I participated in a webinar in November presented by Marketo where they discussed the results of an email benchmarking project they had compiled. Here are the brief notes:
Ongoing project, www.Marketo.com/benchmark for the survey – get a personalized report showing how we compare to industry
Consistent Email From address
Over weekend may be best for sending (need to test)
Top Performers use – Segmentation, Custom Landing Pages, Dynamic Content
Most companies do not know the conversion rates
Keep a log of all your tests so you can refer back to the specific variables that were tested – and more importantly what you learned.
Segment your audience based on demographic and firmographic attributes such as industry and title.
Consider segmenting your audience based on how frequently they interact with your messages (opens and clicks).
Also consider a subscription center where your audience can subscribe to different topics and frequency of communications.
- Product & Service 1 -2 times mo
- Event Promotion 1-2 times mo
- Automated Nurturing 1 per mo