marketing Industries metrics report 2014 & Quick tips

Transcription

1 marketing Industries metrics report 2014 & Quick tips econnect

2 Contents 1. Introduction 1 2. Delivery, open and click rates USA and South Africa 3 3. Delivery, open and click rates industry performance How to get more out of benchmarks Definitions 37 1 econnect White Paper 2014

3 1. Introduction Benchmark marketing statistics offer a glimpse into the broad performance of the industry across various sectors and regions. Business owners and marketers can also use the data and expert commentary as a starting point for evaluating and planning their own efforts, monitoring trends and understanding the role of specific tactics and practices in driving results. This report covers delivery, open and click rates for each of 22 industry sectors across two regions: South Africa and the USA (including multinational senders with a focus on the US). These are the first in-depth metrics of their kind to be produced for South Africa. Average metrics across all senders and regions for the period October 2010 to October 2011 are: All senders Delivery rate 89.34% Open rate 12.75% Click rate 2.15% In general, metrics for senders in South Africa are slightly better than those of their colleagues in the USA. However, the overall results mask considerable variation between industry sectors. Average delivery rates for individual industries vary between 69% and 96%, open rates between 5% and 27%, and click rates between 0.2% and 4.4% (a 22-fold difference!). Although performance metrics depend greatly on the purpose, audience and basic value of each campaign, send or series, there are many specific actions senders can take to lift results. A review of the metrics suggests potential for improvement in the following areas: The quality of mailing lists Subject line optimization The call-to-action Various tips for improving performance are discussed throughout the report. 2 econnect White Paper 2014

4 Delivery, open and click rates USA and South Africa The average metrics for each region show South African senders get around 3% better delivery rates, 3% better open rates and 25% better click rates than their US colleagues. South African senders are inevitably mailing to a smaller audience, and metrics reports commonly show that smaller lists tend to produce better results. The typical South African user is likely also receiving fewer commercial s, with less competition for their attention and (particularly) their clicks. Figure 1: Delivery, open and click rates across all 22 industry categories 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 88.09% 90.66% 12.56%12.96% 1.96% 2.40% USA/Intl RSA Delivery rate OpenRate ClickRate Delivery rates About 1 in 10 s are automatically rejected (bounced) by the recipient s webmail or Internet service. Most sectors are actually achieving higher delivery rates: the average is pulled down by the relatively poor performance of one or two industries. In the USA, for example, 3 in 10 s sent by the advertising and marketing industry bounce back as undeliverable. In South Africa, the transport and shipping sector performs the worst, with a delivery rate of just over 78%. 3 econnect White Paper 2014

5 Figure 2: Delivery rates by industry US/international 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Construction Transport and Shipping Delivery rate - USA/Intl Travel & Leisure Retail / Ecommerce Media & Publishing Goverment Conference / Events Manufacturing Professional / Business Service Agriculture Arts & Entertainment Automotive Education Computer / Software Telecoms / Internet Non-Profit Figure 3: Delivery rates by industry - RSA 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Goverment Non-Profit Telecoms / Internet Education Professional / Business Service Arts & Entertainment Delivery rate - RSA Restuaurant & Hospitality Real Estate Healthcare Financial Services/ Insurance Associations and Clubs Advertising and Marketing Associations & Clubs Real Estate Construction Media & Publishing Manufacturing Financial Service / Insurance Computer / Software Retail / Ecommerce Agriculture Travel & Lesure Restaurant & Hospitality Healcare Conferences / Events Automotive Advertising and Marketing Transport and shipping In general, South African senders outperform their international counterparts, with two sectors even achieving over 15% higher delivery rates (advertising and marketing, associations and clubs). South African senders in transport and shipping performed relatively worst, however, with delivery rates over 18% lower than their colleagues in the US/international region. 4 econnect White Paper 2014

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37