device of choice in a multi-device world:
Mobile is becoming the preferred purchase device for cross device shoppers: 4 in 10 transactions now involve multiple devices. Cross-device purchasers are 20% more likely to complete the transaction on their mobile device than the average user.
Apps can be your highest performing channel: Retailers focusing on app are finding gold. Conversion rates on app heavily out-perform even the desktop.
Smartphones are the key for top quartile retailers: Top quartile is now generating almost 50% of sales from mobile, mainly due to much better optimization of smartphone conversion rates.
Responsive emails, which automatically adapt to screen size, typically command more engagement than status quo emails when viewed on a mobile device. However, many marketers haven’t adapted to consumers’ increased mobile usage.
Read Yesmail’s overview of Q1 benchmarks to learn important insights, including:
• Variations in email engagement and conversion across devices
• How industries compare in terms of opens, clicks, and click-to-open rates
• The holiday’s effect on the percentage of active subscribers, number of mobile orders, and more
The report offers to marketers 25 open, click-through, list churn and mobile metrics to help you see where you rank, delivering more visuals so you can better understand the data, and sharing more observations to help you improve your marketing programs.
E marketer mobile_content_activities_roundupIrene Ventayol
The audiences for mobile content are huge—from video and games to social
networking, apps and retail, more than 100 million US consumers are doing it on mobile phones. The smartphone hasn’t replaced the PC, but as more people consume more mobile content, they all expect an excellent mobile experience.
The mobile world is evolving at a remarkable rate, and as a result it is important for advertisers to position themselves ahead of what is sure to become a media landscape dominated by the mobile user. The new whitepaper by Catalyst & groupM Next lends insight into the way the new mobile consumers is behaving in the Canadian market, and provides recommendations for a shift towards a more contextual type of thinking for advertisers.
Uncover emerging trends about your website visitors in this unique and exclusive report that analyzes more than 600 million online shopping experiences.
Download the latest edition of the EQ at http://pages.monetate.com/eq/?utm_source=M-S-LinkedIn&utm_campaign=C-R-EQ
Criteo’s analysis of shopping data from Q4 2015 demonstrates that mobile leaders grew their share of transactions faster than average in a world where mobile devices are at the center of the connected consumer.
Top retailers see double the growth in mobile’s share of transactions, widening the gap with average retailers in the space.
Nearly four-in-ten consumers shop on multiple devices and complete those purchases on a mobile device almost a third of the time.
Dedicated shopping apps dwarf the mobile web at all points on the path to purchase, from browsing products to the sale itself.
Japan, UK and South Korea continue to lead the globe in mobile transactions, and smartphones are driving that growth.
Criteo’s analysis of shopping data from Q4 2015 demonstrates that mobile leaders grew their share of transactions faster than average in a world where mobile devices are at the center of the connected consumer.
Top retailers see double the growth in mobile’s share of transactions, widening the gap with average retailers in the space.
Nearly four-in-ten transactions occurred on multiple devices and were completed on a mobile device almost a third of the time.
Dedicated shopping apps dwarf the mobile web at all points on the path to purchase, from browsing products to the sale itself.
Japan, UK and South Korea continue to lead the globe in mobile transactions, and smartphones are driving that growth.
- See more at: http://www.criteo.com/resources/mobile-commerce-report/#sthash.xZTLUxwi.dpuf
How to leverage Google Analytics to improve your Paid Campaigns Magda Baciu
This presentation will give you a bit of context on why google analytics and paid campaigns should work together, and then will go into specifics and talk about Facebook optimization opportunities you can find in google analytics by applying advanced segments
Nearly half of all consumers now open email on a mobile device, accordingto Experian. Mirrored by how fast website traffic from smartphone users(9.69%) has increased, many ecommerce businesses are scrambling
ACCOUNT UPDATE: We’ve got a new home. Follow us at Yes Lifecycle Marketing. One Brand, One Mission, One Partner. We’ve brought Yesmail’s cross-channel platform, agency services, robust data & database management under one cohesive roof.
Lands’ End: High Quality Guaranteed – For Products and Email MarketingYes Lifecycle Marketing
Lands’ End has a rich heritage: it started in a Chicago basement office as a mail-order company for yachting gear in 1963. Since then, the retailer has evolved into a multichannel lifestyle leader with operations across the world. What hasn’t changed over the past five decades has been Lands’ End’s commitment to high-quality and timeless style, excellent service, and putting customers first.
In Lands’ End’s long history, the brand has never been one to shy away from changing with the times and trying new things, especially when it comes to marketing. Prior to 2013, Lands’ End generated consistent revenue through a solid email program that included transactional messages and marketing that incorporated segmentation strategies based on customer attributes, purchase history, and behavior. Lands’ End has enhanced its email program even further since coming on board with Yesmail, the email service provider within Yes Lifecycle Marketing—campaigns have become more targeted and automated.
In this latest edition of Yesmail’s annual lookbook, review examples of:
-Sticky content like trivia, comics, and photo of the week in a recurring section of an email meant to engage readers
-Mobile Scalable Hybrid layout that works as a single layout for big and small screens alike with 100% readable text (no zooming or pinching needed)
-Dynamic content display that changes based on customer data such as location
-100% readable text with images off that displays email text, wether or not images are loaded
Personalization makes for effective email marketing campaigns. But how do you determine which messaging will work best for various audience segments? Email testing can help you optimize various components of your marketing program.
Engagement Analyzer: Lifecycle Campaigns Based on Email & Purchase HistoryYes Lifecycle Marketing
With Engagement Analyzer, marketers are able to gain a comprehensive picture of what their most (and least) engaged subscriber segments look like and incorporate lifecycle email strategies to move subscribers from one engagement bucket to the next.
Q4 is approaching fast and it’s time marketers start ramping up for the holiday shopping rush. Looking to kick-start your holiday campaign planning? Yesmail Interactive features key metrics and holiday planning tips from its latest email benchmark report in this three-part infographic series.
In this whitepaper, Chris Marriott, VP of Services & Principal Consultant at The Relevancy Group, explains how brands can nurture relationships with customers along the lifecycle—all while keeping email as the glue that holds marketing channels together.
Download the paper to gain actionable insights, such as:
-How to plan for stages in the customer lifecycle that don’t end in “buy right now”
-The primary challenges marketing executives face that are related to department silos
-Using data to recognize ‘smoke signals’ that indicate consumers are ready to buy
Capitalize on These 5 Communication Trends to Boost Email Marketing Effective...Yes Lifecycle Marketing
The ever-evolving media landscape looks nothing like it did just a few years ago. As customer behavior and preferences constantly change, marketers need to be agile in order to provide an optimal brand experience.
In this whitepaper, Yesmail covers five communication trends affecting the way consumers engage with companies. Read it now to learn how:
-Consumers are accessing email anytime, anywhere
-The passive opt-out is avoidable through activation campaigns
-Gmail is a relative newcomer but leader in the email space
With Distributed Email Template Manager, brands that utilize a distributed marketing model can provide email marketing abilities to their local teams, while retaining a comprehensive view of the campaign execution process and managing brand messaging at the corporate level.
Distributed Email Template Manager gives brands the ability to establish content guidelines, i.e. header, footer, etc., while allowing regional teams to tailor content to their distinct audience. The tool enables brand managers to review content before deployment, in order to ensure consistent brand message and streamlined campaign execution process. Distributed Email Template Manager also empowers regional teams (field offices, agents, reps, local stores, franchise owners) to build contact strategies based on target-specific insights and deliver the right content to their customers, compliant with the set brand guidelines.
Distributed Email Template Manager gives brands:
-Corporate brand governance
-Autonomy at the local level
-Streamlined distributed email templates
-Centralized approval process for all content prior to deployment
-Customizable content embedded into client applications
-A stand-alone application offering a simplified interface for regional team use
-Ability to drive more relevant communication to local audiences
We’ve reached the tipping point where more email opens occur on mobile devices than desktops: 55% versus 45%. So today, mobile-optimized email creative is a “need-to-have” instead of a “nice-to-have.”
Download Yes Agency’s lookbook to see messages from leading companies that feature not only cutting-edge creative design, but also smart email approaches. For instance:
-Template system—streamline the email production process through a unified header/footer with stacked sections that can be added, removed or reordered
-Catch-all bottom navigation—boost clicks to other categories with a series of links at the bottom of a message
-100% readable with images off—all text is displayed and readable, whether images are actually loaded
Activation Campaigns: Using Email Behavioral Data to Engage and Reactivate Yo...Yes Lifecycle Marketing
Today, marketers have access to more customer data than ever before. At the same time, low active subscriber rates suggest that brands are missing out on the opportunity to consistently engage their customers. Savvy marketers are putting subscriber data to work and executing activation campaigns to boost engagement across the board.
Activation programs aim to engage new subscribers from the get-go and wake up inactive customers with tempting offers and personalized content.
In this whitepaper, you’ll learn:
-How to identify key subscriber segments
-The three different types of activation programs
-Where email activation campaigns fit in your marketing portfolio
During the holiday season upon us, marketers seek not to just meet, but exceed Q4 projections. 2013's shortened holiday season placed even greater weight on reaching the on-the-go shopper.
This edition of Yesmail’s Email Marketing Compass focuses on purchase behavior and conversion data, which shed light on consumer interactions with email and their propensity to purchase. Read the benchmark report to learn:
-What are the devices of choice when it comes to purchasing
-How much consumers spend per transaction on mobile vs. desktop
-What's the average active subscriber rate across major industries
-How the mobile path-to-purchase is changing the digital marketing landscape
-The correlation between the number of emails sent per week and the active subscribers in a brand's database
Instead of theorizing on what MAY work, get actionable recommendations for your marketing strategy based on tactics that DID work across digital channels like email, Facebook, Twitter and YouTube. Download this informative report and learn how to optimize your social media and email marketing efforts with data-driven findings on 20 leading retail brands.
Here is what you will learn:
-How email marketing boosts social channel engagement by as much as 100%
-What are the most engaging (and alternatively, most utilized) days of week, time of day, campaign format, campaign frequency, and content type
-Why standardizing social engagement provides a more accurate measure of your brand's campaign performance against that of your competitors
Many of the world’s largest brands encounter deliverability issues and roughly a quarter of all emails fail to reach consumers. Email deliverability has become increasingly complicated and intimidating for even the savviest marketers.
In this white paper, Yesmail busts various myths, including:
-Deliverability is all about subject lines and trigger words
-Bulking doesn’t matter if you keep acquiring new subscribers
-Best practices around deliverability are different for B2B email marketers
Yesmail Market Intelligence, a competitive insights platform, monitors and analyzes marketing campaigns across eight digital channels: email, display ad networks, web, Facebook,
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3. EXECUTIVE SUMMARY:
With the holiday season upon us, marketers are more focused than ever on the value their
marketing efforts bring to the table and how they are able to meet and exceed projections.
To cater to marketers’ ever-growing demand for conversion metrics, this edition of
Yesmail’s Email Marketing Compass report zooms in on purchase behavior data, which
lends further insight into consumers’ interactions with email and their propensity to make
a purchase.
KEY FINDINGS:
Introduction
Purchase Behavior:
Marketers know their success relies on strong KPIs. However, when it comes to conversion
metrics and purchase behavior, finding the right benchmarks often poses a challenge.
Yesmail used After-the-Click tracking* to measure online conversion and cross referenced
it with mobile data for additional insight into the way mobile affects purchase behavior.
Across all industries, over 16% of sales driven by email happen on a mobile device, with
56% of those mobile sales being completed on a tablet and 44% on a smartphone. Average
order value on a mobile device is almost $10 lower than that on a desktop across all
industries and only a little over $2 lower for retail.
*After-the-Click tracking is Yesmail’s proprietary technology providing tracking of purchases by device-type.
Mobile:
Smartphones and tablets continue to gain dominance for the consumption of marketing
messages. More subscribers are responding to marketing communications on-the-go. In
only the last three months, the number of email subscribers who view emails exclusively
on their mobile device has grown by almost 50%, while the number of hybrid users
viewing email on a combination of desktop and mobile, has decreased at the same rate.
Subscriber Activity:
In Q3, the number of active subscribers across all industries increased by almost 5%
quarter-over-quarter, while the average number of emails per subscriber remained
essentially unchanged. This rise in active subscribers could be a result of several potential
drivers, including strong summer promotions, better targeting, and an improved mobile
experience. As marketers round the corner into the final stretch of the year, these three
factors will remain essential for a successful holiday season.
Subscriber Tenure:
This report is based
on 5.4 billion emails
sent out in Q3.
In many industries, the maturity and activity level of a marketer’s database are key
factors in measuring email program performance. Higher subscriber activity tends to
translate into a better ROI. Since newer subscribers are generally most active, ensuring
a consistent flow of new opt-ins largely contributes to high activity. On average, a little
over 5% of subscribers across all industries have opted into a marketer’s program within
90 days, with 20% of those subscribers being active (opened/clicked in the last 90 days).
Interestingly, over 30% of consumers who have subscribed 3 to 12 months ago have been
active within the last year, pointing to a potentially longer window of opportunity for
marketers to engage them.
Standard:
Standard metrics like delivery, open, click, and unsubscribe rates remain key components
in assessing email program performance. Moreover, they greatly contribute to identifying
and putting in perspective enhanced email performance metrics, such as subscriber
tenure and consumer purchase behavior. Both total and unique click rates decreased
by 5% quarter-over-quarter while deliverability rates remained consistent at 97%. For
insight into the divergence between the growth in subscriber activity rate and decrease in
unique click rate, refer to the Standard Metrics section of the report.
pg. 3
4. PURCHASE BEHAVIOR METRICS:
Email can be leveraged to achieve many objectives such as strengthening consumer
engagement, fostering brand loyalty, establishing thought leadership, and, of course,
generating revenue. Marketers who rely on email as a primary driver of revenue must
consider the growing influence of mobile on their bottom lines.
Avg. Order Value
Purchase Behavior
Desktop
Mobile
Revenue
All Industries
$88.32
$78.96
$0
Mobile 15% | Desktop 85%
Number of
Orders
$10
$20
$30
$40
44%
All Industries
$50
Orders
Smartphone
Mobile 16% | Desktop 84%
$60
$70
$80
$90
$100
56%
Orders
Tablet
Devices
All Industries
26%
iPhone
56%
iPad
18%
Android
Phone
0%*
Android
Tablet
* Android Tablet 0.3%
• On average, across all industries, mobile revenue accounts for 15% of the total revenue
generated through email, while for the retail industry, it accounts for 18%.
• Generally, 16% of all orders driven by email are completed on a mobile device. This
number is 19% for the retail industry.
• Across all industries, the average order value was almost $10 less on a mobile
device than on a desktop. However, this gap is considerably smaller for retail, at a
little over $2.
• Tablets come out slightly ahead of smartphones as the preferred mobile purchase
device with 56% of all mobile orders.
• Over 99% of all tablet purchases are completed on an iPad.
• Android continues to close the gap. In Q3, 41% of smartphone purchases came from
an Android device while 59% came from an iPhone.
• Across all industries, conversion rate (number of orders divided by unique clicks) is
3.7% for desktop and 1.3% for mobile.
pg. 4
5. Purchase Behavior Findings:
Even though desktop revenue still outweighs mobile at a rate of almost 6-to-1, the
conversion rate, defined here as number of orders over unique clicks, reflects a much
closer race. The desktop-to-mobile conversion rate is less than 3-to-1 and the desktopto-mobile average order value is almost 1-to-1, pointing to a continually closing gap
between the two.
The Mobile Path-to-Purchase
For the retail industry, average order value for desktop vs. mobile is very close ($61 vs. $59),
suggesting that consumers are growing increasingly comfortable with purchasing on
their mobile device.
Purchase Behavior
Because a mobile device stays with the shopper throughout the day, and can be accessed
on demand, a marketing email is more likely to reach mobile subscribers at the right place
and time. Consequently, a mobile click can have a better chance for conversion. While
desktop conversion rate is still more than double that of mobile, the narrowing gap in
average order value demonstrates consumers’ increased confidence in the mobile pathto-purchase.
Desktop Mobile
Desktop: 5.1%
Mobile: 5.0%
$59
Avg. order
value
(retail only)
Desktop
Conversion Rate
(retail only)
Repeat Purchaser Rate
$
$61
2.8%
1.1%
Mobile
Conversion Rate
(retail only)
Additionally, an established path-to-purchase is always easier to follow; once consumers
complete their first purchase on a mobile device, they are more likely to revisit that path.
As per the graphic to the left, subscribers who have purchased on a mobile device are just
as likely as desktop purchasers to buy again. In fact, the likelihood of next conversion may
be higher for mobile shoppers because the device is generally with them at all times, so the
marketer’s opportunity to present the right offer at the right time is much greater via the
mobile channel.
Capitalizing on the On-the-Go Shopper
Let’s put mobile shoppers in perspective – they are growing in numbers, they are equally
likely to be repeat purchasers, and when they click on an email, they seem to be closer to
purchasing than are desktop shoppers. Revenue per mobile click is almost double that
of a desktop click, suggesting that even though emails opened on a mobile device have
considerably lower click-to-open rates, mobile clicks lead to purchases more frequently
than desktop clicks.
$3.26
All Industries
pg. 5
Value of Mobile Click
$7.14
1
1
1
1
1
(Mobile Rev/Mobile Clicks)
1
1
1
1
(Desktop Rev/Desktop Clicks)
1
Value of Desktop Click
All Industries
6. MOBILE METRICS:
Mobile is the Millennial Swiss Army Knife, so it comes as no surprise that the use of
mobile devices continues to trend upwards at an impressive pace. Assuming these trends
continue into Q4, busy shoppers will seek convenience when tackling their holiday
shopping lists, thus giving mobile an ever-growing role in purchase decisions.
Mobile
• Mobile opens now account for over 52% of all email opens, an 8% growth over Q2
of 2013.
• Mobile email clicks grew by 11% in Q3 and now account for 35% of all email clicks.
• Overall, desktop and mobile click-to-open rates remained fairly consistent; desktop
click-to-open rates continue to be more than double those of mobile.
• The number of subscribers who view emails on desktop and mobile devices
interchangeably, without consistent preference for one over the other, dropped
by more than 50% in Q3. Within the same timeframe, mobile-only email viewership
grew by almost the same percentage.
82%
of all email
opens and clicks
continue to happen
on Apple devices*
Metric
(all Industries)
iPhone
Q3
2013
% Mobile Events
50%
% Mobile Open
Q2
2013
iPad
52%
% Change
Q3 vs. Q2
25%8.34%
46%
of all
mobile opens
49% and clicks
7.85%
99%
of opens
and clicks
on a tablet
% Mobile Click
35%
32%
*Some of Apple’s large share of mobile opens and clicks may be attributed to10.93% variations between
reporting
Apple and Android in images-off mode.
% CTO Desktop
22%
23%
-1.56%
% CTO
Mobile Findings: Mobile
11%
11%
-1.25%
The Ongoing Mobile Revolution
40%
39%
2.76%
Consumers % Desktopto relyUsers and more on mobile for their daily digital activities.
continue Only more
Over 52% of all email opens and clicks now happen on a mobile device, an impressive 8%
% Mobile Only Users
45%
30%
49.27%
increase quarter-over-quarter. This implies that a plateau in mobile adoption is still to
come, as the rate of mobile growth has not slowed. Mobile clicks have jumped by 11% in
% Hybrid Users
14%
-53.27%
one quarter, implying that perhaps more marketers30% beginning to incorporate mobileare
friendly design in their mailings.
Email Click-to-Open By Industry
Industry
pg. 6
Mobile
Open*
CTO
Desktop
CTO
Mobile
B2B
Consumer Services
CPG
Entertainment
Financial Services
Healthcare
Hospitality/Travel
Insurance
Marketing/Advertising
Publishing
Retail/Wholesale
Technology
45.9%
56.8%
49.3%
49.8%
54.8%
38.8%
56.9%
57.9%
36.3%
40.5%
55.8%
49.7%
17.6%
31.0%
26.6%
23.9%
11.5%
39.2%
22.6%
48.3%
16.2%
30.8%
20.4%
10.8%
7.0%
18.7%
10.6%
10.5%
2.0%
17.4%
9.4%
30.7%
5.1%
16.3%
10.7%
3.4%
*of all email opens
7. A Shift Away from Desktop?
In Q2, across all industries, 45% of active subscribers were hybrid viewers. In Q3, however,
this number fell to 14%, indicating that consumers are increasingly relying on a single
device. This significant shift substantiates our earlier claim: consumers are becoming
increasingly comfortable with shopping on their tablets and smartphones and, as a result,
don’t switch as often from mobile to desktop while on their path-to-purchase.
An additional potential factor in this shift to mobile-only email viewership is the growing
adoption of tablets and their increased use as the preferred type of device at home, a role
traditionally occupied by the desktop computer.
Email Viewership Preference By Industry
Mobile
Subscriber Activity
Industry
B2B
Consumer Services
CPG
Entertainment
Financial Services
Healthcare
Hospitality/Travel
Insurance
Marketing/Advertising
Publishing
Retail/Wholesale
Technology
Desktop
Only
Mobile
Only
Hybrid
47.6%
36.0%
45.6%
39.8%
42.7%
54.6%
35.1%
43.4%
50.6%
45.8%
36.6%
45.4%
50.3%
45.1%
43.2%
44.6%
54.5%
37.2%
47.6%
50.7%
34.1%
37.7%
49.5%
40.5%
2.1%
18.9%
11.2%
15.6%
2.8%
8.2%
17.3%
5.9%
15.3%
16.5%
13.9%
14.1%
SUBSCRIBER ACTIVITY METRICS:
Subscriber activity remains an important determinant of email program success. It’s
an even larger factor as the holiday season goes into full swing. At this critical time, it is
imperative for marketers to carefully examine their mailing volume, subscriber activity,
and number of average opens and clicks in order to capitalize on this seasonal revenue
opportunity.
• On average, across all industries, active subscriber rate (has opened/clicked in the
last 90 days) increased by 5% from Q2 to Q3 of 2013.
• Average number of opens per opener was 7, the same as Q2.
• Clicks per clicker also remained consistent at 3 over the course of the quarter.
• Marketers who sent between 3 and 7 emails per week continued to maintain the
highest active subscriber rates .
Active Subscriber Rate by Number of Emails They
Receive Weekly
Less than one
Between one and two
Up to three
Between three and seven
Seven or more
0%
pg. 7
5%
10%
15%
20%
Active Subscriber Rate (opened/clicked in the last 90 days)
25%
8. Subscriber Activity Findings:
There, we said it! Higher frequency is not your enemy.
In Yesmail’s Email Marketing Compass from last quarter, we identified a correlation
between the number of emails marketers send per week and the percentage of active
subscribers they have in their database. This correlation is further substantiated by this
quarter’s data. The percentage of active subscribers for marketers who mail between 3 and
7 times a week continues to grow.
The retail industry’s Q3 data further supports this observation. The number of retail
emails per active subscriber sent in Q3 increased by 6%, and the average number of
active subscribers in retailers’ databases grew by 4%. Three factors that could potentially
contribute to this concurrent growth are better mobile experience, better offers, and better
targeting.
Subscriber Activity
Subscriber Tenure
Interestingly, the overall number of email opens and clicks has not increased to reflect
the growth in active subscribers. This could mean that active consumers, though opening
and/or clicking, may be doing so less frequently in the span of a quarter, pointing to the
need for more consistently engaging campaigns.
Industry Database Metrics
Industry
B2B
Consumer Services
CPG
Entertainment
Financial Services
Healthcare
Hospitality/Travel
Insurance
Marketing/Advertising
Publishing
Retail/Wholesale
Technology
Active
Subscribers
Avg. # Emails
per Opener
Avg. Opens
per Opener
Avg. Clicks
per Clicker
1.4%
7.2%
5.9%
7.4%
6.7%
16.0%
21.3%
3.0%
3.4%
15.2%
11.1%
7.3%
15
113
24
30
13
16
32
7
80
53
59
18
1
14
4
4
3
3
6
2
6
8
8
4
1
6
2
2
2
2
2
2
2
4
3
1
There are many contributing factors to the number of active subscribers in a marketer’s
database. It’s important to assess this metric after considering segmentation strategies,
database maturity, and mailing frequency. When marketers employ segmentation and
targeting strategies, such as mailing only to subscribers with specific activity levels,
purchase behavior, or tenure, they are consistently mailing to only a subset of their
database, thus failing to harness its full potential.
SUBSCRIBER TENURE METRICS:
Enhanced database metrics like subscriber activity based on subscriber tenure (time
since they opted into the database) can provide additional insight into the rate at which
marketers acquire new contacts. These metrics also show how engaged marketers manage
to keep those subscribers once they have been in the database for a month, three months,
a year, or longer.
pg. 8
9. • Consumers who have subscribed most recently (within
90 days) have the highest active subscriber rate at
almost 20%.
Q3
Avg. Database
Growth
Note: Active Subscriber Rate is defined as opens/clicks in the last 90 days.
• On average, 30% of consumers who have been
subscribed for 3 - 12 months have opened or clicked on
an email in the last 12 months.
• About 79% of subscribers have been subscribed for over a
year which implies that the majority of marketers have
been cultivating their email databases for years.
• In Q3, the average annual database growth was 27%.
Subscriber Tenure
27%
Subscriber Tenure Findings:
Putting Database in Perspective
As important as database metrics can be
in determining email program strategy,
it is imperative not to assess them in
a vacuum. A large portion of mature
databases contains subscribers who had
joined many years ago but have either
never been active or have not been
active in years. Though it is sometimes
beneficial to keep those records and
attempt to re-engage them through late
activation campaigns, many of them
could have become dead or turned into
spam traps. Mailing to these records can
result in serious deliverability issues like
excessive bulking, high bounce rates,
and blacklisting which, in turn, can
translate into hundreds of thousands of
dollars in lost revenue.
Across all industries, over 78% of all subscribers
who have opened/clicked in the last 12 months
have been subscribed for over a year. Don’t
let those subscribers fall through the cracks –
implement campaigns to keep them engaged!
78.6%
To take full advantage of industry and individual database metrics, it is imperative that
marketers maintain a clean database by detecting and removing spam traps, long-inactive
or never-active records, and dead accounts. The most effective way to achieve this is by
performing frequent data hygiene, incorporating real-time subscriber verification into the
opt-in process, and proactively monitoring deliverability prior to each email deployment.
12 Is the New Black
Since 20% of new subscribers are active, consistent flow of recent opt-ins is undoubtedly
an important factor when it comes to database activity. This is why ensuring new
subscribers are properly engaged from the moment they opt into a marketer’s email
program could greatly contribute to a higher long-term active subscriber rate and
program ROI.
In addition, 30% of opt-ins who have been subscribed for 3 to 12 months have been active
in the last year. Since these subscribers make up about 16% of the average database, it
is important for marketers to develop programs that continually engage this database
segment. These metrics suggest that marketers have a year to engage their subscribers
and positively affect their database activity rate through timely, well-planned messaging.
pg. 9
10. Subscriber Tenure by Industry
Industry
Subscribed within
last 90 days
Subscribed 3-12
months ago
Subscribed over
a year ago
14.8%
3.8%
2.8%
3.4%
15.5%
6.2%
7.0%
8.3%
5.0%
6.3%
6.7%
2.9%
20.0%
11.6%
8.7%
13.8%
42.6%
19.5%
19.6%
24.6%
11.1%
23.9%
22.0%
12.5%
65.2%
84.6%
88.5%
82.8%
41.9%
74.3%
73.4%
67.1%
83.9%
69.8%
71.3%
84.6%
B2B
Consumer Services
CPG
Entertainment
Financial Services
Healthcare
Hospitality/Travel
Insurance
Marketing/Advertising
Publishing
Retail/Wholesale
Technology
Subscriber Tenure
Email Me Maybe?
On average, across all industries, databases grew by more than 25% year-over-year. Email
remains among the most preferred channels for brand interaction: consumers continue to
opt in at consistently high rates despite the rise of social and mobile. Email shows no signs
of slowing down as a relevant marketing channel that speaks directly to consumers and
provides value that drives opt-ins.
Subscriber Activity by Industry
Industry
B2B
Consumer Services
CPG
Entertainment
Financial Services
Healthcare
Hospitality/Travel
Insurance
Marketing/Advertising
Publishing
Retail/Wholesale
Technology
Never
opened/clicked
Last opened/clicked
within last 90 days
Last opened/clicked
3-12 months ago
Last opened/clicked
over a year
86.3%
78.1%
72.6%
61.2%
77.5%
47.5%
39.4%
71.4%
78.6%
58.6%
66.5%
75.3%
1.4%
7.0%
5.0%
11.4%
4.4%
13.8%
33.8%
3.0%
3.3%
14.9%
9.6%
7.3%
3.5%
5.2%
8.2%
10.4%
9.1%
15.8%
15.0%
7.5%
3.2%
10.6%
11.3%
5.9%
8.8%
9.7%
14.2%
17.0%
9.0%
22.9%
11.8%
18.1%
14.9%
15.9%
12.6%
11.5%
In the CPG, B2B, Insurance, and Financial Services industries, subscribers tend to opt into
email programs at the time of requesting a quote, entering a sweepstakes, registering
for a free trial/demo, etc. Since the purchase cycle in those industries tends to be longer,
subscribers may become active much longer after they opt in.
Not surprisingly, the Hospitality/Travel industry garners the highest percentage of active
subscribers and the lowest rate of inactive ones. This is most likely a result of the industry’s
business model, which relies on the sense of urgency communicated through limited-time
offers. The travel industry, in particular, is well known for delivering highly relevant email
content based on subscribers’ search criteria and search history. Relevance is king when it
comes to keeping an audience engaged.
pg. 10
11. STANDARD METRICS:
Standard metrics such as delivery, open, click, and unsubscribe rates are key to assessing
overall performance of a marketer’s email program and identifying areas of improvement
that may require additional program components.
• Overall delivery rate remained consistent at over 97%.
• Overall open rate* remained consistent at 15% quarter-over-quarter.
• Total and Unique click rates decreased by about 5%.
*Yesmail does not count multiple opens and/or clicks as part of an email’s open rate.
Open rate is calculated solely based on unique opens.
Standard Findings:
Addressing the Shortening Consumer Attention Span
A few factors can be at play for the interesting contrast between the lower click rates and
fairly consistent open rates registered in Q3 of 2013.
Standard
One potential reason for this disparity could be a lack of relevant, personalized content
to compel the consumer to respond to a call-to-action. Another reason could be that
some marketers’ emails are not optimized for mobile, which leads to subscribers opening,
but not clicking through. When email creative is not optimized for the small screen, the
calls-to-action are often not easily identifiable and clickable when an email is viewed on a
mobile device.
In a similar fashion, the disparity between growing active subscriber rates and
unchanging open rates could be a result of the same factors. While more subscribers are
opening, thus raising the overall active rate, each subscriber is opening fewer messages
(perhaps due to lack of personalized content and mobile-optimization), which accounts
for a consistent, not increasing open rate, quarter-over-quarter.
Delivery
Rate
Bounce
Rate
Open
Rate*
Unique
Click Rate
Total
Click Rate
Click to
Open Rate
Unsubscribe
Rate
B2B
72.2%
27.8%
13.7%
1.2%
1.7%
8.4%
0.5%
Consumer Services
97.4%
2.6%
12.9%
2.2%
3.1%
17.4%
0.0%
CPG
97.7%
2.3%
18.0%
2.2%
3.4%
12.2%
0.1%
Entertainment
95.6%
4.4%
15.7%
1.7%
2.7%
10.6%
0.1%
Financial Services
93.0%
7.0%
21.8%
0.8%
1.4%
3.8%
0.1%
Healthcare
90.3%
9.7%
17.9%
3.8%
5.5%
21.0%
0.1%
Hospitality/Travel
98.0%
2.0%
17.7%
2.0%
2.7%
11.1%
0.0%
Insurance
97.5%
2.5%
27.0%
7.3%
10.3%
27.1%
0.3%
Marketing/Advertising
88.2%
11.8%
8.7%
0.7%
1.1%
8.4%
0.1%
Publishing
96.7%
3.3%
16.1%
3.0%
4.3%
18.3%
0.0%
Retail/Wholesale
97.8%
2.2%
13.5%
1.5%
2.0%
11.2%
0.1%
Technology
98.8%
1.2%
23.0%
1.2%
1.7%
5.0%
0.1%
Industry
*Yesmail does not count multiple opens and/or clicks as part of an email’s open rate. Open rate is calculated
solely based on unique opens.
pg. 11
12. RECOMMENDATIONS:
Purchase Behavior:
• Deploy timely communications adapted for mobile viewership in order to capitalize on
the on-the-go shopper who values convenience first and foremost.
• Develop strategies to increase mobile clicks since completing a call-to-action on a
mobile could bring shoppers closer to opting for the mobile path-to-purchase.
Subscriber Activity and Subscriber Tenure:
• Since almost 1/3 of subscribers who have opted into a database 3-12 months ago
remain active within a year, marketers should develop early and mid-activation
campaigns to engage those subscribers consistently throughout their first year in
the database.
• Determine the optimal email frequency through testing. Depending on the industry,
sending 3 to 7 emails a week may be a good start in establishing what works best.
• Perform pre-flight testing before each email deployment to determine inbox
placement for emails intended for different subscriber segments.
Mobile:
Recommendations
• Update email templates to feature scalable and responsive design, especially as users
seem to shift from desktop to tablet as their primary devices not only on-the-go, but
also at home.
• Carry out creative rendering tests prior to campaign deployment to ensure the email
renders correctly in all web clients and environments.
• Optimize websites for mobile, especially around the holidays when ecommerce
is booming and it is the right time to promote the mobile path-to-purchase for
convenience-driven shoppers.
Standard:
• Use quarter-over-quarter and year-over-year standard metrics to assess overall
program performance and identify trends, areas of opportunity, and performance gaps
(e.g. subscribers opening but not clicking).
pg. 12
13. WHY STOP HERE?
Yesmail Interactive is dedicated to helping brands remain on top of the changing digital
marketing landscape by providing proprietary research on industry-defining trends and
actionable recommendations on how marketers can improve their programs and achieve
higher ROI. But don’t believe what we have to say, check out these resources to learn how
to get the most out of your marketing efforts.
Mobile Optimization & Design:
[WEBINAR]
Mobile-First Email
Strategies: Thinking
Beyond Just Design
[WHITEPAPER]
Mobile Email Design:
Marketing Fit for the
Small Screen
[INFOGRAPHIC]
Mobile Email Strategies for
the Holiday Season
[BLOG POST]
Customer
Segmentation 101
[BLOG POST]
You’ve Segmented your
Database, Now What?
Database Segmentation:
Resources
[WEBINAR]
Ready, Set, Segment! Using
Email Behavioral Data to Target
Customers and Drive Engagement
Email Deliverability & List Hygiene:
[WHITEPAPER]
End the Nightmares!
10 Email Deliverability
Myths Debunked
[BLOG POST]
Dirty Database: the Flat
Tire on the Road Trip
to Deliverability
Email Programs:
pg. 13
[WHITEPAPER]
Turbocharge Your Email
Marketing through Better
Transactional Messages
[BLOG POST]
Today’s Challenges
to Customer
Lifecycle Engagement
[BLOG POST]
Turning the Right
Cliche into Action in
the Customer Lifecycle
14. GLOSSARY:
Purchase Behavior:
% Desktop Revenue = $ Desktop Revenue/$ Total Revenue
% Mobile Revenue = $ Mobile Revenue/$ Total Revenue
% Desktop Orders = Number of Desktop Orders/Total Number of Orders
% Mobile Orders = Number of Mobile Orders/Total Number of Orders
Desktop Conversion Rate = Number of Desktop Orders/Number of Clicks on Desktop
Mobile Conversion Rate = Number of Mobile Orders/Number of Clicks on Mobile
Repeat Purchaser Rate Desktop = (Number of Desktop Orders-Number of Desktop
Purchasers)/Number of Desktop Purchasers
Repeat Purchaser Rate Mobile = (Number of Mobile Orders-Number of Mobile
Purchasers)/Number of Mobile Purchasers
Desktop Avg Order Value = $ Desktop Revenue/Number of Desktop Orders
Mobile Avg Order Value = $ Mobile Revenue/Number of Mobile Orders
% Orders Smartphone = Number of Smartphone Orders/Number of Mobile Orders
% Orders Tablet = Number of Tablet Orders/Number of Mobile Orders
Mobile:
Glossary
% Mobile Opens = Mobile Opens/Total Opens
% CTO Desktop = Unique Clicked Desktop/Opened Desktop
% CTO Mobile = Unique Clicked Mobile/Opened Mobile
% Desktop Only = Proportion of email viewers who only used desktop to interact
with email
% Mobile Only = Proportion of email viewers who only used mobile to interact
with email
% Hybrid = Proportion of email viewers who switched between mobile and desktop
to interact with email
Subscriber Activity:
% Mailable Database = Total Mailable Users/Total Users
% Active Subscribers = Proportion of database subscribers with opens clicks in the
last 90 days
Avg # Emails per Opener = Number of emails an active subscriber received in
the last 90 days
Opens per Opener = Number of opens per active subscriber in the last 90 days
Clicks per Clicker = Number of clicks per active subscriber in the last 90 days
Standard:
pg. 14
Open Rate = Opened/Delivered
Total Click Rate = Total Clicks/Delivered
Click-to-Open Rate = Unique Clicks/Opened
Unsubscribe Rate = Unsubscribe/Delivered
15. We power intelligent customer interactions. We give you the insights
to recognize and understand your customer to deliver contextually
relevant digital communications – while respecting their preferences
and privacy. We help marketers evolve their customer relationships
through intelligent interactions via technology, insights, and services
in a near real-time multichannel environment. We help you compete
in the age of the customer.
For more information, visit www.yesmail.com.