7 noteworthy insights for mobile marketing · at 22.1%, in-app messages are opened at rates similar...

7 Noteworthy Insights for Smarter Email & Mobile Marketing

Michael TrapaniDirector of Marketing, Acoustic

Social Q&A:@ThatsLogical

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@GoAcoustic | @ThatsLogical

The Research

7 Insights

Tips & Best Practices

What To Do With The Data

Q&A

Here’s what I have planned.

Acoustic Research

From the world’s largest independent marketing cloud

Campaign Content Analytics Personalization

Exchange


20 Industries

Average

Best

Worst

Channels:Email

SMS

Mobile push

Campaign Data:Jan-Dec 2018

Acoustic marketingbenchmark report

Campaign metrics across thousands of marketing teams


More than a dozen metrics

Email metric• Open rates • Click-through rates • List churn and

message size • Email client usage

and engagement

Mobile metics• Mobile app push• SMS

Methodology and resources • Research

methodology• Glossary• Industry categories


Nine independent regions surveyed

It’s a lot.

Seven Findings

1. Email is alive & well


Open rates are up 14% since 2014

Click-through rates are up 19%.

Why?- Better list hygiene

- Increased personalization

- Deliverability

Open & Click-Through Rates Are Up


Open rate – by industry

Two industries stood above the others with mean unique open rates greater than 40%,

Automotive at an amazing 48.2% and Energy & Environmental at 40.8%.

The lowest performing industries are B2C with reputations for sending a high frequency of messages.

2. Transactional emails still work well


Transactional vs. non-transactional open rates – 2017-2018

Transactional open rates are steady as a rock.

They continue to be your most engaged messages.


3. Cars get clicks


Car owners and shoppers often click on relevant content, such as recommendedservice, or a new model of interest.

Automotive races to the top of click-through rates


Click-to-open rates – by industry

Automotive had the highest mean (19.6%) and median (18.6%) Click-to-open rates.

Media & Publishing had the second highest mean CTOR at 18.6% and the highest top quartile rate at 47.7%.

Hospitals, Healthcare & Biotech (2.7) and Nonprofits, Associations & Government (2.3) had the highest mean clicks-per-clicker across on industries.

Clicks-per-clicker – by industry

4. Don’t unsubscribe me, bro.


Unsubscribe rates – by geographyImproving your unsubscribe rate just 0.1% would save 1,000 subscribers every time you send to a database of 1 million people.

That’s more than 200,000 contacts retained over a year if you send four emails per week.


5. Mobile email is maintenance


This shift as result of consumers increasingly using their mobile devices for inbox maintenance.

Client/device usage 2017 vs. 2018 — selected geographies (about 5% drop)

Mobile email engagement powers down


6. Mobile engagement is in the app, not outside of it.


Push notifications have low open rates compared to email open rates because they often do not require further action:(ex: flight delay, shipping status, breaking news)

At 22.1%, in-app messagesare opened at rates similar to that of email messages.

Simple push notifications

In-app messages

Mobile push open rates (%) Simple push notifications vs. in-app messages


In-app message click-through rate is 5.3%.

The in-app message open rate is 23.9%.

In-app message vs. email: A comparison of key metrics (%)


7. Regulations work


Countries with more regulations have better conversion rates. Legacy regulations like CASL paint a picture of a post-GDPR world.


Canada conquers


Canada conquers


CASL went into effect

Tips & Best Practices

Use transactional messages to add value in context – Offer an incentive for a related purchase, invite buyers to review their purchases and join your loyalty program.

Leverage what works.

Acoustic Tip: Transact & Conquer


Don’t use generic copy for links like “Read More” or “Click Here.” Instead, convey the benefit and value of clicking, such as:

“Download the report”“Find shoes in your size”

Acoustic Tip: Get Better Clicks


Regulations like GDPR are scary, but the data shows that stronger marketing regulations actually lead to better performing campaigns.

Breathe.

Acoustic Tip: Don’t Panic


How to use this data

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Data is a tool. Use it to get what you want.

Drive program and organizational change with clear targets.

Educate stakeholders and executives.

Create more budget and resources.


7 noteworthy insights for mobile marketing · at 22.1%, in-app messages are opened at rates similar...

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