7 noteworthy insights for mobile marketing · at 22.1%, in-app messages are opened at rates similar...

7 Noteworthy Insights for Smarter Email & Mobile Marketing

Michael TrapaniDirector of Marketing, Acoustic

Social Q&A:@ThatsLogical

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@GoAcoustic | @ThatsLogical

The Research

7 Insights

Tips & Best Practices

What To Do With The Data

Q&A

Here’s what I have planned.

Acoustic Research

From the world’s largest independent marketing cloud

Campaign Content Analytics Personalization

Exchange

@GoAcoustic | @ThatsLogical

20 Industries

Average

Best

Worst

Channels:Email

SMS

Mobile push

Campaign Data:Jan-Dec 2018

Acoustic marketingbenchmark report

Campaign metrics across thousands of marketing teams

@GoAcoustic | @ThatsLogical

More than a dozen metrics

Email metric• Open rates • Click-through rates • List churn and

message size • Email client usage

and engagement

Mobile metics• Mobile app push• SMS

Methodology and resources • Research

methodology• Glossary• Industry categories

@GoAcoustic | @ThatsLogical

Nine independent regions surveyed

It’s a lot.

Seven Findings

1. Email is alive & well

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Open rates are up 14% since 2014

Click-through rates are up 19%.

Why?- Better list hygiene

- Increased personalization

- Deliverability

Open & Click-Through Rates Are Up

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Open rate – by industry

Two industries stood above the others with mean unique open rates greater than 40%,

Automotive at an amazing 48.2% and Energy & Environmental at 40.8%.

The lowest performing industries are B2C with reputations for sending a high frequency of messages.

2. Transactional emails still work well

@GoAcoustic | @ThatsLogical

Transactional vs. non-transactional open rates – 2017-2018

Transactional open rates are steady as a rock.

They continue to be your most engaged messages.

@GoAcoustic | @ThatsLogical

3. Cars get clicks

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Car owners and shoppers often click on relevant content, such as recommendedservice, or a new model of interest.

Automotive races to the top of click-through rates

@GoAcoustic | @ThatsLogical

Click-to-open rates – by industry

Automotive had the highest mean (19.6%) and median (18.6%) Click-to-open rates.

Media & Publishing had the second highest mean CTOR at 18.6% and the highest top quartile rate at 47.7%.

Hospitals, Healthcare & Biotech (2.7) and Nonprofits, Associations & Government (2.3) had the highest mean clicks-per-clicker across on industries.

Clicks-per-clicker – by industry

4. Don’t unsubscribe me, bro.

@GoAcoustic | @ThatsLogical

Unsubscribe rates – by geographyImproving your unsubscribe rate just 0.1% would save 1,000 subscribers every time you send to a database of 1 million people.

That’s more than 200,000 contacts retained over a year if you send four emails per week.

@GoAcoustic | @ThatsLogical

5. Mobile email is maintenance

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This shift as result of consumers increasingly using their mobile devices for inbox maintenance.

Client/device usage 2017 vs. 2018 — selected geographies (about 5% drop)

Mobile email engagement powers down

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6. Mobile engagement is in the app, not outside of it.

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Push notifications have low open rates compared to email open rates because they often do not require further action:(ex: flight delay, shipping status, breaking news)

At 22.1%, in-app messagesare opened at rates similar to that of email messages.

Simple push notifications

In-app messages

Mobile push open rates (%) Simple push notifications vs. in-app messages

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In-app message click-through rate is 5.3%.

The in-app message open rate is 23.9%.

In-app message vs. email: A comparison of key metrics (%)

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7. Regulations work

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Countries with more regulations have better conversion rates. Legacy regulations like CASL paint a picture of a post-GDPR world.

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Countries with more regulations have better conversion rates. Legacy regulations like CASL paint a picture of a post-GDPR world.

@GoAcoustic | @ThatsLogical

Canada conquers

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Canada conquers

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CASL went into effect

Tips & Best Practices

Use transactional messages to add value in context – Offer an incentive for a related purchase, invite buyers to review their purchases and join your loyalty program.

Leverage what works.

Acoustic Tip: Transact & Conquer

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Don’t use generic copy for links like “Read More” or “Click Here.” Instead, convey the benefit and value of clicking, such as:

“Download the report”“Find shoes in your size”

Acoustic Tip: Get Better Clicks

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Regulations like GDPR are scary, but the data shows that stronger marketing regulations actually lead to better performing campaigns.

Breathe.

Acoustic Tip: Don’t Panic

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How to use this data

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Data is a tool. Use it to get what you want.

Drive program and organizational change with clear targets.

Educate stakeholders and executives.

Create more budget and resources.

@GoAcoustic | @ThatsLogical