I heard a blogger state that her Facebook page is tanking. Just 1,000 likes this week! I nearly fell off my chair. A 1,000 likes? I’ll take that any day but compared with where she was a year back, it’s miserable.
That’s the funny feature of numbers, they really just inform a story when you compare them to other numbers. For example, how’s your e-mail open rate? Around 18 %? That’s fantastic if you remain in the travel market but if you’re a non-profit you’re method off the mean number for the market.
Need to know where you stand? Silverpop simply launched their “2014 Email Marketing Metrics Benchmark Research” and it covers the essentials – – bounces, open rates, click-throughs and usubs.
The huge news is that bounce rates have actually dropped significantly. Even the bottom percentile saw a 25 % reduction in bounces. This suggests marketers are committed to keeping those lists clean. There are tools that do a great deal of the work, but a human eye is required and it’s not a wild-goose chase. Cleaning out the nonessential can save you $ 20 to $ 40 per mailing. That adds up quick and if you’re a small company, you’re going to see the difference. And it’s not like you’re losing clients. Those bad addresses weren’t going to transform, anyhow.
Speaking of converting …
The mean, distinct open rate in the United States is 20.1 %. Top performers are seeing open rates as much as 22 % greater than those at the bottom developing a broader space between the 2. This speaks with quality of the material. The brands that understand their audience and regularly offer what they require in an e-mail are far exceeding those who don’t give their e-mail marketing enough believed.
Industry-wise, Healthcare comes out on leading with 26.2 % mean, unique open rate. Education, Customer Solutions, and Non-profits all reveal better than a 25 % open rate. Silverpop states this is most likely due to the fact that these industries are more about info than promo.
On the bottom is Travel and Leisure with only 15 %, Media and Publishing at 16.69 % and Retail at 20.9 %.
Opening is necessary but clicking-through is vital – – especially if you’re trying to find a sale.
The mean click-through rate (a minimum of one link clicked per e-mail) in the US is 3.2 %. Wow, that’s … not huge, is it?
Click-throughs mirror the opens with Education, Non-Profits and Health care all over 4 %. Travel, Media and Computer Software application do not even break 3 %.
Unsubs
In general, the mean unsubscribe rate in the US is 0.1501 %. That’s very nice but it improves. Top entertainers had a near NO unsub rate. On the bottom, that rate reaches 0.5 %. Again, evidence that well-written, highly targeted emails are worth the effort.
Spam complaints are likewise down. I ‘d state this is because practically every piece of marketing email has a clear and easy Unsubscribe button so it’s unworthy logging a grievance. I still get a few emails without this vital link however it’s uncommon.
In general, things are looking excellent for excellent e-mail online marketers. If your opens are method off compared to the others in your market, then it’s time to rethink what you’re doing and perhaps employ a specialist to get you entering the right instructions. Email marketing is still one of the most reliable methods to acquire and maintain customers. So why not let Facebook slide a little next week while you invest that time on your email projects? It’ll deserve it.
Email Marketing: Are you exceeding the competition? Silverpop has the answer
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