email marketing metrics benchmark pharma to healthcare professionals

EMAIL MARKETINGMETRICS BENCHMARK

PHARMA TO HCPSuccess stadistics of emaling campaings sent to Health Care Professionals

between 2014 and 2015 in Spain

• 2 years (2014-2015)• 528 campaings• 13.362.674 addresses• 135.000 users

Ignacio EnguixGeneral Manager@nenguix

General Practitioners 45%

Specialist46%

Pharmacists10%

Unique Addresses

8%

38%

53%

General Practitioners

1% 8%

91%

Specialists

18%

44%

38%

Pharmacists

N= 13.362.674

34%

54%

12%

TOTAL OF CAMPAINGS

PLACEMENT RATE

98,74%

Mixed Results in EuropeFor the second straight year, no major European country was able to break the 90% inbox placement mark. In fact, nearly all countries were either flat or saw a decline in the number of emails reaching the inbox. The lone exception came in Italy,where a 2% year-over-year gain placed it at the top of the European rankings.

Significant declines were seen in Germany, France, and the UK.In Spain, inbox placement rate remained unchanged although below both the global and European averages.

N= 13.362.674

UNIQUE OPEN RATE

16,12%

OverviewThe open rate works best as an in-house benchmark to track over time, because it can signal progress or problems with engagement. It’s relatively unreliable because it doesn’t capture all opens accurately due to image blocking and other factors. In other words, track your open rate, but don’t use it as a sole measure of campaign success.

ObservationsUnique open rate: While median open rates are fairly close among country groupings, top-quartile performers achieved open rates more than double the median and five to 22 times higher than bottom-quartile performers.

Unique open rate by Country Region

Unique open rate by industry

N = 13.362.674N= 13.362.674

OPEN RATE

20,08%

General Prac-titioners

Specialists Pharmaceutics All HCP-5%

0%

5%

10%

15%

20%

25%

30%

20.87% 19.03%

28.99%

16.06% 14.87%

22.35%

OPEN RATEOpen Rate Unique Open Rate N

Any Content Medical Education Publicity Information0%

5%

10%

15%

20%

25%

30%

35%

40%

20.87%23.16%

19.44%21.52%

16.06%18.10%

15.04% 16.46%

Any Content Medical Education Publicity Information

19.03%21.97%

18.20% 19.07%

14.87%17.14%

14.01% 14.92%


28.99%

33.57%

24.79%

31.66%

22.35%25.53%

19.00%

24.73%

N = 13.362.674

CLICK-THROUGH

1,64%

OverviewClick rates are process metrics that measure activity on an email message. They’re a more reliable metric than open rates but are still not a substitute for output goalssuch as conversions, revenue or order value.Click rate measures the number of recipients who clicked links within your campaign. MailerMailer bases this metric on unique clicks. This means that multiple clicks on a single link, or identical links within the same message, do not count.Evolution Click-Throught Rate (Unique) world wide

Click-Throught Rate (Unique) by Industry

H1 2010 H2 2010 H1 2011 H2 2011 H1 2012 H2 2012 H1 2013 H2 2013 H1 2014 H2 20140.00%0.50%1.00%1.50%2.00%2.50%3.00%3.50%4.00%

3.20%2.90%

3.50%

2.50%2.10% 1.90% 1.90%

1.60% 1.60% 1.50%

Accounting and Finance

Arts and Crafts

Business Supplies and Services

Deals and Coupons

Entertainment

Fashion and Beauty

Government and Politics

Hobbies

IT Services

Legal Services

Manufacturing and Distribution

Museums and Galleries

Other

Real Estate

Religious

Science and Biotechnology

Transportation

0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00%

Several factors influence click rate, including the call-to-action, number of links, nature and relevancy of the content, personalization, segmenting/targeting, timing, etc. As a result, there is no single benchmark for click rate.

Observations

N = 13.362.674

General Practi-tioners

Specialists Pharmaceutics All HCP-0.50%

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

1.57% 1.53%

2.47%

CLICK THROUGH RATIO

Any Content Medical Education Publicity Information0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

1.57%

3.31%

1.31% 1.47%


1.53%

2.67%2.20%

1.46%


2.47%

5.14%

1.48%

2.28%

N = 13.362.674

Accounting and Finance

Arts and Crafts

Business Supplies and Services

Deals and Coupons

Entertainment

Fashion and Beauty

Government and Politics

Hobbies

IT Services

Legal Services

Manufacturing and Distribution

Museums and Galleries

Other

Real Estate

Religious

Science and Biotechnology

Transportation

0.00% 5.00% 10.00% 15.00% 20.00% 25.00%

CLICK-TO-OPEN RATE

10,12%

OverviewClick-to-open rate (CTOR) is a key metric in measuring campaign performance. It basically describes: of the people who opened a message, how many clicked links within it. In this way, CTOR zeroes in on the message content, providing a valuable indication of how well the copy and creative performed.The click-to-open rate (CTOR), also known as the effective rate, does shed more light on engagement than a simple click.

Click-to-Open Rantes by Industry

Since the calculation of CTOR relies on open rate, which is only an approximation, CTOR is also an approximation. In addition, like a message's click rate, CTOR depends on several variables, such as industry, segmentation, email type, and number of links. Given the nature of CTOR, there is no single benchmark for success.

Observations

N = 13.362.674

General Prac-titioners

Specialists Pharmaceutics All HCP9.00%

9.20%

9.40%

9.60%

9.80%

10.00%

10.20%

10.40%

10.60%

10.80%

11.00%

9.75%

10.22%

11.00%

CLICK TO OPEN RATIO

Any Content Medical Education Publicity Information0.00%

5.00%

10.00%

15.00%

20.00%

9.75%

18.67%

8.65% 8.96%


10.22%

15.56% 15.03%

9.79%


11.00%

20.13%

7.76%9.23%

TARGET CONTENT SENT ADDRESS DELIVERED OPEN RATE UNIQUE OPEN RATE CLICK THROUGH CLICK TO OPEN

General Practitioners

Any Content 180 5.960.116 98,92% 20,87% 16,06% 1,57% 9,75%

Medical Education 15 505.359 99,16% 23,16% 18,10% 3,31% 18,67%

Publicity 70 2.276.144 98,67% 19,44% 15,04% 1,31% 8,65%

Information 95 3.178.613 99,06% 21,52% 16,46% 1,47% 8,96%

Specialists

Any Content 284 6.124.264 98,43% 19,03% 14,87% 1,53% 10,22%


Publicity 88 490.242 99,20% 18,20% 14,01% 2,20% 15,03%

Information 182 5.571.585 98,35% 19,07% 14,92% 1,46% 9,79%

Pharmacists

Any Content 64 1.278.294 99,35% 28,99% 22,35% 2,47% 11,00%


Publicity 27 560.826 99,62% 24,79% 19,00% 1,48% 7,76%

Information 24 485.936 99,27% 31,66% 24,73% 2,28% 9,23%

All HCP

Any Content 528 13.362.674 98,74% 20,80% 16,12% 1,64% 10,12%


Publicity 185 3.327.212 98,91% 20,16% 15,56% 1,47% 9,30%

Information 301 9.236.134 98,64% 20,58% 15,97% 1,51% 9,45%