How does your email marketing program stack up against your peers and against top performing companies? With the release of Silverpop's 2012 "Email Marketing Metrics Benchmark Study," the task of evaluating yourself against your competitors just got a little easier. In this Webinar, Loren McDonald, vice president of industry relations for Silverpop, revealed insightful email metrics-broken down by average, median top and bottom quartile performers as well as by industry. And to help you turn this data into actionable plans for improvement, Loren shared tips for leveraging benchmark data into opportunities for more resources, bigger budgets and better results.

1. Email Marketing Benchmarks
How do you Compare?

2. Speaker
• Loren McDonald
– Silverpop
– VP, Industry Relations
– Twitter: @LorenMcDonald
– Google+: +LorenMcDonald

3. Why compare yourself with others?
No one in the entire world can do a
better job of being you than you.
Unknownsdfsf

4. As marketers, we often ask
ourselves…

5. How do we compare?

6. Hmm, that’s an OK question.

7. The better question is…

8. How do we improve?

9. Benchmarks are
worthless…

10. …unless you use them to take
your marketing program
to another level.

11. End of sermon.

12. OK, so what’s the #1
most asked question in
email marketing?

13. What’s the average email open rate?

14. You asked…today we#1
What’s the reveal…
most asked question in
email marketing?

16. Review of
Final Notes /
Q &A Agenda Selected
Metrics
What to Do?

17. What We Did
Permission • Asked clients to opt-in
Data • Ran the script
Analysis • Sliced, diced and organized

18. Overview of Benchmark Study
1124 Brands – 20 Countries
2011 + Q1 2012 Industries
US Canada EMEA

19. Industry Breakdown

20. But, do you really want to be average?

21. Metrics Sliced 4 Ways
Top Bottom
Quartile Quartile
Mean Median

22. Quartiles
Top 25% of data
Average
{ Top
Quartile
Bottom 25% of data
Average
{ Bottom
Quartile

23. Mean (Average)
Sum of All Metrics
Mean = Number of Metrics = Average

24. Median
The central point of a set;
Median = the number that occurs in
the middle of a set of numbers
550 fell above
&
549 fell below

25. Metrics We Pulled*
* Blue highlight = discussed in today’s presentation

26. Agenda

27. Open Rates
27

28. BTW, What is an “open” anyway…
* “Derived” open

29. 20.1%
WW: Open Rate - Average
43.7%
WW: Open Rate - Top Quartile
8.0%
WW: Open Rate - Bottom Quartile

30. Open Rate – Select Industries (WW)

31. Open Rate – Select Industries (WW-cont)

32. Click Rates
Click-through rates
Click-to-open rate
Clicks-to-clicker
32

33. 5.2%
WW: Click-through Rate- Average
16.6%
WW: CTR - Top Quartile
0.7%
WW: CTR - Bottom Quartile

34. CTR – Select Industries (WW)

35. CTR – Select Industries (WW-cont)

36. 19.3%
WW: Click-to Open Rate- Average
40.0%
WW: CTOR - Top Quartile
6.7%
WW: CTR - Bottom Quartile

37. 1.56
WW: Clicks-Per-Clicker - Average
1.82
WW: Clicks-Per-Clicker - Top Quartile
1.34
WW: Clicks-Per-Clicker - Bottom Quartile

38. List Churn
Hard Bounces
Unsubscribes
38

39. 2.1%
WW: Hard Bounce Rate- Average
0.1%
WW: Hard Bounce - Top Quartile
7.3%
WW: Hard Bounce - Bottom Quartile

40. 0.31%
WW: Unsubscribe Rate- Average
0.02%
WW: Unsubscribe Rate- Top Quartile
1.05%
WW: Unsubscribe Rate - Bottom Quartile
* Percent of opt outs
per messages sent

41. Agenda

42. 1. Understand these are “process” metrics

43. 2. Compare your metrics to the study

44. 3. FIND THE GAPS

45. 4. Use it to ask for budget & resources
4. Lobby for bigger budget & resources

46. 5. Focus on the REALLY big issues

48. 7. Then tweak and optimize

49. 8. Compare again

50. 9. Celebrate and get promoted

51. Agenda

53. Interested In Learning More?

54. Interested In Learning More?
2012 Email Marketing Benchmark Report
silverpop.com/marketing-resources
www.slideshare.net/silverpop
Twitter.com/silverpop
Facebook.com/silverpop

55. Thanks / Q & A
Loren McDonald
lmcdonald@silverpop.com
@LorenMcDonald
Google+: LorenMcDonald