From EmailLabs comes a thought-provoking look at eNewsletter metrics.
The average Open Rate for all B2B eNewsletters (taking EarthLink users out because of their aggressive opt-in spam filter) across domains is 26.4%. Drilling down, at Meister Media, our eNewsletters are averaging about 23% companywide, so we are in good company.
An increasingly more meaningful metric is Click to Open Rate (CTOR), which expresses the measure of click-through rates as a percentage of messages opened, instead of messages delivered. Taking out EarthLink again, the B2B average is 26%. On our Benchrunner last week, our CTOR was 47.6 Almost double the average for b2b.
Click thru rate? B2b averages 4.39 (EarthLink excepted), we hit 6% average companywide last week. Benchrunner and TGC Retail Scan are usually well over 10%.
Tuesday, October 16, 2007
Wednesday, October 10, 2007
Just Say Hello
A "Welcome" Message Keeps 'Em Coming Back
The Email Experience Council and the Direct Marketing Association announced the release of its second annual Retail Welcome Email Subscription Benchmark Study, examining the welcome emails of 118 of the top online retailers to identify best practices and benchmarks in the areas of merchandising, relationship-building, deliverability, and CAN-SPAM compliance.
Ramesh Lakshmi-Ratan, Ph.D., DMA's executive vice president and chief operating officer, says "... welcome emails have significantly higher open rates than regular emails...", while Kara Trivunovic, director of strategic services at Premiere Global Services, notes that "... emails should set the tone of the program... (and) properly executed welcome messages actually create anticipation in the recipient for the next message."
The report says, in the Executive Summary, that In 2006, only 66% of major online retailers sent welcome emails. With 72% sending welcome emails this year, it appears that more retailers are recognizing the value of these critical emails. Instead of engaging subscribers with incentives and links to products, departments, loyalty programs, catalogs and other shopping-related material, a great number of the largest online retailers simply say hello and leave it at that.
The Email Experience Council and the Direct Marketing Association announced the release of its second annual Retail Welcome Email Subscription Benchmark Study, examining the welcome emails of 118 of the top online retailers to identify best practices and benchmarks in the areas of merchandising, relationship-building, deliverability, and CAN-SPAM compliance.
Ramesh Lakshmi-Ratan, Ph.D., DMA's executive vice president and chief operating officer, says "... welcome emails have significantly higher open rates than regular emails...", while Kara Trivunovic, director of strategic services at Premiere Global Services, notes that "... emails should set the tone of the program... (and) properly executed welcome messages actually create anticipation in the recipient for the next message."
The report says, in the Executive Summary, that In 2006, only 66% of major online retailers sent welcome emails. With 72% sending welcome emails this year, it appears that more retailers are recognizing the value of these critical emails. Instead of engaging subscribers with incentives and links to products, departments, loyalty programs, catalogs and other shopping-related material, a great number of the largest online retailers simply say hello and leave it at that.
Tuesday, October 2, 2007
McKinsey Survey: How Companies are Marketing Online
A McKinsey global survey of marketers shows that companies are using digital tools—from Web sites to wikis—most extensively for customer service, least in pricing. Two-thirds are using digital tools for product development, almost as many as are advertising online.
Respondents consider online ads to be as useful for brand building as for direct response. Spending is expected to increase on all types of online advertising vehicles over the next three years.
In 2010 just over half of all respondents expect their companies to be getting 10 percent or more of their sales from online channels—twice as many companies as have hit that mark today. And 11 percent expect to be spending a majority of their advertising budgets online by then.
Most companies today don’t integrate their online and offline marketing efforts; companies that use online tools across the full spectrum of marketing activities are much more likely to do so.
Respondents consider online ads to be as useful for brand building as for direct response. Spending is expected to increase on all types of online advertising vehicles over the next three years.
In 2010 just over half of all respondents expect their companies to be getting 10 percent or more of their sales from online channels—twice as many companies as have hit that mark today. And 11 percent expect to be spending a majority of their advertising budgets online by then.
Most companies today don’t integrate their online and offline marketing efforts; companies that use online tools across the full spectrum of marketing activities are much more likely to do so.
Streaming Video Becoming a Habit At All Age Levels
Advertising.com, in their Bi-Annual Online VideoStudy, comparing the first half of 2007 with the last half of 2006, reports that 62 percent of survey respondents are viewing video online and are comprised mostly of those ages 35 and older viewing news clips. Analyzed by age group, 31 percent of 18 to 34 year olds watch streaming video, while 69 percent of consumers ages 35 and older view streaming video online.
Approximately 83 percent of consumers surveyed indicated that their online video usage in 2007 has either stayed the same or increased since 2006. More specifically, 36 percent of consumers have increased their consumption of online video, with an even breakdown between men (36 percent) and women (37 percent).
The majority of consumers are streaming online video at home rather than work or school, with 45 percent of streaming activity taking place in the evening. 95% stream at home; 4% at work; 1% at school or university.More than 62 percent of consumers said they are most likely to stream news clips, with movie trailers and music videos next in line. Compared to the second half of 2006, consumers are streaming fewer music videos and streaming more news clips, user-generated videos and sports clips.
Approximately 83 percent of consumers surveyed indicated that their online video usage in 2007 has either stayed the same or increased since 2006. More specifically, 36 percent of consumers have increased their consumption of online video, with an even breakdown between men (36 percent) and women (37 percent).
The majority of consumers are streaming online video at home rather than work or school, with 45 percent of streaming activity taking place in the evening. 95% stream at home; 4% at work; 1% at school or university.More than 62 percent of consumers said they are most likely to stream news clips, with movie trailers and music videos next in line. Compared to the second half of 2006, consumers are streaming fewer music videos and streaming more news clips, user-generated videos and sports clips.
Stand out in the Crowd
The average consumer is exposed to 3,000 ad messages daily, of which they notice 80 and react to 10. How will your e-mails break through the noise? Think about how you can gain entry into the recipient’s inner circle – the 10 to 15 companies whose e-mails they always read. Start by using compelling headlines and leads to direct the recipient’s attention to your call-to-action. Include graphic and textual links in your e-mails to complimentary downloads, Web commercials, recorded webinars and push-to-talk technology for richer end user experiences.
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