Marketing campaigns today have so many fingers in so many pies, it can be hard to identify where improvement is needed. For those of you involved in email campaigns, generating conversions is a constantly evolving effort.
Open rate and click rate can provide a starting point for analyzing your work. Numbers, however, mean little unless they’re put in context.
Email Marketing Industry Average Benchmarks*
*HubSpot and Pardot do not provide publicly available average/industry benchmarks
Other factors that create some of the variation above depend on the way the numbers are calculated. Tracking systems record an email image download as a unique open. Sounds reasonable, but for email with a preview pane, images must be downloaded—yet the email itself never needs to be opened! This will inflate your denominator, making click rates appear to plummet. Low click rates combined with high open rates may speak to that situation.
There is good news, however. Gmail, the dominant email client in the market, does not come with a preview pane by default. Try comparing Gmail rates against those with preview panes active by default to narrow down your baseline and determine how it compares to industry benchmarks you select.
After you’ve had a look at the industry and refined your goal metrics, start experimenting. Begin by testing a variety of delivery times. While the common wisdom is to send around 10:30 a.m. or 5 p.m., experimenting with a variety of times will help you discover your specific market’s best time. With persistence, you’ll slowly lock on to those moments when the most customers are actively viewing their email.
“33% of email recipients decide whether or not to open an email based
on subject line alone.”—HubSpot
Divide email subject lines, and start conquering. A/B test a variety of subject lines for the same email content and links. Phrasing is one way to change things up, but you can try including your company name, including promotions or enticements, and even test including their name in that all-important subject line.
Continue dividing and testing, but isolate content. What kind of content generates more click-through: text links, static images, animated gifs, banners, the company logo? Consistent testing of isolated changes like these will allow you to use your existing resources without having to dive deeper into your customer data.
If your rates aren’t what you hoped, it may be time to assess your data. Quality performance analysis and targeted marketing depends on quality customer profiles, whether you’re composing your latest campaign or determining what segments merit the most effort.
TouchCR can help take the pain out of profile building. It’s an all-in-one solution designed to help businesses learn about, analyze and market to customers online, so here we’ll touch on a few methods we use to enrich customer profile data.
Most of us are familiar with device fingerprinting as a tool for fraud prevention, but a comprehensive device fingerprint for individual customers can also focus marketing efforts on which platforms to target, and what media and creative will best drive conversion on those platforms. We can hear the neurons firing for those marketing gurus out there on just how they can target their best customers leveraging device fingerprinting in their next campaign.
Speaking of best customers, TouchCR has mastered the art of the 360° customer profile. A 360° view gives you more than just demographic and location data, and goes beyond preferences as well. RFM scoring is integral to completing the data gathering process. It can be used to structure retention efforts, can be used to stave off lost opportunities, and help build cross-sell and upsells. To learn how TouchCR’s profiles enhance RFM scoring to create rich, actionable profiles, click here.