Inside this report we present the marketing secrets learned from tens of thousands of ACTUAL Australian email marketing campaigns. The data comes from 6 months of campaigns from over 272 Million Australian marketing emails sent through BrandMail! Imagine knowing the 3 days no one else sends email, without sacrificing your open rate! How valuable would getting your message to a potential customers in-box without competition be? How would that impact your email marketing campaigns? It is packed with facts and actionable information from uniquely Australian email marketing campaigns. This information has never been more relevant or valuable for Digital Crowds. Inside you will discover: - The average Australian Open Rate - The average open rates by size of database/send - How to improve your email open rates - Average Australian Click Through Rate - Click Through Rate by send volume - Best open and click through rates by day sent - Days to avoid the most amount of competition - Best and worst days to send - And much more Trial BrandMail today for your business and watch the difference. Visit us at http//:brandmail.com.au/take-a-trial

1. Australian
Email Marketing
Benchmark Statistics: Jan 2013
Every Ma rketer Mu st Know!

2. Introduction...
Welcome to the Australian Email Benchmark Report
Our purpose is to help Australian marketers with Australian We’d love you to join us!
benchmarks, trends and insights. We want to increasing the
effectiveness of their Australian email marketing campaigns. Every 1. For a free trial of BrandMail!
statistic are Australian figures in case you were wondering!
BrandMail’s Data Source 2. With our Newsletter
3. On our Facebook page
The data contained in this report has been gleaned from 274 Million
individual emails through 107,000 marketing sends. Each of these 4. On our Slideshare page
sends are from predominantly Australian based companies during the
y!
last 6 months of 2012.
Campaigns with less than five emails addresses have been excluded to
reduce data distortion. We have also removed stand alone reseller
and corporate networks for the same reason. E njo

3. Email Open Rates
Open Rates are...
Your open rate is a measurement telling you how many people have
actually "previewed" or "opened" your email marketing message.
This metric is only available when using an email service provider as
part of the standard reporting for email campaigns.

4. Australian Ave. Open Rate
21.96%
insight
This represents the overall average open rate for ALL industries and
campaigns across the board. Smart phones are helping increase this.
This is an average, the goal for your campaigns should never be
average! Make this your lowest acceptable open rate...

5. Opens by Send Volume
Less than 500 people = 35.02%
Less than 1000 people = 30.42%
Less than 5000 people = 24.64%
Less than 10,000 people = 24.77%
More than 10,000 people = 19.92%
insight The smaller your target group, the greater the open rate is. As you
focus your communications to specific types of customer, your
message becomes more relevant. Only when you truly know your
customers can you send the right message to them.

6. Improve Your Email Opens
Is “WHEN”
you send a Are your What is your
emails working preview text saying? Are you easy
good time for Make it scream
in mobile & to recognise
customers? “open me”, than just
tablets? “View this online” as a trusted
sender?
How does your
Forwarded email look? Easy When you send in your
Emails “FW” on the eye or full customers downtime
and confusing? (weekend or evening),
always open at you remove competition
a higher rate for being read when
everyone else sends

7. Email Click (CTR) Rates
Click Rates are...
Your click rate or CTR (Click Through Rate) is the number of unique
individuals that click one or more links in an email campaign. This is
shown as a % of the emails opened. This is by far the most important
measurement as it represents a valuable action.

8. Australian Ave. Click Rate
4.24%
insight
This represents the overall average open rate for ALL industries and
campaigns across the board. Smart phones are helping increase this.
This is an average, your goal for campaigns should never be
average! This is your lowest acceptable open rate...

9. Clicks by Send Volume
Less than 500 people = 7.49%
Less than 1000 people = 6.39%
Less than 5000 people = 4.19%
Less than 10,000 people = 4.04%
More than 10,000 people = 4.07%
insight
When we send to smaller groups, not only do they open more of their
emails, they also click more on average. You can take advantage of
this by segmenting your list into valuable targeted groups.

10. Top Industry CTR Rates
#1 Gov./Defence = 8.89%
#2 Mining/Oil/Gas = 8.83%
#3 Legal = 7.86%
insight
The 3 industry sectors above have the highest average open rates of
all industries. Trust, quality, timely nature, value and business
critical information each play a part. If the value is high, emails are
expected and depended on. How can your comms be as valuable?

11. Improve your Clicks Less is more! Stuffing
emails full of content
Personalise: Include Social Mobile Ready: Are doesn’t increase the
Knowing more about Sharing: after much your emails breaking value, just the
what they love as testing we realised in the send to all workload for you and
well as their name that emails with even mobile devices? You your subscribers!
will ensure you get HAVE to know...
one sharing option
clicked on!
gets as many as 30%
more clicks than those Where’s your
who don’t Urgency?: Adding a
Where’s your PS?: limit and some
Segment! Businesses This is a time proven scarcity into your
that segment their result maker in action. email will get the click
lists have more This always catches now instead of “i’ll look
transactions, leads everyone from at this later”...
and much greater Remove skimmers to detailers.
revenue Distraction: Reduce
the options to click
away from the goal
of your email, keep
them on course

12. Open & CTR by Day Sent
Open & CTR by day means...
The upcoming chart relates to how specific days impact how your
emails are opened and clicked on. You will discover which days
Australian marketers send their email marketing on, but best of all
how you can benefit from not following the crowd..

13. Open & CTR by Day Sent
insights...
30
Everyday has relatively the same open and click
22.5
1. through rates. Their is no real benefit to
sending one day over another with the
exception of Saturday with a slight decrease!
15
The real insight you can take from this is that
7.5
2. MOST email campaigns start very low on a
Monday, even out from Tuesday to Friday and
drop out of sight on Saturday and Sunday.
0
Monday Tuesday Wednesday Thursday Friday Saturday Sunday If we wanted to reduce competition, without
Volume Sent Opened Clicked 3. compromising our open rate, Send either
Monday, Saturday or Sunday when you have
the least amount of competition in the in-box.

14. How long to open emails?
Opening your emails...
This section tells us how long it takes to get your email marketing
emails opened, from the time it’s sent to being read. This is essential
information for time-limited offers and last minutes deals...

15. How long to open emails?
40 34.45%
30.2%
30
20
16.48%
10
7%
3.53% 1.98% 4.15%
1.3% 0.91%
0
0-1 Hr 1-8 Hrs 8-24 Hrs 24-48 Hrs 48-72 Hrs 72-96 Hrs 96-120 Hrs 120-144 Hrs 144+ Hrs

16. Time to Open findings
Mobiles and
Tablets are having
a HUGE effect on
faster opens! Are
91.66% of all you mobile
Australian ready?
People are opening
emails are faster the number of
emails opened within
opened within the first hour has
risen over 2%
72 hours! since our last report

17. How are we Reading Emails?
Reading our emails...
The next report deals with how Australians read and engage with
our emails. What email software we use to read email and are we
using phones, tablets or web sites such as Gmail or Hotmail to access
them? Let’s find out...

18. How are we Reading Emails?
Outlook 2003 iPhone Mail
Apple Webkit Hotmail
16.53% 17.54% Outlook 2007 Outlook 2010
iPad Mail Android
Yahoo Other
1.57%
2.37%
5.68%
16.28%
7.47%
Device Types
Desktop Applications: Outlook 2003, Outlook 2007,
Apple Webkit and Outlook 2010.
10.59% 11.23%
10.75%
Web-based Interface: Hotmail, Yahoo and Gmail.
Mobile Device: iPhone Mail, iPad Mail & Android.

19. How we Read Email findings
Emails being iPhone Mail 46.83% of all
(16.28%) is now
read on Mobiles more popular emails are being
are increasing than Hotmail
opened with
(10.75%)
rapidly, jumping either Outlook
The use of web mail
11% in just 6 is decreasing or Apple Mail
(12.35%) and may
months mostly be due to an
24.33% of your increase in the
Australian email Other category
marketing is now (16.53%)
being read on a
mobile device

20. Start Mobile Marketing Today!
How Mobile Marketing Can Revolutionises Your Business Today! effect on Australian business right now:
24.33% of your
Their are 22.1 Million mobile phones in Australia right now, one Over 60% of local searches are on a mobile or tablet device
Australian email
phone for every person in the country. They are searching for your
products and services in your local area right NOW. Mobile searches
Less than 10% of Australian businesses are mobile ready
80% of shopping searches are made on a mobile device
marketing is now
are local, it's how mobile search works based on the searchers Internet usage on mobiles will overtake desktop usage in early 2014
location, increasing the relevance of their results. 74% of visitors will wait 5 seconds for a page to load before leaving
being read on a Mobile email opens have increased by 34%
mobile device
Most businesses have a standard website that does not work.
They don't work because the time, money and most of all the attention From our research around Australian mobile activity, we know mobile
has not been invested in it regularly over the time its been online. marketing is the biggest opportunity for business since the internet
started! Big statement, but with mobile usage multiplying at a rate
Your competition have been making this investment and even unheard of this is where you need to be right now.
companies that are not even in your industry, are dominating it and
selling leads to you! These are the businesses who own the desktop We have created two offers that empowers EVERY Australian
searches for your industry making it extremely difficult for you to business that wants to be visible, drive traffic and create new visibility
own them for your business. and sales for themselves. This is about making your business more
successful in 2013 with the most relevant services to do just that:
You have two options here:
1) Mobile Email Design Optimisation Service - taking an existing
1) Try and compete against those with a good head start design or creating a completely new design for your business.
2) Own Mobile Marketing in your industry while little competition
2) A Fully Optimised Mobile Website that drives new leads from both
This is what we know about the mobile marketing revolution and its mobile and tablet devices direct to you.

21. Get a Mobile Optimised Email!
Does Your Email Marketing Work In The Latest Mobile Devices?
24.33% ofmost organisations have not only had the same
We know for a fact than
your
email Australian email but they do not work in mobile
design for the last few years,
devices!
marketing is now
Imagine having built a database of customers and prospects over the years
being read on a
and NOT EVEN KNOWING if your emails are even working! Email clients BrandMail
change all the time, never mind adding mobile devices? That’s bad news!
mobile device
This is simple to fix, BrandMail knows what works and what doesn’t when
delivering email to your customers and prospects mobile devices. All our
email templates are:
Proven designs that get clicks to your website
Emails that work in 42 Email clients and web browsers
Bullet proof design and code for ALL mobiles and tablets
Simple Click to Call designed to make your phone ring
This is only available for Australian Businesses! We will design and
build your new email template for just $750 completely tested and ready for
mobile marketing!
I want my email marketing re-designed today > Just Contact Us

22. Own a Mobile Website Today!
How Your Business Can Own A Mobile Website Today!
24.33% of your
With Millions of users accessing the internet though Smartphones and tablets,
having a professional mobile site has never been more critical to your
business.Australian email BrandMail BrandMail
We know mobile optimised is now cost in excess of $20,000 to build
marketing websites can
before you even get to the hosting! This is out of the reach of most businesses.
We didn’t like this and wantedon a
being read to do something about it!
mobile device
We wanted to keep it easy, inexpensive for your business and completely
optimised as new devices are launched. One low fee to set up and a low
monthly amount to keep it completely optimised and running for you! So what
do you get?
Works on every phone, iPhone, Android, Windows, Nokia & Blackberry
Clean design bright, simple to use and effective for new business
Click to call, SMS and Email features
Mobile SEO optimisation for your industry
Built in SMS and QR codes
Real-time reporting proving it works for you EVERY SINGLE DAY!
This is only available for Australian Businesses...
Sign up to receive a FREE preview of your website today, no contracts, just
take a look! I Want To Claim My Free Mobile Website Preview!

23. Thank you
for reading...
thanks for reading!