quarterly email benchmark report - cheetah digital · 2019-02-20 · quarterly benchmark report q4...

Quarterly email benchmark reportQ4 2017: October, November, December

A Cheetah Digital benchmark report

Executive Summary: Q4 2017 1

Spotlight: Retention tips 2

Q4:2017 Quarterly benchmark 6

CONTENTS

Year-over-year volume comparison 6Performance analysis 7Trend to watch: Love him or hate him, Trump is good for open rates 11Methodology 11Mobile trends 12Appendix 1: Metric definitions 13Appendix II: All industry performance by month (Q4 ’16 – ’17) 14Appendix III: Historical metrics by industry by quarter 18Appendix IV: Historical metrics by alternate vertical 18

Executive summary: Q4 2017

The following report details overall email marketing trends for the fourth quarter of 2017, as well as the key performance indicators (KPIs) that shaped the year-over-year program success for Cheetah Digital clients.

• Say ‘thank-you’ to your subscribers and buyers throughout the year

• Recognize loyalty by noting anniversaries of subscribing, purchasing and/or joining a loyalty club

• Use advanced subject line analyses to optimize subject line copy for all of your campaigns

• Apply Cheetah Digital’s advanced segmentation models to create segments and strategies to increase retention rates

Key trends:• Email volume rose by 11.1% in Q4 2017 compared to Q4 2016. Unique open and click rates were similar to the rates seen in Q4 2016.

• Year-over-year revenue per email rose in Q4 from $0.07 in 2016 to $0.08 in 2017.

• The largest change in mobile behavior was seen in clicks. In Q4, the industry-wide percent of clicks received on mobile devices rose from 38% in 2016 to 51% in 2017.

• For publishers, campaigns with subject lines including ‘Trump’ had higher open and click rates than other mailings.

In this quarter’s Spotlight section, we look at retention.• A focus on retention is critical after the holiday season to build and maintain brand loyalty. Four tips for enhancing your retention program

include:

1Quarterly benchmark report Q4 2017 (October, November, December) |

Spotlight: Retention tipsPost-holiday strategyThe holiday season is behind us, and marketers can pat themselves on the back for having survived the stressful, demanding and hopefully rewarding holiday months. The start of the new year, however, has its own demands. Now is the time to consider how to turn your holiday shoppers into ongoing brand loyalists.

Retention strategies take many forms, including, but not limited to:

• List health to ensure validated and updated email addresses

• Preference centers for customers who may want fewer touches after the holidays

• Personalization strategies for names, browsing and past purchase behaviors

• Test plans to optimize offers, subject lines, creative content and delivery times

To help with your retention efforts, we will discuss four additional ways, from the simple to the complex, to create a healthy, active base throughout the year.

Say ‘thank you’Thanking your customers is something that can occur throughout the year. Based on mailings in 2017, campaigns with subject lines expressing gratitude from the brand such as “with heartfelt thanks” or “this holiday season we’d like to say ‘thank you!’” had unique open and click rates that were 69% and 38% higher respectively, than the all industry benchmarks (thank-you unique open rate of 28.6% and unique click rate of 2.3%, all industry open rate of 16.9%, and click rate of 1.7%).

There is not just one type of thank-you mailing. We found significant increases in performance for surveys, post purchase mailings and promotional mailings sent to buyer segments when the subject line included the words “thank-you” or “thanks.”

In addition to high open and click rates, these thank-you mailings also had major lifts in transaction rates.

Saying thank-you is an easy way to optimize these retention programs for your brand.

Lift in unique open and click rates with thank-you in the subject line

Mailings With thanks Without thanks Lift w/thanks

Surveys 0.26% 0.04% 6.2X

Post pruchase 0.15% 0.04% 3.4X

Buyer segment promos 0.13% 0.04% 2.6X

Transaction rates

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Recognize loyalty

Whether or not you have an official loyalty program, you can use data you possess to celebrate anniversaries with your subscribers. These anniversaries can be based on list subscription date, date of purchase or date of loyalty program enrollment. They also can be anniversaries of a particular brand, perhaps sent to segments of past browsers or purchasers of that brand or of similar products. These types of anniversary mailings had high unique click and click-to open rates, indicating that anniversaries can resonate with, and engage customers.

Interestingly, emails calling out a store anniversary (e.g. ‘Get Ready - Our Anniversary Sale Starts Now’) did not outperform the all-industry benchmarks for clicks or click-to-open rates. The more personal anniversaries based on subscriber activity or product preferences appear to generate more interest and higher response rates.

Anniversary emails have high unique click rates Anniversary emails boost engagement

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Take a deep dive into subject lines

Advanced subject line analyses can help marketers craft engaging content that keeps customers interested. Cheetah Digital’s subject line analysis breaks subject lines into core component parts and measures each aspects’ impact on expected engagement. Using this model can provide insights into the language marketers rely on, and whether that language has any true impact on retaining customers interest. Based on the analysis, brands can have clear guidelines for subject line copy throughout the year, or for a particular season. Sample highlights may include:

• Subject line length has limited impact on performance, but longer than usual subject lines performed fairly well

• For brand A, subject lines that include more ‘positive‘ words and phrases have higher than expected open rate performance, while most subject lines with ‘negative words’ or phrases underperform expectations

• What kind of sentiments are most commonly conveyed in the subject lines?

Investing in subject line content can make you more confident as you strive to achieve the open rates you need to ensure program success.

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Net positive words by subject line

Individual subject lines that skew positive out-perform expectationsCumulative AFINN scores (campaigns n = 300)

Adventure,advantage 53%

Bonus, revolution, escape 30%

Comfort, conservation,

happy 28%Wait, bad,storm

27% Celebration, deal 24%


Enhance segmentationRigorous, data-based segmentation design can help increase retention by identifying customers across many variables and actions. Using a statistical model can help marketers determine not only how customers behave, but how they should treat them. For example, discount-oriented shoppers may not be the same as seasonal shoppers, and each should be treated differently. That different treatment can maximize retention. Cheetah Digital’s advanced segmentation models can help marketers understand the interactions and intersections between hundreds of variables, and gain a greater understanding of the makeup of their customer base. Model analysis can provide insights that lead to straightforward strategies to increase retention rates.

In addition to these sub-segments, our segmentation schema is also sophisticated enough to tell you the best way to treat your active segments, since not all activity is equal.

Cheetah Digital was recently able to identify three distinct sub-segments for a client in the publishing industry:

Retention summaryIt is clear that retention is not achieved through a single strategy or action. From simple changes like adding ‘thank-you’ to subject lines, to highly sophisticated segmentation modelling, there are many steps along the way that brands can take to create more brand loyalists. The key is having a plan for each stage of your program. If you would like assistance in developing a retention strategy for your brand, you can reach us at [email protected].


Q4:2017 Quarterly benchmark

Year-over-year volume comparisonThe following benchmarks report the year-over-year (YoY) trends for Q4 2017 compared to Q4 2016. This quarter, email volume rose by 11.1% compared to the same quarter last year.

• Although overall travel volume was lower by 15.5%, 40% of travel brands actually had YoY gains in volume

• Over 80% of media and entertainment brands had YoY volume increases, while 62% of multichannel retailers and 55% of consumer products and services brands also had increases

• Although Publishers had a 23.4% YoY increase in volume, only 50% of the brands in this vertical had YoY volume gains

Volume variance YoY Q4 2017 versus Q4 2016:

Volume variance quarter to quarter:All industry volume growth in Q4 compared to Q3 for the

past 5 years

• The 23% all-industry volume growth in Q4 2017 is very similar to what we have seen in four of the past five years


Performance analysisTo improve our understanding of performance by industry, we analyzed all Q4 metrics for 2017 versus 2016.

• Unique open and click rates were very similar to those seen in Q4 2016

• Transaction rates matched those seen in 2016, while revenue per email rose 10.4% from $0.07 to $0.08

• Open and click rates were similar in Q4 as compared to Q3 2017, while transaction rates and revenue-per-email were higher in Q4

All industry: Q4 YoY performance analysis


Positive changeMinimal changeNegative change

YOY variance

Business products and services: Q4 YoY performance analysis

• Year-over-year open and click rate variances were mixed for consumer products and services, with 36% of brands showing statistically higher open rates

• Transaction rates and average order values rose for beauty, pharmacy and home goods brands

• Q4 2017 unique open and click rates declined for business products and services, and only 27% of the analyzed brands had statistically significant increases in unique open rates

Consumer products and services: Q4 YoY performance analysis


Media and entertainment: Q4 YoY performance analysis

• Open and click performance for multi-channel retailers came close to matching rates seen in Q4 2016, with 46% of brands having significant increases in unique open rates

• Transaction rates, revenue per email and average order values were the same YoY

• With volume rising by over 28%, it is not surprising that YoY open rates were lower in 2017

• Click rates matched those seen last year in spite of the volume increase, and engagement was higher, as click-to open rates increased by almost 12%

Multi-channel retailers: Q4 YoY performance analysis


Publishers: Q4 YoY performance analysis

• Fifty-six percent of travel brands had statistically higher unique open rates, and 67% had significantly higher unique click rates, making Q4 2017 a strong quarter for travel

• Publishers had relatively minor declines in open and click rates, but response was mixed, as 60% of brands had statistically significant increases in unique open rates

Travel: Q4 YoY performance analysis


Trend to watch: Love him or hate him, ‘Trump’ is good for open rates

Cheetah Digital bases quarterly benchmarks on the analysis of major email marketing trends and key performance indicators across six major verticals: business products and services, consumer products and services, media and entertainment, multi-channel retailers, publishers and travel. Data analyzed in these benchmark reports are from client brands within the United States and Canada that have opted to participate in the study. All metrics, including the historical benchmarks, reflect average performance seven days after the email send date.

For publishers in 2017, including ‘Trump’ in the subject line generated 34% higher open rates and 72% higher click rates than other subject lines.

Methodology

‘Trump’ in the subject line boosts open and click rates


• Politics Now: No honeymoon for Trump

• Is Donald Trump a Russian agent?

Mobile trends

• For all industries, 56% percent of total email opens occurred on mobile phones or tablets in Q4 2017; this is just slightly higher than the 55% seen in Q4 2016

• The largest change in mobile behavior was seen in clicks; in Q4, the industry-wide percent of clicks received on mobile devices rose from 38% in 2016 to 51% in 2017

Email opens and clicks by platform (Q4 2017)

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51%

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38%

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11%

40%

51%

9%

84%

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44%

47%

9%

23%

72%

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55%

7%

41%

49%

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Platform

Appendix 1: Metric definitions• Total opens: All opens recorded for the mailing including multiple opens by the same subscriber. Total open rates are (total opens/received).

• Unique opens: The number of unique subscribers that have opened an HTML-formatted message. Unique open rates are (unique opens/received).

• Total clicks: Every click on a tracked link, including multiple clicks by a given subscriber. Total click rates are (total clicks/received).

• Unique clicks: The number of unique subscribers who have clicked on any link. Unique click rates are (unique clicks/received).

• Click-to-open rates: Unique clicks as a percentage of unique opens (unique clicks/unique opens).

• Transaction rates: Overall percentage of transactions as related to delivered messages (transactions/received).

• Transaction-to-click rates: Percentage of transactions compared to the number of unique clicks (transactions/unique clicks).

• Average order value: Average total amount for each transaction.

• Revenue per email delivered: Average amount earned for each delivered email (total order/received).

• Bounce rates: The percentage of subscribers that did not receive a mailing because their email addresses hard bounced (bounce/sent).

• Unsubscribe rates: The total percentage of subscribers lost as a result of users unsubscribing from the mailing (unique unsubscribers/received).


Appendix II: All industry performance by month (Q4 ’16 – ’17)Open rates

Click rates

• Total open rates were higher for each month in 2017 than 2016, but 2017 unique open rates were lower in November and December

• Total and unique click rates were almost identical to those seen in 2016 for each month of the quarter

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All industry total open rates All industry unique open rates

All industry total click rates All industry unique click rates All industry click-to-open rates

Quarterly benchmark report Q4 2017 (October, November, December) |

Transactions and revenue

Click rates

• YoY transaction and transaction-to-click rates were almost identical in each month of Q4

Bounce and unsubscribe rates

• Revenue-per-email was higher in October and November 2017, and lower YoY in December

YoY bounce rates were lower for each month in Q4 2017

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All industry transaction rates All industry transaction-to-click rates

All industry revenue per email All industry average order value

All industry bounce rates All industry unsubscribe rates

Quarterly benchmark report Q4 2017 (October, November, December) |

Appendix III: Historical metrics by industry by quarter

Business Product and Services

YoY Change Q1 2017 to Q1 2016




Open 40.3% 35.1% -5.2% 39.3% 34.2% -5.0% 35.6% 29.7% -6.0% 32.42% 28.10% -4.3%

Unique Open 20.9% 20.2% -0.8% 20.8% 19.9% -0.9% 19.0% 17.9% -1.1% 18.42% 17.17% -1.2%

Click to Open 11.3% 9.3% -2.0% 10.5% 9.5% -1.0% 10.3% 7.9% -2.4% 11.16% 8.14% -3.0%

Click 4.4% 3.0% -1.4% 4.3% 3.4% -0.9% 3.4% 2.4% -1.0% 3.40% 2.45% -0.9%

Unique Click 2.8% 2.0% -0.8% 2.6% 2.2% -0.4% 2.4% 1.6% -0.8% 2.25% 1.52% -0.7%

Bounce 4.8% 2.8% -1.9% 4.0% 4.2% -0.2% 5.5% 3.1% -2.5% 5.81% 3.50% -2.3%

Unsubscribe Rate 0.23% 0.17% -0.06% 0.18% 0.16% -0.1% 0.19% 0.18% 0.00% 0.17% 0.18% 0.01%Q

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Consumer Products and Services





Open 30.1% 29.6% -0.5% 27.5% 28.4% 0.9% 29.2% 27.6% -1.5% 29.2% 26.9% -2.4%

Unique Open 17.9% 18.1% 0.3% 16.5% 17.7% 1.2% 17.8% 17.6% -0.2% 18.4% 17.5% -0.8%

Click to Open 10.1% 7.9% -2.2% 9.7% 8.8% -0.9% 9.2% 8.1% -1.1% 8.6% 8.5% -0.2%

Click 3.0% 2.1% -0.8% 2.5% 2.2% -0.3% 2.3% 2.1% -0.2% 2.3% 2.1% -0.2%

Unique Click 2.1% 1.5% -0.5% 1.8% 1.6% -0.1% 1.6% 1.4% -0.2% 1.6% 1.5% -0.2%

Transaction to Click 5.4% 5.8% 0.4% 5.2% 5.9% 0.6% 5.5% 4.6% -0.9% 6.5% 6.5% -0.1%

Transaction 0.06% 0.06% 0.0% 0.05% 0.05% 0.0% 0.06% 0.05% 0.0% 0.06% 0.07% 0.0%

Revenue per Email Delivered $0.06 $0.07 $0.01 $0.06 $0.06 $0.01 $0.06 $0.06 ($0.01) $0.07 $0.09 $0.01

Average Order $108.17 $121.74 $13.57 $110.22 $145.32 $35.10 $109.22 $135.52 $26.30 $115.81 $119.61 $3.80

Bounce 2.8% 2.9% 0.1% 2.1% 2.0% -0.2% 1.9% 1.0% -0.8% 2.5% 1.3% -1.2%

Unsubscribe Rate 0.10% 0.10% 0.00% 0.08% 0.08% 0.00% 0.08% 0.09% 0.01% 0.09% 0.09% 0.00%

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Media and Enterainment





Open 34.8% 29.6% -5.2% 29.1% 28.9% -0.2% 28.3% 23.2% -5.1% 28.3% 23.3% -4.9%

Unique Open 20.0% 18.8% -1.2% 17.9% 17.3% -0.7% 17.5% 14.9% -2.6% 17.4% 15.3% -2.1%

Click to Open 7.5% 6.7% -0.8% 6.2% 5.7% -0.5% 6.2% 6.3% 0.2% 7.1% 7.9% 0.8%

Click 2.1% 1.8% -0.3% 1.5% 1.5% -0.1% 1.5% 1.4% -0.1% 1.8% 1.8% 0.0%

Unique Click 1.5% 1.3% -0.2% 1.1% 1.0% -0.1% 1.1% 0.9% -0.1% 1.3% 1.3% 0.0%

Bounce 0.9% 1.1% 0.1% 1.1% 0.9% -0.2% 1.0% 0.8% -0.2% 1.2% 0.8% -0.4%


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Multi-Channel RetailersYoY Change Q1 2017 to Q1 2016




Open 21.9% 22.0% 0.0% 20.8% 20.6% -0.2% 20.8% 20.0% -0.8% 21.0% 20.5% -0.5%

Unique Open 15.5% 15.8% 0.3% 14.7% 15.1% 0.4% 14.7% 15.1% 0.4% 15.2% 15.3% 0.0%

Click to Open 12.3% 10.1% -2.1% 11.5% 9.2% -2.3% 11.6% 9.7% -1.9% 11.1% 10.4% -0.7%

Click 2.8% 2.3% -0.5% 2.4% 1.9% -0.4% 2.5% 2.1% -0.3% 2.4% 2.3% 0.0%

Unique Click 2.0% 1.7% -0.3% 1.7% 1.4% -0.3% 1.8% 1.5% -0.3% 1.7% 1.6% -0.1%

Transaction to Click 2.0% 2.4% 0.4% 2.2% 2.5% 0.3% 2.2% 2.4% 0.2% 3.1% 3.1% -0.1%

Transaction 0.04% 0.04% 0.0% 0.04% 0.04% 0.0% 0.042% 0.039% 0.0% 0.06% 0.06% 0.0%

Revenue per Email Delivered $0.06 $0.05 $(0.00) $0.06 $0.06 $(0.00) $0.05 $0.05 $(0.00) $0.08 $0.08 $(0.01)

Average Order $174.93 $169.90 $(5.03) $188.41 $181.08 $(7.33) $159.76 $161.42 $1.67 $161.04 $161.76 $0.72

Bounce 1.2% 1.2% 0.0% 0.9% 1.0% 0.0% 1.1% 0.5% -0.5% 1.1% 0.6% -0.5%

Unsubscribe Rate 0.09% 0.08% -0.01% 0.06% 0.08% 0.02% 0.07% 0.07% 0.00% 0.08% 0.08% 0.00%

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Publishers





Open 29.6% 35.0% 5.4% 35.0% 41.6% 6.6% 31.7% 34.0% 2.2% 33.1% 31.1% -2.0%

Unique Open 18.8% 22.1% 3.3% 21.9% 26.4% 4.5% 20.3% 22.3% 2.0% 21.2% 20.7% -0.6%

Click to Open 15.6% 16.5% 0.9% 13.1% 16.2% 3.1% 13.8% 12.4% -1.4% 15.6% 13.4% -2.2%

Click 4.3% 5.7% 1.4% 4.5% 6.8% 2.3% 4.2% 4.8% 0.5% 5.2% 5.4% 0.2%

Unique Click 3.0% 4.0% 1.1% 3.1% 4.9% 1.8% 2.9% 3.0% 0.1% 3.5% 3.3% -0.3%

Bounce 1.9% 1.5% -0.5% 1.8% 1.0% -0.8% 2.4% 1.0% -1.4% 2.2% 1.2% -1.0%


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Travel





Open 41.3% 36.1% -5.3% 43.5% 36.8% -6.7% 49.2% 42.1% -7.1% 33.4% 34.4% 1.0%

Unique Open 22.7% 20.7% -2.0% 22.3% 22.4% 0.0% 25.0% 24.5% -0.5% 20.3% 21.8% 1.4%

Click to Open 12.5% 16.8% 4.4% 12.6% 13.6% 1.0% 10.4% 9.2% -1.2% 11.9% 11.8% -0.1%

Click 4.7% 5.4% 0.7% 5.1% 5.8% 0.7% 5.3% 4.6% -0.7% 2.3% 3.4% 1.1%

Unique Click 3.1% 3.2% 0.2% 3.2% 3.5% 0.3% 3.2% 2.9% -0.3% 1.7% 2.4% 0.7%

Bounce 1.4% 2.1% 0.7% 1.4% 1.1% -0.2% 1.3% 1.1% -0.2% 2.0% 1.5% -0.5%


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In an attempt to offer more relevant context for our benchmark numbers, we evaluated all participating clients and classified them into a set of more granular verticals. We hope this alternative view of the traditional data for this quarter will provide more specific insight and help you better understand how your program compares to benchmarks in your category. We placed clients in the vertical most relevant to their business. Some clients were assigned to multiple categories.

Appendix IV: Historical metrics by alternate vertical

Vertical definitionsApparel & accessories: Shoes, bags, belts, apparel, and sportswear retailers/merchants

Beauty: Merchants whose main product lines are cosmetics, perfumes, and skin care items

Department stores: Retailers offering a variety of merchandise and services organized in separate departments

Financial services: Banks, lending institutions, financial consultants, and financial publishers

Home: Merchants who sell furnishings, lawn and garden supplies, kitchen wares, and home maintenance products

Shoes: Online and offline sellers of footwear

Specialty product: Retailers who sell a particular product line or category of products

We will continue to analyze, refine and expand this research in future studies. We welcome your feedback and hope that you find this to be a useful inclusion in our benchmark reports.

Multi-Channel RetailersYoY Change Q1 2017 to Q1 2016




Open 29.3% 28.1% -1.2% 27.4% 26.9% -0.6% 27.6% 25.8% -1.8% 26.3% 24.8% -1.5%

Unique Open 18.0% 17.9% 0.0% 17.0% 17.5% 0.5% 17.2% 17.2% 0.0% 17.2% 16.9% -0.3%

Click to Open 11.3% 10.1% -1.2% 10.6% 9.4% -1.2% 10.4% 8.9% -1.5% 10.2% 9.6% -0.6%

Click 3.2% 2.7% -0.5% 2.8% 2.6% -0.2% 2.7% 2.4% -0.3% 2.5% 2.4% 0.0%

Unique Click 2.2% 1.9% -0.3% 1.9% 1.8% -0.1% 1.9% 1.6% -0.3% 1.8% 1.7% -0.1%

Transaction to Click 2.9% 3.2% 0.4% 2.9% 3.4% 0.5% 3.0% 2.9% -0.1% 3.9% 3.9% 0.0%

Transaction 0.042% 0.042% 0.0% 0.041% 0.040% 0.0% 0.042% 0.037% -0.01% 0.06% 0.06% 0.00%

Revenue per Email Delivered $0.06 $0.06 $(0.00) $0.06 $0.06 $(0.00) $0.05 $0.05 $(0.00) $0.07 $0.08 $0.01

Average Order $155.53 $158.67 $3.14 $164.42 $169.77 $5.35 $142.78 $150.53 $7.76 $145.00 $148.11 $3.11

Bounce 2.0% 2.0% -0.1% 1.7% 1.6% -0.1% 1.7% 1.0% -0.8% 2.0% 1.1% -0.9%


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Apparel/AccessoriesYoY Change Q1 2017 to Q1 2016




Open 19.8% 20.7% 0.9% 19.8% 20.0% 0.2% 19.4% 18.7% -0.7% 19.5% 20.4% 0.9%

Unique Open 14.3% 14.9% 0.6% 14.1% 14.5% 0.4% 13.8% 14.0% 0.2% 14.3% 14.9% 0.5%

Click to Open 11.2% 9.0% -2.2% 11.0% 8.8% -2.2% 10.5% 8.8% -1.6% 9.9% 9.3% -0.6%

Click 2.3% 1.9% -0.3% 2.2% 1.8% -0.4% 2.1% 1.9% -0.2% 2.1% 2.1% 0.1%

Unique Click 1.7% 1.4% -0.3% 1.6% 1.4% -0.2% 1.5% 1.3% -0.2% 1.5% 1.5% 0.0%


Transaction 0.04% 0.04% 0.0% 0.04% 0.04% 0.0% 0.045% 0.036% 0.0% 0.054% 0.056% 0.0%

Revenue per Email Delivered $0.06 $0.05 $(0.00) $0.06 $0.05 $(0.01) $0.05 $0.04 $(0.01) $0.07 $0.06 $(0.01)

Average Order $162.84 $150.24 $(12.60) $179.46 $151.54 $(27.92) $124.99 $125.02 $0.04 $130.83 $123.81 $(7.02)

Bounce 1.1% 1.4% 0.3% 0.9% 1.1% 0.2% 0.6% 0.5% -0.2% 1.0% 0.5% -0.5%


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BeautyYoY Change Q1 2017 to Q1 2016




Open 15.1% 15.4% 0.3% 14.6% 14.5% -0.2% 14.1% 14.0% 0.0% 14.5% 14.2% -0.2%

Unique Open 11.3% 11.6% 0.3% 10.8% 11.1% 0.3% 10.5% 11.0% 0.5% 11.1% 11.0% 0.0%

Click to Open 8.0% 6.7% -1.4% 7.9% 6.3% -1.6% 8.0% 7.0% -1.0% 7.4% 8.1% 0.7%

Click 1.4% 1.0% -0.4% 1.3% 1.0% -0.3% 1.2% 1.1% -0.1% 1.1% 1.3% 0.2%

Unique Click 0.8% 0.7% -0.1% 0.8% 0.6% -0.2% 0.8% 0.7% -0.1% 0.8% 0.8% 0.1%


Transaction 0.04% 0.04% 0.0% 0.05% 0.04% 0.0% 0.04% 0.03% 0.0% 0.05% 0.06% 0.0%

Revenue per Email Delivered $0.04 $0.04 $(0.00) $0.04 $0.04 $(0.00) $0.04 $0.03 ($0.00) $0.05 $0.07 $0.02

Average Order $88.44 $93.36 $4.92 $90.14 $96.12 $5.97 $81.21 $92.58 $11.37 $93.68 $101.62 $7.93

Bounce 1.9% 2.5% 0.6% 1.5% 2.0% 0.4% 1.8% 1.1% -0.7% 3.0% 1.4% -1.6%

Unsubscribe Rate 0.08% 0.07% -0.01% 0.07% 0.06% -0.01% 0.07% 0.07% 0.00% 0.06% 0.06% 0.00%

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Department StoreYoY Change Q1 2017 to Q1 2016




Open 18.4% 19.5% 1.2% 17.9% 19.0% 1.1% 17.7% 18.7% 1.0% 19.0% 18.3% -0.7%

Unique Open 13.3% 14.3% 1.0% 12.8% 14.0% 1.1% 12.8% 14.1% 1.3% 13.9% 13.8% -0.1%

Click to Open 10.7% 8.9% -1.8% 10.6% 8.6% -1.9% 10.1% 9.1% -1.0% 10.1% 10.0% -0.2%

Click 2.1% 1.9% -0.2% 2.0% 1.8% -0.2% 1.9% 2.0% 0.1% 2.1% 2.1% 0.0%

Unique Click 1.5% 1.4% -0.1% 1.4% 1.3% -0.1% 1.4% 1.4% 0.0% 1.5% 1.4% -0.1%


Transaction 0.02% 0.03% 0.0% 0.03% 0.03% 0.0% 0.02% 0.02% 0.0% 0.04% 0.03% 0.0%

Revenue per Email Delivered $0.07 $0.07 $0.00 $0.08 $0.08 $0.00 $0.05 $0.06 $0.01 $0.10 $0.09 $(0.01)

Average Order $275.85 $271.76 $(4.09) $296.79 $288.64 $(8.15) $279.33 $274.74 $(4.59) $294.67 $286.90 $(7.77)

Bounce 1.5% 1.2% -0.3% 1.1% 0.9% -0.2% 1.0% 0.5% -0.6% 1.3% 0.5% -0.8%


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FinancialYoY Change Q1 2017 to Q1 2016




Open 46.9% 47.5% 0.6% 44.1% 46.9% 2.8% 49.1% 45.3% -3.8% 45.0% 47.3% 2.3%

Unique Open 25.3% 27.0% 1.7% 24.5% 26.9% 2.4% 27.2% 26.9% -0.3% 26.4% 27.8% 1.4%

Click to Open 9.8% 7.2% -2.6% 9.0% 8.3% -0.7% 10.2% 7.6% -2.6% 7.0% 7.4% 0.4%

Click 3.8% 2.6% -1.2% 3.0% 3.0% -0.1% 4.0% 2.8% -1.2% 2.3% 2.8% 0.5%

Unique Click 2.3% 1.9% -0.4% 2.0% 2.1% 0.1% 2.9% 2.0% -0.9% 1.7% 1.8% 0.1%

Bounce 2.0% 2.2% 0.2% 1.9% 1.9% 0.0% 2.6% 1.7% -0.9% 2.9% 1.4% -1.5%

Unsubscribe Rate 0.17% 0.16% 0.00% 0.14% 0.15% 0.01% 0.20% 0.18% -0.02% 0.14% 0.11% -0.03%

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HomeYoY Change Q1 2017 to Q1 2016




Open 17.7% 18.4% 0.6% 17.1% 19.0% 2.0% 17.3% 19.4% 2.2% 18.9% 20.2% 1.4%

Unique Open 13.7% 15.0% 1.3% 13.1% 15.1% 2.0% 13.2% 15.7% 2.5% 14.7% 16.1% 1.4%

Click to Open 8.3% 6.7% -1.6% 8.2% 6.3% -1.9% 8.2% 6.9% -1.4% 7.8% 6.8% -0.9%

Click 1.6% 1.3% -0.3% 1.4% 1.2% -0.2% 1.4% 1.5% 0.2% 1.5% 1.6% 0.1%

Unique Click 1.2% 1.0% -0.2% 1.0% 0.9% -0.1% 1.0% 1.0% 0.0% 1.1% 1.1% 0.0%

Transaction to Click 1.1% 1.3% 0.2% 1.3% 1.4% 0.1% 1.3% 1.5% 0.2% 1.9% 2.5% 0.6%

Transaction 0.02% 0.01% 0.0% 0.01% 0.01% 0.0% 0.01% 0.02% 0.0% 0.02% 0.03% 0.0%

Revenue per Email Delivered $0.03 $0.03 $(0.00) $0.03 $0.03 $0.00 $0.03 $0.04 $0.01 $0.04 $0.06 $0.02

Average Order $223.02 $242.72 $19.69 $264.27 $308.25 $43.98 $260.25 $286.33 $26.08 $214.54 $227.36 $12.81

Bounce 0.8% 0.9% 0.2% 0.6% 0.6% 0.1% 0.6% 0.4% -0.2% 0.9% 0.9% 0.0%

Unsubscribe Rate 0.11% 0.07% -0.04% 0.06% 0.06% 0.00% 0.06% 0.07% 0.01% 0.08% 0.10% 0.02%

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ShoesYoY Change Q1 2017 to Q1 2016




Open 26.7% 24.4% -2.3% 21.5% 22.2% 0.6% 23.2% 21.0% -2.2% 20.8% 26.3% 5.5%

Unique Open 17.5% 16.3% -1.2% 14.6% 14.7% 0.2% 15.5% 14.8% -0.7% 14.8% 17.3% 2.5%

Click to Open 17.7% 13.8% -3.9% 16.0% 12.8% -3.1% 16.2% 12.5% -3.6% 13.9% 14.9% 1.0%

Click 4.9% 3.2% -1.7% 3.4% 2.6% -0.9% 3.8% 2.6% -1.3% 3.0% 3.6% 0.6%

Unique Click 3.6% 2.4% -1.2% 2.5% 2.0% -0.6% 2.8% 1.9% -0.9% 2.3% 2.6% 0.3%


Transaction 0.04% 0.03% 0.0% 0.03% 0.03% 0.0% 0.02% 0.04% 0.0% 0.08% 0.08% 0.0%

Revenue per Email Delivered $0.04 $0.04 $(0.01) $0.03 $0.04 $0.00 $0.02 $0.04 $0.02 $0.10 $0.08 $(0.02)

Average Order $104.08 $102.08 $(2.00) $104.04 $105.92 $1.89 $99.60 $101.18 $1.58 $107.76 $106.80 $(0.96)

Bounce 1.4% 0.8% -0.6% 0.9% 1.0% 0.1% 0.8% 0.9% 0.1% 0.7% 0.9% 0.3%

Unsubscribe Rate 0.17% 0.12% -0.05% 0.10% 0.08% -0.01% 0.12% 0.10% -0.02% 0.12% 0.13% 0.02%

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Specialty ProductsYoY Change Q1 2017 to Q1 2016




Open 21.7% 24.2% 2.5% 21.5% 23.2% 1.7% 20.9% 21.3% 0.4% 23.3% 21.0% -2.3%

Unique Open 14.6% 16.0% 1.4% 14.3% 15.5% 1.2% 14.0% 14.9% 0.9% 15.7% 14.8% -0.9%

Click to Open 8.8% 7.1% -1.6% 8.8% 7.4% -1.4% 7.7% 6.9% -0.8% 7.9% 7.6% -0.3%

Click 2.1% 1.9% -0.3% 2.1% 2.0% -0.1% 1.7% 1.7% 0.1% 2.0% 1.9% -0.1%

Unique Click 1.4% 1.3% -0.1% 1.3% 1.3% 0.0% 1.1% 1.2% 0.0% 1.4% 1.3% -0.1%


Transaction 0.04% 0.04% 0.0% 0.04% 0.04% 0.0% 0.04% 0.03% 0.0% 0.05% 0.05% 0.0%

Revenue per Email Delivered $0.04 $0.05 $0.00 $0.04 $0.04 $0.00 $0.04 $0.03 $(0.01) $0.05 $0.06 $0.01

Average Order $109.56 $115.85 $6.28 $115.87 $126.31 $10.43 $113.74 $124.86 $11.11 $121.84 $126.17 $4.33

Bounce 1.6% 1.7% 0.1% 1.3% 1.2% -0.1% 1.4% 0.7% -0.7% 2.2% 0.8% -1.4%


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quarterly email benchmark report - cheetah digital · 2019-02-20 · quarterly benchmark report q4...

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