Quarterly Benchmark Study

Kberman

Sujets

• Experian CheetahMail
• Broadway the Hard Way
• Politique en Afrique du Sud
• Productique
• Point de vente
• Starwood Hotels & Resorts Worldwide

Informations

• Publié par: Vaem
• Nombre de lectures: 48
• Langue: English

Extrait

     

  Quarterly Benchmark Study

Q4 2007 (October, November, December)

Experian CheetahMail 29 Broadway, 6th Floor, New York, NY 10006 T 212 809 0825 • F 212 809 6378 www.cheetahmail.com       

        Table of Contents   Executive Summary....................................................................................................................3  Performance Metrics...................................................................................................................4  Conversion Metrics.....................................................................................................................5  Bounce and Unsubscribe Metrics .............................................................................................7 Day of Week and Time of Day Analyses ...................................................................................8 Methodology................................................................................................................................9  Appendix....................................................................................................................................10  Appendix II: Alternative Vertical Breakdowns........................................................................15

Experian CheetahMail 29 Broadway, 6th Floor, New York, NY 10006 • T 212 809 0825 • F 212 809 6378 • www.cheetahmail.com      

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      Executive Summary     The following report details the key metrics that helped to determine the success of CheetahMail’s clients’ email programs over the fourth quarter (Q4) of 2007. In summary, the following trends were noticed:     9   Clicks as a percentage of Opens held steady this quarter, while Clicks and Open rates both declined   ƒ   Clicks as a percentage of opens decreased marginally to 21.3%. This measure has not changed more than half a percentage point throughout 2007 ƒ   All Industry average total and unique open rates had less than a 7% rate of decrease over last quarter ƒ   Total and unique clicks fell by 0.7 and 0.4 percentage points   9   Transactions as a percentage of Clicks, ROI and Average Order Size all increased notably   ƒ   Transaction rates improved by 12.7% over last quarter ƒ Transactions as a percentage of clicks increased by 16.4%   ƒ   ROI regained its decline of last quarter by one penny, improving by 8%   Average Order Size reversed its Q3 decline, climbing by 5.3% from $188 to $198 ƒ   9   The Unsubscribe rate improved while Bounces increased minimally   ƒ   The average unsubscribe rate improved by 17.9% over last quarter. The Q4 rate of 0.18% is an advance by 23.9% over the average rate across all quarters of 2006, and by 16.9% over the same rate across 2007 ƒ   The minor 2.5% increase in the average bounce rate this quarter is concentrated in the Cataloger, Travel & Entertainment and Consumer Products & Services verticals

Experian CheetahMail 29 Broadway, 6th Floor, New York, NY 10006 • T 212 809 0825 • F 212 809 6378 • www.cheetahmail.com      

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      Performance Metrics   All Industry Average total Q4 2007: Ope n Ra te s by Ve rtica l (22.6%) and unique open A ll Indus try A v erage 15.8% 22.6% (15.8%) rates fell by 6.9% Trav el & Entertainment 16.3% 23.5% and 6.3% from Q3 2007. Publis her 22.7% Business Products & Non-Prof it 17. 1 3 8. % 7% 26.1% Total Open Services and Multi-Channel Multi-Channel Retailer 20.3% Unique Open Retailers changed only Cons umer Produc ts & Serv ic es 14.8% 23.5% minimally, while Travel & Catalo er 16.6% Entertainment declined by g 10.4% 13.6% 27% and 17% (returning to Bus iness Produc ts & Serv ic es 19.8% 32.1% rates in line with the prior 0% 5% 10% 15% 20% 25% 30% 35% two quarters). The Non- Profit vertical fell by approximately 11% in both Source: CheetahMail an Experian Company; Professional Services Department measures, while the remaining verticals declined by between 7% and 9% from Q3.   The Publisher vertical’s average quarterly total and unique open rates from 2007 are 27% and 23% below the same rates from 2006. The All Industry average total and unique open rates are about 20% below the average open rates across all quarters of 2006, and are 8.4% below the same rates from Q1 to Q4 this year.   The All Industry Average Q4 2007: Click Ra te s by Ve rtica l total (4.9%) and unique click A ll Indus try A v erage 3.4% 4.9% (3.4%) rates declined by Trav el & Entertainment 3.2% 5.3% 12% and 10% from last Publis her 2 7%  4.0% quarter. This reflects a . Non-Prof it 6.7% similar 11% decline in total Multi-Channel Retailer 4.2% 5.2% Total Click and unique clicks from Q3 Cons umer Produc ts & Serv ic es 3.8% 4.9% Unique Click 2006 to Q4 2006. The Cataloge 2.1% 2.9 3 % .3% Travel & Entertainment r vertical’s significant Bus ines s Produc ts & Serv ic es 3.4% 5.1% reduction by 3.5 and 1.4 0% 1% 2% 3% 4% 5% 6% 7% 8% percentage points in total and unique clicks this Source: CheetahMail an Experian Company; Profes sional Services Department quarter (translating into a 40% and 30% drop from last quarter), brings that vertical in line with other verticals and with its own rates of a year ago. Publisher and Multi-Channel Retailer verticals fell in total clicks by 1.1 and 0.6 percentage points, and in unique clicks by 0.7 and 0.5 percentage points. The All Industry unique click rate is 24.6% below the average quarterly rate from 2006 (4.6%), and is 9.7% below the same average from 2007 (3.8%).  

Experian CheetahMail 29 Broadway, 6th Floor, New York, NY 10006 • T 212 809 0825 • F 212 809 6378 • www.cheetahmail.com      

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      Conversion Metrics   The All Industry Average Q4 2007: Tra nsa ction Ra te s by Ve rtica l transaction rate of 0.14% A ll Indus try A v erage 0.14% exhibits the same moderate Travel & Entertainment 0.04% rate of increase over last Publisher # N / A quarter (12.7%) that we saw in Q3 (12.2%). This rate Non-Prof it # N / A represents an increase by Multi-Channel Retailer 0.09% 15.8% over the average Cons umer Produc ts & Serv ic es 0.30% quarterly rate from 2007 and Cataloger 0.12% by 12.8% over the rate from 2006. The significant Bus ines s Produc ts & Serv ic es 0.31% increases in transaction 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% rates that we saw last Source: CheetahMail an Experian Company; Profes sional Servic es Department quarter for both     P B r u o s d in c e t s s s     & and Consumer u Services held at 31% and 30% respectively this quarter. The largest rate of increase this quarter (23.3%) is found in Travel & Entertainment’s 0.01 percentage point rise to 0.04%.   The transaction rate as a percentage of clicks climbed by 16.4% over last quarter to a rate of 4.9%, after averaging 4.1% through the first three quarters of the year. This rate represents a 12.5% improvement over 2007’s average quarterly rate and 6.1% over 2006’s average. The Travel & Entertainment, Cataloger and Multi-Channel Retailer verticals increased the most this quarter, by 29%, 26% and 22% respectively. After increasing last quarter, Business Products & Services fell by 17% to a rate of 10.8% and Consumer Products & Services declined a negligible 3% to a rate of 6.4%.   Historic Ave ra ge Orde r Siz e Industry average order size climbed from $188 to $198 $220 this quarter, a 5.3% $210 improvement that reversed the decline last quarter. The $200 Business and Consumer Products & Services $190 verticals exhibited the same $180 a p n at d t   e 2 r 3 n . ,  5 i % m   p r r e o s v p in e g c   ti b v y e   l 1 y 3   . a 4 ft % er     $170 declining by 22.7% and 15% last quarter. On the other hand, Travel & $160 Q1: 2006 Q2: 2006 Q3: 2006 Q4: 2006 Q1: 2007 Q2: 2007 Q3: 2007 Q4: 2007 Entertainment showed a Sourc e: CheetahMail an Experian Company; Profess ional Services Department marked 41% decrease, declining by $81 from $193 last quarter. Unlike other verticals, this vertical also showed a 10% decline from Q3 to Q4 last year, reducing by $20. The All Industry average order size of $198 this quarter is within 1.5% of 2007’s average order size per quarter and is an improvement of 4% over 2006’s average.   Experian CheetahMail 29 Broadway, 6th Floor, New York, NY 10006 • T 212 809 0825 • F 212 809 6378 • www.cheetahmail.com   5      

     

Historic Re ve nue ove r Em a il De live re d

The All Industry Average revenue per email delivered $0.22 (ROI) is at $0.17 this $0.21 quarter. The improvement in $0.20 r R ev O e I  r by 8 t % h  thi 7 s  % q   u dr a o rt p e   r t   hat ses e $0.19 took place last quarter. A $0.18 similar pattern occurred last ear, whe $0.17 i y n ROI in  r Q e 3 i   n w  a a   s 1  l 9 ik % e   w d i e s c e li   ne  $0.16 followed by a significant $0.15 correction of 15.2% in Q4. Q1: 2006 Q2: 2006 Q3: 2006 Q4: 2006 Q1: 2007 Q2: 2007 Q3: 2007 Q4: 2007 Business Products & Source: CheetahMail an Ex perian Company; Professional Servic es Department Ser r v k ic e e d s c d o v n a t n in c u e e m d e  t n h t  e it    ma a showed last quarter, increasing by 24.7% from $0.44 to $0.55. Multi-Channel Retailers rose 3 cents, improving by 16.2%, and Catalogers gained 1 cent, increasing by 11%. Consumer Products & Services dropped by 13.4% this quarter, declining 3 cents to $0.16, and Travel & Entertainment fell 2 cents, just as it had last quarter, to a rate of $0.06 (a decline of 29%).

Experian CheetahMail 29 Broadway, 6th Floor, New York, NY 10006 • T 212 809 0825 • F 212 809 6378 • www.cheetahmail.com      

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      Bounce and Unsubscribe Metrics   2. crease in the All Historic Bounce Ra te s The 5% in Industry bounce rate this 5.4% quarter was primarily driven 5.2% by the Cataloger, Travel & Entertainment and 5.0% Consumer Produ ts & c 4.8% Services verticals, which 4.6% increased at rates of 30.5%, 15.4% and 12.5% 4.4% respectively over last 4.2% quarter. Travel & e 4.0% p E e n r terta t inme p nt o   i r n o t s s a b n y d     1.1  Q1: 2006 Q2: 2006 Q3: 2006 Q4: 2006 Q1: 2007 Q2: 2007 Q3: 2007 Q4: 2007 cen age Source: CheetahMail an Experian Company; Professional Services Department C Se o r n v s ic u e m s e  g r  a P i r n o e d d u  0 c . t 8 s     p &  oints.   All other verticals’ rates changed by no more than 0.4 percentage points. This quarter’s bounce rate represents a 13.4% improvement over 2006’s quarterly average and a 4.9% improvement over 2007’s average.   The All Industry Average Historic Unsubscription Ra te s unsubscribe rate (0.18%) 0.35% improved at a rate of 17.9% 0.30% over the last quarter. This reduction in unsubscribes 0.25% was concentrated in the Publisher, Consumer 0.20% Products & Services, Travel 0.15% & Entertainment and Non- Profit verticals, which fell at 0.10% rates of 42.5%, 30.2%, 16.7% and 14% 0.05% Q1: 2006 Q2: 2006 Q3: 2006 Q4: 2006 Q1: 2007 Q2: 2007 Q3: 2007 Q4: 2007 respectively. Consumer Sourc e: CheetahMail an Experian Company; Professional Services Department Products & Services fell by 0.09 percentage points, followed by Publisher and Non-Profit, which declined by 0.08 and 0.03 points respectively. All other verticals changed by no more than 0.02 percentage points. The unsubscribe rate for this quarter represents a 23.9% improvement over 2006’s quarterly average of 0.23%, and a 16.9% improvement over 2007’s average of 0.21%. Experian CheetahMail 29 Broadway, 6th Floor, New York, NY 10006 • T 212 809 0825 • F 212 809 6378 • www.cheetahmail.com   7      

      Day of Week and Time of Day Analyses   Tuesdays and Thursdays Ope n a nd Click Ra te s by Da y of W e e k fell back from their positions 25% as the most popular days to 20% 2 1%  18 %  18 %  2 0 % send email and the other 15% 16 %  16 %  17%  15% weekdays climbed to 15% 14 % approximately the same 10% level, making Monday 7% 7%  6 %  8 % through Friday 5% approximately equal in the 0% number of emails sent. Sun Mon Tue Wed Thu Fri Sat Saturday continued to climb in its proportion of total Sent Volume Q3 Sent Volume Q4 email sent, while Sunday Unique Opens Q3 Unique Opens Q4 increased only minimally. Unique Clicks Q3 Unique Clicks Q4 Open rates fell between 4.6% and 5% on Mondays, Tuesdays and Thursdays. Clicks fell between 5% and 6.7% on Tuesdays, Thursdays and Fridays. While declining minimally, Sunday’s open and click rates of 21.8% and 5.6% continue to outperform every other day. Saturday’s open rate declined again this quarter, continuing to hold its position below every other day.   Th Se nt by Tim e of da y Ch e e  t e i t m ah e  M of a   il d ’ a s  y c   lients send  40% email increased most 35% Q3: 2007 significantly from midnight to 30% 8:00AM, and accelerated its 25% Q4: 2007 decline between 8:00AM and noon. The significant 20% increase between 8:00PM 15% and midnight that we noted 10% last quarter has reversed itself, though it has not 5% returned to the levels seen in Q2 2007. 0% 0:00 - 3:59 4:00 - 7:59 8:00 - 11:59 12:00 - 15:59 16:00 - 19:59 20:00 - 23:59 Experian CheetahMail 29 Broadway, 6th Floor, New York, NY 10006 • T 212 809 0825 • F 212 809 6378 • www.cheetahmail.com   8      

      Methodology   All data has been aggregated by month, quarter, and industry and analyzed within the following verticals:   ƒ   Business Products & Services ƒ   Cataloger ƒ   Consumer Products & Services ƒ   Multi-Channel Retailer ƒ   Publisher ƒ   Travel & Entertainment ƒ   Non-Profit   Specific industry numbers are based upon non-weighted averages across all companies within the industry to illustrate an accurate measure of average company performance.   The metrics included in this study are defined as follows:   ƒ   Total Opens: All opens   recorded for the mailing including multiple opens by the same subscriber   ƒ   Unique Opens:  The number of unique subscribers that have opened an HTML- formatted message   ƒ   Total Clicks:  Every click on a tracked link, including multiple clicks by a given subscriber   ƒ   Unique Clicks: The unique subscriber-link combinations, i.e. each unique link clicked on by each subscriber   ƒ   Transaction Rates:  Overall percentage of transactions as related to delivered messages (transactions / (sent - bounced)). This metric only includes data for clients who have implemented CheetahMail’s Track to Purchase functionality   ƒ   Transaction Rates as a Percentage of Clicks:  Percentage of transactions compared to the number of unique clicks (transactions / unique clicks). This metric only includes data for clients who have implemented CheetahMail’s Track to Purchase functionality   ƒ   Average Order Size:  Average total amount for each transaction. This metric only includes data for clients who have implemented CheetahMail’s Track to Purchase functionality   ƒ   Revenue Over Email Delivered:  Average amount earned for each delivered email (total order / (sent - bounced))   ƒ   Bounce Rates:  The percentage of subscribers that did not receive a mailing because their email addresses hard bounced (bounce / sent)     ƒ   Unsubscribe Rates: This reflects the total number of subscriptions lost as a result of users unsubscribing from the mailing (unique unsubscribers / (sent - bounced))  

Experian CheetahMail 29 Broadway, 6th Floor, New York, NY 10006 • T 212 809 0825 • F 212 809 6378 • www.cheetahmail.com   9      

        Appendix

 

Total

Historic Click Ra te s

7.5% 7.0% 6.5% 6.0% 5.5% 5.0% 4.5% 4.0% 3.5% 3.0% Q1: 2006 Q2: 2006 Q3: 2006 Q4: 2006 Q1: 2007 Q2: 2007 Q3: 2007 Q4: 2007 Source: CheetahMail an Experian Company; Profess ional Services Department

0.15%

0.14%

0.13%

0.12%

0.11%

Unique

Historic Tra nsa ction Ra te s

0.10% Q1: 2006 Q2: 2006 Q3: 2006 Q4: 2006 Q1: 2007 Q2: 2007 Q3: 2007 Q4: 2007 Source: CheetahMail an Experian Company; Professional Services Department

   

 

Experian CheetahMail 29 Broadway, 6th Floor, New York, NY 10006 • T 212 809 0825 • F 212 809 6378 • www.cheetahmail.com      

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Total Open Business Products & Services Cataloger Consumer Products & Services Multi-Channel Retailer Non-Profit Publisher Travel & Entertainment All Industry Average  

Unique Open Business Products & Services Cataloger Consumer Products & Services Multi-Channel Retailer Non-Profit Publisher Travel & Entertainment All Industry Average  

Click to Open Business Products & Services Cataloger Consumer Products & Services Multi-Channel Retailer Non-Profit Publisher Travel & Entertainment All Industry Average  

38.2% 17.6% 32.9% 27.6% 37.3% 34.4% 34.0% 30.3%

23.1% 13.8% 23.0% 20.3% 25.3% 24.7% 21.5% 21.3%

13.2% 23.4% 19.6% 27.8% 24.3% 17.3% 19.0% 21.6%

35.7% 16.6% 29.9% 24.9% 32.9% 33.4% 30.1% 28.2%

21.6% 13.1% 21.1% 18.8% 22.6% 23.7% 19.7% 19.9%

19.8% 24.3% 21.8% 28.8% 22.9% 17.8% 20.7% 23.3%

29.9% 16.3% 31.3% 24.0% 35.6% 34.4% 27.4% 27.5%

19.3% 12.5% 21.6% 18.0% 24.6% 24.3% 18.1% 19.5%

17.6% 23.9% 19.8% 27.4% 26.5% 17.0% 18.9% 22.4%

30.7% 15.6% 29.3% 24.5% 31.6% 34.4% 29.1% 27.0%

19.4% 12.0% 20.6% 18.0% 21.8% 23.9% 20.3% 19.1%

16.7% 21.0% 19.0% 25.0% 22.5% 16.6% 16.0% 20.5%

36.1% 15.6% 31.6% 24.4% 34.2% 28.9% 28.2% 27.2%

21.8% 12.0% 22.0% 17.9% 23.5% 21.0% 19.6% 18.9%

16.3% 23.1% 20.3% 25.4% 23.9% 19.2% 16.5% 21.7%

35.3% 14.3% 28.0% 21.3% 30.6% 23.2% 26.7% 24.8%

21.0% 11.1% 19.7% 16.1% 21.6% 17.4% 18.0% 17.4%

14.5% 22.4% 19.6% 24.9% 20.8% 19.3% 19.5% 21.2%

Experian CheetahMail 29 Broadway, 6th Floor, New York, NY 10006 • T 212 809 0825 • F 212 809 6378 • www.cheetahmail.com      

33.3% 14.7% 25.7% 20.8% 29.3% 24.9% 32.4% 24.3%

20.1% 11.3% 17.9% 15.7% 20.9% 19.1% 19.6% 16.9%

15.8% 21.2% 19.8% 25.4% 20.7% 20.0% 19.3% 21.7%

32.1% 13.6% 23.5% 20.3% 26.1% 22.7% 23.5% 22.6%

19.8% 10.4% 16.6% 14.8% 18.7% 17.3% 16.3% 15.8%

16.1% 20.1% 19.9% 24.8% 20.9% 17.2% 17.2% 21.3%

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