TBR Telecom Infrastructure Services Benchmark Review Webinar Slides
Benchmark webinar slides
Transcript of Benchmark webinar slides
Presented by….
Chris ScavoDigital Marketing Strategist
Vivian SwertinskiSr. Digital Marketing Strategist
• 5th consecutive year produced
• Over 1,300 Associations and Nonprofits
• 12 months of data
• Over 1 billion emails
• US, Australia, New Zealand, Canada, UK
Testing is on the rise
Subject Line testing: 26.3% increase
Send Time Optimization: 24.5% increase
1.5% Increase in Open Rates
Friendly From Test - Girl Scouts of Connecticut(Monthly Newsletter)
Version A: Organization’s Name
Version B: Individual’s Name (CEO) 36%
21%
Subject Line Test – AARC
Version A: Chris, 2 Steps and You’re Back!
Version B: Sign up for class today
28%
24%
Subject Line Test – AARC
Version A: Chris, 2 Steps and You’re Back!
Version B: Chris, 2 Steps and You’re In!
45%
41%
Case Study: AARC – NEW Lapsed Member Campaign
TEST PLAN:
Friendly From Name
Personalization
Play on Words
Content longer vs shorter
800+ Members Renewed!
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
Hot Topic: Frequency
“I am beginning to think we send way too many emails to people”
“How many emails a week should we send?”
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
What you NEED to know
• Number of emails subscribers receive in a month
• Impact on open rates
• Impact on email unsubscribe rate
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
Get yours today!
Download your copy of the 2015 Association Email Marketing Benchmark Report at:
http://www.informz.com/benchmark