2018电_子邮件营销手册（英文版）-3mb

2018 Email Marketing Lookbook Summary

Core Content Overview

This document provides a comprehensive look at the performance of 10 different email campaign types in 2018, offering insights into engagement metrics such as inbox placement rate, spam placement rate, read rate, deleted before reading rate, complaint rate, and "this is not spam" rate. It aims to guide email marketers in optimizing their campaigns by highlighting which types of emails perform best and how to structure them for maximum effectiveness.

Key Campaign Types and Performance Metrics

1. Abandoned Cart Messages

• Core Purpose: Remind customers to complete a purchase.
• Performance Metrics:
  • Inbox placement rate: 95%
  • Spam placement rate: 5%
  • Read rate: 20%
  • Deleted before reading rate: 12%
  • Complaint rate: 0.12%
  • "This is not spam" rate: 0.90%
• Main Points: Despite moderate read rates, these messages are often ignored, with a high deletion rate before reading. Personalization and incentives (e.g., free shipping) can improve engagement.

2. Account Related Messages

• Core Purpose: Inform subscribers of account-related activities.
• Performance Metrics:
  • Inbox placement rate: 92%
  • Spam placement rate: 8%
  • Read rate: 30%
  • Deleted before reading rate: 9%
  • Complaint rate: 0.21%
  • "This is not spam" rate: 1.42%
• Main Points: These messages are highly engaging, with a relatively high read rate and low complaint rate. They are often personalized and interactive, enhancing user experience.

3. Birthday Messages

• Core Purpose: Celebrate customers' birthdays and offer discounts.
• Performance Metrics:
  • Inbox placement rate: 93%
  • Spam placement rate: 7%
  • Read rate: 23%
  • Deleted before reading rate: 11%
  • Complaint rate: 0.30%
  • "This is not spam" rate: 2.29%
• Main Points: These messages are less common but highly engaging. They are often retrieved from the spam folder, indicating that they are well-received when they do land in inboxes.

4. Feedback Messages

• Core Purpose: Collect customer opinions and feedback.
• Performance Metrics:
  • Inbox placement rate: 87%
  • Spam placement rate: 13%
  • Read rate: 19%
  • Deleted before reading rate: 11%
  • Complaint rate: 0.26%
  • "This is not spam" rate: 6.35%
• Main Points: These messages generate the highest "this is not spam" rate, indicating that they are often rescued from the spam folder. They are effective for building customer relationships.

5. Loyalty Program Messages

• Core Purpose: Engage loyalty program members with exclusive benefits.
• Performance Metrics:
  • Inbox placement rate: 99%
  • Spam placement rate: 8%
  • Read rate: 59%
  • Deleted before reading rate: 12%
  • Complaint rate: 0.21%
  • "This is not spam" rate: 1.42%
• Main Points: These messages are well-received with high read rates, but they are also the most ignored, with a high deletion rate before reading. They offer exclusivity and additional benefits to loyal customers.

6. Newsletters

• Core Purpose: Share news, stories, and content with subscribers.
• Performance Metrics:
  • Inbox placement rate: 89%
  • Spam placement rate: 11%
  • Read rate: 18%
  • Deleted before reading rate: 11%
  • Complaint rate: 0.35%
  • "This is not spam" rate: 1.97%
• Main Points: Newsletters have the lowest read rate, which may be due to the nature of their content. However, they still have a reasonable "this is not spam" rate.

7. Promotional Messages

• Core Purpose: Drive sales through product highlights and discounts.
• Performance Metrics:
  • Inbox placement rate: 91%
  • Spam placement rate: 9%
  • Read rate: 19%
  • Deleted before reading rate: 12%
  • Complaint rate: 0.24%
  • "This is not spam" rate: 2.79%
• Main Points: Promotional messages are the most common but have relatively poor performance metrics. They can still be effective with creative and engaging content.

8. Post Purchase Messages

• Core Purpose: Provide information about completed purchases.
• Performance Metrics:
  • Inbox placement rate: 98%
  • Spam placement rate: 2%
  • Read rate: 44%
  • Deleted before reading rate: 7%
  • Complaint rate: 0.06%
  • "This is not spam" rate: 0.64%
• Main Points: These messages have the highest read rate and lowest deletion rate, indicating their importance in customer communication and satisfaction.

9. Welcome Messages

• Core Purpose: Introduce new subscribers to the brand.
• Performance Metrics:
  • Inbox placement rate: 95%
  • Spam placement rate: 5%
  • Read rate: 20%
  • Deleted before reading rate: 12%
  • Complaint rate: 0.12%
  • "This is not spam" rate: 0.90%
• Main Points: Welcome messages are similar to abandoned cart messages in performance, suggesting a need for more engaging content to reduce deletion rates.

10. Win Back Messages

• Core Purpose: Re-engage inactive subscribers.
• Performance Metrics:
  • Inbox placement rate: 95%
  • Spam placement rate: 5%
  • Read rate: 20%
  • Deleted before reading rate: 12%
  • Complaint rate: 0.12%
  • "This is not spam" rate: 0.90%
• Main Points: These messages are often ignored, similar to abandoned cart messages, and require a compelling approach to re-engage subscribers.

Methodology

The report includes a detailed methodology section that outlines how the performance metrics were collected and analyzed. It emphasizes the importance of tracking and measuring email performance to optimize marketing strategies.

Conclusion

The report highlights the importance of understanding and optimizing each email campaign type based on its performance metrics. It encourages marketers to focus on engagement, personalization, and relevance to improve campaign effectiveness and customer relationships.