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Email Marketing Metrics Report Australia - Vision 6

Email Marketing Metrics Report Australia - Vision 6

Overview This report is

Overview This report is the thirteenth in a series of reports produced by Vision6 every six months on the Australian email marketing landscape. This report aims to: 1. Help marketers gauge and improve their email marketing results by providing comparative benchmarks. 2. Uncover trends, provide observations and identify factors that could have the biggest impact on the success of your email campaigns. Data Source This report includes data from over 359 million messages which were distributed via 114,000 sends by predominantly Australian based companies during the last six months of 2012. We have excluded campaigns with less than five email addresses to minimise data distortion. We also excluded all emails sent by our stand alone resellers and corporate networks. What is included in this report? To make this data as useful as possible to professionals implementing email marketing, we have focused on a number of key metrics that are both informative and useful, including: Open Rate Click Through Rate Industry Domain By Day By Hour Bounce & Deliverability Email Clients General, Industry, Send Volume Categories General, Industry, Send Volume Categories, Relative to Open Open, CTRs, Send Volume Categories Open, CTRs, Industry Open, CTRs Open General, Industry Used to open What would you like to see in future reports? We are always looking at ways to improve the Email Marketing Metrics Report. So, if you have any new statistics you’d like to see in this report contact us at research@vision6.com.au. Although we cannot promise to include everything, we will do our best to include your suggestions where possible. July – December 2012 Email Marketing Metrics Report Australia www.vision6.com.au 4 Copyright 2013 Vision6

Key Findings Summary New data segments started in 2011 Measurement Jul - Dec 2009 Jan - Jun 2010 Jul - Dec 2010 Jan - Jun 2011 Jul - Dec 2011 Jan - Jun 2012 Jul - Dec 2012 (new) Overall Open Rate 25.16% 23.48% 22.34% 22.47% 21.83% 21.96% 21.95% Open Rate By Send Volume 5-499: 34.96% 500-999: 31.49% 1,000+: 24.74% Top 3 Industries with Highest Open Rates Govt./Defence Mining/Oil/Gas Primary Industry 5-499: 34.24% 500-999: 30.30% 1,000+: 22.98% Mining/Oil/Gas Legal Govt./Defence 5-499: 34.27% 500-999: 30.56% 1,000+: 21.73% Mining/Oil/Gas Govt./Defence Transport/ Logistics 5-499: 34.34% 500-999: 30.24% 1,000-4,999: 23.62% 5,000-9,999: 23.10% 10,000+: 20.96% Legal Govt./Defence Mining/Oil/Gas 5-499: 33.17% 500-999: 29.99% 1,000-4,999: 24.07% 5,000-9,999: 24.44% 10,000+: 19.76% Legal Govt./Defence Mining/Oil/Gas 5-499: 35.02% 500-999: 30.42% 1,000-4,999: 24.64% 5,000-9,999: 24.77% 10,000+: 19.92% Govt./Defence Legal Accounting Overall Click Through Rate 5.46% 4.77% 4.67% 4.57% 4.22% 4.24% 3.83% Click Through Rate By Send Volume Top 3 Industries with Highest Click Through Rates 5-499: 8.86% 500-999: 7.74% 1,000+: 5.32% Mining/Oil/Gas Call Centre/Cust Serv Accounting 5-499: 8.54% 500-999: 7.70% 1,000+: 4.59% Call Centre/Cust Serv Mining/Oil/Gas Govt./Defence 5-499: 8.26% 500-999: 6.60% 1,000+: 4.51% Transport/ Logistics Call Centre/Cust Serv Govt./Defence 5-499: 8.12% 500-999: 6.71% 1,000-4,999: 4.10% 5,000-9,999: 4.28% 10,000+: 4.50% Mining/Oil/Gas Education Govt./Defence 5-499: 7.31% 500-999: 6.36% 1,000-4,999: 4.00% 5,000-9,999: 4.12% 10,000+: 4.07% Mining/Oil/Gas Education Govt./Defence 5-499: 7.49% 500-999: 6.39% 1,000-4,999: 4.19% 5,000-9,999: 4.04% 10,000+: 4.07% Govt./Defence Mining/Oil/Gas Legal CTR Relative to Open Rates 21.72% 20.34% 20.92% 20.33% 19.35% 19.92% 17.46% Overall Bounce Rates 6.29% 5.75% 5.77% 5.51% 5.45% 5.24% 4.63% Bounce Rates by Send Volume 5-499: 6.52% 500-999: 6.77% 1,000+: 6.27% Top 3 Industries with Lowest Bounce Rates Legal Accounting Call Centre/Cust Serv 5-499: 6.10% 500-999: 6.19% 1,000+: 5.73% Accounting Call Centre/Cust Serv Legal 5-499: 5.89% 500-999: 6.19% 1,000+: 5.75% Administration Call Centre/Cust Serv Transport/ Logistics 5-499: 5.91% 500-999: 5.89% 1,000-4,999: 5.60% 5,000-9,999: 6.29% 10,000+: 5.28% Call Centre/Cust Serv Legal Retail 5-499: 5.28% 500-999: 5.90% 1,000-4,999: 5.70% 5,000-9,999: 6.04% 10,000+: 5.26% Trades and Services Engineering Administration 5-499: 5.18% 500-999: 5.72% 1,000-4,999: 5.68% 5,000-9,999: 5.81% 10,000+: 5.01% Trades and Services Call Centre/Cust Serv Legal 5-499: 36.66% 500-999: 30.64% 1,000-4,999: 25.84% 5,000-9,999: 25.11% 10,000+: 20.1% Govt./Defence Mining/Oil/Gas Administration 5-499: 7.56% 500-999: 5.75% 1,000-4,999: 4.28% 5,000-9,999: 3.83% 10,000+: 3.57% Mining/Oil/Gas Call Centre/Cust Serv Govt./Defence 5-499: 4.58% 500-999: 4.65% 1,000-4,999: 4.87% 5,000-9,999: 4.94% 10,000+: 4.55% Trades and Services Call Centre/Cust Serv Community/Sport Most Popular Day for Sends Wednesday Wednesday Thursday Thursday Thursday Thursday Wednesday July – December 2012 Email Marketing Metrics Report Australia www.vision6.com.au 5 Copyright 2013 Vision6

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