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Yes_2018年Q3电子邮件营销报告(英文)2018.12_19页

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。Q4 is the time for marketers to start fnalizing their marketing calendars for the following year. Yes Marketing datashows that an easy way to stand out is by leveraging unconventional email themes.In Q1 2018, for example, Groundhog Day emails generated the highest conversion rate (about fve times higher thanthe average), while Daylight Savings dominated click-to-open rates. Q2 featured notable days such as Tax Day andEarth Day, and the best performing holiday themes in Q3 included National Dog Day and Black Friday in July. The power of unconventionalemail themesHolidayOpen RateUnique Click RateClick-to-Open RateConversion Rate* HolidayOpen RateUnique Click RateClick-to-Open RateConversion Rate* HolidayOpen RateUnique Click RateClick-to-Open RateConversion Rate* *Conversion Rate refers to purchases per email click 13.5% 14.8% 17.5% 15.4% 14.6% 0.6% 0.9% 1.3% 1.8% 1.3% 4.5% 6.2% 7.4% 11.6% 9.1% 19.8% 15.9% 5.0% 2.0% 3.8% Groundhog Day Pie Day Grammy Awards Daylight Savings Q1 Average Q1 2018 Top Performing Themes 18.9% 12.9% 13.3% 15.1% 13.8% 1.4% 1.8% 0.9% 1.4% 1.3% 7.4% 14.3% 6.7% 9.4% 9.2% 0.5% 3.5% 4.3% 1.7% 3.7% Festivals Tax Day Earth Day Spring season Q2 Average Q2 2018 Top Performing Themes 22.2% 14.1% 13.5% 16.6% 13.5% 2.3% 1.3% 3.2% 2.1% 1.4% 10.4% 9.0% 23.9% 12.7% 10.1% 3.4% 18.6% 6.9% 3.3% 4.2% Oktoberfest National Dog Day National Coee Day Black Friday in July Q3 Average Q3 2018 Top Performing Themes pg. 2Yes Marketing Speaking of which, let’s take a closer look at campaigns like Black Friday in July and Christmas in July. This landscapehas changed with the emergence and success of Prime Day, Amazon’s mid-summer blowout sale. For retail, it is oneof the biggest online shopping days outside of Q4.In 2018, Prime Day generated more than $4 billion in sales.3 Black Friday in July and other similar sales scatteredaround Prime Day demonstrate how some marketers are leaning in – instead of fghting Prime Day, they’ve leveragedit as an energy moment. A strategy like Black Friday in July can be successful if it is designed to delight yourcustomers with your own spin on an of-season sale.Experiment with some of these mid-summer events – put them on your marketing calendars and develop acommunication strategy around them. For example, to build anticipation, send a reminder that these unconventionalevents are coming up and get them on your subscribers’ radars. Not all themes need to promote sales or discounts. Framebridge leverages unique holidays to simply entertainsubscribers and condition them to open their emails consistently. The framing company used imagery of dogs posingnext to framed photos of themselves on National Dog Day to generate opens, brand awareness, social engagementand perhaps a few smiles. This type of email with snackable content can go a long way in training subscribers to getin the habit of engaging with brand communications.Subject Line Inside: Dog Content The power of unconventional email themes pg. 3Yes Marketing Making mobileengagement count Mobile data from Q3 comes as no surprise. Mobile click-to-open rate (CTO) continues on a steep incline: 19.0% growthquarter-over-quarter (QoQ) and 18.1% year-over-year (YoY).Mobile has become so integrated into the daily lives of consumers that the mobile CTO rate this quarter was actually31% higher than its desktop counterpart (14.0% vs. 10.7%). Simply put, subscribers check email on their smartphones signifcantly more often than they did just two years ago.Once subscribers have become accustomed to scanning through commercial emails on their phones, not many ofthem regress back to desktop. Another contributing factor Gmail now accounts for one in three email users, andGmail’s app comes pre-installed on all Android devices.One caveat: If your audience consists mostly of desktop users and mobile is a small fraction of your overallengagement metrics, you may not need to prioritize enhancing the mobile experience. Be sure to keep factors suchas audience demographics, industry benchmarks, your business model (B2B vs. B2C) and overall context in mindwhen assessing if mobile metrics should be part of your KPIs. Continuously check in to determine whether the mobilemetrics of your program refect the preferences and behavior of your subscriber base. Mobile CTO Rate by Quarter 。。。。。。