Marketo Data Tells Us: Which Industry Has the Best Email Performance?

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Author: Johnny Cheng

Just like the saying goes to keep your friends close and your enemies closer, it’s important to keep tabs on what your peers are doing as a good benchmark of your own results. While your email campaigns may be hitting all of your marks, you may want to set your goals higher for 2016 based on how other companies in your space are doing.

After posting my earlier blog around email performance, in which I revealed which types of email perform the best, I received a ton of requests to break it down by industry so marketers can compare the performance of their email campaigns to those of their peers. The numbers are in and the wait is over!

Refresher on Email Types

In case you’ve forgotten the three types of email campaigns, here’s a recap from the original blog post:

  • Batch Emails: Also known as “batch and blast”. These types of emails don’t have any “intelligence” built in. Instead they just gather a list of contacts and send them the same email. A great example of this is your company newsletter—it goes to everyone, no matter what.
  • Nurture Emails: This is a series of targeted emails based on personas (e.g. by industry, role, or use case). Nurture emails are primarily used to lead prospects through the sales funnel and warm up leads for a sales handoff. A nurture email offers something different to a person based on where they are in their buying journey. If they are just learning about you, your nurture email might offer a fun, light infographic versus a buyer who has engaged with you many times and consumed your content might get a webinar invitation to a live demo.
  • Trigger Emails: These are personalized emails that are delivered based on prospect actions. Some range of email “intelligence” is built in based on behavior (think of it as a two-way conversation of listening and speaking). An example of a trigger email would be this: a prospect visits your events webpage and then, based on that activity, receives an email invitation to an event in their area.

Email Performance by Industry

Here’s the email performance for the three types of campaigns across all industries. As you can see below, batch campaigns performed significantly better in Healthcare and Life Sciences and Travel, Recreation, and Leisure. Nurture campaigns, on the other hand, performed the best in Energy, Healthcare and Life Sciences, and Transportation and Storage. Trigger campaigns prospered across several different industries, with the highest average click rate across all types of campaigns.

marketo data by industry

This data represents average click rate for the 3 email types across all industries. Per the legend on the right, the green shades indicate the relative click rate performance (0.2% – 23.5%). Only industries with statistically significant averages are shown above.

What We Learned

This chart speaks for itself, but there are definitely some cool data points that stand out. Here’s my take on why certain email types do better or worse for certain industries. But I’d love to hear from readers of that specific industry (I’m looking at you…) to give their opinion.

1. In General–High Performance Trigger Emails

I know I sound like a broken record, but despite its proven success at Marketo and beyond, there are still plenty of email marketers that don’t realize the potential of trigger emails. So I’m going to say this one last time (no promises)…personalized messages based on behavior are much better than batch and blast. In fact, they’re 3x better on average. They are an important customer touchpoint so spend that extra time and effort to create those triggers campaigns!

2. Energy–The Power of Nurtures

The Energy vertical has the highest nurture email performance of any industry, at a whopping 12.4%! That’s as high as some trigger email metrics. It makes sense if you think about how an energy utility company communicates with their customers. Do you get regular emails around your energy usage, ways to save energy, and updates to policies? Those highly relevant targeted emails are nurture programs at work. Below you’ll see a similar example from a water department.

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3. Travel–Brochures for Everybody!

This one is really interesting. The Travel, Recreation, and Leisure industry has the highest batch rates, but the lowest nurture rates. Their batch programs perform almost 40x better than nurtures! This is most likely due to the nature of the travel industry. Interest in travel traditionally happens by time of year and less dependent on the individual. Nurturing a customer every month probably isn’t as effective as blasting your entire database with beach excursions right before summer or a trip to the mountains right before ski season.southwest ski

4. Healthcare–You’re in Great Shape

The most well rounded email performance award goes to Healthcare and Life Sciences. They excel in every type of email campaign. I think this is due to two main factors. First is how technologically advanced healthcare has become in the past few years. The overnight shift to the digital era definitely shows in their marketing efforts. Second is the wide range of use cases that each email type solves for this specific industry. Patient doctor office visits? Triggered emails! Ongoing preventative care tips and tricks? Nurture emails! Hospital announcements and newsletters? Batch emails!

Screen Shot 2015-12-29 at 9.09.04 AM

You can see that different types of emails serve different purposes, but I hope that digging into this data gave you some ideas on how you can use email more effectively for your organization.

Notice something in the data that stood out to you? Have suggestions on what data to dive into next? Got follow up questions for me? Leave your comments below.

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Marketo Data Tells Us: Which Industry Has the Best Email Performance? was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com

The post Marketo Data Tells Us: Which Industry Has the Best Email Performance? appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


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SEO Best Practices For Local Service Professionals

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Do you want to know the SEO best practices for local service professionals?

If you’re a chiropractor, therapist, pet sitter, or CPA and your business relies on local word-of-mouth, I have good news.

It’s not that hard to achieve good Google rankings (which in turn, can bring you more clients) just by following these basic SEO (search engine optimization) best practices.

The reason is simple.

Your competition is lazy.

Ok, maybe that’s a little harsh. Let’s say, your competition doesn’t know what to do. But you’re a smart cookie so you’re going to find out what to do and either spend time learning it or hire someone. THAT makes you smart.

SEO best practices

Image of happy woman with outstretched arms standing in field

Over the years, I’ve had the honor to work with therapists, a chiropractor, numerous pet sitters, a dentist, and many other professionals and seen their websites ZOOM to the top of the search engines with these “can’t miss” SEO secrets.

Here’s the deal, if your competition doesn’t care about turning their website into a lead generating machine that’s GREAT news for you.

Now you may be thinking, SEO…that’s full of wizardry that I know nothing about and those companies that call me always want a small fortune.

But I’m here to tell you, you can learn to do the basics yourself and in many instances, doing a bang up job on the basics will put you head and shoulders above the rest.

Why just last week, I was at an event and two separate clients told me how much more business they were getting since I’d handled the basic SEO on their sites. Neither have an ongoing SEO package. It wasn’t necessary for them. It was simply a matter of putting into place the best practices.

Another client told me her calls to contract tripled after I rewrote her site incorporating SEO best practices.

Recommended for YouWebcast: Convert Like a Boss: How to Achieve 30% Gains in Conversion Rates in 7 Days

What Do I Mean By SEO Best Practices?

It starts with keyword research which means you write the copy using the language of your potential clients.

Next, each keyword term is “assigned” to a web page. If you think of your site like a book with multiple pages, each page needs its own keyword term tied to the topic of the page. Google recognizes individual web pages and puts them together as a website. That means, you want to treat each page separately and link them together as appropriate.

Here’s an example. Let’s say you’re a divorce attorney.

You have a

  • home page
  • your about you page
  • services page
  • maybe individual pages to answer different questions about divorce such as one on “child custody”, another on mediation, etc.
  • contact page

A basic website for any service professional is going to be at least 5-7 pages. Each of those pages gets it’s own “name” if you will. For example, your services page might be titled, “Divorce attorney services in Princeton.” It’s not an exciting title but you know what it does? It tells Google/Bing that the page is about “divorce attorney services in Princeton.” It also tells your reader that as soon as they land on the page.

That’s the goal behind SEO.

It tells your reader (and search engines) EXACTLY what your page is about when they get there. It’s far more effective than a simple “Services” because “services” expect your reader and search engine to know what type of services you offer before they get there. “Divorce attorney services is Princeton” is explicit. No guessing required.

You answer their questions within the copy and link to other pages within the website.

If you do a good job answering their questions, using the terms your readers use, you link the page to other pages and you include good meta title and descriptions, you’re more than halfway there.

Of course, the devil is in the details. Here’s a post I wrote on how to writing web content is different than writing other material. If you don’t craft it according to the guidelines, then you’ll miss out on important elements.

Such as, don’t forget to optimize your images as well as your web pages and blog posts. To do this, label your images with the keyword term for the page, not “image12_45.”

My Site Is Done. Can You “Add” SEO?

Of course you can. However, it’s not ideal.

A lot of my clients are undergoing a website refresh and want to make sure they’re hitting the best practices this time around.

When you start thinking about the “new” site is the time to think about SEO. What questions do people ask you about your business? Use a professional level program to handle keyword research or at least use Google’s Keyword Planner to guide you in the keyword terms.

Often clients come to me after their sites have gone live to “add in the SEO.”

It can be done but SEO web writing is not like adding icing to a cake. Rather, it’s like the eggs that go into the cake. SEO touches every aspect of your site — from design to site speed to navigation. That’s why I like to work with the web developer from the beginning.

However, assuming the site is done and now you realize it’s not the lead generation machine for which you’d hoped, reviewing it (and implementing) with an eye to SEO will still raise your site head and shoulders from your local competition. The reason is simply most local businesses aren’t covering the basics.

If you’re a service professional who serves a local area and you want to use your website as a critical tool in your lead generation arsenal, implement the SEO basics and you too can enjoy more clients from the web.

What are your biggest questions about local SEO best practices?

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