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Email Marketing Metrics Report Australia - Vision 6

Email Marketing Metrics Report Australia - Vision 6

Unique Open Rates by

Unique Open Rates by Industry This table displays Unique Open Rates for emails sent by key industry sectors and the percentage change between Jan - Jun 2012 and Jul - Dec 2012. Findings In this report 16 industries have experienced increased open rates while only 11 industries have experienced decreased open rates. The industries with the highest Unique Open Rates for Jul-Dec 2012 were Government/Defence (35.15%) and Mining /Oil/Gas (32.89%) followed by Administration (30.53%). The industries that have most improved since the last report are Mining /Oil/Gas (+7.02%), Consulting and Corporate Strategy (+5.87%) and Community and Sport (+5.63%). The industry with the biggest decrease in Unique Open Rates was IT and Telecommunications (-4.49%). Open Rates Increase: Open Rates Decrease: Industry Open Rate Jan - Jun 2012 (%) Open Rate Jul- Dec 2012 (%) Government/Defence 33.64 35.15 +1.51 % Change Mining/Oil/Gas 25.87 32.89 +7.02 Primary Industry 23.78 26.15 +2.68 Accounting 28.93 27.39 -1.54 Call Centre/Customer Service 26.12 29.37 +3.25 Banking and Financial Services 26.21 28.7 +2.49 Insurance and Superannuation 28.05 30.19 +2.14 Administration 28.61 30.53 +1.92 Manufacturing/Operations 23.2 22.12 -1.08 Trades and Services 19.99 19.73 -0.26 Transport and Logistics 28.17 28.45 +0.28 Advertising/Media/Entertainment 20.7 19.78 -0.92 Real Estate and Property 25.59 25.28 -0.31 Education and Training 24.59 24.37 -0.22 Engineering 20.96 22.61 +1.65 Legal 33.38 29.1 -4.28 Retail and Consumer Products 25.66 23.01 -2.65 Consulting and Corporate Strategy 15.57 21.44 +5.87 Other 26.13 22.74 -3.39 Hospitality and Tourism 20.93 20.98 +0.05 Community and Sport 24.3 29.93 +5.63 Human Resources and Recruitment 20.75 24.52 +3.77 Health Care and Medical 26.86 26.82 -0.04 IT and Telecommunications 17 12.51 -4.49 Construction 15.73 19.71 +3.98 Science and Technology 18.53 23.6 +5.07 Sales and Marketing 11.12 14.19 +2.97 July – December 2012 Email Marketing Metrics Report Australia www.vision6.com.au 8 Copyright 2013 Vision6

Unique Click Through Rates This chart displays the total number of ‘unique link’ clicks as a percentage of the total number of emails sent. Note: This figure only takes into account the first time an recipient clicks on a link. Findings Overall unique CTR’s were down by 0.41%. The majority of this decrease is due to poorer performance for send volumes over 5000 (see next chart). Tips The best way to increase your CTR is to make sure that your content is highly relevant and interesting. Include a strong call to action within the top 300 pixels of your email. Be clear on what action you want people to take from your email. Consider tweaking the format of your email as this can have a dramatic effect on your CTR. Use headlines, colour, text formatting and images to enable quick scanning of your email. Jul - Dec 2012: 3.83% Jan - Jun 2012: 4.24% DESIGNING YOUR EMAIL For further information about how email design can help you to improve your click through rates check out our free “The A-Z of Email Design” whitepaper. Here are some practical tips to improve your CTR: Anatomy of a great email newsletter How to test and fix issues before you send 6 things you can do to make your email look awesome 5 simple tips for improving email response rates July – December 2012 Email Marketing Metrics Report Australia www.vision6.com.au 9 Copyright 2013 Vision6

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