Post on 21-Feb-2017
Raj KheraPartner, MailerMailer
@rajkhera@mailermailer
2015 Email Marketing Metrics Report: What to Expect from Your Email Campaigns
Presentation Slides © 2015 MailerMailer LLC
DMA: Average ROI for email marketing in 2014 was $38 per every dollar spentHighest ROI for any form of direct response marketing
Email Marketing Works!
Presentation Slides © 2015 MailerMailer LLC
We tracked approximately 1 billion email messages from 56,000 campaignsCompare your campaigns to industry averages (opens, clicks, bounces, best day and time…)
Data-Driven Insights
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Measures the number of recipients who opened or viewed messages within a campaign
Open Rate
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Open Rates Trend
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Open Rate by Industry
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When Do People Open Email?
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When Do People Open Email?
Presentation Slides © 2015 MailerMailer LLC
• Mobile phone screen size shows more of subject line and message text
• Gmail's decision to cache images and download them by default (43% had been reading emails without viewing images)
• Improvements to list quality (CASL and the Gmail auto-unsubscribe link)
Increase in Open Rates
Presentation Slides © 2015 MailerMailer LLC
Measures the number of recipients who clicked links within your campaign
Click Rate
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Click Rates Trend
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Click Rate by Industry
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• Relevance of content to recipient• Call to action• Mobile email gets lower click rates
- Responsive emails can help improve this
- Add more spacing between links
Factors That Influence Clicks
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Of the people who opened a message, how many clicked links within it
Click-to-Open Rate (CTOR)
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Click-to-Open Rate by Industry
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• Produce more relevant and engaging email content
• Enhance list segmentation and targeting
• Use advanced personalization techniques
How to Improve CTOR
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How Scheduling Affects Rates
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Open Rate by Day
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Email Open Rate by Time of Day
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Click Rate by Time Scheduled
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Scheduling messages for delivery in the early morning or in the evening gets the best results
When to Send?
Presentation Slides © 2015 MailerMailer LLC
The number of emails that were not able to be delivered
Bounce Rate
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Bounce Rate by Mailing Frequency
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Recipient-specific information that is included in the subject line and/or body of the message
Personalization
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How Personalization Affects Open Rates
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Subject line personalization may be associated with spammers trying to trick recipients into opening messagesPersonalization of both subject line and content may also come off as invasive
Personalization Trends
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Subject Lines
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Most Popular Words
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Open Rate by Subject Line Length
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Most popular words used in subject lines related to deals, events/news, or timelinessLength made less difference in open rates than in past years (possibly due to increased space on mobile devices)
Subject Line Findings
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Best Practices: Do’s and Don’ts
Presentation Slides © 2015 MailerMailer LLC
If few people are engaged, webmail providers (Gmail, Hotmail, etc.) route you to bulkThis creates your email reputationScrub list of unresponsive contacts — they are a cause of messages going to bulk
List Engagement Is Critical
Presentation Slides © 2015 MailerMailer LLC
• Purchase an email list — fastest way to get blacklisted
• Only talk about your company and how good you are
• Forget to monitor your reports
Don’ts
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• Start, even with a small list (20 people)
• Include educational and relevant content
• Use strong call-to-action text- Subject lines- Link text
Do’s
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• Email consistently, once a month is great!
• Follow up with people who open and click
Do’s Continued
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www.MailerMailer.com/metrics
Presentation Slides © 2015 MailerMailer LLC
Questions
Presentation Slides © 2015 MailerMailer LLC
raj@mailermailer.comchelsea@mailermailer.com301-825-5658
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