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Email Marketing Metrics Report Australia - Vision 6

Email Marketing Metrics Report Australia - Vision 6

Unique Click Through

Unique Click Through Rates by Send Volumes This chart displays unique link clicks as a percentage of the total number of emails sent, whereby send volumes are broken into five categories based on the number of contacts: 5 - 499 500 - 999 1,000 - 4,999 Findings 5,000 - 9,999 10,000+ Unique CTRs across the larger send segments decreased in the Jul-Dec 2012 period. Sends of 500-999 also saw a decrease in click through rates. Click to Tweet me CTR’s are decreasing so make sure you have highly relevant and interesting content. Tips The first step to improving click rates is to provide valuable content which readers want to learn more about. Using links to landing pages is also an effective way to shorten your email as it moves a lot of content out of the body of your message. To ensure that your content, information and offers are relevant to your audience use conditional content to control what subscribers see based on their profile. For example, only show womens fashion specials to female subscribers. Jan - Jun 2012 5 - 499: 7.49% 500 - 999: 6.39% 1,000-4,999: 4.19% 5,000-9,999: 4.04% 10,000+: 4.07% Increase content relevance Boost email relevance in 5 steps with conditional content Getting more clicks in the inbox (video) Jul - Dec 2012 5 - 499: 7.56% 500 - 999: 5.75% 1,000-4,999: 4.28% 5,000-9,999: 3.83% 10,000+: 3.57% July – December 2012 Email Marketing Metrics Report Australia www.vision6.com.au 10 Copyright 2013 Vision6

Unique Click Through Rates by Industry This table displays the Unique Click Through Rates experienced by each industry sector and the percentage change between Jan - Jun 2012 and Jul - Dec 2012. Findings In this report 10 industries have experienced increasing CTRs while 17 industries have experienced decreasing CTRs. The industries with the highest Unique CTR’s are Mining/Oil/Gas (9.75%), Call Centre/Customer Service (7.85%) and Government/ Defence (6.84%). The industry showing the greatest improvement was Consulting and Corporate Strategy (+1.39%) closely followed by Science and Technology (+1.18%). The industry with the biggest decrease in CTR was Legal (-2.69%). CTR Increase: CTR Decrease: Industry Unique CTR Jan-June 2012 (%) Unique CTR Jul - Dec 2012 (%) % Change Government/Defence 8.89 6.84 -2.05 Mining/Oil/Gas 8.83 9.75 +0.92 Primary Industry 5.52 5.41 -0.11 Accounting 4.26 3.14 -1.12 Call Centre/Customer Service 6.72 7.85 +1.13 Banking and Financial Services 3.56 2.09 -1.47 Insurance and Superannuation 6.78 5.3 -1.48 Administration 5.09 5.45 +0.31 Manufacturing/Operations 3.3 2.92 -0.38 Trades and Services 2.1 1.78 -0.32 Transport and Logistics 3.64 3.14 -0.5 Advertising/Media/Entertainment 3.86 3.74 -0.12 Real Estate and Property 3.41 4.06 +0.65 Education and Training 6.35 5.04 -1.31 Engineering 2.81 3.25 +0.44 Legal 7.86 5.17 -2.69 Retail and Consumer Products 5.19 4.59 -0.6 Consulting and Corporate Strategy 2.17 3.56 +1.39 Other 5.47 4.49 -0.98 Hospitality and Tourism 3.45 2.97 -0.48 Community and Sport 4.3 5.7 +1.4 Human Resources and Recruitment 3.45 3.46 +0.01 Health Care and Medical 4.88 4.15 -0.73 IT and Telecommunications 4.26 2.32 -1.94 Construction 1.7 2.22 +0.52 Science and Technology 1.82 3 +1.18 Sales and Marketing 2.68 2.42 -0.26 July – December 2012 Email Marketing Metrics Report Australia www.vision6.com.au 11 Copyright 2013 Vision6

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