Core Relations Nordic Client Benchmark Q2 2009

By Kevan Bilton, Glostrup DK, Saturday, October 3, 2009, This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Clients often ask us about the numbers. “What numbers should we have for our industry?” We usually answer this question with the right answer – I will get back to that one… And then we usually end up showing them some reports. Especially the Americans are good at making benchmark reports – we know that Europe is not USA – but the American reports are the most readily available and in my opinion, the numbers are just as valid here as they would be for a client in the states. In other words - not very useful. This brings me back to the right answer.

It is my feeling that clients don’t always like this answer, but it is not a cliché until we all start practising it - you have probably guessed it:

The best benchmarks for your email-marketing program and the only valid benchmark is your own numbers.

Numbers directly reflect your business, your email-marketing program, your reputation, your lists, your subscribers expectations, your content and so on.
Who wants industry average numbers anyway? The industry average email-marketing program is not sofisticated at all. Create an email-marketing program based on your customers needs, your value, where emails are sent with personal content at the relevant time. Your email program will then be more sohisticated than 99% of your industry. Then benchmark reports (other than your own) will mean nothing to you.

So here is our aggregated Nordic clients numbers for Q2 2009.
Emails sent 19.873.158
1. Delivery Rate: 98,799 %
Best Client: 99,642 % - 144.142 emails delivered / 518 bounces
Poorest Client: 82,621 % - 24.065 emails delivered / 5.062 bounces

2. Open Rate: 16,574 %
Best Client: 90,662 % - 2.221 Opens
Poorest Client: 9,288 % - 53.148 Opens

3. Click Rate: 4,335 %
Best Client: 45,341 % - 1.641 Clicks
Poorest Client: 2,058 % - 57.363 Clicks

4. Unsubscribe Rate 0,603 %
Best Client: 0,063 % - 162 Unsubscribed
Poorest Client: 1,257 % - 10.577 Unsubscribed

Here are my comments to the numbers:
1.    Delivery Rate. This is the first argument we use when we try to convince new clients to intrust us. Your email program is worth nothing if your email does not reach the inbox. ExactTarget proudly powers our solution and has the best delivery team in the business supporting us. Together we help our clients get good reputations and stay clear of spam filters – our clients have the best deliverability rates in Europe - this is an ongoing service.

2.    Open Rate. How can we collectively improve on this number? I would like to ask those clients only practicing bulk sends to see if is possible to make simple segmentations? Also use our testing tool to test different layouts, content order and subject lines. Even try testing the time of send. I would be more than happy to guide you through the test function found when creating “Groups”.

3.    Click Rate. Content is key to click rate. The more relevant the content is to the individual the more likely the click will come. Clients using static content should try to see if a simple dynamic content will improve numbers. Want to get really sophisticated, use “live” content. A new module in our solution that shows content at time of open and not time of send. Your customers won’t have to read about invalid offers and won’t be bothered by depleted stock.

4.    Unsubscribe Rate. Subscribers rule! And they are hard to come by. Your subscribers should be treated as such. Our best client that quarter sent over 250.000 emails all with a one click unsubscribe link and only got 162 unsubscribes. It is crucial that your subscribers understand the value of your publications. On the other hand it is also important that you are certain that you are communicating with the right people. Last week I helped a client segment 3000 unengaged subscribers out of his 12000 subscribers. A bold move shrinking his subscriber base to 9000. But why should we insist one trying to communicate with all. Why not protect the reputation and integrity of our email-marketing program and business.

Some Of Our Nordic Clients

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Ps. We speak Danish, Swedish, Norwegian and Finnish.

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