Success Metrics of International Email Marketing Campaigns Information based on 2016 study shows metrics of combined data from all messages sent by nearly 750 companies representing 3,000 brands in 40 countries. A broad set of message types was included in the study — from promotional emails and content based newsletters to notifications and transactional messages — sent by companies in a variety of industries Presenter: Tony Raval - CEO 1 of 21

This is what we’ll be discussing: Using metrics to understand Set the benchmark Basic metric definitions Open rates by region Open rates by industry Click-through rates Unsubscribe rates by industry European VS USA laws Complaint rate by industry Email usage and engagement metrics Cultural and regional considerations A few more examples Be device ready Device usage by industry Engagement/Read rates 2 of 21

Using Metrics to Understand Benchmark metrics against others – and your own program. Open rate, click through rate and device/email client metrics, unsubscribe rates and complaints. Understand the legal and cultural variations that can affect your metrics. 3 of 21

Set the Benchmark Understanding where your email program stands on metrics is one half of the benchmarking equation. The following benchmarks will help set a baseline you can use to determine how your email program compares to your peers and competitors and where you need to improve. 4 of 21

Basic metrics definitions Open Rate – Unique openers divided by total number of emails sent. Click-through Rate – Total number of clicks divided by total number of emails sent. Unsubscribe Rate – Total number of people who unsubscribed divided by the total number of emails sent. Complaint Rate – Total number of spam complaints divided by the total number of emails sent. 5 of 21

Open Rates by Region The open rate works best as an in-house benchmark to track over time, because it can signal progress or problems with engagement. 6 of 21

Open Rates by Industry Schools & Education open rates was 27.3% above the mean of 26% Schools & Education ranked greater than 50 percent. 58.7 to be exact. Great Industry for email marketing responses 7 of 21

Click-Through Rates The click-through rate (CTR) is a process metric that measures recipient action on an email message. It’s a more revealing metric than the open rate. The click-through-open rate (CTOR),sheds even more light on engagement of recipients because it can tell you if recipient has clicked on CTA buttons or other links within email. 8 of 21

Click Through Rates by Industry Emails from brands representing Schools and Education had the second-highest top-quartile CTR at 13.1 percent and third Highest mean CTR at 4.3 percent. 9 of 21

Unsubscribe rates by Industry Mean unsubscribe rates vary widely by industry, from a low of less than 0.06 percent 0.20 percent A general best practice for keeping rates low is providing alternatives to opting out. These include allowing recipients to easily change email addresses, lists and frequency and update profile preferences. Most important, deliver on your recipients expectations after they opt in and provide ongoing value through content and relevant offers. 10 of 21

European vs US laws: OPT Laws In the US recipients are asked to OPT-Out In Europe the laws require that the sender require their recipients to DOUBLE OPT IN 11 of 21

Complaint Rate by Industry If your complaint rate is higher than average: Add a temporary unsubscribe link at the top of your email templates. Recipients sometimes hit the spam complaint button when they don’t know how to opt out. Making the unsubscribe link more prominent might stave off some of these complaints. 12 of 21

Email Usage and Engagement Metrics Nearly half (49 percent) of all emails are read on mobile devices. Higher consumer adoption of mobile devices in emerging economies is driving up mobile readership. Low mobile rates for Middle East/North Africa result from the higher cost of data plans. However, webmail was high at 65%, so making sure your campaign is designed for webmail in this region could improve the ROI 13 of 21

Cultural and Regional Considerations Cultural Sensitivity Marketing differences can be extremely pronounced from one country to the next Be sensitive to the rules of proper international email communication etiquette Localized English The type of English you use should be keyed in to the nationality of the reader. 14 of 21

A few more examples… Multicultural Backend Support Your backend support structure should be able to communicate adequately with your international customers, otherwise countless sales will be lost in a cacophony of “What? Huh? Repeat, please.” Global Time zones Keep in mind that noon in Los Angeles is midnight in Dubai, and most Muslim countries take Friday off. If you are sending time sensitive email campaigns, custom tailor them to the reader’s time of day and the cultural observations of the Sabbath and other holy days. 15 of 21

Be Device Ready When Developing a Effective Campaign Canada, Australia and New Zealand have the highest desktop usage. The Middle East and North Africa have the highest webmail usage. The Unites States and rest of the world have the highest mobile usage. Cater to your recipients’ habits. 16 of 21

Device Usage by Industry Recipients of Higher Education communications open their emails mainly from their mobile devices, at 41% 37% of them use webmail so make sure to always include a text version of your message. 17 of 21

Engagement/READ Rate Read (eight or more seconds) Skimmed (two to less than eight seconds) Glanced/ Deleted (less than two seconds). 18 of 21

Frescodata’s Global Coverage

Conclusion By segmenting the benchmark data into various industry segments, this report enables comparisons to like-kind companies. While these benchmarks can provide a good starting point, always benchmark against your own Consider international laws, cultural sensitivities is and other global variations to implement a effective, well rounded successful email marketing campaign 20 of 21

Thank you! Don’t miss our next presentation at 3:15PM – “How to Attract Students from 60+ Countries” 21 of 21