Jericho Metrics Report 2010

8/3/2019 Jericho Metrics Report 2010

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jericho.co.nzE V O LV I N G B U S I N E S S O N L I N E

0800 MAIL4U | jer icho.co.nz
http://www.jericho.co.nz/http://www.jericho.co.nz/


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Section 14 Page 2 The Jericho New Zealand Email Marketing Metrics Report 2010

We hope that this report will enhance your emailmarketing program by helping you to ocus on

doing better.

When you have eedback or questions, please get

in touch.

Je Mann Roanne Parker

Director Director

Jericho Jericho

Which is the best day of the week to sendmy email? Whats a good open rate for my

newsletter? How many people click when they

receive emails from the Government?

Every day we are asked or relevant, reliable

metrics on email marketing.

When New Zealand-ocussed marketers

want local metrics to help them benchmark

the perormance o their own email marketing,

they turn to us.

Jericho has been leading innovation in online

marketing in New Zealand or ten years, and

our SmartMail sotware platorm has been

the Email Service Provider (ESP) o choice

or Government, Corporate and SME businesses

since 2002. Thanks to the diversity o our

customer base, and the signifcant aggregated

volume o emails they send, Jericho is uniquelyplaced to comment on email marketing in

this market.

Beore getting into the report itsel, wed like tosay that email is good but good email is best.

Our goal has always been or our clients email

marketing to stand out as best o breed.

Email has grown up and become more useul

as spam has prolierated, so recipients have

become very discerning about what they opt-in

or, what they open, and what they click on when

mail arrives in their inbox.

Many actors inluence the response that your

email will elicit once its in the hands o your

recipient. Seth Godin back in 2000 said that

good email is anticipated, personal and relevant 1.

Ten years later we are yet to ind a better

aphorism that sums up email marketing

so beautiully.

This report emphasises that there are dozens o

actors o varying importance to consider. When

to send, to whom, how and why these are theimportant questions. And o course, what you send.

Relevant content is key.

1 http://en.wikipedia.org/wiki/Seth_Godin

Introduction
http://en.wikipedia.org/wiki/Seth_Godinhttp://en.wikipedia.org/wiki/Seth_Godin


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How can this report help you?

The release of the Jericho Report means that you

have a benchmark against which to measure the

performance of your own campaigns. You can

use these statistics as a prompt to put your own

stick in the sand, making time to set your own

benchmarks and criteria of success.

This report details the open rates and click

through rates attained by email marketing, in total

and stratied by 30 different industry types. We

also break the data down by list size, so you can

easily match it to your own database. The report

clearly shows the most popular days to send

email, and how the day of the week inuences

peoples response.

These ndings are essential for benchmarking,

but the most meaningful metrics are your own.

How does your campaign measure up to your

own goals? Does it meet your expectations?

How does it compare with last time?

This report will be used to monitor the growth and

efcacy of email marketing in New Zealand and

Australia. With our internationally standardised

metrics you can compare your success with that

of marketers in Europe, the USA and beyond.


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The Jericho New Zealand Email Marketing Metrics Report 2010Section 14 Page 4

Email marketing in 2010

Over the last decade, organisations around the

world have adopted permission email marketing

to communicate with their clients and prospects.

Year on year, email continues to grow, with larger

budgets dedicated to broader application o the

medium, both or marketing and transactional

messaging. There are two clear drivers or this:

1 Marketers

We like it because its cost eective [not just

plain eective].

Late in 2009 the DMA showed that email

continues to show a return on investment (ROI)

that is signifcantly higher than other marketing

methods2. Whats more, email works equally well

or organisations that ocus on end consumers

(B2C) and organisations that ocus on other

businesses (B2B).

2 In October 2009, the US Direct Marketing Association

released their annual report, which outlines the ROI o email

and other direct channels. The ROI o email or 2009 was

$43.62, the highest ROI o any other channel. The second

highest ROI came rom search advertising, which returned

$21.85 per dollar spent.

During the global recession, email has been

the port in the storm or marketers as it oers

that measurable ROI. It enables personalised

communication to greatly aid the retention o

existing clients, and it draws in new prospects.

2 Consumers

They like it because its easy, its personal, and

its green.Recipients like email because access to relevant,

timely inormation makes their lives easier,

whether it is news rom their kids school, an oer

rom their avourite brand, or a statement rom

their insurance company. Good email is rewarded

with peoples attention, and businesses that send

good emails are rewarded with loyalty.

At the same time, consumers are increasingly

demanding that they receive traditional print

and post communications via email a trend

that has been driven by concerns about the high

environmental cost o paper, and the shit o

everyday tasks into the online domain.

Ideally, marketers can maximise budgets by

investing more time in reviewing past campaign

perormance. They look to actual response rates

and return on investment (ROI) when planning

uture marketing campaigns and all subordinate

elements. Email should be incorporated

strategically to help deliver on business goals.

In practice, people dont always adhere tothe ideal. A blog post we read recently coined

a new email marketing rule the 90:10:03: 90%

is the time spent on putting the email campaign

together, 10% is the time spent reviewing results

and 0% is the time invested in applying those

learnings next time. This is closer to the reality

or most marketers in 2010 but its really not

that hard!

3 Three Keys To Creating Actionable Insights. David Baker

February 2010.
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=122046http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=122046


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Table o Contents

To make this data as useul as possible or everyone who uses email marketing, we have ocused on anumber o key metrics that are both interesting and useul or your own campaigns, including:

Unique Render (Open) Rate.. ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... Page 9

Render Rate by List Size .. ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 10

Render Rate by Industry Type (rank order) .. ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 11

Unique Click Through Rate (CTR).. ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 12

Unique Click Through Rate by List Size ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 13

Unique Click Through Rate by Industry Type (rank order) ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 14

Unique Click to Open Rate (CTO).. ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 15

Unique Click to Open Rate by List Size ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 16

Unique Click to Open Rate by Industry Type ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 17

Click Through Rate and Click to Open Rate, back to back, by Industry Type .. ... ... ... ... ... ... ... ... 18

Render Rate, Click to Open Rate and Volume, by Day o the Week .. ... ... ... ... ... ... ... ... ... ... ... ... 19

Render Rate and Click Through Rate, by Industry (alphabetical order). ... ... ... ... ... ... ... ... ... ... ... 20

Render Rate, Click to Open Rate and List Size, by Industry Type (8 pages o individual graphs) ... 21

Closing Comments ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 29

Glossary ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 30

Copyright and Disclaimer .. ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 31


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To produce this report we analysed a sampleof data from a pool of around 100,000,000 emails

sent in 2009, predominantly to recipients in New

Zealand.

Key Findings:

Open (Render) rates

The overall unique render rate is 33.85%

This gure is higher than we had optimistically

expected, although as we will see, industrytypes have results that vary from 29% to 48%.

One of emails main advantages over traditional

media is that this kind of insight is possible.

Although render rate stats arent perfect, they

are the standard reported worldwide and so

they are very helpful when making comparisons.

Weve adopted the name approved by The Email

Measurement Accuracy Roundtable of the US

DMA/Email Experience Council that is, render

rate. Its the same statistic as Open Rate but

more accurately describes what happens when

the email is counted. Full metric descriptions

available in the Glossary on page 31.

Click rates

There are two useful ways of examining click

through rates, and weve analysed both for you.

1 Click Through Rate (CTR)

The number of times a link is clicked from

a message divided by the number of messages

sent. Useful for comparison as it is an industry

standard metric, this gure overall was 7.59%.

2 Click to Open Rate (CTO)

The unique number of times a link is clicked from

a message divided by the unique number of

conrmed opens for that message.

The click-to-open rate calculates click-through

rates as a percentage of messages opened,

instead of messages delivered. In other words,

the CTO measures how effective your email

message was in motivating those recipients who

opened it to subsequently click a link. We think

this is a very useful measurement. Once your

email is open, do your calls-to-action appeal

enough to motivate the click to Read More,

to Buy Now or to visit the website? In our study,

this gure was 21.10% overall.

Executive Summary

Metrics By Industry

In order to get you the most relevant statistics

possible, we segmented the results into 30

different industry types, also stratifying the data

according to database size, and then focusing on

render and click metrics.

1 Render Rates

It seems were a nation of primary industry.

Horticulture/Agriculture/Marine has the

highest render rates followed by Insurance/

Superannuation, and Wholesale/Import/Export.This aligns with our daily observation that as well

as being widespread, email is performing very

strongly as a B2B channel.

On the consumer side, Retail at 32.57%,

Automotive at 42.80% and Real Estate at 39.66%

were strong performers.

Lower gures showed for Not for Prot at 29.64%,

Central Government at 30.30% and Local

Government at 30.05%; although these are still

very strong compared to overseas email metrics.

Interestingly, these response gures are up to ten

times higher than one would expect from a Direct

Mail campaign.


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Best days to send

In our opinion, the best day to send depends on

your audience. B2B emails need to hit when your

audience is on the job and it stands to reason

that B2C might work better on the weekend.

When we crunched through those millions of

emails, the numbers were conclusive. The day

with the most email trafc by quite a long shot

is Wednesday. Wednesday also shows good

open and click through rates, while Monday

and Friday have the highest render rates and

Saturday shows more clicks per email. On

balance, Monday has good render and click

rates, making it appear the most effective day

to send overall.

2 Click through ratesFinancial Services, IT/Telecommunications,

Construction and Trade Services all made it

into double gures with the click throughs that

they motivated, while real estate, publishing,

government and insurance all achieved click

rates of 9% or so. Apparently, the recession kept

us more interested in spending than giving

consumers were much more likely to click on a

retail email link (7.9%) than one from a not for

prot (5.2%).

Executive Summary continued

Metrics by number o recipients

In general, emails sent to smaller lists have

higher render rates and click through rates than

emails sent to larger lists. Of course, it is not the

smaller list itself that affects the response rate

rather, it is pretty safe to assume that low volume

campaigns have been sent to databases that are

cleaner and/or more tightly segmented. Smaller

lists may also contain more recent subscribers.


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jericho.co.nzE V O LV I N G B U S I N E S S O N L I N E

The Metrics


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The Jericho New Zealand Email Marketing Metrics Report 2010 Section 24 Page 9

Unique Render (Open) Rate 4 33.85%

Unique Render (Open) Rate

33.85%

50%

40%

30%

20%

10%

0%

The unique render rate is 33.85%.

Render rates have come under scrutiny over the past ew

years. Just how useul are they? We think they are pretty

handy as a measure o brand recognition, subject line

relevance and delivery, and as a way o benchmarking

a series o emails or improvement or otherwise. For

example: I your From name is recognised as a brand

that your recipient has a relationship with, your email ismore likely to be opened. I the subject line speaks to their

day and their daily needs, sparks their curiosity, or sounds

like un, bingo! I the email didnt arrive, its not going to

be opened. So i you see rates going up or down, youll

know something is changing.

How is it measured?

Oten called Opens the render rate shows renders rom

unique subscribers, with the measure taken when an

email is displayed (whether ully opened or within the

preview pane) by any user. I a user opens the email

multiple times, or multiple tracking pixel requests are

recorded due to orwarding, only one Open is counted

per unique email address.

This metric is measured or HTML ormat emails only.

Use render rates as a measure of the email

campaign, but keep in mind that this is not a

perfect metric. Use alt tags on your images to

provide a description of the image, and design

your emails so that they make sense without

images. Especially, where possible have yourcalls to action in text e.g. Read More dont

just rely on an image, tile or button.

TIP


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Render Rate by List Size

We urther analysed the data by list size. Micro 20-499,

Small 500999 and over 1000. Next time well do larger list

breakdowns.

The old sales adage is that its a numbers game. In terms

o sheer numbers, clearly i you send your email to a large

database, youd expect to get more response. However, we

dont all have huge databases, and a small list can be just

as important and eective.

It is easier to keep a very small list clean. Smaller lists

may be used by smaller businesses, so their database is

their well-known customer base. Conversely, the largest

databases may be run by the companies or whom the

database is connected in with billing, so strong eorts are

made to ensure the accuracy o the list. Segmenting your

database to send more relevant content to smaller groups

will produce better results as can be seen in click through

rate and list size on page 13.

Notes on Render rates

Render rates are tracked by the sending servers when

an invisible 1x1 pixel image is displayed. This relies on

images being displayed in the recipients email program.

Many email programs block images by deault, and many

recipients read their emails without downloading images,or they read them on mobile devices all o which means

that the email will not be recorded as opened or Rendered.

Combining render rates with click through rates gives a

uller picture.

Its possible to treat a large list like a small

one by using dynamic content that is, a tool

to enable data elds to change out blocks of

content automatically for example if your

recipient is a male, open your email with the

image of the footy boots, not the sports bras.

TIP

Render Rate by List Size

31.25%

500 999

36.40%

20 499

28.07%

1000+

50%

40%

30%

20%

10%

0%


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TIP

The Jericho New Zealand Email Marketing Metrics Report 2010

Render rates or all industries we measured are strong

compared to overseas email metrics.

Highest Wholesale (48.56%), Agriculture (46.01%),

Insurance (43.42%)

Lowest Hospitality (29.04%), Recruitment (29.06%),

Not or Proft (29.64%)

30 dierent industries were analysed during the 12 month

period, and the sample included small, medium and large

enterprises, primarily in the New Zealand market.

When a business relies on email as a key communications

channel to talk to their customer and prospects they

invest more to get it right. They care about best practise

and they keep their data up to date. Happily, this brings

in better results as the reader is more likely to open the

email. Take the time to look up your own industry to use

or benchmarking, and eel ree to copy the more detailed

break downs in the last several pages o the report.

Growing prevalence o smart phone use to read emails may

well have accounted or international studies which have

shown some recorded downward trend in open rates over

recent years...

Dierent industries are likely to serve dierent

demographics, so business to business communications

and those o you with a mobile clientele may fnd yourrender rate aected. The smarter the phone though, the

more chance this wont be an issue anymore, as images

render into mobiles and the render is counted.

Refer to notes on Render Rates page 9

Section 24 Page 11

Render Rate by Industry Type (rank order)

Including your brand name in the From

address, and/or the Subject Line will aid

your recipients recognition and increase the

likelihood that your email is opened. Ensure

that your Subject Line is enticing, accurate and

closely related to the key benet of the email.

60%50%40%30%20%0%

Wholesale / Import / Export

Agriculture / Horticulture / Marine

Insurance / Superannuation

Construction

AutomotiveAdmin and Business Support Services

Real Estate / Property

Education / Training

Banking / Financial Services

Legal / Accounting

Sotware

Trade / Services

Electricity / Gas / Water / Waste Services

IT / Telecommunications

Engineering

Media / Publishing

Manuacturing

Distribution / Freight

Community Services / Sport

Health / Fitness

Travel / Tourism

Advertising / DM / Web Agencies

Retail / Consumer Products

Healthcare / Medical

Central Government / Deence

Local Government / Councils

Not For Proit

Science / Technology

Recruitment / HR

Hospitality

10% 70%

48.56%

46.01%

43.42%

43.05%

42.80%

39.84%

39.66%

39.27%

39.18%

39.13%

38.83%

38.78%

37.73%

37.46%

37.45%

37.13%

35.49%

35.36%

34.90%

34.83%

34.54%

35.85%

32.57%

31.66%

30.30%

30.05%

29.64%

29.47%

29.06%

29.04%


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TIP

Make sure that links are clearly presented and

inviting even when images are not displayed.

Use text to describe the value of the link e.g.

Read more about how our shoes won the race.

If you are expecting readers to click on images,

use descriptive alt tags to explain the value ofthe link. Ensuring that links are calls to action,

rather than at statements, will also increase the

chances of being clicked.

The overall recorded click through rate is 7.59%.

This metric gives you an indication about the

responsiveness o your audience to your message.

Factors such as the number o links within each message,

the placement o each link and the relevance o yourmessage, can all aect your overall click through rate.

Simply, click through rates measure how enticing the link

was within the email. Clicking takes eort, so i theres not

a clear reason to click, then your links are unlikely to attract

that action rom your readers.

Click throughs should be monitored as you make changes

to the communications that you send, and should be

tracked over time.

How is it measured?

Overall Click Through / Send Rate

The overall click through rate takes the total number oemails sent, divided by the total number o links clicked.

Each link is counted only once although it may have been

clicked on multiple times. The total includes clicks rom

both text and HTML versions o emails.

Unique Click Through Rate (CTR) 4 7.59%

Unique Click Through Rate (CTR)

7.59%

20%

10%

0%


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TIP

Even when you compare very small lists, does list size

aect click through results? Yes, it seems to. The smallest

list sizes showed the highest click through rates around

20% more clicks than the larger lists. Both the 500+ and

the 1000+ sizes were very similar in the number o actions

they saw. This result aligns with international fndings.

Communications to smaller lists are likely to be moretargeted or segmented. Recipients may eel the email is

more relevant to them as an individual. Its also more likely

that the recipient has a close and trusted relationship

with the business.

Experiment with the placement of links within

your emails. You might nd that moving the

content around stimulates new interest in what

you are offering, thus driving increased activity.

Dont forget to split your list so that you can testwhether your new format makes a difference.

Unique Click Through Rate by List Size

6.38%

500 999

8.69%

20 499

6.48%

1000+

20%

10%

0%

Unique Click Through Rate (CTR) 4 7.59%


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TIP

If your email is sent in HTML (few arent these

days) include a link to view the email in a

webpage, just in case recipients cant download

images. This increases the chances of your

email being viewed as you intended it to be,

with your pictures, links and calls to actioneasy to use.

O the 30 industries measured, the click through rate

varied between Construction (the highest with 14.92%)

and Hospitality (with 3.13% ).

Like many o our fndings, we saw average click through

rates that were higher than those presenting in overseas

reports.

New Zealanders appear more willing to click, and

are quite practical about what we are clicking on.

Construction, Trade Services and IT/Telecommunications

were the top three perorming sectors. Despite this tight

economic climate, the Real Estate sector maintained a

9.79% click through rate. We still love to look at property,

even i we arent actually buying.

Unique Click Through Rate by Industry Type (Rank Order)

40%30%20%10%0%

Construction

Trade / Services



Real Estate / PropertyMedia / Publishing



Manuacturing

Automotive

Legal / Accounting



Engineering

Admin and Business Support Services

Travel / TourismCommunity Services / Sport

Recruitment / HR



Health / Fitness

Sotware

Not For Proit







Hospitality

14.92%

12.56%

10.93%

10.05%

9.79%

9.43%

9.17%

8.97%

8.76%

8.08%

8.05%

7.90%

7.79%

7.77%

7.40%

6.57%

6.54%

6.20%

6.07%

5.81%

5.38%

5.36%

5.26%

5.10%

4.66%

4.41%

4.07%

3.82%

3.62%

3.13%


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TIP

Good email design has a positive impact on

every aspect of your campaign. Good design

sells, grows loyalty, enhances brand and helps

get the email delivered every time. Email design

has to achieve complex goals specic to adynamic environment. Your email also needs

to look good across email clients and mobile

platforms including Hotmail, Yahoo, Outlook,

Gmail, Me.com, iPhone and Blackberry.

By removing the number o unopened messages rom the

picture, the data more accurately reects the eectiveness

o the actual email message.

This measure shows you how much your readers like your

copy and content, including your oer, the design and

layout, and calls to action.

How is it measured?

Click to open is the ratio o unique clicks to unique opens.

The CTO measures how eective your email message was

in motivating recipients who opened it. to click a link. In

other words, the click-to-open rate expresses the measure

o click-through rates as a percentage o messages

opened, instead o messages delivered.

Unique Click to Open Rate (CTO) 421.10%

Unique Click to Open Rate

21.10%

30%

20%

10%

0%


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30%

20%

10%

0%

TIP

Size does matter. And not just list size. Who wants to

read really long emails? Keep your email to the point.

The content should get the recipients attention, building

enough o a relationship to encourage the reader to take

the next step. The recipient may be compelled to click

through to a landing page, visit a bricks and mortar store,download a document or tell their riends. Alternatively

an older or less tech-savvy audience might still preer

printing emails in order to read them. I that applies to

your own audience, lots o read more links can be a pain

as theyll have to print each landing page individually to

read your stories. I the question is how long is too long?,

the answer is it depends. In act thats the answer to

many o email marketings questions, even when youve

been doing it or 10 years like we have.

Unique Click to Open Rate by List Size

We often remind clients that the rst thing a

person thinks when they receive an email is who

has sent me this? The second thing is why have

they sent it to me? It doesnt matter if the emails

from your mother or the bank. The same process

applies. If you keep that in mind then youll keepyour brand, subject line, and key points loud and

clear as they should be.

Unique Click to Open Rate by List Size

17.89%

500 999

22.23%

20 499

20.64%

1000+


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TIP

If your recipients are regularly serviced by

specic salespeople that they know personally,

consider personalising the message with

a signature le thats unique to the right

salesperson for that recipient. Appropriately

used personalisation can increase your openand response rates.

Response rates varied widely in this chart. Not all emails

ask or an action, many are simply inormative. This might

account or some o the variance.

Construction and Trade / Services show the highest

click to open rates along with Government and IT/

Telecommunications which sit just on the 30% mark.

At 25% and 23% respectively, you fnd Retail/Consumer

Products and Real Estate. These industries are both likely

to be talking to audiences with content that invites a click

to view or more inormation.

The lowest fgures were rom industry types which are

likely to be sending those inormative type updates we

mentioned above.

Especially when the sender is not experienced with direct

marketing, it is easy to miss on opportunity to include a

call to action in your communications.

Unique Click to Open Rate by Industry (Rank Order)

40%30%20%10%0%

Trade / Services

Construction



Media / PublishingBanking / Financial Services


Manuacturing



Engineering

Legal / Accounting


Travel / Tourism


Automotive

Recruitment / HR



Not or Proit


Hospitality

Health / Fitness

Education / training


Sotware





32.97%

32.30%

30.06%

29.96%

26.41%25.54%

25.26%

24.30%

23.32%

22.89%

21.71%

21.17%

19.85%

19.34%

18.75%

18.33%

17.85%

17.59%

17.02%

16.18%

14.78%

13.80%

13.58%

13.16%

12.86%

12.84%

12.61%

11.73%

10.58%

10.40%


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Remember that even your best customer, or your

hottest prospect will not always be in the market or

your products. We all have bad days, busy days and

sick days. On those occasions, possibly nothing will

compel a recipient to click on your email. Emails sent by

Distribution/Freight, the Utilities, and Local Governmentwere least likely to be clicked once they were opened.

This may illustrate that the emails were o an inormational

rather than interactive nature, with ew i any calls

to action.

TIP

In his rst discussions about permission

marketing, Seth Godin talked about being

anticipated. One of the best ways for emails

to be anticipated is to be sent when you say

theyre going to be. If on sign up you state that

your recipients will hear from you each month,make sure that you send each month no more,

no less.

Click Through Rate and Click to Open Rate by Industry

5.81%

6.57%

12.56%

5.36%

3.82%

7.90%

6.20%

9.79%

5.26%

9.43%

8.76%

4.66%

8.05%

10.93%

9.17%

3.13%

5.10%

5.38%

7.77%

4.07%

4.41%

3.62%

14.92%

6.54%

8.97%

10.05%

8.08%

6.07%

7.79%

7.40%

14.78%

19.34%

32.97%

12.84%

12.86%

25.26%

17.85%

22.89%

16.18%

26.41%

24.30%

11.73%

21.17%

30.06%

19.85%

13.80%

17.02%

13.58%

21.71%

10.58%

13.16%

10.40%

32.30%

17.59%

29.96%

25.54%

18.33%

12.61%

23.32%

18.75%

Click Through Rate

Click to Open Rate


Travel / Tourism

Trade / Services

Sotware

Science / TechnologyRetail / Consumer Products

Recruitment / HR


Not or Proit

Media / Publishing

Manuacturing


Legal / Accounting



HospitalityHealthcare / Medical

Health / Fitness

Engineering




Construction




Automotive




40%30%20%10%0%


19/32


TIP

Put yourself in your recipients shoes. When

would you be most open to receiving, opening,

and responding to the email? One of the simplest

ways to decide is to test it! Split your database

in two, then send the same campaign to each

half at each of your selected times. Compare theresponse metrics.

Top Render Rate Days o the Week:

Monday 38.45%

Friday 37.13%

Top Click to Open Days o the Week:

Saturday 22.82%

Monday 22.45%

Whats the best day to send my email campaign?

A dollar or every time were asked that question would

make us very rich. The short answer has traditionally been

Tuesday morning. However these fgures paint a much

more complex picture. The long answer is that it depends:

are you talking to consumers or other businesses? Are

you providing inormation or asking or a sale? Is it time

critical or a general update? Is it a one o, or a regular

campaign? There is no doubt that Mum and Dad at

home (B2C) are more likely to read their email during

the weekend than an ofce worker (B2B).

Render Rate, Click to Open Rate and Volume, by Day o the Week

Sat

50%

40%

30%

20%

10%

0%

FriThuWedTueMon Sun

22.82%20.96%21.69%21.03%19.61%22.45% 16.62%

32.30%

37.13%

35.16%34.24%

36.54%38.45%

33.35%

Unique Render Rate

Click to Open Rate

% Volume Sent

4.32%15.06%18.76%26.51%19.42%13.80%2.13%


20/32


Weve already demonstrated how click through rates

are a good guide to measuring the eectiveness o

your oer, copy, content and so on. Render rates are

also a good indication o your campaigns success.

When it comes to your brand or persona, the render rate

is a better measure o trust. The recipient will not evenopen the email i trust or recognition is an issue. The

render rate is also aected i the recipient has load

images turned o. However, the people who buy rom

you or read your newsletter and really want what you

have to oer will turn images on. They will show open

rates along with click rates.

TIP

To improve your render rate, try moving the

important content closer to the top of the email.

Most recipients will see a preview of your email

(often without images) before deciding to open it

or ignore it. You may even add pre-header text

above the header image with your headlines.At least add an index at the top of the email with

enticing titles that introduce the content below.

Click Through Rate and Click to Open Rate by Industry Type

7.40%

7.79%

6.07%

8.08%

10.05%

8.97%

6.54%

14.92%

3.62%

4.41%

4.07%

7.77%

5.38%

5.10%

3.13%

9.17%10.93%

8.05%

4.66%

8.76%

9.43%

5.26%

9.79%

6.20%

7.90%

3.82%

5.36%

12.56%

6.57%

5.81%

18.75%

23.32%

12.61%

18.33%

25.54%

29.96%

17.59%

32.30%

10.40%

13.16%

10.58%

21.71%

13.58%

17.02%

13.80%

19.85%

30.06%

21.17%

11.73%

24.30%

26.41%

16.18%

22.89%

17.85%

25.26%

12.86%

12.84%

32.97%

19.34%

14.78%

40%30%20%10%

Admin And Business Support Services



Automotive

Banking / Financial ServicesCentral Government / Deence


Construction




Engineering

Health / Fitness


Hospitality

Insurance / SuperannuationIT / Telecommunications

Legal / Accounting


Manuacturing

Media / Publishing

Not For Proit


Recruitment / HR



Sotware

Trade / Services

Travel / Tourism


Click Through Rate

Click to Open Rate

0%


21/32


TIP

With the right email marketing platform, your

email can integrate with social networking. This

is called share to social or share with your

network (SWYN). The aim is to allow recipients

to share your content with their networks through

Facebook, Twitter and other social networkingplatforms. Watch results carefully as you move

into this area; with great content or offers, it can

be hugely powerful. Track your activity and plan

to make the most of the increase in customer

reach that can be achieved when one email

recipient posts your email content in front of

200 others on their network.

Render Rate, Click to Open Rate and List Size by Industry Type

500 999

41.50% 18.88% 43.18% 34.20% 33.88% 13.62%

20 499 1000+


List Size

500 999

42.33% 25.68% 30.99% 19.18% 24.38% 22.27%

20 499 1000+


List Size

500 999

46.86% 12.33% 35.14% 3.76% 32.54% 26.61%

20 499 1000+

90%

100%

80%

70%

60%

50%

40%

30%

20%

10%

0%

90%

100%

80%

70%

60%

50%

40%

30%

20%

10%

0%


List Size

500 999

47.10% 24.96% 38.43% 11.12% 37.18% 10.09%

20 499 1000+

Automotive

List Size

90%

100%

80%

70%

60%

50%

40%

30%

20%

10%

0%

90%

100%

80%

70%

60%

50%

40%

30%

20%

10%

0%


Click to Open Rate


22/32


TIPTIP

Keep your email marketing communications

personal and up to date. Even more so in these

days of mass communication, its still a personal

medium. Consider using a real persons name

in the sender eld i.e. rather than sending from

[email protected], try [email protected] and then test whether there

is a change in your response rate.

Add a section into your email that shows the

recipients details with a link that takes them

to a page where they can update them. This

encourages recipients to keep your database

clean. It also lessens the chance that they

might get confused about how they subscribed

to your list.


500 999

43.26% 29.97% 35.47% 12.51% 29.91% 27.89%

20 499

90%

100%

1000+

80%

70%

60%

50%

40%

30%

20%

10%

0%


500 999

30.08% 30.90% 31.98% 30.47% 30.08% 27.74%

20 499 1000+


500 999

39.48% 20.88% 31.29% 9.78% 33.06% 19.13%

20 499

90%

100%

1000+

80%

70%

60%

50%

40%

30%

20%

10%

0%


500 999

53.46% 31.04% 36.93% 25.21% 42.92% 41.04%

20 499 1000+

Construction

List Size List Size

List Size List Size

90%

100%

80%

70%

60%

50%

40%

30%

20%

10%

0%

90%

100%

80%

70%

60%

50%

40%

30%

20%

10%

0%


Click to Open Rate


23/32


Make sure your images, links, and landing pages

remain accessible to recipients long after the

actual email send date. Although most recipients

open within the rst 24 hours, there are still some

who store their emails and return to them long

after they were originally sent, or who mightforward them to others.

TIPRender Rate, Click to Open Rate and List Size by Industry Type

500 999

29.19% 1.90% 35.36% 9.35% 38.53 % 18.90%

20 499

90%

100%

1000+

80%

70%

60%

50%

40%

30%

20%

10%

0%

Distribution /Freight

500 999

43.68% 9.06% 34.79% 21.83% 28.61% 21.12%

20 499 1000+


500 999

47.83% 9.73% 31.10% 10.83% 46.09% 15.37%

20 499

90%

100%

1000+

80%

70%

60%

50%

40%

30%

20%

10%

0%

Electricity / Gas / Water / Waste services

500 999

34.71% 23.21% 45.46% 22.66% 31.76% 19.07%

20 499 1000+

Engineering

List Size List Size

List Size List Size

90%

100%

80%

70%

60%

50%

40%

30%

20%

10%

0%

90%

100%

80%

70%

60%

50%

40%

30%

20%

10%

0%


Click to Open Rate


24/32


TIP

Whether youre planning to deploy a simple

newsletter, a complex targeted communicationwith multiple dynamic variables, or a viral email

specically designed to grow your database

subscriptions, you need a plan. Have youremail contact strategy in place alongside your

other marketing planning to ensure your emailmarketing objectives are achieved within your

timeframe and budget.


500 99920 499

90%

100%

1000+

80%

70%

60%

50%

40%

30%

20%

10%

0%

Health / Fitness

500 999

35.03% 14.75% 34.87% 11.19% 34.41% 12.16% 38.24% 32.67% 35.01% 11.17% 28.28% 11.26%

20 499 1000+


500 99920 499

90%

100%

1000+

80%

70%

60%

50%

40%

30%

20%

10%

0%

Hospitality

500 999

35.68% 11.52% 34.26% 12.58% 23.72% 15.49% 48.83% 20.65% 33.89% 15.53% 33.72% 19.77%

20 499 1000+


List Size List Size

List Size List Size

90%

100%

80%

70%

60%

50%

40%

30%

20%

10%

0%

90%

100%

80%

70%

60%

50%

40%

30%

20%

10%

0%


Click to Open Rate


25/32


Is all of your companys email marketing to

the same standard? Does it look consistent

and make the most of every message? Consider

what email is leaving your organisation in these

four categories:

Notifcation emails (short emails which are oftentext based and contain a single message)

Promotional emails (simple, one off campaigns

which have a higher level of design)

Newsletters (longer and more complex

communications covering several different

subjects)

Transactional emails (statements, customer

service/contact centre messaging, invoices)

No matter who is doing the sending, all of

these communications impact on the recipientsperception of your brand.

TIPRender Rate, Click to Open Rate and List Size by Industry Type

500 999

37.40% 32.97% 37.25% 10.41% 37.90% 21.27%

20 499

90%

100%

1000+

80%

70%

60%

50%

40%

30%

20%

10%

0%


500 999

43.45% 18.40% 31.88% 30.18% 29.70% 24.06%

20 499 1000+

Legal / Accounting

500 999

42.49% 20.26% 35.58% 8.95% 22.42% 7.85%

20 499

90%

100%

1000+

80%

70%

60%

50%

40%

30%

20%

10%

0%


500 999

37.43% 25.66% 37.00% 23.49% 29.52% 21.22%

20 499 1000+

Manuacturing

List Size List Size

List Size List Size

90%

100%

80%

70%

60%

50%

40%

30%

20%

10%

0%

90%

100%

80%

70%

60%

50%

40%

30%

20%

10%

0%


Click to Open Rate


26/32


TIP

When you have doubts about what to do in a

particular email campaign scenario, its helpful

to consider the recipients perspective. For

example, if its been a long time since your last

newsletter, what will they think when this email

arrives? If you think its not clear, remember anemail is not an SMS you have more than 160

characters, so use them. Tell them you know its

been a while, why and what they should expect

now. Then keep your side of the deal!


500 999

48.22% 25.24% 39.77% 25.96% 32.52% 26.91%

20 499

90%

100%

1000+

80%

70%

60%

50%

40%

30%

20%

10%

0%

Media / Publishing

500 999

36.65% 27.27% 38.95% 23.30% 25.40% 10.68%

20 499 1000+

Not For Proft

500 999

41.46% 18.68% 35.09% 22.54% 37.68% 31.68%

20 499

90%

100%

1000+

80%

70%

60%

50%

40%

30%

20%

10%

0%


500 999

33.57% 19.62% 22.03% 15.38% 24.94% 16.03%

20 499 1000+

Recruitment / HR

List Size List Size

List Size List Size

90%

100%

80%

70%

60%

50%

40%

30%

20%

10%

0%

90%

100%

80%

70%

60%

50%

40%

30%

20%

10%

0%


Click to Open Rate


27/32


TIP

Your Opt-In or Subscription Page is the best

chance you have to capture the heart, mind

and email address of your website visitor. There

are some key things to keep in mind. While you

are offering benets, they have fears. Typical

fears centre around privacy and frequency ofcommunication. Your benets MUST over balance

their fears. Remember to state them clearly. What

will you send? How often? How will it help them?

Always state in plain English that you will not

share their details with anyone and stick to it!


500 999

38.95% 30.50% 29.72% 22.20% 28.05% 21.07%

20 499

90%

100%

1000+

80%

70%

60%

50%

40%

30%

20%

10%

0%


500 999

39.17% 12.45% 25.49% 8.79% 35.40% 18.05%

20 499 1000+


500 999

39.25% 12.25% 32.15% 12.38% 30.18% 13.90%

20 499

90%

100%

1000+

80%

70%

60%

50%

40%

30%

20%

10%

0%

Sotware

500 999

39.26% 37.50% 36.15% 29.62% 29.03% 27.25%

20 499 1000+

Trade / Services

List Size List Size

List Size List Size

90%

100%

80%

70%

60%

50%

40%

30%

20%

10%

0%

90%

100%

80%

70%

60%

50%

40%

30%

20%

10%

0%


Click to Open Rate


28/32


TIP

A checklist is a great idea to use for many

aspects of your email campaigns, from planning

to reporting. But the most critical of all is the

send checklist. This is a list of all of the steps

you need to check before you hit send. It

should include thorough checking of both thetechnical and marketing aspects. Do you have

clear calls-to-action? Do all your links work?

Is the Subject Line correct? Mistakes are easy

and apologies are costly.


500 999

35.25% 11.08% 34.15% 21.35% 31.05% 18.41%

20 499

90%

100%

1000+

80%

70%

60%

50%

40%

30%

20%

10%

0%

Travel / Tourism

500 999

52.30% 11.08% 43.81% 22.36% 43.45% 18.41%

20 499 1000+


List Size List Size


Click to Open Rate

90%

100%

80%

70%

60%

50%

40%

30%

20%

10%

0%


29/32


The research in this feld keeps on growing,

rom the UK and USA in particular, and it

continues to prove that email is a versatile,

popular and proftable communication tool. The

greatest challenge or emarketers continues to

be delivering highly relevant email content to

recipients. This view is supported by our own

daily experience and in talking regularly with

clients too.

Further challenges or emarketers include the

integration o new and traditional advertisingchannels, getting internal support to allocate

sufcient budget, and ensuring your email

is delivered.

Early in this report we mentioned the three

elements which are key to it all being

anticipated, relevant, and personal. They are

achievable when you set expectations up

ront, deliver what you said you would, let your

recipients dictate what they receive and when

they receive it by utilising preerence centres.

To sum up the tips oered earlier, we would like

to make the ollowing suggestions:

1Data: I it isnt perect, testing a ew key

elements makes a big dierence to response.

For example you can use A/B split testing on

a small portion o your database to fnd out which

subject line works better and send the best one

to the remainder o your list.

2 Use technology to your advantage: Automate,

personalise, segment and target content. For

example, get emails triggered rom customer

liecycle events. Have the email look as though

it is sent rom, and signed o by your clients

Account Manager. Recognise and cater to basic

dierences like gender and region to make your

recipient eel special; dynamic content tools

make this simple.

3 Social Media and SMS: Use Social media and

SMS to extend the reach o your core programs.

Fantastic results come rom even very simple

multi-channel campaigns, e.g.

Email1 Check your letterbox next weekDM1 Oer arrives in your letterbox

Email2 Did you get the oer hurry its

fnishing soon.

Closing Comments

4 Interact: Checking and responding to email

will continue to be a avourite online activity or

all o us, so give your recipients something to

get excited about when they do.

5 Aim high: Setting your own benchmarks,

monitoring perormance and testing new

approaches will ensure your email marketing

has the best chance o keeping your organisation

top o mind and the avoured choice o your

customers and prospects.

Well see you here again soon. In the meantime

visit our blog and you can ollow us on

Twitter.
http://blog.jericho.co.nz/http://twitter.com/jerichocrewhttp://twitter.com/jerichocrewhttp://twitter.com/jerichocrewhttp://twitter.com/jerichocrewhttp://blog.jericho.co.nz/


30/32


Permission Marketing

An approach to selling goods and services in

which a prospect explicitly agrees in advance

to receive marketing information. Opt-in email,

where people sign up in advance for information

about certain product categories, is a good

example of permission marketing. Advocates

of permission marketing believe that it is effective

because the prospect is more receptive to a

message that has been requested in advance.

They also suggest it is more cost-efcient

because the prospect is already identied and

targeted. In a world of information overload,

automated telemarketing and spam, most people

welcome the idea of permission marketing.


The number of times an email is displayed4

divided by the total messages sent, expressed

as a percentage. This report uses unique

4 Fully opened or within the preview pane and recorded

using a tracking image within an HTML ormat message.

opens which means that each render by a single

recipient is counted only once.

Email Renders / Sent Emails = Render Rate

Click Through Rate (CTR)

The number of times a link is clicked from

a message divided by the number of sent

messages. For example, a message is sent

to four people and two people open the

message, downloading the images. If one out

of two recipients that opened the email clickedon a link one or more times, the resulting CTR

for that link is 25% (1 unique clicker / 4 accepted

emails = 25%).

Clicks / Emails = Click Through Rate

This metric may be calculated as Unique CTR,

which refers to the number of people that clicked

or Total CTR, which refers to number of clicks

for a specic link. Email marketers also oftencalculate CTR for the entire email to compare

several emails within a campaign or across

campaigns.

Click to Open Rate (CTO)

The unique number of times a link is clicked from

a message divided by the unique number of

conrmed opens for that message. For example,

a message is sent to four people. Two people

render the email, and one of those two click on

a link one or more times, the resulting CTO is

50% (1 click / 2 conrmed opens = 50%).

Clicks / Email Renders = Click to Open Rate

Again, this metric may be calculated as Unique

CTO, which refers to the number of people that

clicked or Total CTO that refers to number of

clicks for a specic link. The Click to Open rate

may also be calculated for the entire email rather

than an individual link.

Glossary


31/32

The Jericho New Zealand Email Marketing Metrics Report 2010

The Jericho New Zealand Email Marketing

Metrics Report 2010 is published by Jericho

Ltd Copyright Jericho Ltd. All rights reserved.

No part of this publication may be reproduced,

copied or transmitted in any form or by any

means, or stored in a retrieval system of any

nature, without the prior permission of Jericho

Ltd except as permitted by the provisions of the

Copyright Act 1994 and related legislation. Any

permitted use of the material must be attributed

to Jericho Ltd. Application for permission to

reproduce all or part of the Copyright material

shall be made to Jericho Ltd, Level 2, 36

Williamson Avenue, Ponsonby, Auckland,

New Zealand.

Although the greatest care has been taken in the

preparation and compilation of The Jericho New

Zealand Email Marketing Metrics Report | 2010,

no liability or responsibility of any kind (to extent

permitted by law), including responsibility for

negligence is accepted by Jericho, its servantsor agents. All information gathered is believed

correct at July 2010. All corrections should be

sent to Jericho Ltd for future editions.

Section 24 Page 31

Copyright and Disclaimer


32/32

jericho.co.nz

jer icho co nz

Sometimes, the success o email can be a risk

actor. Within your organisation you will have

more demands rom all quarters to use email

to send a variety o communications. You need

to know when to say yes, when to say slow down

and think, and when to say no.

Jericho can help you preserve email as a best

practice-only zone by ensuring that only well

designed and compliant emails are deployed.

It can advise your team on all aspects o

successul email marketing rom creativedesign to retention and acquisition campaigns,

maximising website results and integrating

mobile and social media along with all other

actors crucial to success in this medium.

With Jericho as your external agency to provide

advice, counsel and leadership you can apply

the best o art and science to your goals, putting

you ar ahead o your competitors.
http://www.jericho.co.nz/http://www.jericho.co.nz/

Jericho Metrics Report 2010

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