Key Findings from the 2016 Association Email Marketing Benchmark Report

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Information about Key Findings from the 2016 Association Email Marketing Benchmark Report

Published on June 22, 2016

Author: Informz

Source: slideshare.net

1. 2016 Informz Benchmark Report June 22, 2016 #AssnBenchmark16

2. Presented by…. Tracy Solarek Executive Advisor Vivian Swertinski Sr. Digital Marketing Strategist

3. Webinar Agenda 2016 Email Marketing Benchmark Report Industry Marketing Trends Recommended Next Steps

4. • 6th consecutive year produced • Over 1,300 Associations and Nonprofits • 12 months of data • Over 1 billion emails • US, Australia, New Zealand, Canada, UK

5. How Do You Measure Email Performance? Source: 2015 Association Technology Study, Lehman Associates, LLC

6. Open Rates – a deeper dive • HTML email with images enabled • Text or HTML email with click activity • Unique Open by Subscriber

7. Click Through Rates Openers that clicked on a tracked link Better yet… Insights about your users behaviors and interests.

8. 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

9. Overall Benchmark Email Metrics

10. Open Rate by Subscription Size

11. Engagement by Subject Line Length

12. Short and Sweet Subject Lines Are you in?OMG, HMF!! Thank you APA News

13. Results by Frequency

14. Engagement by Number of Links

15. Profile by target audience

16. Results by Target Audience

17. Duration of time spent “reading” the email

18. Day of Week

19. Time of Day

20. Email Client Type

21. 2015 - The Year of Testing 62% Increase in Subject Line Testing in 2015 73 Million Test Emails Sent

22. What to Test? • Friendly From • Subject Line • Pre-header Text • Banner Image • Message • Call to Action

23. Effective Tests Options Traditional Split (50 -50) or A/B Send to Winner

24. Industry Trends

25. Trend – Measure ROI after the Click Source: 2015 Association Technology Study, Lehman Associates, LLC

26. Integrated Systems – Holistic View of your Audience Database Email Website Online Community

27. 2015 Association Technology Study – Marketing Automation Source: 2015 Association Technology Study, Lehman Associates, LLC

28. What is your experience with Marketing Automation? Using it Today Considering within 6-12 months Have awareness, no specific plans New Concept

29. Why Automate? • Efficiency • Effectiveness • Relevancy • Customized Experience

30. Customize the experience

31. Web tracking – Insight and “ACTION” tool

32. Target “known” audiences Create action based target groups Session Trends for Known and Anonymous Users

33. Automated Campaigns

34. 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

35. Questions? Stay in touch! experts@informz.com

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