2017 informz email marketing performance benchmark webinar: email vs. automation
TRANSCRIPT
2017 Informz Email
Marketing Performance
Benchmark Webinar
Email vs. Automation
June 7, 2017
Logistics Participants can use their telephone or computer mic & speakers (VoIP).United States: +1 (415) 930-5321Access Code: 312-537-317
Please use the Q & A tab to ask questions throughout the presentation.
The webinar is being recorded and all registrants will be sent a follow up email with a link to the recording.
Welcome to the Informz Webinar!
Vivian SwertinskiStrategic Services Manager
Agenda
Key Performance Metrics of the 2017 Association Email Marketing Benchmark Report
Traditional Email versus Automated Campaigns
How Associations are using Marketing Automation
Email Marketing Benchmark Report
7th consecutive year
Over 1,300 Associations & Nonprofits
12 Months of Data (2016)
Over 1 billion emails
US, Australia, New Zealand, Canada,
UK
Year over Year Email Volume
2014
20152016
Average number of emails per month
Key Performance Metrics - Overall
98.3%
35.6%
15.6%
Average Open Rate – Annual Send Volumes
35.6%
38.8%37.6%
33.4% 34.6%
Traditional One Off Emails versus
Automated Campaigns
Traditional Email Flow
What happens next?
Target Group Mailing
This is what digital “listening” looks like
13
Target Group Mailing
Respond with those engaging with you
Marketing Automation: Talk, Listen, Respond
Web Tracking and Targeting
Automated Campaign Designer
Landing Pages and Forms
Engagement Scoring
Persona Targeting
Marketing Automation Benchmark Metrics
Year over Year Marketing Automation Volume
2015
2016
Marketing Automation Campaign Metrics
98%
37.6%
16.7%
Most Popular Campaigns to Automate
Onboarding
Engagement
Event Promotion
Renewal
Examples of marketing automation campaigns
Florida Association of Insurance Agents
Increase engagement of new members Move from single email to a welcome series Results: Open rate increased from 18% to 63%
Brewers Association – Homebrewers divisionRe-engage with members who hadn’t opened an email in 31 daysEngagement Scoring and Campaign DesignerResults: 60 days later nearly 50% had re-engaged
Veterinary Hospital Managers Association
Streamline & improve quality of renewal campaign Eliminate hours of manual intervention each month Results: $18,000 increase in revenue
American Association of Airport Executives
Accelerate & increase event registrations Target: multiple page visits / clicked on registration link Results: 25% increase in registrations - $20,000 in revenue
