Key Findings from the 2016 Association Email Marketing Benchmark Report
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2016 Informz Benchmark Report June 22, 2016 #AssnBenchmark16
Transcript of Key Findings from the 2016 Association Email Marketing Benchmark Report
2016 Informz Benchmark Report
June 22, 2016
#AssnBenchmark16
Presented by….
Tracy SolarekExecutive Advisor
Vivian SwertinskiSr. Digital Marketing Strategist
Webinar Agenda
2016 Email Marketing Benchmark Report
Industry Marketing Trends
Recommended Next Steps
• 6th consecutive year produced
• Over 1,300 Associations and Nonprofits
• 12 months of data
• Over 1 billion emails
• US, Australia, New Zealand, Canada, UK
How Do You Measure Email Performance?
Source: 2015 Association Technology Study, Lehman Associates, LLC
Open Rates – a deeper dive
• HTML email with images enabled
• Text or HTML email with click activity
• Unique Open by Subscriber
Click Through Rates
Openers that clicked on a tracked link
Better yet…Insights about your users behaviors and interests.
Open Rates vs. Click Rates
Open Rate Click Rate
Influenced by friendly from name, subject lines, and pre-header text
Influenced by content and call to action
Need opens to acquire clicks Follow email engagement
Open Click Conversion
Overall Benchmark Email Metrics
Open Rate by Subscription Size
Engagement by Subject Line Length
Short and Sweet Subject Lines
Are you in?OMG, HMF!!
Thank you
APA News
Results by Frequency
Engagement by Number of Links
Profile by target audience
Results by Target Audience
Duration of time spent “reading” the email
Day of Week
Time of Day
Email Client Type
2015 - The Year of Testing
62% Increase in Subject Line Testing in 2015
73 Million Test Emails Sent
What to Test?
• Friendly From
• Subject Line
• Pre-header Text
• Banner Image
• Message
• Call to Action
Effective Tests Options
Traditional Split (50 -50) or A/B Send to Winner
Industry Trends
Trend – Measure ROI after the Click
Source: 2015 Association Technology Study, Lehman Associates, LLC
Integrated Systems – Holistic View of your Audience
Database
WebsiteOnline
Community
2015 Association Technology Study – Marketing Automation
Source: 2015 Association Technology Study, Lehman Associates, LLC
What is your experience with Marketing Automation?
Using it Today
Considering within 6-12 months
Have awareness, no specific plans
New Concept
Why Automate?
• Efficiency
• Effectiveness
• Relevancy
• Customized Experience
Customize the experience
Web tracking – Insight and “ACTION” tool
Target “known” audiences
Create action based target groups
Session Trends for Known and Anonymous Users
Automated Campaigns
Next Steps
• Take time to create and send targeted mailings• Know your mobile audience - Enhance the user experience • Measure performance after each individual mailing• Monitor/benchmark reports by category• Create a test plan• Provide ample, prominent calls to action• Create a follow up plan to decreased missed opportunities • Higher Education Administrators, check out your specific Higher
Education benchmark report
