Transcription

2012Silverpop EmailMarketing MetricsBenchmarkStudy

SilverpopTWEET THIS2012 Silverpop Email Marketing Metrics Benchmark Study2012 SILVERPOP EMAILMARKETING METRICSBENCHMARK STUDYWhat’s  the  average  open  rate?  How  many  clicksdo  the  best  companies  get?  And  how  are  ouremail  programs  performing  against  our  peers?These  are  some  of  the  most  commonly  askedquestions  raised  by  marketers  or  their  bosses.2.  International  ComparisonWe  believe  that  the  better  gauge  of  marketingsuccess  is  whether  your  email  program  met,exceeded  or  fell  short  of  the  goals  set  while  add- ‐ing  value  to  the  customer  or  prospect  relation- ‐ship  and  maximizing  conversions  and  revenue.However,  used  correctly,  benchmark  data  canprovide  the  marketer  with  a  baseline  scorecardto  help  understand  how  far  you  need  to  travel  inyour  performance- ‐improvement  journey. ǡ Ƥ break  down  those  statistics  by  three  majorcountries/regions:  United  States,  Canada  andEMEA  (Europe,  Middle  East  and  Africa).With  this  study,  Silverpop  takes  the  typicalbenchmark  study  to  a  higher  level  in  threerespects:1.  Deeper  Perspective  in  Benchmarks ǡ ǯ Ƥ marketing  benchmarks  such  as  open,  click  andbounce  rates,  but  with  additional  computationsthat  deliver  a  deeper  and  more  accurate  pictureof  reader  engagement  and  action  on  your  emailmessages.Most  benchmark  studies  are  conducted  from  aU.S./single- ‐country- ‐centric  viewpoint,  but  we ơ countries.3.  Benchmarks  Beyond  “Average”Benchmarking  your  progress  against  your  com- ‐petitors  is  a  necessary  step  when  analyzing  youremail  program’s  health,  but  you  have  to  selectthe  correct  benchmarks.Most  studies  report  “average”  benchmarks,  butin  our  view,  being  average  is  no  longer  enough.In  today’s  hypercompetitive  marketplace,  “aver- ‐age”  has  become  the  new  bottom.Instead,  we  hope  to  encourage  you  to  set  yoursights  higher.  If  you  want  to  be  a  world- ‐classmarketing  organization,  compare  yourself  tothose  who  are  doing  the  best  on  the  benchmarksthat  are  most  important  to  you.These  include  unique  and  gross  open  rates,number  of  opens  per  opener,  the  click- ‐to- ‐openrate,  clicks  per  clicker,  email  messagesize,  and  complaint  andunsubscribe  rates.And  we’ll  alsoslice  the  dataup  by  industryverticals.silverpop.com 2012 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.PAGE 2

Silverpop2012 Silverpop Email Marketing Metrics Benchmark StudyThus,  we  present  the  average  benchmark,median,  and  top- ‐  and  bottom- ‐performing  quar- ‐tile  for  each  benchmark.    Although  averages  arethe  most  common  form  of  reporting  statistics, ơ interpretation.    At  the  end  of  this  report,  you’llƤ ǡ ǡ Ƥ of  the  terms  used  in  this  study,  and  links  towhite  papers  and  tip  sheets  you  can  use  to  helpimprove  your  marketing  performance.Next  Step:  Benchmark  Against  YourselfThis  study  presents  a  variety  of  key  perfor- ‐mance  benchmarks  among  email  messagessent  to  recipients  around  the  world.  However,this  should  be  just  the  beginning  for  you.One  note  to  apply  with  this  report:  The  met- ‐ Dz dz metrics,  which  measure  activity  on  emailmessages.  These  are  important  measurementsthat  help  drive  improvements  in  areas  such  ascreative,  deliverability  and  list  hygiene. ǡ industry  average,  even  placing  your  messagesamong  the  top- ‐performing  email  marketers,doesn’t  necessarily  mean  you’re  meeting  yourmost  important  business  goals.Understanding  where  your  email  programstands  on  process  metrics  is  one  half  of  thebenchmarking  equation.  The  other,  and  argu- ‐ably  more  important  half,  is  using  “output”metrics,  such  as  revenue,  leads  generated,cost  savings,  order  size  or  number  of  down- ‐loads,  which  measure  how  well  your  emailcampaign  delivered  against  your  individualcompany’s  business  goals.STUDY FINDINGSOPEN RATESOverviewTWEET THISSo, what’s theaverage uniqueopen rate?The  open  rate  (both  unique  and  gross,  or  total)can  be  calculated  in  multiple  ways.  For  this  study,we  calculated  the  open  rate  as  the  number  ofmeasured  opened  messages  —  including  emailsin  which  images  were  enabled,  as  well  asDz dz a  click  on  a  link  or  an  HTML  message  whoseviewer  didn’t  enable  images  but  clicked  on  a  link—  divided  by  the  number  of  delivered  messages.“Opens  per  opener”  is  a  lesser- ‐known  butillustrative  metric,  which  is  calculated  bydividing  the  total  or  gross  measured  opensby  the  number  of  unique  opens.  In  simplestterms,  it  measures  how  many  times  arecipient  (or  recipients,  when  the  messageis  forwarded)  opens  the  same  message.As  above,  this  would  also  include“implied”  opens.Unique  Open  Rate  (by  Country/Region)According toSilverpop’sbenchmark studyof more than1,100 brands,it’s 20.1%.Open Rate(Unique)OverallU.S.EMEACanadaMeanMedianTop lverpop.com 2012 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.PAGE 3

Silverpop2012 Silverpop Email Marketing Metrics Benchmark StudyUnique  Open  Rate  (by  Industry)Open Rate (Unique) Ƥ Computer  Hardware,  Telecom  &  ElectronicsComputer  SoftwareConsumer  ProductsConsumer  ServicesEducationFinancial  ServicesHealthcareTravel  &  LeisureMedia  &  PublishingReal  Estate  & .1%TopBottomQuartile 1%4.9%7.3%10.5%9.0%Gross  Open  Rate  (by  Country/Region)Open Rate(Gross)OverallU.S.EMEACanadaAverageMedianTop %12.9%Gross  Open  Rate  (by  Industry)Open Rate (Gross) Ƥ Computer  Hardware,  Telecom  &  ElectronicsComputer  SoftwareConsumer  ProductsConsumer  ServicesEducationFinancial  ServicesHealthcareTravel  &  LeisureMedia  &  PublishingReal  Estate  & .3%TopBottomQuartile 6%11.2%8.7%6.2%9.9%17.7%12.6%silverpop.com 2012 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.PAGE 4

Silverpop2012 Silverpop Email Marketing Metrics Benchmark StudyOpens  per  Opener  (by  Country/Region)Opens perOpenerOverallU.S.EMEACanadaAverageMedianTop 542.96BottomQuartile1.281.271.271.39Opens  per  Opener  (by  Industry)Opens Per Opener Ƥ Computer  Hardware,  Telecom  &  ElectronicsComputer  SoftwareConsumer  ProductsConsumer  ServicesEducationFinancial  ServicesHealthcareTravel  &  LeisureMedia  &  PublishingReal  Estate  &  ConstructionRetailObservationsWhile  average  and  median  open  rates  are  fairlyclose  across- ‐the- ‐board,  top- ‐quartile  performersachieved  open  rates  nearly  triple  the  median  and Ƥ Ǧ Ǥ ơ results  for  the  gross  open  rate  are  even  greater,with  top  performers  achieving  rates  10  timeshigher  than  low  performers.Across  industry  verticals,  the  “Computer  Software”segment  notched  the  best  unique  open  rates,averaging  nearly  25  percent,  with  top- ‐quartile Ƥ ǤRegarding  the  opens  per  opener  rate,  severalfactors  can  drive  multiple  opens:Ȉ Use  of  multiple  devices:  It  has  become  com- ‐mon  for  email  users  to  scan  or  “triage”  theiremails  on  a  mobile  device  and  then  view 401.421.641.42TopBottomQuartile 1.31act  on  the  emails  later  on  their  desktop  orlaptop  computers.  If  images  were  enabled  (orlinks  clicked  with  images  blocked/disabled)across  devices,  then  an  open  would  be  cap- ‐tured  at  each  access  point.Ȉ Relevance/depth  of  content:  Emails  that  are ǡ ơ relevant  and  have  a  “shelf  life”  may  be  morelikely  to  be  opened  a  second  time  (or  more).Ȉ Viral  sharing:    When  your  subscribers  forwardyour  email  using  the  “forward”  link  or  buttonin  their  email  software  clients  instead  of  yourforward- ‐to- ‐a- ‐friend  link,  subsequent  opens  byothers  would  be  associated  with  the  originalrecipient.Top- ‐quartile  performers  averaged  66  percentmore  opens  per  opener  than  average.  Bottom- ‐quartile  performers  averaged  only  slightly  morethan  1  per  open  per  opener  –  less  than  half  theƤ Ǧ Ǥ silverpop.com 2012 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.PAGE 5

Silverpop2012 Silverpop Email Marketing Metrics Benchmark StudyLooking  at  industry  verticals,  there  were  twothat  averaged  more  than  2  opens  per  openeron  average—  “Financial  Services”  and  “RealEstate  &  Construction.”of  recipients  who  view  your  message.  Thisuncertainty  underscores  the  importance  of  notover- ‐relying  on  the  open  rate  as  a  key  measureof  subscriber  engagement.  It  does  have  goodvalue  as  an  in- ‐house  benchmark  that  you  canuse  to  establish  trends  and  diagnose  issues  withyour  email  program.Because  the  open  rate  doesn’t  accurately  cap- ‐ture  all  opens  due  to  image  blocking  and  otherfactors,  it  can  actually  underreport  the  numberCLICK-THROUGH RATESOverviewas  a  percentage  of  messages  opened,  insteadof  messages  delivered.  Clicks  per  clicker,  aswith  opens  per  opener,  measures  how  oftena  recipient  clicks  links  in  the  same  message.  Itcaptures  actions  by  recipients  who  either  click Ƥ than  one  link  in  the  email  message.The  click- ‐through  rate  (CTR)  is  the  number  ofunique  clicks  on  links  in  the  email  messagedivided  by  the  number  of  delivered  emailmessages  in  a  campaign.  The  click- ‐to- ‐open ȋ Ȍǡ ơ ǡ is  the  ratio  of  unique  clicks  as  a  percentage  ofunique  opens.  It  measures  click- ‐through  ratesClick- ‐Through  Rate  (by  Country/Region)TWEET THISThe onlyindustry torank in thetop 3 verticalsin open rate,click-throughrate and clicksper clicker?Computersoftware.Click-ThroughRate (Unique)OverallU.S.EMEACanadaMeanMedianTop 14.9%9.7%BottomQuartile0.7%0.7%0.9%0.7%Click- ‐Through  Rate  (by  Industry)Click-Through Rate (Unique) Ƥ Computer  Hardware,  Telecom&  ElectronicsComputer  SoftwareConsumer  ProductsConsumer  ServicesEducationFinancial  ServicesHealthcareTravel  &  LeisureMedia  &  PublishingReal  Estate  & an5.4%silverpop.com 2012 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.PAGE 6

Silverpop2012 Silverpop Email Marketing Metrics Benchmark StudyClick- ‐to- ‐Open  Rate  (by  Country/Region)Click-toOpen RateOverallU.S.EMEACanadaMeanMedianTop ick- ‐to- ‐Open  Rate  (by  Industry)Click-To-Open Rate Ƥ Computer  Hardware,  Telecom  &ElectronicsComputer  SoftwareConsumer  ProductsConsumer  ServicesEducationFinancial  ServicesHealthcareTravel  &  LeisureMedia  &  PublishingReal  Estate  & 0%6.6%7.1%3.1%10.2%AverageMedian20.1%Clicks  per  Clicker  (by  Country/Region)Clicks perClickerOverallU.S.EMEACanadaMeanMedianTop 772.84BottomQuartile1.341.331.311.41silverpop.com 2012 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.PAGE 7

Silverpop2012 Silverpop Email Marketing Metrics Benchmark StudyClicks  per  Clicker  (by  Industry)Clicks per ClickerTWEET THISTop-quartilecompaniestally clickthrough ratesthree timesthe average— and ashigh as manycompanies’open .061.331.231.431.37AverageMedian1.47 Ƥ Computer  Hardware,  Telecom  &ElectronicsComputer  SoftwareConsumer  ProductsConsumer  ServicesEducationFinancial  ServicesHealthcareTravel  &  LeisureMedia  &  PublishingReal  Estate  &  ConstructionRetailObservationsAcross  the  three  click- ‐based  metrics,  some  keyƤ ǣȈ Click- ‐Through  Rate:  Top- ‐quartile  per- ‐formers  tallied  click- ‐through  rates  as  highas  many  companies’  open  rates  and  ap- ‐ Ǧthrough  rate.  In  contrast,  bottom- ‐quartileperformers  didn’t  even  muster  1  percentclick- ‐throughs.“Computer  Software,”  “Media  &Publishing”  and  “Consumer  Services”were  the  best- ‐performing  verticals,  bothon  average  and  among  top- ‐quartileperformers.  The  higher  click- ‐through  ratesmay  be  attributable  to  these  industriestypically  delivering  content  lighter  on  sales- ‐related  messaging  and  heavier  on  news,information  and  educational  materials.Ȉ Click- ‐to- ‐Open  Rate:  Again,  top- ‐quartile  performers  far  surpassed  theircounterparts,  notching  click- ‐to- ‐openrates  more  than  double  the  average performers.  Splits  among  industryverticals  were  similar  to  those  in  theclick- ‐through  category.Ȉ Clicks  per  Clicker:   ơ between  high  and  low  performers  wasless  pronounced  here  than  in  othercategories,  but  the  top  quartile  stilltallied  17  percent  more  clicks  per  clickerthan  average.  Looking  at  verticals,  the“Computer  Hardware”  and  “ComputerSoftware”  industries  performed  best,with  the  latter  the  only  one  to  top  threeclicks  per  clicker.silverpop.com 2012 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.PAGE 8

Silverpop2012 Silverpop Email Marketing Metrics Benchmark StudyMESSAGE SIZEOverviewAs  with  subject  line  length,  there  isn’t  a  one- ‐ ǦƤ Ǧ Ǥ ǡ ǡ length  and  the  amount  of  HTML  and  imagesused  will  determine  how  large  a  message  youremail  becomes.ents  view  your  messages  on  smartphones  connectedto  a  cell  network  with  only  two  bars  of  coverage,  opti- ‐mizing  for  message  size  becomes  more  important.Message  Size  (by  Country/Region)A  recent  rule  of  thumb  is  to  keep  email  messagesin  the  50KB  range  to  ensure  they  load  quickly.While  many  companies  send  emails  of  80KB  toOn  desktop  computers  connected  to  the  corporate   120KB  or  more  with  no  issues,  optimizing  mes- ‐network,  message  size  is  of  little  consequence  —  an   sage  size  may  become  more  important  as  aemail  of  200KB  may  load  in  roughly  the  same  time   growing  percentage  of  your  subscribers  read  youremails  on  mobile  devices.as  a  40KB  message.  But  as  more  and  more  recipi- ‐Message age  Size  (by  Industry)Message Size (kilobytes)“Smallest” “Largest”Quartile 53.54.96.926.329.132.025.631.140.819.527.520.937.8 Ƥ Computer  Hardware,  Telecom  &ElectronicsComputer  SoftwareConsumer  ProductsConsumer  ServicesEducationFinancial  ServicesHealthcareTravel  &  LeisureMedia  &  PublishingReal  Estate  &  ConstructionRetailObservationsThe  majority  of  companies  in  our  study  arekeeping  messages  below  40KB  and  on  averageabout  15KB  —  a  good  size  that  should  loadfairly  quickly  regardless  of  viewing  platform.Note  that  for  this  metric  we’ve  labeled  thetop  and  bottom  quartiles  as  “Smallest”  and“Largest,”  since  there  isn’t  necessarily  anoptimal  size.  However,  a  message  of  only  a Ǧ Ƥ a  comparable  but  HTML- ‐designed  messagemany  times  larger.silverpop.com 2012 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.PAGE 9

Silverpop2012 Silverpop Email Marketing Metrics Benchmark StudyLIST CHURN METRICSOverviewThe  unsubscribe  rate  and  abuse  (spam)  complaintrate  measure  reader  disengagement:  Does  your ȋ Ƥ Ȍ your  emails?In  general,  unsubscribers  are  telling  you  that  yourprogram  has  missed  the  mark  or  no  longer  meetstheir  needs,  usually  due  to  a  lack  of  relevancy.  Or,they  want  to  change  email  addresses  or  prefer- ‐ences  but  see  no  option  but  to  leave.  In  contrast, ƪ Ǥ subscriber  doesn’t  want  your  email  message  and ǯ Ƥ ǯ enough  to  use  it  in  order  to  leave  the  list.The  hard  bounce  rate  measures  permanent  deliveryerrors:  how  many  email  messages  were  undelivered ǯ to  closed  accounts.  A  high  bounce  rate  indicatesproblems  with  accurate  data  collection  at  opt- ‐in  aswell  as  with  email  address  churn  among  subscribers.Each  of  these  rates  can  be  negligible  by  itself,  butwhen  added  together  over  a  year  of  messagedeliveries,  they  can  cost  you  a  quarter  to  a  half  ofyour  list.Hard  Bounce  Rates  (by  Country/Region)Hard BounceRateOverallU.S.EMEACanadaAverageMedianTop 1%0.2%BottomQuartile7.3%7.9%6.7%3.1%Hard  Bounce  Rates  (by  Industry)TWEET THISHard Bounce RateTop companieshave hardbounce rates1/20 theaverage — thedifferencebetween 500bounces and10,000 ifemailing a listof 500K. Ƥ Computer  Hardware,  Telecom&  ElectronicsComputer  SoftwareConsumer  ProductsConsumer  ServicesEducationFinancial  ServicesHealthcareTravel  &  LeisureMedia  &  PublishingReal  Estate  & %silverpop.com 2012 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.PAGE 10

Silverpop2012 Silverpop Email Marketing Metrics Benchmark StudyObservations ơ email’s  top  performers  and  its  average  or  bottomperformers.  Top- ‐performing  companies  had  hardbounce  rates  one- ‐twentieth  that  of  averageperformers  –  which,  when  mailing  to  a  list  of͘͘͝ǡ͘͘͘ǡ ơ ͘͘͝ bounces  and  10,000.This  indicates  that  top  performers  mostlikely  are  more  vigilant  about  verifying  emailaddresses  before  adding  them  to  thedatabase  and  about  doing  list  hygiene  toremove  undeliverable  addresses.  The  resultis  that  they  have  to  spend  a  lot  less  timeand  money  reacquiring  them.Across  industries,  top- ‐quartileperformers  were  very  consistent,  withall  segments  falling  in  the  0.1  percentto  0.3  percent  range.Unsubscribe  Rates  (by  Country/Region)TWEET THISUnsubscriberates forbottom-quartilecompanies arethree times theaverage and 50times that S.EMEACanadaAverageMedianTop 1%Unsubscribe  Rates  (by  Industry)Unsubscribe Rate Ƥ Computer  Hardware,  Telecom  &ElectronicsComputer  SoftwareConsumer  ProductsConsumer  ServicesEducationFinancial  ServicesHealthcareTravel  &  LeisureMedia  &  PublishingReal  Estate  &  ConstructionRetailObservationsAs  with  the  open  rate,  the  best  use  of  the for  trends.  An  unsubscribe  rate  that  increasesover  time,  or  which  remains  constant  whilespam  complaints  increase,  likely  signalssubscriber 32%6.77%0.61%1.21%0.34%AverageMedian0.10%While  even  the  bottom  quartile  only  sees  about ͙ ǡ Ƥ than  three  times  the  average  rate  and  morethan  50  times  that  of  the  best  performers,whose  customers  rarely  unsubscribe  (0.02percent  across  all  regions).  If  you’re  sending ǡ ơ silverpop.com 2012 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.PAGE 11

Silverpop2012 Silverpop Email Marketing Metrics Benchmark Studyadd  up  to  thousands  of  subscribers  during  thecourse  of  a  year.  (Note:  Data  from  companies  fromregions  outside  the  three  highlighted  in  the  chartled  to  the  overall  numbers  skewing  higher  –  seethe  “Research  Methodology”  section.)unsubscribe  rate  compared  to  less  than  0.3percent  for  most.  This  may  be  attributable  tothe  nature  of  that  industry  –  people  subscribewhen  researching  or  booking  a  vacation,  thenunsubscribe  once  the  trip  is  complete.Among  industry  verticals,  “Travel  &  Leisure”was  the  main  outlier,  tallying  a  1.6  percentComplaint  Rate  (by aAverageMedianTop 0%Complaint  Rate  (by  Industry)Complaint .25%0.08%0.19%AverageMedian0.05% Ƥ Computer  Hardware,  Telecom  &ElectronicsComputer  SoftwareConsumer  ProductsConsumer  ServicesEducationFinancial  ServicesHealthcareTravel  &  LeisureMedia  &  PublishingReal  Estate  &  ConstructionRetailObservationsWhile  recipient  engagement  has  become ǡ (spam)  complaints  are  still  an  important  factorISPs  consider  when  deciding  whether  to  deliver ǡ junk/spam  folder  or  even  block  them  entirely.As  a  result,  minimizing  abuse  complaintsand  actively  monitoring  the  number  andpercentage  of  complaints  for  each  mailingremains  an  important  aspect  of  performance Ǥ ơ ǡ complaints  per  thousand  messages.Across  industry  and  geographic  locations,the  complaint  rates  for  top- ‐quartile  performersare  minuscule.silverpop.com 2012 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.PAGE 12

Silverpop2012 Silverpop Email Marketing Metrics Benchmark StudyADDITIONAL RESOURCESRESEARCH METHODOLOGY ͚͙͙͘ ȋ Ȍ Ƥ ͚͙͚͘ Silverpop’s  Engage  client  base.  Researcherslooked  at  all  messages  sent  by  1,124  brands  from20  countries.A  broad  set  of  message  types  was  includedin  the  study  —  from  promotional  emails  and Ǧ Ƥ transactional  messages  —  sent  by  companies  ina  variety  of  industries.For  this  study,  researchers  analyzed  variousmetrics  for  both  the  overall  category  (all  20sender  countries,  including  the  United  States,Canada  and  those  in  EMEA)  and  for  just  theUnited  States,  Canada  and  EMEA.  Becausethe  overall  numbers  include  countries  beyondthe  United  States,  Canada  and  EMEA,  in  someinstances  the  overall  average  might  actually  behigher  (or  lower)  than  the  combined  average  ofthe  United  States,  Canada  and  EMEA.Reporting  the  Findings:  Each  performancechart  features  statistics  that  include  the  average,median,  and  top  and  bottom  quartiles.  The Ƥ was  used  for  this  study.    The  “top  quartile”  iscalculated  by  taking  the  median  of  all  data  abovethe  overall  median,  and  “bottom  quartile”  is  themedian  of  all  data  below  the  overall  data  median.DEFINITIONS FOR TERMSUSED IN THIS PAPEROpen:  “Open”  refers  to  an  HTML  email  message ͙ ͙ image.  When  a  message  is  opened  and  imagesare  enabled,  the  image  calls  the  server  and  themessage  is  then  counted  as  an  open.  The  numberof  opens  counted  for  this  research  include  both Dz dz messages  that  recorded  a  click  on  any  link  in  themessage  or  an  HTML  message  whose  viewer  didnot  enable  images  but  clicked  on  a  link.by  the  original  recipients  or  by  those  to  whom  theoriginal  recipient  forwards  the  message  by  using  the“forward”  button  in  the  email  client  instead  of  a  “for- ‐ward  to  a  friend”  link.  To  calculate,  divide  the  totalnumber  of  opens  by  the  total  number  of  deliveredmessages  and  multiply  by  100.Average  Opens  per  Opener:     - ‐age  number  of  times  a  recipient  opens  the  messageand  is  calculated  by  dividing  the  number  of  totalopens  by  the  number  of  unique  opens.Open  Rate  (Unique):  The  unique  open  rateClick- ‐Through  Rate  (CTR):  Measures  the  percent- ‐ as  a  percentage  of  the  total  number  of  deliveredemail  messages.  To  calculate  the  rate,  divide  thenumber  of  unique  opens  by  the  total  numberof  delivered  emails,  and  then  multiply  by  100  todisplay  the  percentage.age  of  email  messages  that  drew  at  least  one  click. ǡ Ǧ rate,  counting  only  one  click  per  recipient.  To  cal- ‐culate  the  click- ‐through  rate,  divide  the  number  ofunique  clicks  by  the  number  of  delivered  messagesand  multiply  by  100.Total  Open  Rate:  Sometimes  called  the  grossClick- ‐to- ‐Open  Rate  (CTOR):  Measures  the  per- ‐centage  of  opened  messages  that  recorded  clicks.  Tocalculate,  divide  the  number  of  unique  clicks  by  thenumber  of  opened  messages  and  multiply  by  100. total  delivered  email  messages.  It  measures  howmany  times  the  email  message  is  opened,  eithersilverpop.com 2012 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.PAGE 13

Silverpop2012 Silverpop Email Marketing Metrics Benchmark StudyAverage  Clicks  per  Clicker:  The  averageTWEET THISnumber  of  times  a  recipient  clicks  a  link  in  anemail  message.  To  calculate,  divide  total  clicksby  unique  clicks.Message  Size:  The  actual  size  of  a  message ȋ ȌǤ ơ ǡ coding  and  images  in  a  message  and  if  multipart ȋ within  the  same  message).Hard  Bounce:  This  study  analyzed  “hardbounces,”  which  are  permanent  delivery  failures ǯ was  closed.Hard  Bounce  Rate:  The  percentage  of  sentmessages  that  failed  (bounced)  because  the ǯ Ǥ To  calculate,  div

silverpop.com 2012 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc. PAGE 3