What is good benchmark for re-engagement campaign success?SOLVE
Jan 14, 2020 1:08 PM
We recently launched our first ever re-engagement campaign. What are some good benchmarks for measuring success (open rates, CTR, etc)? What percentage of our list should we expect to see re-engage with us?
- b2b business
- sending re-enagement campaign to our "tier 3" heavily disengaged list (21+ SSLE)
- 56k contacts on this list
- campaign spans 4 emails sent 6 weeks part
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Jan 14, 2020 7:06 PM
The one thing I don't see in your data listed is the age of the list. The problem with sends since last engagement is that it's not a very accurate measure of whether a contact is engaged. I won't go into all the details, but if you search the forums, there is not a 100% guaranteed analytics rate for emails that are sent/delivered/opened/clicked/etc. So because of the variables that lead to error in that rate, it is possible some of those contacts are engaged, but the email client is not properly tracking engagement.
If we could understand the age of the data, meaning when it was attained in comparison to when there was any activity on the account, this would help us understand what you should expect. Now keep in mind the activity I mention, does not have to be digital and could be offline. So basically, if that list of 56k contacts is 10 years old, I would say if you got a 10% repsonse rate, that would be amazing. 3-5% would be good, and 1-2% would be expected. Whereas if you had a list that contained newer data, you would expect the return to be a little higher.
The source of the data is also something that you will want to take into consideration here. So if you are not tracking your marketing activity by sources, and multiple touch points, then this is something you will want to look into to help with your data hygiene efforts.