Posts Tagged ‘email statistics’

Companies really need to start embracing the power of mobile. Smartphone and tablet use is surpassing desktop use everywhere you look, and mobile is proving to be the best way to reach customers and get them to take action.

If your company has still not implemented a mobile campaign or mobile optimised emails, or if you still think that simply putting ‘view online version’ at the top of your email is sufficient, I hope the following statistics will help change your mind!

1- 61% of people said that if they tried to access a website on their mobile device but couldn’t because the site isn’t optimized for mobile, they would visit the website of a competitor.

2 – 30 percent of emails are opened on mobile devices, with this rate expected to climb to over 50 percent by the end of 2012.

3 – In 2011, the use of mobile devices to read emails increased by 34% while the use of desktop PC’s to read emails went down by 11%.

4 – 63 percent of U.S. smartphone users say they would delete an email not optimised for their mobile device.

5 – Only 2.4 percent of smartphone users said they would open an email on both their mobile devices and computers.

6 – 82% of smartphone users check and send email with their device.

7 – 90% of smartphone owners access the same email account on mobile and desktop.

8 – More email is read on mobile than on a desktop email client or via webmail.

9 – Stats say 36% of email is now opened on a mobile device, with 33% for desktop and 31% for webmail.

10 – Year-over-year, from March 2011 to March 2012, email opens on mobile devices grew 82.4 percent.

11 – Apple devices account for 85 percent of all mobile email opens.

12 – Email readership on the iPad has increased 53.6 percent year-over-year.

13 - Outlook is still the king for desktop email client reads, accounting for 68 percent of all opens. Apple comes in at a distant second with 29 percent.

14 - Yahoo Mail! has the most web mail readership at 37 percent. Hotmail comes in a very close second with 29 percent and Gmail is in third place at 6 percent.

15. 91% of smartphone owners have their phone within 3 feet at all times.

And here are my favorites just for fun:

- The average person will wait 26 hours before reporting a lost wallet. The average person will wait 68 minutes before reporting a lost phone.

- The average response time to an email is 90 minutes. The average response time to a text message is 90 seconds.

Good on Australia’s ACMA for issuing this timely and detailed reminder that set and forget for email marketing best practice isn’t enough – you need to plan, set, check, plan, set… Here is there great clear minded advice on ensuring your email program is high quality and effective.  The ACMA blog post is here.

Many businesses use email marketing templates that automatically incorporate their contact details and an unsubscribe facility; information that is required by the Spam Act. But it’s still important to test your campaigns to make sure everything is working properly. All too often, we encounter e-marketers who don’t know that their unsubscribe or contact details have ‘dropped off’ their template.

One of the most effective ways to protect your reputation is to do regular quality assurance checks of your e-marketing campaigns and processes.

Quality versus quantity

How you conduct quality assurance will depend on a number of things:

>       the nature of your business

>       your systems and resources

>       the nature and number of e-marketing campaigns you conduct.

Ideally, every e-marketing campaign would be quality-assured, but in some cases this may not be possible. You need to weigh up the risks to your reputation if you breach the Spam Act and with the number or percentage of messages that you consider appropriate to review.

Quality assurance 101

Having overseen a number of enforceable undertakings and conducted a lot of investigations, we have a pretty good idea of what you might want to include in your quality assurance. Think about including the following steps.

1.    Audit your campaigns

Your business may not have a single department or person handling all of your e-marketing activity, making it a real challenge to keep on top of the e-marketing rules. So we strongly recommend that your quality assurance includes an audit of all campaigns conducted:

>       Record the total number of messages sent in the period.

>       Keep a copy of each campaign (if possible), including the number of messages sent, format, date, sending address, subject and content.

>       Keep records of which messages were sent to specific electronic addresses.

2.    Confirm consent

A fundamental rule of the Spam Act is that your e-marketing messages must be sent with consent. Consider:

>       how you gather consent

>       what information you give to recipients when you collect consent

>       how your system handles and records subscriptions, unsubscriptions and re-subscriptions

>       how long you’ll rely on consent for, blacklisting, the consequence of making a purchase and your account management tools.

You should also review your current records. They should clearly identify if:

>       A person has given consent—and also show that you have proof.

>       A person has requested to be unsubscribed in the period—and if any further messages were sent more than five business days after that date.

>       There are any patterns to be aware of—like someone consistently re-subscribing and then quickly unsubscribing.

>       A person has bought an item from you—and the date of the purchase.

>       A person has contacted your business.

3.    Show your identity

Each e-marketing message must clearly identify who authorised the message and provide a way to contact the authoriser—either through information in the message or a direct web link.

4.    Test your unsubscribe functionality

Defective unsubscribe facilities are one of the most common reasons people complain to the ACMA. It’s always a good idea to check (and check again!) that your unsubscribe facility is working properly:

>       Confirm that each message includes a functional unsubscribe facility.

>       Establish a process and timetable for testing the unsubscribe mechanism (and listen to complaints to identify any corner cases that your testing might not cover).

>       Keep records of when you tested the unsubscribe facility and the outcome of the test.

5.    Review complaints

Complaints can be a great source of information about potential problems and a chance to engage in direct conversation with your customers. Consider how you investigated each complaint and what you have done to fix these issues.

6.    Offer training

Often problems with e-marketing arise because staff are not aware of the Spam Act. Do your policies, procedures and training need updating?

>       Keep a note of any relevant training you or your staff have undertaken in the period.

>       Consider the need for further training in problem areas identified through your quality assurance.

7.    Form conclusions

Writing up the outcomes of your quality assurance gives you an ongoing record of when you got things right—or wrong. It demonstrates to your management—and to regulators like the ACMA—that you take compliance seriously. Follow these steps to make sure that your business’s e-marketing is above board:

>       Record details of any issues identified in the audit and any necessary changes.

>       Draft an overall outcome/conclusion of your quality assurance.

Any questions?  We can help!  Email us or call Jericho today.

Thanks to Michael Carney from for telling the story of our Metrics Report better than us.  We did do all the hard work though.   Hundreds of hours of it, to bring this report to you.  Anyway, you should sign up for his email there, it’s great (and not just because he talks about us).  Take it away, Michael:

“Hot off the press from SmartMail providers Jericho: the first NZ Email Marketing Metrics Report, containing nearly everything you wanted to know about email* (*but were afraid to opt in for).

The Report is crammed full of data (head to jericho for your copy), as you’d expect when you slice and dice 100 million pieces of email — kids, don’t try this at home.

These are the key metrics we wanted to know (and you’ll hopefully find interesting as well).

The Render Rate (aka Open Rate)
How many recipients open that email you’ve sweated blood to create? In the US, Open Rates tend to hover around the 20% rate; you’ll be gratified to learn that in NewZild we average a much more flattering 33.85% (with results in some industries as high as 48%). Or perhaps you’re a glass-half-full kind, in which case you’ll be apoplectic to hear that two-thirds of yuor effort is wasted.

  • Highest Open Rates: Wholesale (48.56%), Agriculture (46.01%),Insurance (43.42%)
    Lowest Open Rates: Hospitality (29.04%), Recruitment (29.06%), Not for Profit (29.64%)

In the middle (but we care about them:

  • Media/Publishing 37.13%
  • Advertising/DM/Web Agencies 35.85%

Click Through Rate (CTR)
Do those who receive emails click on the links therein? Overall, the CTR average was 7.59%. Of course, that average includes those 66% of emails that were never opened in the first place. If we confine our gaze to the clicks contained in opened emails, the CTO (Click to Open rate) is a much more useful 21.1%.

Best CTOs:
Trade / Services 32.97%
Construction 32.30%
IT / Telecommunications 30.06%

Our Mates:
Media/Publishing 26.41%
Advertising/DM/Web Agencies 23.32%

Lowest CTOs:
Local Government / Councils 11.73%
Electricity / Gas / Water / Waste Services 10.58%
Distribution / Freight 10.40%

Best Day To Send
As the fine folks at Jericho note, the choice of day depends on your audience. B2B emails work hardest when recipients are at work and able to receive them; conversely, B2C missives should shake down an audience effectively at weekends. The envelope please.

And the winner: a mixed bag. Wednesdays have the most traffic, by a long shot, and enjoy good open and click through rates. On the other hand, Monday and Friday have the highest open rates and Saturday emails get more clicks per email. If you have to choose, Monday is probably the best day to send, with its mix of good open and click rates.

The Jericho Email Metrics Report also contains a wide range of useful tips for improving your email effectiveness. Get it.”

We think that the email marketing industry needs standard reporting and metrics.

Right now, it’s impossible to compare and benchmark response and deliverability rates across the industry because marketers get reports with different terms based on different calculations.

Technological barriers (more on this below) mean that some of the numbers are imperfect metrics but we could all make sure that the name of the  imperfect report is accurate.

Inaccurate or inconsistent metrics impact the credibility of email marketers.  If our metrics cannot conform to benchmarks, we lessen our ability to convince our management and our colleagues of our program’s success.  And that makes it harder to negotiate for resources.

The EEC is the US DMA’s email arm, and their metrics round table has produced a set of standardised metrics they want all email marketers to adopt.  The latest definitions are here.

There are lots of people (okay email freaks/geeks like me) who feel strongly about this.  This article and the comments below about Open Rates are the best kind of argument – considered, intelligent, experienced and a little bit argy-bargy… Which reports are most useful to you?  What do you think they should be called?  You can have your say below.

Loren starts off on the OPEN RATE (proposed rename = RENDER RATE)
“Here are some real-world examples of the inaccuracies and inconsistencies of email opens:
· The email is “opened” (launched), but images are blocked: not counted as an open
· The email is not opened (launched), but images are enabled and is read in the preview pane: counted as an open
· The text version of a multi-part message is read on a BlackBerry. The HTML version (with images blocked) is later opened in Gmail (or other email service/client). The email has been opened and read twice — but zero opens are recorded.
· A text version is opened and read but not clicked: not counted as an open
· A text version is opened and read, but the user clicks a link: not counted as an open with some email software. Others assign an open because the email was clicked on, which assumes an open.

…I think you get my point. With marketers increasingly being held accountable for their marketing spends and actions, do they really want to base performance reports and marketing decisions on such a flawed and inconsistent metric?
Further, the open rate is a process metric that does not measure return on investment or how well the campaign helped you achieve a strategic initiative for your company. Showing how much email contributes to the bottom line, not how many people opened your email, will help you secure a bigger share of the marketing budget.”

In response, we get comments like this from John Calder:

I have to disagree that clicks are a better open indicator. Subject lines cause a message to be opened and read. Value proposition and call to action cause a link to be clicked. What happens after the click causes conversion.
Therefore, a weak subject line with a good value proposition and strong call to action may get more clicks even though fewer people have ‘read’ the message, than a good subject line where more people have ‘read’ the message with a weak value proposition and call to action. From that, which is the better subject line?
The people who buy from you or read your newsletter and really want what you have to offer will turn images on. They will show open rates along with click rates. These people are a good indicator of what people like them are interested in, and if that’s your target market I’d say that there’s some pretty good intelligence to be had there.”

This is a big subject and we’re doing a lot of work on it now.  What is most important to measure and benchmark, how should it be calculated and what should it be called?

I’d love to hear your thoughts with comments here on the GetSmart blog.  We will take all of these into account when we review our reporting layouts.  Our clients and our teams are pleased with our reporting now, but we’d love to be the first ESP in the world with the new standard names and calculations for all our reports.

As you plan for 2010/11 with crash/recovery/crash/recovery circling around meeting rooms worldwide, budgets remain a battleground.
If you need statistics to help you to demonstrate the importance of a well-funded email program – here they are.

Head’s up – the data says: Keep email off the chopping block.

If the recent StrongMail “2010 Marketing Trends” survey is correct, online marketing spending will be up in the coming year. According to the report, 89% of respondents said they will either maintain or increase the amount of their marketing spending in 2010, with 50% of businesses saying they would allocate additional dollars to their marketing efforts. The survey, conducted online Nov. 17–25, surveyed 1,057 business executives.

What will they be spending their dollars on? Social media and e-mail marketing are the top two areas, with 69% of respondents saying they will be increasing e-mail spending; 59% saying they would be increasing social media efforts; and 69% saying they would be integrating social media and e-mail marketing. Among their goals, marketers reported a desire to increase relevancy by adopting segmentation and targeting, cited by 46% of respondents.

New technology that makes it easier to perform A/B testing, should become more important in 2010, she said. “It’s always challenging to come up with two sets of creative, but with subject lines, everyone can do some form of A/B testing,” she said. “These new tools will enable marketers to test on the fly and optimize for winning subject line as a campaign is in flight.” (Blog note: Our new SmartMailPro has A/B split testing tools built in).

Of course, marketers will also strive to make better use of what they already have available to them, Hersant said, with 68% of respondents saying that they plan on making better use of the data they already have.

Silverpop has revealed in a survey that in spite of recession email marketing budgets will increase in 2010. It also found that social media is poised to play a bigger role in 2010.  Four out of 10 marketers reported that their email budgets in 2010 would increase, and nearly half revealed that their budgets would stay the same.  Most of the respondents have agreed that the recession is badly affecting the business and it is likely to continue this way or time to come. More than half of the marketers (52%) have prioritised customer loyalty as top goal for email marketing.

Overall, spending on email marketing in the US will balloon to $2 billion by 2014 — a nearly 11 percent compound annual growth rate — according to a new forecast by Forrester Research Inc. A high return on investment, and growing consumer use of social email accounts will fuel the use of email by Direct Marketing professionals.

And the Small Business sector – far and away New Zealand’s biggest segment -  were asked by VerticalResponse, Inc.on their planned usage and spend for email marketing, social media, search engine marketing and online banner ads for  2010.

Here’s a snapshot of where SME owners said they would and would not be spending their budgets.

  • 74.1 percent will increase their email marketing spend.
  • 68.3 percent will increase their social media spend.
  • 23.8 will avoid search engine marketing.
  • 54.2 percent will not invest in banner advertising.
  • 79.6 percent will not run television ads.
  • 72.7 percent will be not run radio advertising.

Retail and eTail email is consistently critical.  And even those who were already planning to spend, were last year spending more than that.  65% of retailers are planning to spend more on email than originally planned. – Forrester Research and, “Retailing Online 2009: Marketing Report” (2009)

As ever, we have to turn to the US for these statistics, but the point is clear, and there are plenty more numbers where these came from.

Here at our place we see the smartest clients working their email programs harder than ever.

Best practise strategy and execution, segmentation and always, always relevant content is king, no matter what your budget.

Over the last decade email has come to replace many forms of traditional communication. More and more of the same old messages you are used to are being delivered online.  This concept should be familiar to anyone who has received a newsletter or an air-miles statement in their inbox.

jericho’s business is email design and delivery management. Using our online tools our clients can deploy anything from simple email marketing messages to transactional activity such as billing and account statements.  

As long as you have consent to email your database you can send just one email, or millions, at one time.  By delivering this personalised, branded, tracked and reported information via email, we significantly reduce printing, postage and copying for our clients.  But more relevant to the current zeitgeist is the green cost of all this activity.

If you think of all the steps in normal media delivery – printing, posting, delivering, opening, filing, dumping and even recycling – you will appreciate that they consume vast amounts of energy. This has a cost that can be calculated to assess the impact they have on the organisation, its customer, and the planet.

As an example in the first instance, let’s look more closely at just one of these impacts – conserving paper.

In the first quarter of 2009 Smartmail clients sent in excess of 8 million emails per month.  Given that each email has an average size equivalent to two A4 pages, this is 16,000,000 pages of content per month.

Assuming these emails are not printed by their recipients, it’s possible to calculate how may trees are saved each month when using email.

There are 500 pages in a ream of paper, so that’s 32,000 reams per month not used.  Each ream requires 3.6 kg of wood and as an average tree weighs 680 kg*, jericho’s clients are saving 170 trees per month! 

That paper consumes trees is pretty well known – but you may not know that the pulp and paper industry is the single largest industrial consumer of water in OECD countries.  It is the third largest industrial greenhouse gas emitter, after the chemical and steel industries.**

Smartmail users are saving tens of thousands of litres of water every year.

This could all just be a raindrop in the ocean, but in a world where billions of tonnes of waste is generated annually, you can feel a lot better about yourselves.

So, as a leading email marketing services company who works with over 600 client organisations, we can pat ourselves on the back. And you can feel pretty good that while you have chosen to get the best of services from us, you are doing your part to save the planet too.

It’s nice doing business with smart companies, and we are proud if that includes you.

**OECD Environmental Outlook, p. 218