2018年Q3电子邮件和移动报告.pdf

Q3 2018 EMAIL & MOBILE BENCHMARK REPORTCHEETAH DIGITAL | Q3 2018 Email & Mobile Benchmark Report | Page 2TABLE OF CONTENTS3456-12131415-161718-23EXECUTIVE SUMMARY: Q3 2018A NOTE ON INDUSTRY VERTICALSYEAR-OVER-YEAR VOLUME COMPARISONPERFORMANCE ANALYSIS TREND TO WATCH: Boxing DayMETHODOLOGY MOBILE TRENDSAPPENDIX 1: Metric DefinitionsAPPENDIX 2: Historical Metrics by Industry by QuarterEXECUTIVE SUMMARY: Q3 2018CHEETAH DIGITAL | Q3 2018 Email & Mobile Benchmark Report | Page 3This benchmark report details overall email marketing and mobile trends for the third quarter of 2018, as well as the key performance indicators (KPIs) that shaped the year-over-year program success for Cheetah Digital clients. We have changed our industry categories to better represent the brands we serve and have updated all historical metrics used in the report.KEY TRENDS| Year-over-year (YOY) email volume rose 5% in Q3 2018. | Unique open rates nearly matched those seen in Q3 2017 (19.2% in 2018, slightly up from the 19.1% rate of Q3 2017). | Unique click rates rose 7.1% YOY (2.3% in Q3 2018 compared to 2.1% in Q3 2017).| Revenue per email increased in Q3 from $0.05 in 2017 to $0.06 in 2018.| For all industries, 58% of clicks occurred on a mobile device.CHEETAH DIGITAL | Q3 2018 Email & Mobile Benchmark Report | Page 4A NOTE ONINDUSTRY VERTICALSWe have reviewed the brands included in the benchmark report and have re-organized our industry verticals to better align with the way our clients identify. All historical metrics used in this report for comparisons (Q1 2017 through Q2 2018) have been updated to reflect this new organization of brands and industries.FINANCE| Banking, lending, credit card services, and any financial related businessMEDIA| Publishing and entertainment brandsRETAIL| Retail brands, with or without physical locationsSERVICE| Insurance, phone companies, and any brand with a primarily service focusTRAVEL| Hotels, airlines, cruise lines, travel agencies, and car rentalsALL INDUSTRIES| This includes brands in all of the above verticals plus a few other brands that do not fit into these categories.ALL INDUSTRY EMAIL VOLUME ROSE 5% OVER Q3 2017This quarter, email volume rose 5% over the volume sent in the same quarter last year. Other than a large increase in volume from publishers in the media vertical, all other industries were within 5% of last years volume some higher and some lower. Is lower volume a negative sign? Not necessarily. In Q3 2018, we noticed a 24% year-over-year increase in the number of brands who have implemented reactivation programs. Responders to these mailings can be included in on-going promotional mailings, while truly inactive subscribers can be suppressed. This may lower total volume, but will likely lead to a more responsive, healthier list as the holiday season gets underway. Reactivation programs are a good way to find these hard to motivate responders and should be part of your overall email program throughout the year.-50510152025Travel AllIndustryServiceMediaFinance Retail4.0% 23.1% 3.9%-4.8% -3.6%5.0%YEAR-OVER-YEAR VOLUME COMPARISONCHEETAH DIGITAL | Q3 2018 Email & Mobile Benchmark Report | Page 5UNIQUE CLICK RATE ROSE 7.40% OVER Q3 2017To improve our understanding of performance by industry, we analyzed all Q3 metrics for 2018 versus 2017.While YOY open rates remained steady in Q3, click rates rose, because just over 50% of brands had statistically significant YOY increases in total and unique click rates.While the Q3 increases in transaction rates and revenue per email seem significant, transaction rates have varied between 0.04% and 0.05% for the past 7 quarters and revenue per email has been at $0.06 for all of 2018.Q3 2017 Q3 2018 YoY Total Open Rate 29.6% 29.9% 0.90%Unique Open Rate 19.1% 19.2% 0.80%Click-to-Open 10.0% 11.0% 10.3%Total Click Rate 3.10% 3.80% 20.4%Unique Click Rate 2.10% 2.30% 7.40%Transaction-to-Click 3.10% 3.00% -2.80%Transaction Rate 0.04% 0.05% 30.5%Revenue per Email $0.05 $0.06 25.7%Average Order $136 $152 11.7%Delivery Rate 98.8% 98.8% 0.00%Unsubscribe Rate 0.09% 0.08% -12.3%YoY Volume 5.00%PERFORMANCE ANALYSIS:ALL INDUSTRIES Q3 YOY PERFORMANCECHEETAH DIGITAL | Q3 2018 Email & Mobile Benchmark Report | Page 6TRANSACTION RATE ROSE 5.20% OVER Q2 2017Q3 2018 performance was quite similar to that seen in Q2 2018 for almost all metrics. The somewhat lower volume may be due to the reactivation campaigns and list strategies discussed in the volume section.Q2 2018 Q3 2018 QoQTotal Open Rate 30.9% 29.9% -3.10%Unique Open Rate 19.6% 19.2% -2.10%Click-to-Open 10.9% 11.0% 1.50%Total Click Rate 3.60% 3.80% 4.30%Unique Click Rate 2.30% 2.30% 1.70%Transaction-to-Click 3.00% 3.00% -0.50%Transaction Rate 0.04% 0.05% 5.20%Revenue per Email $0.06 $0.06 -3.10%Average Order $157 $152 -3.40%Delivery Rate 98.6% 98.8% 0.20%Unsubscribe Rate 0.11% 0.08% -25.3%QoQ Volume -5.80%PERFORMANCE ANALYSIS:ALL INDUSTRIES Q3 QoQ PERFORMANCECHEETAH DIGITAL | Q3 2018 Email & Mobile Benchmark Report | Page 7UNIQUE CLICK RATE ROSE 9.90% OVER Q3 2017Targeted mailings generated increases in click rates for finance, as over 50% of financial brands had statistically higher YOY click rates in Q3.Q3 2017 Q3 2018 YoY Total Open Rate 50.2% 46.2% -8.00%Unique Open Rate 28.7% 27.4% -4.50%Click-to-Open 8.00% 9.70% 21.2%Total Click Rate 3.10% 3.90% 26.5%Unique Click Rate 2.20% 2.40% 9.90%Delivery Rate 97.9% 97.6% -0.30%Unsubscribe Rate 0.16% 0.11% -30.4%YoY Volume 4.00%PERFORMANCE ANALYSIS:FINANCE Q3 YoY PERFORMANCECHEETAH DIGITAL | Q3 2018 Email & Mobile Benchmark Report | Page 8CLICK-TO-OPEN RATE ROSE 4.30% OVER Q3 2017In spite of the large increase in volume from publishers, the overall performance metrics for media matched or were close to all those seen in Q3 2017.Q3 2017 Q3 2018 YoY Total Open Rate 32.9% 31.3% -4.70%Unique Open Rate 20.3% 20.4% 0.30%Click-to-Open 12.1% 12.6% 4.30%Total Click Rate 4.30% 4.10% -3.60%Unique Click Rate 2.70% 2.70% 0.00%Delivery Rate 98.7% 99.0% 0.30%Unsubscribe Rate 0.08% 0.07% -9.00%YoY Volume 23.1%PERFORMANCE ANALYSIS:MEDIA Q3 YoY PERFORMANCECHEETAH DIGITAL | Q3 2018 Email & Mobile Benchmark Report | Page 9Fifty-one percent of retailers had statistically significant increases in unique open rates and 54% had significant increases unique click and transaction rates. Increases in targeting and reactivation may be a factor in the higher click rates seen in Q3 2018. Seventy percent of brands with reactivation programs this quarter had statistically significant increases in unique clicks. Q3 2017 Q3 2018 YoY Total Open Rate 22.3% 23.6% 6.00%Unique Open Rate 15.6% 15.9% 2.20%Click-to-Open 10.0% 11.1% 11.1%Total Click Rate 2.60% 3.60% 38.7%Unique Click Rate 1.80% 2.10% 12.5%Transaction-to-Click 3.20% 2.90% -9.70%Transaction Rate 0.04% 0.05% 25.3%Revenue per Email $0.05 $0.06 19.9%Average Order $141 $155 9.90%Delivery Rate 98.9% 99.0% 0.10%Unsubscribe Rate 0.08% 0.06% -22.3%YoY Volume 3.90%PERFORMANCE ANALYSIS:RETAIL Q3 YoY PERFORMANCEUNIQUE CLICK RATE ROSE 12.5% OVER Q3 2017CHEETAH DIGITAL | Q3 2018 Email & Mobile Benchmark Report | Page 10