This document is a 2016 email marketing benchmark report presented by Informz. It provides industry email marketing metrics and trends based on data from over 1 billion emails sent by more than 1,300 associations and nonprofits. The report finds that open rates are influenced by factors like friendly from names and subject lines, while click rates depend more on email content and calls to action. It also contains recommendations for associations to test subject lines and preheader text, measure ROI after clicks, and consider marketing automation to customize experiences for audiences.

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