EMAIL MARKETINGFACTS & FIGURESFACTS & FIGURES

12 Frequently Asked Questionsabout Email Marketing

in Belgiumin Belgium

WHO AM I?

Florent DiverchyFlorent DiverchyDigital Consultant

@Bisnode since 2002Expertise in Digital Campaign Management

WebS i l

Expertise in Digital Campaign Management

SocialMobile

… and Email

WHAT DOES BISNODE KNOW ABOUT EMAILS?

Prospection Emails Client Emails

PermessoJust4YouSanoma

Procter & GambleNestlé

DanoneSanoma DanoneBeobank

CroustifranceRed MarketRed Market

…

70 illi il t70 million emails sent per yearLots of analysis, tests, experiences… lots of questions!

1. WHICH RESULTS ARE YOU LOOKING AT?

Unique Openers & ClickersAfter 1 launch

No Opens & ClicksNo RemailsNo Remails

Be careful if you compare!y p

2. WHAT ARE THE AVERAGE BELGIAN RATES?

The 15/25 RuleProspection Emails Client Emails

15% Open15% Click on Open2,25% CTR

25% Open25% Click on Open5,63% CTR2,25% CTR 5,63% CTR

1 out of 44 persons contacted click 1 out of 16 persons contacted click

Don’t extrapolate one from the other!

3. WHAT CAN I EXPECT FROM MY REMAILS?For Prospection Same For Client mailsFor Prospection

Mail

Same For Client mails

0,16% Opt out

15% Open15% Click on Open

/2

Remail

/2

0,32% Opt out

7,5% Open15% Click on Open

/2

Remail 2

/2

1,00% Opt out

3,75% Open15% Click on Open

4. ARE TRIGGER EMAILS PERFORMING BETTER?

Prospection Emails

30% Open

Client Emails

50% Open

The 15/25 Rule

The 30/50 Rulex2

30% Open30% Click on Open9% CTR

50% Open50% Click on Open

25% CTR

1 out of 11 persons contacted click 1 out of 4 persons contacted click1 out of 11 persons contacted click 1 out of 4 persons contacted click

5. IS EMAIL MARKETING DYING?

Overall rates globally constant since 4 years

Small increase in Open (new methodology)Small decrease in ClicksSmall decrease in Clicks

More trigger emailsMore trigger emails

Email Marketing in 2014 better than in 2013Email Marketing in 2014 better than in 2013

Email Marketing is NOT dying

6. WHICH ELEMENTS HAVE MORE IMPACT ONMY CAMPAIGN?MY CAMPAIGN?

TIMINGS (+10%)

Importance is decreasingMobile. Always On.

(G )New behaviours (Google Inbox)

What stays trueWhat stays true

Women: Wednesday afternoon (+17% compared to other week days) Coupon: last week of the month

Couple decision: week end

Trigger always better

CREATIVE MATERIAL (+20%)

Pre-required: properly designed and cut HTML material !

G d & li it S bj t li

Usual recommendations

Good & explicit Subject lineSimple content

Call to action visible and above the fold

What becomes more important

Responsive design (25% of all opens on mobile)Pre-header

PROFILES (+50%)

Men open more (17% vs 14%), Women click more (17% vs 13%)

NL open more than FR (17% vs 13%)

Age has a huge impact on Open Rate

NL open more than FR (17% vs 13%)

Age has a huge impact on Open Rate

18-29: 8,5% 30-49: 15,0%

C

30 49: 15,0%50+: 22,5%

Age has also an impact on Click Rate

18-44: 11%45+: 16%

CONTENT (+200%)

Incentive emails are better than Informative emails

Open rate similarClick rate x3.1

Split Incentive for better reactivity

100 x 10€ (best perception)10 X 100€1 X 1000€ ( t ti )1 X 1000€ (worst perception)

Free products

Open Rate 60%Click Rate 50%CTR 30%

Beware of contesters!CTR 30%

7. WHICH FORM CONVERSION RATE CAN I EXPECT?

60% of the clickers submit the Form

84% with Form prefill

Telephone: -7%

Don’t ask to much

Telephone: 7%Complete Address: -5%

Birthdate: -3%City: -3%y

Opt-in can’t be pre-checked

82% i th i t i82% give their opt-in

8. WHAT IS AN OPTIMAL MARKETING PRESSURE?

1 week-end between two launches

Average: 0 36%

Opt-out Rate:

Average: 0,36%2nd email of the week: 0,56%1st Mail on Friday, 2nd on Monday: 0,38%

9. DOES ONLINE STORYTELLING WORK?

Case Vétérinaires sans frontièresA t d l d 5 ilA story developed on 5 emailsEach email sent to the openers of previous email3 last emails sent on the same weekNo incentiveNo incentive

Open Rate Evolution A good story makes

14% 64% 78% 90% 92% Last: 24.791 openers for 26.938 email sent

informative emailsmore reactive

than incentive emails

Opt-out EvolutionA good story is

0,16% 0,37% 0,29% 0,31% 0,29% not perceived as negative pressure

10. IS CPC BETTER THAN CPM?

CPC always seems betterLess risk

Things to keep in mindWhat about marketing pressure?How many remails if goals not reached?Risk for brand image?gAsk your partner!

Know your ROI

11. WHICH KPI SHOULD I LOOK AT?Depends on your needs

Visibility: Open RateWebsite Traffic: Click RateLead Generation: Opt-inImpact on Sales:

Direct salesImpact on average basket after xx monthsConversion after xx months

Choose the right one!

Client Automotive 1: 16% Open – 9% ClickKPI: Car sold after 1 weekKPI: Car sold after 1 week

Angry Client

Client Automotive 2: 16% Open – 7% ClickKPI: Car bought by clickers after 6 months

Very Happy Client

12. IS THE ROI OF EMAIL POSITIVE?

15% Open 15% Click 60% Forms 82% Opt In

1 person contacted on 90 gives his optin

You just need to know 2 parameters

The Con ersion rate of o r Lead N rt ring ProgramThe Conversion rate of your Lead Nurturing ProgramThe Value of a New Client

Example Fundraising Client

Parameters: 1 conversion for 11 optins. A new donor is worth 100€p100€ per donor = 9,09€ per opt-in = 7,45€ per form

= 4,47€ per clicker = 0,67€ per opener = 0,1063€ per email sent

ROI Positive if CPC < 4,47€ or CPM < 106,30€

KEY TAKE AWAYS

Prospection email:15% Open 15% Click 60% Forms 82% Opt In

Belgium 2014

Client email: 25% Open 25% Click 60% Forms

Remail: Half the Mail OpenRemail: Half the Mail Open

Trigger Email: Double the ratesBiggest Impact on the Rates:1. Content -/+200%2 Profiles /+50%2. Profiles -/+50%3. Creatives -/+20%4. Timing -/+10%

Email is NOT dying

1 weekend between 2 emails

Storytelling works!

Choose your KPI in function of your objectives

Be sure to calculate your ROI!