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For the past 10 years, my friend Loren McDonald (formerly Silverpop, now Evangelist at Watson Marketing Department of IBM) wrote an annual email benchmark report, looking at email programs from different types of companies around the world.
The 2018 edition of Email and Mobile Metrics Marketing Benchmark Report Launched , and that's a madness. This comprehensive guide turns the rocks over to show you how you compare to your peers in open rates, click-through rates, click-to-open rates, unsubscribe rates, and other metrics related to your site. regarding push notifications and SMS messaging.
The report includes results from Watson Marketing clients in 40 countries and across 20 industries.
If you email FULLY for a business, I highly recommend you download the report . But, I know that some of you don't want to flip through a 51-page PDF. That's why Loren and I collaborated on a recent Webinar where we summarize the key findings .
If you email COMPLETELY for work, I highly recommend watching the Webinar replay . But, I know that some of you don't want to sit through a 60 – Minute Webinar, even though Loren and I had a deep discussion about what data means and how marketers should apply it to their next action. their own market.
So I've created this article that summarizes the most important data in the 2018 Email Benchmark Report, with five questions you might want to ponder as you think about your email strategy and frequency.
Question 1: What will happen to open rates in the US and Europe, now what is GDPR?
Email benchmark reports show that open rates vary significantly by region. For example, the average open rate for a Watson Marketing client in Canada is 38%, while it's just 17% in Latin America.
Open rates by region
Loren and I believe this is in part because Canada a few years ago passed the provisions of CASL (Canada's Anti-Spam Law), creating better email lists than sanitation across the country. Today, if Canadians receive an email from a brand, it's more likely to be the email they really want. That is less true in other regions.
We feel confident we will see a similar scenario play out in the US and Europe and open rates for retailers who have removed their listings due to GDPR will see an average open rate. average increases, as inactive subscribers may have been purged to some extent.
Question 2: Is Open Rate related to Company Type?
This seems to be at least partially true.
The Email Benchmark Research report shows that open rates vary significantly by industry. For example, auto companies have an average open rate of 45%, while consumer service companies average just a 15% open rate.
Email open rates by industry – how does your company compare?
Since other high-performing industries include Insurance, Telecommunications, Nonprofits, and Energy, the assumption is that the company's role (or type of company) in your life contributes to the applicant's ability to Signers will (or won't) consistently open emails.
If your insurance company sends you an email, you will probably open it. If your TV provider does, you probably won't. It's a matter of stakes and urgency.
Email open rates vary considerably by industry. For example, auto companies have an average open rate of 45%, while consumer service companies average just a 15% open rate. #WatsonMarketing Click to Tweet
Q3: Very low average open rates for some industries. Should they change their strategy?
Maybe. But understand this: every email program is a tripod. Those pins are strategy, execution, and list quality.
- What strategy are you sending, to whom and why?
- Do you do it when you send it, who is the email from and how is it written and designed?
- List the quality covers on your list, how did they get there and what do they expect?
When trying to improve any email program, you should always test and optimize from the bottom up. The first area of inquiry should always be listing quality. If your list includes people who were added 10 years ago, or people who were added when they threw their business cards in the aquarium or something, you are unlikely to have an effective email program. great results. It's just not a new, engaged audience.
The second area of investigation is enforcement. This is where you do your heavy testing. From the line . Subject line. Time of day. Day of the week. Design. Clickable links.
Finally, if the quality of the listing is good and you've checked all the execution components and still can't get good results, it might be time to re-examine the underlying strategy and methodology.
Q4: Why is the non-open rate correlated with the click-to-open rate?
A first note on the definition. Open rate measures the percentage of total subscribers who view or "open" your emails. Click-to-Open Rate measures the percentage of people who open an email and then click on one or more links in the email.
And obviously these numbers are wildly disparate. For example, auto companies have an average open rate of 45%. However, their click-to-open rate is only 13%. Entertainment, sports, and entertainment companies have an average open rate of just 19%, but their click-to-open is 17%.
Click to open the email's CONTENT effectiveness rating.
In fact, it's possible for brands to have higher click-to-open rates than open rates. How? And why are the numbers so different? Open rate measures the effectiveness of an email's PROMISE. All you see as a subscriber is from the name and subject line. That, plus your historical relationship with the company is a deciding factor in whether you open that email or not.
Click-to-open rate measures the effectiveness of an email's CONTENT. Once opened, subscribers will see the text, graphics, submit button, and everything else included in that message.
Of course, the ideal would be to have both high rates, but if clicks are what you're looking for (and that's not always the case), I'd pay more attention to click-to-open vs. open rate.
Q5: How can we make email more mobile-friendly?
Email The 2018 Benchmark Research Report includes statistics showing that more and more people are signing up to read emails on mobile devices. In fact, in the UK, almost two-thirds of all emails sent by Watson Marketing companies are used on mobile devices.
In the United States, 48% of email is currently being used on mobile devices, according to this study.
Some tips to make your email more effective for mobile devices.
- First, keep your subject line short. They get cut off after just a few dozen characters, depending on the email client the subscriber is using on their smartphone.
- Second, keep the email short. No one likes scrolling and scrolling and scrolling and scrolling.
- Third, use large, bold images to grab immediate attention.
On the Webinar, Loren talked about an example he uses in presentations, where he showed a photo of himself in front of the Taj Mahal. He shows it off for just a few seconds, and then asks the audience to describe what they saw. He then showed a slide that included two sentences describing himself at the Taj Mahal. Audiences take longer to process and understand when they have to read.
So does your email. It would be better if you could show it instead of saying it.
I hope this glimpse into 2018 Email Marketing Research helps you improve what you're sending, to whom, and when. Don't forget to take Free report as well as replays of the Webinar .
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