See what's performing better for associations: one-off emails or automated campaign emails. Get access to key performance metrics from over one billion emails and hear how associations are using marketing automation to achieve jaw-dropping results.

1. 2017 Informz Email
Marketing Performance
Benchmark Webinar
Email vs. Automation
June 7, 2017

2. Logistics
Participants can use their telephone or computer mic & speakers (VoIP).
United States: +1 (415) 930-5321
Access Code: 312-537-317
Please use the Q & A tab to ask questions throughout the presentation.
The webinar is being recorded and all registrants will be sent a follow up
email with a link to the recording.

3. Welcome to the Informz Webinar!
Vivian Swertinski
Strategic Services Manager

4. Agenda
 Key Performance Metrics of the 2017 Association Email Marketing
Benchmark Report
 Traditional Email versus Automated Campaigns
 How Associations are using Marketing Automation

5. Email Marketing
Benchmark Report
 7th consecutive year
 Over 1,300 Associations & Nonprofits
 12 Months of Data (2016)
 Over 1 billion emails
 US, Australia, New Zealand, Canada,
UK

6. Year over Year Email Volume
2014
2015
2016

7. Average number of emails per month

8. Key Performance Metrics - Overall
98.3%
35.6%
15.6%

9. Average Open Rate – Annual Send Volumes
35.6%
38.8%
37.6%
33.4% 34.6%

10. Traditional One Off Emails
versus
Automated Campaigns

11. Traditional Email Flow

12. What happens next?
Target
Group Mailing

13. This is what digital “listening” looks like
13
Target
Group
Mailing

14. Respond with those engaging with you

15. Marketing Automation: Talk, Listen, Respond
 Web Tracking and Targeting
 Automated Campaign Designer
 Landing Pages and Forms
 Engagement Scoring
 Persona Targeting

16. Marketing Automation
Benchmark Metrics

17. Year over Year Marketing Automation Volume
2015
2016

18. Marketing Automation Campaign Metrics
98%
37.6%
16.7%

19. Most Popular Campaigns to Automate
Onboarding
Engagement
Event Promotion
Renewal

20. Examples of marketing
automation campaigns

21. Florida Association of Insurance Agents
Increase engagement of new members
Move from single email to a welcome series
Results: Open rate increased from 18% to 63%

22. Brewers Association – Homebrewers division
Re-engage with members who hadn’t opened an email in 31 days
Engagement Scoring and Campaign Designer
Results: 60 days later nearly 50% had re-engaged

23. Veterinary Hospital Managers Association
Streamline & improve quality of renewal campaign
Eliminate hours of manual intervention each month
Results: $18,000 increase in revenue

24. American Association of Airport Executives
Accelerate & increase event registrations
Target: multiple page visits / clicked on registration link
Results: 25% increase in registrations - $20,000 in revenue

25. Questions?
We welcome your feedback
and inquiries.
Please contact us at
Experts@informz.com