Asia Pacific: Quarterly Benchmark Study

Transcription

1 Asia Pacific: Quarterly Benchmark Study Q Gain insights to inform your strategy for next holiday season. Leverage a personalised analysis and get ahead of the pack.

2 Table of Contents Bonus Insights: Holiday Analysis by Country... 4 Click Frenzy in Australia... 4 Singles Day in China... 5 Christmas in APAC... 6 Bonus Insights: Inbox Placement in Australia/New Zealand from ReturnPath Best Performing Day in Asia Pacific Best Day of Week by Country Australia New Zealand Hong Kong Mainland China Singapore Thailand India Orange: Highest value for the metric. Red: High value that is discounted because of low volume for the day Best Day of Week by Region Mailing Volume Percentage - Asia Pacific Volume by Country Month On Month Metrics - Asia Pacific Asia Pacific Bounce Asia Pacific Unsubscribe Asia Pacific and Open s Asia Pacific Volume and Click-to-Open Asia Pacific Volume and Transaction Industry Analysis Asia Pacific Vertical Analysis by Region Australia/New Zealand A/NZ South East Asia - SEA Greater China Vertical Analysis by Country Australia New Zealand China Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

3 8.4 Hong Kong Singapore India Performance Metrics Performance Metrics Comparing Regions Performance Metrics Comparing Countries Performance Metrics Comparing Countries - Continued Benchmark Statistics by Month Region & Country Appendix 1: Metric Definitions Appendix 2: Methodology Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

4 Bonus Insights: Holiday Analysis by Country We conducted deeper analysis on three key events in the final quarter of ) Click Frenzy in Australia November 20 th - Since Australia doesn t experience Cyber Monday like the US, they created a pre-christmas shopping holiday and named it Click Frenzy: The Sale that Stops a Nation. It didn t stop the nation, but there was enough frenzied clicking that the central server crashed / 2) Singles Day in China November 11 th - Another made for retail holiday that did not always deliver on retailers expectations, this one due to a race to the bottom with discounts. 3) Christmas in Asia Pacific December 25 th Our favorite retail holiday of the year. Click Frenzy in Australia Click Frenzy launched on Tuesday, November 20 th It required companies to register via a central site with a fee to participate, though many retailers ran their own campaigns in parallel. The chart below shows the trends for the 4 week period of sending and corresponding engagement metrics up until the week of November 20th, as well as the following week, broken down by industry. Across the industries, the Open and Click-to-Open were generally stable throughout the observation period. However, we do see the Transaction-to-Click rate is highest during the week of 18th November for Multi-Channel Retail and Online Retail industries. Clearly the magic of Click Frenzy is the compelling offer of a good deal for a short period of time. In 2013 it will generate more if this event continues to gain awareness. 4 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

5 Singles Day in China Singles Day in China is a pop-culture holiday on November 11th for young Chinese to celebrate their unmarried life. Although this date has developed as a celebration of singlehood, the desire to find a partner is also expressed by young Chinese on this day, and often other love-related issues are discussed by the Chinese media. The chart below shows the trends for engagement metrics for the 4 week period leading up to the week of November 11th, as well as the week following, broken down by industry. The Open rates are different for various industries. It is more volatile for Education/Institutions, Multi-Channel Retail and Social Networking Services. However, across all industries the highest open rates were achieved in weeks before or after the week of Singles Day. The Click-to-Open rate is less volatile across industries. Interestingly, industries of Media/Entertainment/ Gaming and Social Networking Services show a large increase in both Open rates and Click-to-Open rates for s sent during the week of and the week after Singles Day. Entertaining and socialising activities gained more attention than shopping in this case. Recommendations: Avoid a price war to get traffic. Instead, send an that reminds customers to shop for Singles Day and highlight recommended products. Perhaps with a social campaign to drive referrals to get the discount. The message should be specific to the holiday, and while we usually recommend more targeting, in this case: send it to your entire list since everyone knows a single person! Improve Open with A/B subject line testing or symbols in subject lines Improve Click with Reactive Images, which can dynamically change content after send based on the best performing image, and use a consumer s location to display context relevant images. 5 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

6 Christmas in APAC The charts below show five weeks of sending and corresponding engagement metrics until the week of December 23 rd. Despite the proliferation of Christmas trees and lights on the streets of major Chinese cities, Christmas is still not a critical shopping holiday in China. So we focused on the 4 most Westernised of the Asia Pacific countries. Singapore and Hong Kong are shopping meccas year round, but Christmas still drives people out to shop more than usual. As Christmas is in summer for Australia and New Zealand, summer holidays are often scheduled around Christmas and into late January. Australia Only the Travel industry for Australia shows both Open and Click-to-Open being highest for mailings sent during the week of Christmas. However, there is little variation in Transaction-to-Click for the Travel industry over the period, meaning travellers were browsing more but not buying more than usual. For insights into using online behaviour to increase conversions, travel companies can look to Zuji, who increased remarketing revenue 50-fold, winning marketing innovation awards in Singapore and Hong Kong. ( Across other industries in general, the engagement metrics were generally lower for s sent on or just before the Christmas week. So there were either few last minute shoppers or they did their shopping in-store which is not trackable. The only exception is Media/ Entertainment/Gaming, which showed a higher Click-to-Open for s sent during the week of Christmas. 6 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

7 New Zealand The metrics for New Zealand were similar to Australia: engagement metrics were generally higher for s sent a few weeks before the week of Christmas for all industries except Travel. The obvious exception is Online Retail, which had significantly improved Click-to-Open the week of Christmas. This correlates with increased shopping around Boxing Day (December 26 th ). Singapore The engagement levels for Offline Retail and Online Retail were relatively stable over the observation period, although there are small reductions during the Christmas week. For Media/Entertainment/Gaming there was generally an increasing trend for engagement metrics for s sent towards the week of Christmas while Multi-Channel Retail had the highest Open for s sent in early December. The Travel industry for Singapore showed a different pattern than Australia and New Zealand: engagement metrics, especially Transaction-to-Click rate, were highest for s sent earlier in December. 7 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

8 Hong Kong The trend for engagement metrics for Hong Kong is also different to Australia and New Zealand. The Travel industry had the highest engagement rates for s sent 3 to 4 weeks before Christmas while Offline Retail metrics were highest for s sent one week before Christmas. Media/Entertainment/Gaming is generally stable apart from a spike in Click-to-Open 2 weeks before Christmas. 8 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

9 Bonus Insights: Inbox Placement in Australia/New Zealand from Return Path Delivery to Australian mailbox providers proved challenging in 2012 with 1 in 5 messages never reaching the Inbox. New Zealand Inbox Placement shown here and the data in this report confirm that getting delivered to the Inbox is correlated with better engagement metrics. Experian partners with Return Path to deliver the best in class Deliverability products and services in Asia Pacific. 9 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

10 1. Best Performing Day in Asia Pacific Across Asia Pacific, Wednesday and Friday had the highest volume of s sent (19%) while Sunday had the lowest (5%), a significant drop from Q3. As with last quarter, the highest volume day is not the best performing. Clearly adapting the day of week for sending is far better than getting into a rut and mailing on the same day as other organizations competing for share of voice. While Sunday was the clear winner this quarter in terms of engagement metrics, the volumes were only 5%, indicating these were more likely to be targeted or automated campaigns which naturally have higher engagement rates. Thursday was the winner of the high volume days. Clearly the holidays in Q4 contributed to the increased transaction rates for all days of the week compared to Q3. The engagement metrics were no higher in Q4 than in Q3 except for Trans-to-Click and Transaction. There was not more opening or clicking, but far more purchasing for the holidays. Meaning those clients tracking conversions with Track to Purchase will have a better measure of their holiday programs ROI. Volume by day - APAC Q4 Volume by day - APAC Q3 Sun, 5% Sat, 8% Mon, 14% Sat, 6% Sun, 10% Mon, 15% Fri, 19% Tue, 18% Fri, 16% Tue, 20% Thu, 16% Wed, 19% Thu, 17% Wed, 16% Day Mailing is Sent APAC Monday Tuesday Wednesday Thursday Friday Saturday Sunday % Mailed 14% 18% 19% 16% 19% 8% 5% 19.2% 18.5% 19.4% 18.9% 19.8% 14.3% 18.5% 14.5% 13.9% 14.5% 14.3% 14.8% 11.1% 14.3% Click-to-Open s 17.5% 19.9% 18.1% 18.7% 19.0% 20.1% 22.2% 3.7% 4.2% 4.0% 4.1% 4.1% 3.4% 4.7% 2.5% 2.8% 2.6% 2.7% 2.8% 2.2% 3.2% Trans-to-Click 3.8% 3.0% 3.4% 4.1% 3.1% 3.7% 2.6% Transaction 0.15% 0.16% 0.15% 0.20% 0.15% 0.19% 0.21% Green : Best day overall. Orange: Highest value for the metric. Red: High value that is discounted because of low volume for the day. 10 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

11 2. Best Day of Week by Country 2.1 Australia Friday had the highest percentage of mailings for Aussies, but Tuesday showed far more engagement and better conversions. Generally, Australia beats the APAC Benchmark for all metrics besides conversions. Day Mailing was sent Australia Monday Tuesday Wednesday Thursday Friday Saturday Sunday % Mailed 15% 17% 18% 17% 20% 6% 6% 22.9% 25.5% 25.9% 23.3% 24.8% 17.4% 17.6% 17.0% 18.6% 18.8% 17.3% 18.2% 13.7% 13.9% Click-to-Open 17.3% 21.0% 18.4% 18.2% 18.7% 17.9% 19.0% 4.2% 5.7% 5.1% 4.6% 4.9% 3.7% 3.9% 2.9% 3.9% 3.4% 3.1% 3.4% 2.4% 2.6% Trans-to-Click 2.7% 2.6% 1.9% 2.6% 2.4% 2.1% 3.0% Transaction 0.11% 0.14% 0.08% 0.12% 0.12% 0.08% 0.15% Revenue Per * $0.11 $0.12 $0.10 $0.11 $0.12 $0.07 $0.12 Average Order $ $82.46 $ $91.26 $96.91 $94.39 $83.20 Size* *Transactions in AUD Green : Best day overall. Orange: Highest value for the metric. 2.2 New Zealand Monday was the preferred mailing day for Kiwis but other days have better engagement, with Sunday being the highest overall. It is interesting to note that the variance of volume between days is lower than other countries, the highest being 20% and the lowest 9%. New Zealand blows away the APAC Benchmark again this quarter, with the best Transaction of 0.38% on Thursday, compared to 0.2% in the region and the 5% Trans-to-Click on Wednesday handily beating the 4.1% in the region. Day Mailing was sent New Zealand Monday Tuesday Wed Thu Friday Sat Sunday % Mailed 20% 13% 17% 15% 18% 9% 10% 33.6% 37.0% 33.3% 36.5% 33.0% 30.8% 36.3% 24.4% 27.1% 24.1% 26.9% 24.1% 22.6% 26.4% Click-to-Open 20.6% 22.9% 21.0% 22.8% 21.6% 30.9% 29.7% 7.0% 9.4% 7.2% 8.9% 7.4% 11.5% 11.6% 5.0% 6.2% 5.1% 6.1% 5.2% 7.0% 7.9% Trans-to-Click 3.8% 3.7% 5.0% 4.6% 4.4% 4.1% 2.7% Transaction 0.24% 0.28% 0.32% 0.38% 0.27% 0.35% 0.28% Revenue Per * $0.16 $0.20 $0.18 $0.23 $0.18 $0.18 $0.21 Average Order Size* $65.53 $69.29 $57.39 $ $51.18 $72.79 *Transaction in NZD Green : Best day overall. Orange: Highest value for the metric 11 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

12 2.3 Hong Kong Wednesday was the favoured mailing day for Hong Kong, with 29% of the volume. Thursday showed the strongest conversion metrics and Hong Kong overall had much higher Revenue Per than Australia. Showing that while the Transaction rate is lower, those who do convert do so with more in their carts. The exception metric is across all days, beating even New Zealand on most days. The lack of Transactions on Saturday is due to the volume coming from untrackable Offline retailers. Day Mailing was sent Hong Kong Monday Tuesday Wednesday Thursday Friday Saturday Sunday % Mailed 4% 18% 29% 21% 14% 13% 1% 39.9% 41.6% 31.2% 23.9% 35.5% 33.1% 42.0% 29.3% 28.1% 22.9% 17.6% 25.9% 23.6% 33.0% Click-to-Open 8.7% 11.5% 9.7% 9.6% 13.6% 12.8% 8.1% 3.4% 4.3% 3.2% 2.4% 5.4% 3.9% 3.5% 2.5% 3.2% 2.2% 1.7% 3.5% 3.0% 2.7% Trans-to-Click 2.3% 1.1% 2.6% 4.0% 2.7% n/a 0.9% Transaction 0.06% 0.06% 0.08% 0.22% 0.08% n/a 0.02% Revenue Per * $3.07 $4.17 $3.87 $7.03 $3.68 n/a $2.40 Average Order $4,505.4 $4, $7, $4, $3, Size* 6 n/a $10,000 *Transaction in HKD Green : Best day overall. Orange: Highest value for the metric. Red: High value that is discounted because of low volume for the day. 2.4 Mainland China The highest mail volume day was Tuesday and Wednesday, with Wednesday being the clear winner with the best conversion metrics. Sunday held the highest percentage for Open, and. Average Order Sizes were similar to Australia, but Revenue Per was much lower since more volume is sent for every conversion. Generally China metrics are below APAC Benchmark, however Click-to-Open s aren t that far off, so a focus on increasing is recommended. TIP: Again, try A/B subject line testing to get the perfect opening line. Day Mailing was sent China Monday Tuesday Wednesday Thursday Friday Saturday Sunday % Mailed 16% 20% 20% 17% 16% 7% 3% 10.0% 8.9% 9.6% 10.3% 9.4% 8.5% 12.6% 8.2% 7.4% 7.9% 8.5% 7.7% 6.9% 10.3% Click-to-Open 14.7% 16.2% 14.8% 16.2% 17.2% 16.2% 17.1% 2.1% 2.1% 2.2% 2.5% 2.3% 1.8% 2.8% 1.2% 1.2% 1.2% 1.4% 1.3% 1.1% 1.8% Trans-to-Click 0.8% 0.9% 2.2% 0.5% 0.9% 0.5% 0.1% 12 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

13 Transaction 0.013% 0.015% 0.037% 0.010% 0.016% 0.006% 0.003% Revenue Per * Average Order Size* , , *Transaction in CNY Green : Best day overall. Orange: Highest value for the metric. Red: High value that is discounted because of low volume for the day. 2.5 Singapore Wednesday had the best engagement but Tuesday had the highest conversion metrics. Surprisingly, transaction rates were closer to China than to Hong Kong. Singapore brands are had people opening more than the APAC Benchmark, but the call to action wasn t compelling enough, so Click-to-Open rates were below the benchmark. TIP: Watch out for the trend to read on smartphones: be sure your creative is done with Responsive Design to render on multiple devices. Reactive Images are the latest technique to engage openers with content that changes AFTER the has been sent. Day Mailing was sent Singapore Monday Tuesday Wednesday Thursday Friday Saturday Sunday % Mailed 12% 17% 17% 19% 24% 8% 2% 26.6% 23.1% 26.9% 23.7% 26.9% 21.1% 26.7% 19.7% 17.5% 19.7% 17.6% 19.5% 15.8% 20.8% Click-to-Open 14.5% 13.0% 18.2% 11.6% 15.8% 16.8% 15.4% 3.5% 3.0% 4.7% 3.3% 4.2% 3.5% 3.8% 2.9% 2.3% 3.6% 2.0% 3.1% 2.6% 3.2% Trans-to-Click 0.4% 0.6% 0.3% 0.4% 0.5% 0.2% 0.2% Transaction 0.018% 0.017% 0.017% 0.010% 0.020% 0.007% 0.008% Revenue Per * $0.11 $0.12 $0.05 $0.06 $0.11 $0.02 $0.01 Average Order Size* $ $ $ $ $ $ $68.04 *Transaction in SGD Green : Best day overall. Orange: Highest value for the metric. Red: High value that is discounted because of low volume for the day. 13 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

14 2.6 Thailand Mailings were primarily deployed during the mid-week with an extreme high of 32% on Thursday in Thailand. Wednesday and Monday had the best metrics for the high volume days and Saturday for the low volume days. Tuesday is the biggest surprise which has the lowest mailing volume in Thailand while typically a popular day in Asia Pacific generally. Overall, Thailand had good engagement metrics compared to the APAC Benchmark, showing that while is not the most widely used marketing channel in South East Asian countries, it is effective when executed well. Day Mailing was sent Thailand Monday Tuesday Wednesday Thursday Friday Saturday Sunday % Mailed 13% 4% 20% 32% 22% 5% 5% 28.5% 31.1% 35.6% 30.6% 25.7% 41.1% 35.4% 21.9% 24.2% 26.6% 22.5% 18.8% 27.5% 25.6% Click-to-Open 23.1% 19.4% 18.4% 19.6% 19.9% 19.9% 20.4% 6.9% 6.8% 7.0% 6.2% 5.3% 8.8% 7.5% 5.1% 4.7% 4.9% 4.4% 3.7% 5.5% 5.2% Orange: Highest value for the metric. Red: High value that is discounted because of low volume for the day. 2.7 India Friday had the most mailing volume in India. Thursday recorded the best overall performance in Click-to-open s, and. Wednesday topped the and. Much like China, overall metrics were below APAC Benchmark, but Click-to-Open were higher. TIP: Focus on generating more opens to gain more clicks. Use A/B subject line testing or hold out a control group to test the impact of tips from It s all in the wording: A guide to optimising your subject lines Day Mailing was sent India Monday Tuesday Wednesday Thursday Friday Saturday Sunday % Mailed 7% 16% 18% 14% 20% 18% 6% 7.5% 8.1% 11.7% 8.3% 10.0% 7.5% 8.9% 6.3% 6.4% 9.5% 6.6% 8.2% 6.0% 7.3% Click-to-Open 29.9% 33.7% 21.4% 35.0% 19.2% 21.2% 28.1% 2.7% 3.5% 2.9% 3.8% 2.3% 1.9% 3.0% 1.9% 2.1% 2.0% 2.3% 1.6% 1.3% 2.1% Orange: Highest value for the metric. Red: High value that is discounted because of low volume for the day. 14 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

15 3. Best Day of Week by Region In Australia/New Zealand (A/NZ) the best day to send s depends on the metric you are optimising. Looking at the data, Tuesday and Wednesday are higher engagement days generally. Day Mailing is Sent ANZ Monday Tuesday Wednesday Thursday Friday Saturday Sunday % Mailed 16% 17% 18% 17% 19% 7% 7% 25.1% 27.0% 27.1% 25.2% 26.1% 20.3% 22.0% 18.6% 19.7% 19.7% 18.7% 19.1% 15.6% 16.8% Click-to-Open 18.2% 21.3% 18.9% 19.2% 19.3% 22.0% 22.9% 4.8% 6.2% 5.4% 5.2% 5.2% 5.4% 5.7% 3.4% 4.2% 3.7% 3.6% 3.7% 3.4% 3.8% Trans-to-Click 3.3% 3.0% 3.2% 3.5% 3.2% 3.8% 2.7% Transaction 0.17% 0.18% 0.16% 0.21% 0.18% 0.26% 0.25% In South East Asia (SEA), Friday is a strong performer. Many metrics are above or near the APAC Benchmark, demonstrating that SEA is a great opportunity for marketing. The impressive Trans-to-Click on Thursday was driven by high performing campaigns in Indonesia. Day Mailing is Sent SEA Monday Tuesday Wednesday Thursday Friday Saturday Sunday % Mailed 11% 27% 18% 15% 19% 8% 2% 23.4% 16.6% 19.5% 21.0% 22.8% 15.7% 18.1% 17.3% 13.3% 14.6% 15.7% 17.2% 12.0% 14.3% Click-to-Open 14.7% 13.4% 17.4% 13.4% 18.4% 15.2% 14.5% 3.3% 2.2% 3.4% 3.2% 4.2% 2.5% 2.6% 2.5% 1.8% 2.5% 2.1% 3.2% 1.8% 2.1% Trans-to-Click Transaction 8.3% 4.2% 2.4% 10.0% 0.7% 0.2% 0.2% 0.28% 0.13% 0.11% 0.30% 0.02% 0.01% 0.01% Sunday was the best performing day in Greater China. The rest of the week engagement rates are very similar, except Wednesday which stands apart with excellent conversion metrics. 15 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

16 Day Mailing is Sent Greater China Monday Tuesday Wednesday Thursday Friday Saturday Sunday % Mailed 16% 20% 20% 17% 16% 7% 3% 10.8% 10.2% 10.7% 11.0% 10.5% 10.2% 12.8% 8.8% 8.2% 8.7% 8.9% 8.4% 8.0% 10.5% Click-to-Open 14.9% 15.5% 14.3% 15.5% 17.1% 15.6% 16.9% 2.2% 2.2% 2.3% 2.5% 2.5% 2.0% 2.8% 1.3% 1.3% 1.2% 1.4% 1.4% 1.3% 1.8% Trans-to-Click 0.7% 0.8% 2.2% 0.5% 1.1% 0.5% 0.2% Transaction 0.014% 0.015% 0.043% 0.011% 0.027% 0.006% 0.005% 16 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

17 4. Mailing Volume Percentage - Asia Pacific This quarter, A/NZ has the highest volume of sent with 50.22% overtaking Greater China with only 30.96%. Greater China s volume shrunk as a share of overall volume, partly because of the addition of India data and the expected holiday volume growth in A/NZ, but also because China does not experience the volume spike due to Christmas that A/NZ does. SEA is the biggest mover with mailing volumes more than doubling from 3.49% to 8.12% APAC Volume Q APAC Volume Q India, 10.72% Greater China, 30.95% ANZ, 50.22% Greate r China, 52.00% ANZ, 44.51% SEA, 8.12%. SEA, 3.49% 4.1 Volume by Country Australia and China are the source of the most volume in APAC. The growth of South East Asian countries is especially noteworthy. We expect this to continue as smart phone penetration improves the reach of marketing in countries with low PC penetration. New Zealand has also grown substantially to keep its share above 8%. Philippines, 0.49% Malaysia, 0.21% Thailand, 0.10% Singapore, 4.03% Indonesia, 2.88% India, 10.72% Vietnam, 0.39% Australia, 41.81% China, 29.43% Taiwan, 0.10% Hong Kong, 1.02% New Zealand, 8.41% Macau, 0.40% 17 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

18 5. Month On Month Metrics - Asia Pacific Volume axis labels (left axis) are hidden. Bar Height is according to the left hand axis, and provided to give insight into the fluctuations in volume and how that relates to other metrics. 5.1 Asia Pacific Bounce October was a poor performing month for bounce rates, but thankfully brands cleaned up before the holiday spike in volume. The slight up-tick in December is likely due to the increased competition for inbox placement which can cause ISPs to bounce more, regardless of list quality. Volume & Bounce October November December 2.8% 2.7% 2.6% 2.5% 2.4% 2.3% 2.2% 2.1% 2.0% Volume Sent Bounce 5.2 Asia Pacific Unsubscribe Unsubscribe decreased over the quarter despite volumes increasing, a sign of relevant content. Volume & Unsubscribe 0.14% 0.12% 0.10% 0.08% 0.06% 0.04% 0.02% October November December 0.00% Volume Sent Unsubscribe 18 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

19 5.3 Asia Pacific and Open s and Open s dropped as volume increased, a common effect of list fatigue. TIP: Many brands manage to avoid the overall trend by using best practices to break through the clutter speak to your account manager or follow the Experian Marketing Forward blog to learn more. Volume and & Open s October November December 20.0% 18.0% 16.0% 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% Volume Sent 5.4 Asia Pacific and Click s and Click s follow a similar pattern as and Open s decreasing in December. Volume and & Click s 4.5% 4.0% 3.5% 3.0% 2.5% 2.0% 1.5% 1.0% 0.5% October November December 0.0% Volume Sent 19 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

20 5.5 Asia Pacific Volume and Click-to-Open A decreasing trend from Open and Click rates obviously appears stronger in the Click-to-Open rate metric. October had the best Click-to-Open rate, but November drove more traffic in absolute terms. Volume & Click-to-Open 15.5% 15.0% 14.5% 14.0% 13.5% 13.0% October November December 12.5% Volume Sent Click-to-Open 5.6 Asia Pacific Volume and Transaction As expected, the pattern carries through to Transaction. TIP: Focus on the funnel to be sure lead to and then Transactions. Do your own analysis of when customers prefer to shop and see if November is a better performing month and whether your is contributing to the marketing mix as much as it should. Volume & Transaction October November December 0.20% 0.18% 0.16% 0.14% 0.12% 0.10% 0.08% 0.06% 0.04% 0.02% 0.00% Volume Sent Transaction 20 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

21 6. Industry Analysis Asia Pacific In Asia Pacific, Online Retail showed the highest percentage of mailing volume sent compared to other industries. Charity was the overall performer with the highest and Open s, and, a good sign that we are not collectively 100% materialistic. Social Networking Services was second with the highest Click-to-Open and. While not the best of the bunch, Offline Retail is a surprising performer since e-commerce presence is sometimes assumed to be necessary for marketing to be effective. There was significant variance between the different industries, but the most important perspective is your own metrics against the benchmark in your industry. Keen to find out if you beat the benchmark? Contact Us or your Account Manager for your personalised benchmark. Asia Pacific %Mailed Click-to- Open s B2B 0.4% 29.60% 19.40% 14.20% 3.70% 2.70% Charity 0.7% 41.80% 24.10% 17.60% 5.80% 4.20% Education/Institutions 3.4% 7.40% 6.30% 10.40% 0.90% 0.70% Financial Services 1.0% 20.30% 13.70% 15.20% 3.00% 2.10% Media/ Entertain/ Gaming 21.6% 17.90% 13.50% 15.50% 3.10% 2.10% Multi-Channel Retail 20.1% 23.10% 17.20% 18.50% 4.50% 3.20% Offline Retail 3.7% 29.30% 21.30% 12.50% 3.60% 2.70% Online Retail 41.4% 16.50% 12.70% 23.00% 4.60% 2.90% Social Networking Services 0.6% 13.40% 11.00% 34.00% 8.70% 3.70% Telecom/ Technology 1.9% 23.60% 17.90% 18.40% 4.40% 3.30% Travel 5.3% 17.10% 12.60% 15.40% 2.70% 1.90% Orange indicates the highest value for the metric. 21 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

22 7. Vertical Analysis by Region 7.1 Australia/New Zealand A/NZ Financial Services topped the metrics for A/NZ but with a low volume of s sent. Of the high volume industries, Online Retail dominated with 49% followed by Multi-Channel Retail with 25%. Multi-Channel Retail had the best Open metrics, but Online Retail had the better Click metrics, tying on. Most industries beat their corresponding APAC Benchmark. Australia/New Zealand % Mailed Clickto-Open B2B 0.7% 29.8% 20.1% 14.3% 3.8% 2.9% Charity 1.3% 42.8% 24.4% 18.1% 6.0% 4.4% Financial Services 0.4% 45.0% 28.0% 25.9% 10.2% 7.3% Media/ Entertainment/ Gaming 16.5% 25.2% 18.0% 17.5% 4.3% 3.1% Multi-Channel Retail 24.9% 30.1% 22.1% 17.8% 5.3% 3.9% Offline Retail 5.7% 30.9% 22.5% 12.0% 3.6% 2.7% Online Retail 48.8% 21.7% 16.6% 23.4% 6.0% 3.9% Travel 1.8% 29.0% 21.2% 15.0% 4.1% 3.2% Orange highest value for the metric. Red high value that is discounted because of low volume for the industry. 7.2 South East Asia - SEA In SEA, Charity was the star performer with great metrics, but very low volume. Online Retail, compared to other regions, has a lot of work to do, especially in the critical Q4. Travel and Telecom/Technology were the best of the big senders, Telecom/Technology out-performed other industries with 18.4% Click-to-Open, on par with the APAC Benchmark. South East Asia % Mailed Click-to- Open B2B 0.0% 44.8% 32.7% 16.3% 7.4% 5.3% Charity 0.0% 97.6% 45.5% 15.4% 10.1% 7.0% Financial Services 2.5% 38.0% 25.2% 9.2% 3.2% 2.3% Media/ Entertainment/ Gaming 50.3% 15.8% 12.6% 14.4% 2.3% 1.8% Multi-Channel Retail 3.6% 28.4% 20.9% 17.0% 4.9% 3.5% Offline Retail 1.8% 30.2% 21.9% 8.8% 2.6% 1.9% Online Retail 4.9% 6.4% 5.5% 5.5% 0.4% 0.3% Telecom/ Technology 23.0% 23.8% 18.1% 18.4% 4.5% 3.3% Travel 13.7% 25.6% 18.4% 16.6% 4.3% 3.0% Orange highest value for the metric. Red high value that is discounted because of low volume for the industry 22 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

23 7.3 Greater China Charity is also performing well in Greater China, though not as well as other regions. None of the big volume senders had remarkable metrics. Offline Retail and Social Networking Services delivered the best performances outside of Charity. Off-line Retail beat the APAC Benchmark in all metrics. The retail industries in China have a ways to go before reaching A/NZ engagement numbers. China s e-commerce and marketing is still evolving, but it is good to see metrics in Travel, Off-line Retail, B2B and Charity standing above the rest. Greater China % Mailed Click-to- Open B2B 0.2% 28.2% 14.6% 12.5% 2.7% 1.8% Charity 0.0% 36.8% 23.5% 15.2% 5.0% 3.6% Education/Institutions 11.1% 7.3% 6.2% 10.5% 0.9% 0.7% Financial Services 0.6% 10.2% 8.4% 11.1% 1.7% 0.9% Media/ Entertainment/ Gaming 27.4% 12.0% 9.6% 13.2% 2.4% 1.3% Multi-Channel Retail 21.2% 9.4% 7.8% 20.0% 2.6% 1.6% Offline Retail 1.5% 31.7% 22.0% 15.3% 4.7% 3.4% Online Retail 34.7% 9.6% 7.9% 15.5% 2.1% 1.2% Social Networking Services 1.8% 13.4% 11.0% 34.0% 8.7% 3.7% Telecom/ Technology 0.1% 3.4% 2.6% 8.7% 0.4% 0.2% Travel 1.3% 29.7% 22.0% 9.3% 2.8% 2.0% Orange highest value for the metric. Red high value that is discounted because of low volume for the industry 23 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

24 8. Vertical Analysis by Country 8.1 Australia Charity and Financial Services proved to be the strongest v industries in Australia, with Online Retail doing well with a 22.4% Click-to-Open. Retail industries beat the APAC Benchmark across most metrics. Australia % Mailed Click-to- Open B2B 0.1% 30.9% 18.3% 16.6% 4.1% 3.0% Charity 1.4% 42.5% 24.3% 18.0% 5.9% 4.4% Financial Services 0.4% 45.5% 28.4% 26.2% 10.1% 7.4% Media/ Entertainment/ Gaming 19.2% 25.0% 17.8% 17.4% 4.2% 3.1% Multi-Channel Retail 29.8% 30.0% 22.1% 17.8% 5.3% 3.9% Offline Retail 5.3% 31.1% 22.7% 12.5% 3.8% 2.8% Online Retail 42.1% 16.6% 13.0% 22.4% 4.7% 2.9% Travel 1.6% 28.9% 21.2% 12.9% 3.6% 2.7% Orange: Highest value for the metric. Red: High value that is discounted because of low volume for the industry. 8.2 New Zealand Online Retail accounted for the majority of mailings sent in New Zealand with 82% and was a very strong overall performer, which is a rare correlation. Multi-Channel Retail boasts the highest and but with a low volume of sent. Kiwis and Aussies are both very likely to open Charity s. New Zealand % Mailed Click-to- Open B2B 3.7% 29.7% 20.3% 14.1% 3.8% 2.9% Charity 0.7% 45.7% 25.1% 18.7% 6.7% 4.7% Financial Services 0.2% 38.8% 24.3% 22.3% 11.4% 5.4% Media/ Entertainment/ Gaming 3.1% 31.5% 22.3% 20.7% 6.2% 4.6% Multi-Channel Retail 0.5% 59.1% 30.3% 12.9% 5.5% 3.9% Offline Retail 7.2% 30.0% 21.9% 9.9% 2.9% 2.2% Online Retail 82.2% 34.9% 25.7% 24.7% 9.4% 6.4% Travel 2.3% 29.5% 20.9% 22.7% 5.8% 4.7% Orange: Highest value for the metric. Red: High value that is discounted because of low volume for the industry. Green: Best Industry overall 24 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

25 8.3 China Media/Entertainment/Gaming had the highest percentage of sent followed by Multi-Channel Retail. Social Networking Services are big in China, and it shows in these metrics with the highest engagement with, Click to-open s, and. China % Mailed Click-to- Open Education/Institutions 11.6% 7.1% 6.1% 10.1% 0.8% 0.6% Financial Services 0.6% 10.2% 8.4% 11.1% 1.7% 0.9% Media/ Entertainment/ Gaming 26.7% 10.8% 8.8% 13.4% 2.3% 1.2% Multi-Channel Retail 22.3% 9.4% 7.8% 20.0% 2.6% 1.6% Offline Retail 0.2% 2.0% 1.7% 31.6% 0.8% 0.6% Online Retail 36.5% 9.6% 7.9% 15.5% 2.1% 1.2% Social Networking Services 1.9% 13.4% 11.0% 34.0% 8.7% 3.7% Telecom/ Technology 0.1% 3.4% 2.6% 8.7% 0.4% 0.2% Travel 0.1% 14.5% 10.7% 11.0% 1.6% 1.2% Orange: Highest value for the metric. Red: High value that is discounted because of low volume for the industry. 8.4 Hong Kong Hong Kong showed the highest mailing percentage in Travel followed by Off-line Retail. Hong Kong Travel performed well, but was not the best across APAC. Education/Institutions lead the overall metrics. Hong Kong % Mailed Click-to- Open B2B 5.2% 28.2% 14.6% 12.5% 2.7% 1.8% Charity 0.7% 36.8% 23.5% 15.2% 5.0% 3.6% Education/Institutions 1.1% 73.6% 39.5% 29.6% 19.7% 11.7% Media/ Entertainment/ Gaming 23.3% 24.2% 20.0% 7.3% 1.9% 1.5% Offline Retail 31.1% 41.8% 28.7% 13.6% 5.4% 3.9% Travel 38.6% 30.7% 22.7% 9.3% 2.9% 2.1% Orange: Highest value for the metric. 25 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

26 8.5 Singapore Telecom and Technology gave the highest number in total mailings sent in Singapore, with Media/Entertainment/Gaming coming second. Charity had the highest attention from Singaporeans. Amongst larger senders, attention was split between Financial Services and Telecom/Technology. This is a good opportunity for brands in these industries to investigate why their are doing well, but could be better and vice versa Singapore % Mailed Click-to- Open Charity 0.03% 97.6% 45.5% 15.4% 10.1% 7.0% Financial Services 5.09% 38.0% 25.2% 9.2% 3.2% 2.3% Media/ Entertainment/ Gaming 20.56% 30.6% 22.0% 13.4% 4.2% 3.0% Multi-Channel Retail 2.69% 29.0% 21.0% 15.6% 4.5% 3.3% Offline Retail 3.72% 30.2% 21.9% 8.8% 2.6% 1.9% Online Retail 9.93% 6.4% 5.5% 5.5% 0.4% 0.3% Telecom/ Technology 46.35% 23.8% 18.1% 18.4% 4.5% 3.3% Travel 11.63% 28.7% 21.2% 12.5% 3.6% 2.6% Orange: Highest value for the metric. Red: High value that is discounted because of low volume for the industry 8.6 India Online Retail accounts for almost half of the total volume sent and had the best Click metrics in India. Multi-Channel Retailers know how to get the attention with the best Open rates for the larger senders. The discrepancy between top Open rates and average Click rates may be because customers are being driven in-store rather than to the website. Charity had a good showing, but not as good as in other APAC countries. India % Mailed Click-to- Open Charity 0.3% 21.3% 16.5% 5.5% 1.4% 0.9% Financial Services 4.1% 5.5% 4.4% 6.2% 0.4% 0.3% Media/ Entertainment/ Gaming 10.7% 14.4% 12.4% 10.0% 1.6% 1.2% Multi-Channel Retail 2.3% 17.5% 13.4% 16.4% 2.9% 2.2% Offline Retail 3.1% 11.3% 9.2% 18.8% 3.0% 1.7% Online Retail 51.2% 7.5% 6.2% 39.5% 3.8% 2.5% Travel 28.4% 9.3% 7.1% 17.0% 1.8% 1.2% Orange: Highest value for the metric. Red: High value that is discounted because of low volume for the industry 26 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

27 9. Performance Metrics 9.1 Performance Metrics Comparing Regions A/NZ has the best metrics this quarter followed by SEA with high Transaction to Click and Transaction s. Unsubscribe was low across the board, a great result. Bounce was high in both SEA and Greater China which reflects poor list quality. APAC A/NZ SEA Greater China % Mailed 100.0% 56.3% 9.1% 34.6% 19.9% 25.4% 19.7% 10.7% 15.0% 18.8% 15.0% 8.6% Click-to-Open 18.5% 19.7% 15.5% 15.5% 4.2% 5.4% 3.1% 2.3% 2.8% 3.7% 2.3% 1.3% Trans-to-Click 3.2% 3.2% 4.5% 1.0% Transaction 0.2% 0.2% 0.2% 0.0% Bounce 2.6% 0.8% 2.2% 5.5% Unsubscribe 0.1% 0.1% 0.1% 0.1% Green : Best metric value. 9.2 Performance Metrics Comparing Countries New Zealand leads the overall metrics including the all-important Bounce. Australia showed the highest mailing volume with an acceptably low Bounce and Unsubscribe s. India has a strong showing with a Click-to-Open that beats New Zealand and a low Bounce for an emerging economy. Hong Kong surprised with a high Bounce for the quarter, performing worse than China but better than Thailand. APAC Australia New Zealand Hong Kong % Mailed 100.0% 48.9% 9.8% 1.2% 20.2% 23.6% 34.3% 33.1% 15.2% 17.5% 25.1% 23.7% Click-to-Open 18.6% 18.7% 23.2% 11.0% 4.2% 4.8% 8.5% 3.7% 2.8% 3.3% 5.8% 2.6% Trans-to-Click 2.9% 2.4% 4.1% 2.4% Transaction 0.1% 0.1% 0.3% 0.1% Bounce s 2.6% 0.9% 0.4% 6.5% Unsubscribe s 0.1% 0.1% 0.1% 0.1% Green : Best metric value. Red : Poor value that is concerning. 27 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

28 9.3 Performance Metrics Comparing Countries - Continued APAC China Singapore Thailand India % Mailed 100.0% 34.4% 4.7% 0.1% 12.5% 20.2% 9.7% 25.1% 31.1% 9.1% 15.2% 7.9% 18.5% 23.0% 7.3% Click-to-Open 18.6% 15.9% 14.9% 19.9% 25.3% 4.2% 2.2% 3.8% 6.5% 2.8% 2.8% 1.3% 2.8% 4.6% 1.9% Trans-to-Click 2.9% 0.9% 0.4% n/a n/a Transaction 0.1% 0.0% 0.0% n/a n/a Bounce s 2.6% 5.4% 2.7% 11.2% 1.5% Unsubscribe s 0.1% 0.1% 0.1% 0.0% 0.1% Green : Best metric value. Red : Poor value that is concerning. 28 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

29 9.4 Benchmark Statistics by Month Region & Country It is good to see reasonable metrics in most countries, a reminder that works across a broad range of cultures and economies. Open Open s OCT NOV DEC APAC 19.0% 19.0% 18.2% Australia 24.1% 24.1% 22.6% New Zealand 34.0% 35.6% 33.1% Hong Kong 39.7% 38.7% 26.6% Macau 22.8% 28.7% 28.5% Taiwan 13.5% 13.8% 14.0% China 10.0% 8.2% 10.8% Singapore 23.4% 26.0% 25.8% Thailand 33.6% 33.8% 28.8% Malaysia 21.1% 26.4% 19.1% India 9.0% 9.7% 8.8% A/NZ 25.8% 26.0% 24.4% SEA 18.0% 20.4% 21.2% Greater China 10.7% 9.4% 11.9% Open Open s OCT NOV DEC APAC 14.2% 14.2% 13.9% Australia 17.7% 17.6% 17.1% New Zealand 24.7% 25.9% 24.4% Hong Kong 28.1% 27.2% 19.6% Macau 16.8% 19.7% 21.4% Taiwan 10.0% 10.5% 10.8% China 8.2% 6.7% 9.0% Singapore 17.3% 19.3% 18.9% Thailand 24.7% 24.5% 21.6% Malaysia 17.0% 19.8% 15.1% India 7.3% 7.8% 7.1% A/NZ 18.9% 19.0% 18.3% SEA 14.0% 15.4% 16.0% Greater China 8.7% 7.5% 9.7% 29 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

30 Click Click s OCT NOV DEC APAC 4.2% 4.2% 3.7% Australia 5.2% 5.1% 4.0% New Zealand 8.5% 8.7% 8.0% Hong Kong 4.5% 4.4% 2.8% Macau 3.1% 5.6% 4.7% Taiwan 5.6% 3.7% 1.8% China 2.4% 1.9% 2.5% Singapore 3.7% 3.9% 3.6% Thailand 6.2% 6.3% 6.7% Malaysia 2.1% 4.3% 2.7% India 2.9% 3.3% 2.5% A/NZ 5.7% 5.7% 4.7% SEA 2.7% 3.2% 3.6% Greater China 2.5% 2.0% 2.5% Click Click s OCT NOV DEC APAC 2.8% 2.7% 2.4% Australia 3.5% 3.4% 2.9% New Zealand 5.8% 6.0% 5.5% Hong Kong 3.3% 3.2% 1.9% Macau 2.1% 3.1% 3.5% Taiwan 3.9% 2.8% 1.5% China 1.5% 1.1% 1.3% Singapore 2.7% 3.0% 2.5% Thailand 4.5% 4.3% 4.8% Malaysia 1.6% 3.3% 2.1% India 1.9% 2.2% 1.6% A/NZ 3.9% 3.8% 3.3% SEA 2.0% 2.4% 2.6% Greater China 1.5% 1.2% 1.3% 30 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

31 Click-to-Open Click-to-Open s OCT NOV DEC APAC 20.0% 19.4% 17.5% Australia 19.9% 19.4% 16.8% New Zealand 23.5% 23.3% 22.4% Hong Kong 11.7% 11.8% 9.9% Macau 12.8% 15.7% 16.2% Taiwan 38.7% 26.7% 14.1% China 17.8% 15.9% 14.2% Singapore 15.7% 15.6% 13.2% Thailand 18.1% 17.4% 22.1% Malaysia 9.6% 16.5% 14.1% India 26.3% 28.2% 22.7% A/NZ 20.7% 20.2% 18.0% SEA 14.6% 15.6% 16.5% Greater China 17.5% 15.5% 13.9% Bounce Bounce s OCT NOV DEC APAC 2.7% 2.3% 2.3% Australia 1.1% 1.0% 0.7% New Zealand 0.4% 0.4% 0.5% Hong Kong 2.0% 3.1% 10.2% Macau 4.3% 2.4% 6.3% Taiwan 5.4% 9.2% 13.1% China 7.0% 4.6% 4.9% Singapore 2.7% 2.7% 2.7% Thailand 7.3% 6.6% 14.6% Malaysia 8.3% 7.8% 3.5% India 1.2% 2.0% 1.4% A/NZ 1.0% 0.9% 0.7% SEA 1.9% 2.4% 2.5% Greater China 6.9% 4.6% 5.2% 31 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

32 Unsubscribe It is good to see Australia trending in the right direction in regard to Unsubscribe. China also moved in the right direction this quarter. China can be a challenge, which is why companies inside and out of China need expert advice to navigate the ever evolving marketing landscape there. Orange highlight shows the improvement from the red highlighted value. Unsubscribe s OCT NOV DEC APAC 0.13% 0.11% 0.10% Australia 0.16% 0.13% 0.11% New Zealand 0.07% 0.05% 0.06% Hong Kong 0.09% 0.08% 0.05% Macau 0.08% 0.09% 0.10% Taiwan 0.05% 0.04% 0.04% China 0.16% 0.10% 0.12% Singapore 0.10% 0.13% 0.11% Thailand 0.04% 0.03% 0.05% Malaysia 0.05% 0.16% 0.10% India 0.05% 0.06% 0.05% A/NZ 0.14% 0.12% 0.10% SEA 0.07% 0.09% 0.08% Greater China 0.16% 0.10% 0.12% Transaction Transaction s OCT NOV DEC APAC 0.17% 0.19% 0.14% Australia 0.08% 0.15% 0.12% New Zealand 0.34% 0.33% 0.22% Hong Kong 0.07% 0.09% 0.07% China 0.02% 0.01% 0.02% Singapore 0.01% 0.02% 0.01% A/NZ 0.19% 0.22% 0.16% SEA 0.18% 0.16% 0.12% Greater China 0.02% 0.02% 0.02% 32 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

33 Transaction-to-Click s Trans-to-Click s OCT NOV DEC APAC 3.4% 3.8% 3.0% Australia 1.8% 3.0% 2.6% New Zealand 4.7% 4.3% 3.1% Hong Kong 2.2% 2.3% 2.7% China 0.8% 0.7% 1.3% Singapore 0.3% 0.4% 0.5% A/NZ 3.2% 3.7% 2.9% SEA 4.5% 4.4% 4.6% Greater China 0.9% 1.0% 1.0% 33 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

34 Revenue Per Unsure of this important metric for your campaigns? Implement Track-to-Purchase or engage with Experian for an analysis of your transaction data (online and/or offline) and measure what matters. Revenue Per OCT NOV DEC Australia (AUD) $0.09 $0.15 $0.10 New Zealand (NZD) $0.20 $0.22 $0.14 Hong Kong (HKD) $3.73 $3.75 $3.36 China (CNY) Singapore (SGD) $0.09 $0.07 $0.08 Average Order Value Average Order Value OCT NOV DEC Australia (AUD) $ $ $84.28 New Zealand (NZD) $59.48 $66.61 $62.43 Hong Kong (HKD) $5, $4, $5, China (CNY) , Singapore (SGD) $ $ $ Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012

35 Appendix 1: Metric Definitions : All opens recorded for the mailing including multiple opens by the same subscriber. open rates are (total opens/received) : The number of unique subscribers that have opened an HTML-formatted message. open rates are (unique opens/received) : Every click on a tracked link, including multiple clicks by a given subscriber. click rates are (total clicks/received) : The number of unique subscribers who have clicked on any link. click rates are ( clicks/received) Click-to-Open : clicks as a percentage of unique opens (unique clicks/unique opens) Transaction : Overall percentage of transactions as related to delivered messages (transactions / (Sent - bounced)). This metric only includes data for clients who have implemented CheetahMail s Track to Purchase functionality Transaction to : Percentage of transactions compared to the number of unique clicks (transactions / unique clicks). This metric only includes data for clients who have implemented CheetahMail s Track to Purchase functionality Average Order Size: Average total amount for each transaction. This metric only includes data for clients who have implemented CheetahMail s Track to Purchase functionality Revenue Per Average amount earned for each delivered (total order / (sent - Bounced)). This metric only includes data for clients who have implemented CheetahMail s Track to Purchase functionality Bounce s: The percentage of subscribers that did not receive a mailing because their addresses hard bounced (bounce / sent) Unsubscribe s: This reflects the total number of users unsubscribing from the mailing (unique unsubscribers / (sent - bounced)) Appendix 2: Methodology Activity data is collected for 7 days from the initial send but is attributed to the day of week the mailing was sent, to provide an assessment of the best day to send, not necessarily the day that generates the most activity. A different methodology for calculating averages is used in APAC Benchmarks compared to US Benchmarks so they cannot be compared directly. Country attribution is determined by the destination country for marketing purposes. For example a brand in Australia may be targeting Singaporean customers. In this case, the mailings targeting Singaporeans will count under Singapore in the breakouts and under SEA for the rollups. This also means mailings targeting customers outside of APAC (like the US) were excluded. 35 Experian Marketing Services APAC Quarterly Benchmark Report Q4, 2012