1. 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 s and content based newsletters to notifications and transactional messages — sent by companies in a variety of industries
Presenter: Tony Raval - CEO
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2. 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
usage and engagement metrics
Cultural and regional considerations
A few more examples
Be device ready
Device usage by industry
Engagement/Read rates
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3. Using Metrics to Understand
Benchmark metrics against others – and your own program.
Open rate, click through rate and device/ client metrics, unsubscribe rates and complaints.
Understand the legal and cultural variations that can affect your metrics.
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4. Set the Benchmark
Understanding where your 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 program compares to your peers and competitors and where you need to improve.
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5. Basic metrics definitions
Open Rate – Unique openers divided by total number of s sent.
Click-through Rate – Total number of clicks divided by total number of s sent.
Unsubscribe Rate – Total number of people who unsubscribed divided by the total number of s sent.
Complaint Rate – Total number of spam complaints divided by the total number of s sent.
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6. 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.
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7. Open Rates by Industry
Schools & Education open rates was 27.3% above the mean of 26%
Schools & Education ranked greater than 50 percent to be exact.
Great Industry for marketing responses
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8. Click-Through Rates
The click-through rate (CTR) is a process metric that measures recipient action on an 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 .
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9. Click Through Rates by Industry
s 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.
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10. 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 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.
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11. 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
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12. Complaint Rate by Industry
If your complaint rate is higher than average:
Add a temporary unsubscribe link at the top of your 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.
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13. Email Usage and Engagement Metrics
Nearly half (49 percent) of all s 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
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14. 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 communication etiquette
Localized English
The type of English you use should be keyed in to the nationality of the reader.
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15. 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 campaigns, custom tailor them to the reader’s time of day and the cultural observations of the Sabbath and other holy days.
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16. 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.
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17. Device Usage by Industry
Recipients of Higher Education communications open their s mainly from their mobile devices, at 41%
37% of them use webmail so make sure to always include a text version of your message.
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18. Engagement/READ Rate Read (eight or more seconds) Skimmed
(two to less than eight seconds)
Glanced/ Deleted (less than two seconds).
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19. Frescodata’s Global Coverage

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