Communicator Benchmark Report 2016

CommunicatorBenchmark Report 2016Flying high or drifting low?See how you compare.

EXPERTS IN EMAIL PERFORMANCE

Welcome to the latest Communicator Benchmark Report,

analysing our stats from 2015.

communicatorcorp.com@CommCorp

Last time, you told us that our longer benchmark document was difficult to read and digest. This time

around we’ve condensed the important stuff into this easily digestible slide deck.

We’ve continued to look at specific sectors to give you the best possible insight into your activity to benchmark against other businesses within your sector. We’ve also highlighted some of the key trends from last year and

what’s hot for 2016.


Why Benchmark?

As marketers, we often analyse performance on a campaign by campaign basis. Benchmarking across your

sector and your competition is an invaluable way to take a step back. This can be key for strategic planning, securing future budget and planning future activity. It will also make it easier to show the real value of email as more than just

a tactical channel.

Remember to use this report when speaking to your Account Manager about areas of focus for the year ahead.



Let’s look at the results…

1. Year on year email sends have increased by 28%.Why?

Email works.

2. Automated emails using data to personalise achieve open rates 75% higher than non-recurring emails.

Why?Emails are tailored for individual recipients.

3. Personalised emails continue to achieve better opens, clicks and unsubscribe rates.

Why?Personalised emails drive engagement.



AutomationAutomated emails’ average open rate is 75% higher than non-recurring emails.

Automation continues to dominate one-off messages when looking at average unique open rates. However, moving beyond overall averages and looking specifically at the

upper and lower 50% of the data set highlights the same key trend.

Automated messages perform better across the board.

Overall average

unique open rate

Average unique open

rate(Lower 50%) (Upper 50%)

Average unique open

rate

Non-recurring Non-recurring Non-recurringAutomated Automated Automated

23.93% 13.35% 34.51%42.01% 29.78% 54.25%


Personalisation36% of emails sent did not contain any form of personalisation, yet we know that adding

personalisation can increase your response rates.

Personalisation can come in many forms. From simply addressing the recipient by first name, to imagery, content and even personalised videos. What we do know is emails

containing at least one piece of personalisation drives an increase in engagement.

Difference

UniqueOpens

UniqueUnsubscribes

UniqueClicks

TotalOpens

TotalClicks

21.18% 32.68% 2.76% 4.18% 0.09%

Not Personalised

Personalised

18.49% 26.66% 2.59% 3.80% 0.12%

2.69% 6.01% 0.17% 0.37% 0.03%


Open Rate Performance

Average Unique Open rate percentage has decreased across all of our sectors to 20.85% (excluding Communications, Media & Marketing, and Energy & Manufacturing) This suggests challenges competing in the inbox.

Trend:We’d expect unique opens to increase over the next 12 months based on the automatic image downloads on i-devices and Gmail. However, this now means that open rate alone is a less reliable metric.

60% of opens are now on mobile and tablet devices, an increase of 4% since 2014.

21.17%

20.85%

2014

2015Note:

Think about how you’re enticing your recipients to open

your emails.


Click Rate PerformanceUnique click rate has decreased year on year by 1.5%.

21.17%

20.85%

2014

2015

However, we’re now seeing a higher percentage of clicks from mobile and tablet devices, a trend which has reversed year on year.

48%

33%

19%

38%

42%

19%

2014

2014

2014

2015

2015

2015

Desktop

Mobile

Tablet

Note:Ensure you’re

sending tailored, personalised content to encourage clicks.

Trend:We’d expect to see continuous increase in clicks on mobile and tablet devices, bear this in mind when designing your emails


Hard Bounce RateHard bounces have decreased across the majority of our industries. Leisure, Travel and Tourism seeing

the greatest improvement as we’ve worked with numerous brands on re-engagement journeys.

0.04

0.00

-0.04

-0.08

-0.12

-0.16

Differnece in B

ounce Rate (%)

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Educ

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Ener

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Fina

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Note:Reviewing and

cleansing data is key to lowering hard

bounce rates.

Trend: A continuous improvement in hard bounce rate should also have a positive impact on your sender reputation.


Email Sign Up Analysis

Trend:On the whole, March and April are the months to increase email subscribers. In March, 9 of our 11 industries increased their subscribers by more than 10%. Customers in the Education sector increased their mailing lists to 65% collectively! As expected, this will differ from industry and company.

2014

2015

30

23

Sign up increase (%)

Month

Jan JulApr OctFeb AugMay NovMar SepJun Dec

15

8

0

Note: Look out for peak times

to grow your mailing lists and factor this into

your plans.


Sectors cover page?

Resultsby SectorWhat’s rising and falling?

Business Services

Trend:This sector has seen the highest decrease in

click-to-open rate from 2014 to 2015. This could be due to challenges with content relevancy. It’s important to cater emails to audiences and build

clear calls to actions.

Difference YOY

Key:

Pink or grey represents either a positive or negative impact compared to the previous year.

Total Unique Opens

HardBounces

Clicks To Opens

Content Bounces

Total Unique Clicks

SoftBounces

TotalBounces

Unsubscribes Complaints

19.11% 0.25% 10.60% 0.10% 2.03% 0.98% 1.34% 0.06% 0.05% 18.45% 0.18%6.48% 0.08%1.20% 0.65%0.92% 0.07% 0.03%

2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015

0.66% 0.07%4.12% 0.02%0.83% 0.33%0.42% 0.01% 0.02%

Note: Use our content

checker to test and render previews especially across mobile and tablet

devices.


Charities, Trade Unions & Bodies

Difference YOY

Total Unique Opens

HardBounces

Clicks To Opens

Content Bounces

Total Unique Clicks

SoftBounces

TotalBounces


23.45% 0.30% 11.74% 0.16% 2.75% 0.30% 0.75% 0.12% 0.04% 23.01% 0.23%10.24% 0.26%2.36% 0.60%1.09% 0.45% 0.03%

2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015

0.44% 0.07%1.5% 0.1%0.39% 0.30%0.34% 0.33% 0.01%

Key:


Trend:This sector has sent more emails in 2015 yet

engagement in the form of opens and clicks has decreased. This suggests challenges with both competing in the inbox and content relevancy.

Note:Consider testing subject lines and content check email rendering in your

top email providers prior to sending.


Communications, Media & Marketing

Difference YOY

Total Unique Opens

HardBounces

Clicks To Opens

Content Bounces

Total Unique Clicks

SoftBounces

TotalBounces


19.47% 0.33%14.18% 0.70% 2.76% 0.68% 1.72% 0.21% 0.03%20.85% 0.27%15.58% 0.53%3.25% 1.64%2.44% 0.15% 0.03%

2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015

1.38% 0.06%1.40% 0.17%0.49% 0.95%0.72% 0.06% 0.00%

Key:


Trend:One of two sectors in this Benchmark Report which has seen an increase in open and click rate. However, soft

bounce rate is highest across all sectors.

Note:It’s important to review

recipients who have bounced repeatedly and consider removing them.


Consumer & Retail

Difference YOY

Total Unique Opens

HardBounces

Clicks To Opens

Content Bounces

Total Unique Clicks

SoftBounces

TotalBounces


20.90% 0.11%15.45% 0.11% 3.23% 0.31% 0.53% 0.03% 0.04%20.54% 0.15%14.16% 0.14%2.91% 1.59%1.88% 0.03% 0.03%

2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015

0.36% 0.04%1.29% 0.03%0.32% 1.28%1.35% 0% 0.01%

Key:


Trend:Soft bounce rate is the second highest across all sectors in this Benchmark Report. Communicator

will repeatedly try and send the email to the specified address for up to 48 hours.

Note:It’s imperative to review

recipients bouncing repeatedly and consider

removing those who haven’t received your

emails.


Education & Training

Difference YOY

Total Unique Opens

HardBounces

Clicks To Opens

Content Bounces

Total Unique Clicks

SoftBounces

TotalBounces


19.93% 0.25%13.25% 0.06% 2.64% 0.13% 0.44% 0.78% 0.05%19.40% 0.17%10.01% 0.11%1.94% 0.37%0.65% 1.21% 0.05%

2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015

0.53% 0.08%3.24% 0.05%0.70% 0.24%0.21% 0.43% 0%

Key:


Trend:Click rate is one of the lowest across all sectors, suggesting challenges with content relevancy

to encourage clicks.Note:

Review how emails render across your top

email providers.


Energy

Difference YOY

Total Unique Opens

HardBounces

Clicks To Opens

Content Bounces

Total Unique Clicks

SoftBounces

TotalBounces


44.91% 0.28%20.30% 0.06% 9.12% 0.28% 0.62% 0.19% 0.04%46.01% 0.26%18.72% 0.11%8.61% 0.44%0.80% 0.33% 0.03%

2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015

1.10% 0.02%1.58% 0.05%0.51% 0.16%0.18% 0.14% 0.01%

Key:


Trend:A sector which experiences high open and click

rates compared to other sectors. The largest change year on year has been click to open

rate which has decreased.

Note:Review similar emails with

high click rates and compare them year on year and cater to the differences which may

be device or email client changes.


Financial Services

Difference YOY

Total Unique Opens

HardBounces

Clicks To Opens

Content Bounces

Total Unique Clicks

SoftBounces

TotalBounces


22.89% 0.31%18.27% 0.19% 4.18% 0.25% 0.75% 0.08% 0.04%22.33% 0.30%16.46% 0.50%3.68% 0.55%1.35% 0.13% 0.05%

2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015

0.56% 0.01%1.81% 0.31%0.5% 0.30%0.60% 0.05% 0.01%

Key:


Trend:The decrease in delivery rate of emails was one of the highest across all sectors, suggesting a

challenge with inactive recipients.

Note:Try sending re-

engagement emails to inactive recipients

specifically before making a decision on

whether to remove them completely.


Government

Difference YOY

Total Unique Opens

HardBounces

Clicks To Opens

Content Bounces

Total Unique Clicks

SoftBounces

TotalBounces


27.86% 0.30%16.52% 0.19% 4.60% 0.21% 0.70% 1.66% 0.02%27.31% 0.23%15.25% 0.18%4.16% 0.36%0.77% 3.57% 0.02%

2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015

0.56% 0.07%1.27% 0.01%0.44% 0.15%0.07% 1.91% 0%

Key:


Trend:This sector has the highest unsubscribe rate from all sectors, suggesting lack of focus on

individual email recipient journeys. When sending emails, consider where the recipient is

in their journey.

Note:Use content appropriate

for each recipient, for example, if it’s the first email communication, thank your

recipient for signing up, welcome them and set their expectations on what they’re

likely to receive.


Healthcare & Medical

Difference YOY

Total Unique Opens

HardBounces

Clicks To Opens

Content Bounces

Total Unique Clicks

SoftBounces

TotalBounces


22.20% 0.06%15.30% 0.09% 3.40% 0.04% 0.19% 0.19% 0.04%20.96% 0.04%10.69% 0.07%2.24% 0.03%0.13% 0.68% 0.04%

2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015

1.24% 0.02%4.61% 0.02%1.16% 0.01%0.06% 0.49% 0%

Key:


Trend:This is one of only two sectors which has decreased in total emails sent in this Benchmark Report. A decrease in volume of emails sent isn’t necessarily detrimental, if volumes have decreased due to increased targeting and relevancy. However unique open rate has one of

the largest decreases across all sectors.

Note:Lower email volumes

should mean increased focus on relevancy.

Specific focus is needed on enticing recipients to

open emails.


Hospitality

Difference YOY

Total Unique Opens

HardBounces

Clicks To Opens

Content Bounces

Total Unique Clicks

SoftBounces

TotalBounces


27.25% 0.14%14.21% 0.13% 3.87% 0.13% 0.40% 0.07% 0.04%24.80% 0.08%11.37% 0.10%2.82% 0.56%0.74% 0.12% 0.03%

2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015

2.45% 0.06%2.84% 0.03%1.05% 0.43%0.34% 0.05% 0.01%

Key:


Trend:Unique open rate has the largest decrease across all

sectors, suggesting challenges competing in the inbox.

Note:Take into consideration factors

which impact email opens: from name, subject line and

super subject line. Reviewing similar emails year on year will also give further insight

into why unique open rate has decreased.


Leisure, Travel & Tourism

Difference YOY

Total Unique Opens

HardBounces

Clicks To Opens

Content Bounces

Total Unique Clicks

SoftBounces

TotalBounces


20.47% 0.31%12.02% 0.10% 2.46% 0.15% 0.57% 0.07% 0.04%19.07% 0.16%11.03% 0.14%2.10% 0.58%0.88% 0.08% 0.04%

2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015

1.40% 0.15%0.99% 0.04%0.36% 0.43%0.31% 0.01% 0%

Key:


Trend:Hard bounce rates have reduced the most from all

sectors in this Benchmark Report. Unique open rate is the KPI with the largest decrease year on year.

Note:Automated emails are an effective way to increase open rate as they utilise

data so content is tailored and personalised

for each recipient.


Manufacturing

Difference YOY

Total Unique Opens

HardBounces

Clicks To Opens

Content Bounces

Total Unique Clicks

SoftBounces

TotalBounces


17.69% 0.47%4.51% 0.36% 0.80% 0.84% 1.68% 1.54% 0.01%20.55% 0.50%6.23% 0.40%1.28% 1.18%2.08% 0.73% 0.02%

2014 20142014 20142014 20142014 2014 20142015 20152015 20152015 20152015 2015 2015

2.86% 0.03%1.72% 0.04%0.48% 0.34%0.40% 0.81% 0.01%

Key:


Trend:A sector to increase in unique open, unique click, click to open and unsubscribe rate. Although total

bounce rate remains below many other sectors, it has increased year on year.

Note:Consider reviewing and cleansing data to keep bounces to a minimum.


Sectors cover page?

Twitter: @CommCorpPhone: +44 (0) 844 870 8971Email: [email protected]: www.communicatorcorp.com
