key findings from the 2016 association email marketing benchmark report
TRANSCRIPT
Webinar Agenda
2016 Email Marketing Benchmark Report
Industry Marketing Trends
Recommended Next Steps
• 6th consecutive year produced
• Over 1,300 Associations and Nonprofits
• 12 months of data
• Over 1 billion emails
• US, Australia, New Zealand, Canada, UK
How Do You Measure Email Performance?
Source: 2015 Association Technology Study, Lehman Associates, LLC
Open Rates – a deeper dive
• HTML email with images enabled
• Text or HTML email with click activity
• Unique Open by Subscriber
Click Through Rates
Openers that clicked on a tracked link
Better yet…Insights about your users behaviors and interests.
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
What to Test?
• Friendly From
• Subject Line
• Pre-header Text
• Banner Image
• Message
• Call to Action
Trend – Measure ROI after the Click
Source: 2015 Association Technology Study, Lehman Associates, LLC
2015 Association Technology Study – Marketing Automation
Source: 2015 Association Technology Study, Lehman Associates, LLC
What is your experience with Marketing Automation?
Using it Today
Considering within 6-12 months
Have awareness, no specific plans
New Concept
Target “known” audiences
Create action based target groups
Session Trends for Known and Anonymous Users
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