我们这些做数字营销传播战略或活动策划的,经常被客户或管理层问的问题是:ROI和KPI绩效预估如何?甚至有可能被要求做KPI绩效承诺。

为了做出这样的预估,必须要有基准数据参考。而基准数据从何而来?常见的有以下几种:

1. 项目开始运行一段时间后,以这段时间的实际监测数据作为基准;
2. 如果之前做过同样或类似的事情(比如搜索引擎营销SEM),过去的历史数据(同比和环比综合)也可以参考;
3. 客户所在行业的同行做同样事情的绩效(行业基准参考)。

其中,前两个都是与具体公司有关的,只能具体项目具体分析;而第三个则往往可以有一些公开的行业数据支持。

下面是最近发现的电子邮件营销行业的一些绩效基准数据。虽然并不是最新的数据,但分类详细,来源权威,因此仍然有一定的参考价值,特此分享给共同战斗在数字营销策划第一线的朋友们。

行业/公司类型
Type of Company
打开率
Open Rate
点击率
Click Rate
软跳失率
Soft Bounce Rate
硬跳失率
Hard Bounce Rate
垃圾邮件投诉率
Abuse Complaint Rate
取消订阅率
Unsubscribe Rate
Agriculture and Food Services23.94%4.85%0.97%2.06%0.10%0.38%
Arts and Artists17.53%3.54%1.58%2.54%0.08%0.25%
Beauty and Personal Care14.94%2.65%0.71%1.54%0.09%0.28%
Business and Finance15.47%2.77%2.10%1.57%0.04%0.21%
Computers and Electronics15.51%2.97%1.12%1.71%0.08%0.30%
Construction28.70%8.01%4.51%5.81%0.11%0.35%
Consulting16.32%3.30%2.50%2.39%0.03%0.25%
Creative Services/Agency24.64%3.08%1.34%2.05%0.06%0.25%
eCommerce14.98%3.36%0.74%0.88%0.08%0.25%
Education and Training16.64%3.41%1.42%2.09%0.06%0.20%
Entertainment and Events16.09%2.98%0.85%1.55%0.08%0.19%
Government25.66%5.37%0.86%0.89%0.04%0.20%
Health and Fitness20.96%5.73%3.14%6.30%0.06%0.30%
Hobbies18.45%4.33%1.13%2.08%0.12%0.40%
Home and Garden28.20%4.38%2.93%2.68%0.02%0.41%
Insurance20.91%3.03%2.37%4.15%0.10%0.30%
Legal17.34%2.49%0.79%0.89%0.02%0.12%
Marketing and Advertising18.79%4.13%1.39%2.50%0.08%0.23%
Media and Publishing18.43%3.39%0.48%0.63%0.03%0.11%
Medical, Dental, and Healthcare13.76%2.59%2.18%4.09%0.06%0.18%
Music and Musicians13.95%2.43%0.68%1.07%0.06%0.18%
Non-Profit20.43%3.54%1.13%1.51%0.05%0.17%
Other33.52%10.90%0.83%1.66%0.09%0.40%
Photo and Video28.93%5.70%0.99%1.34%0.07%0.26%
Politics13.72%2.58%0.49%0.78%0.07%0.15%
Professional Services19.77%3.71%2.55%3.57%0.08%0.45%
Public Relations14.81%1.12%2.07%2.28%0.03%0.16%
Real Estate18.48%3.44%1.18%1.67%0.06%0.25%
Recruitment and Staffing15.31%3.35%1.37%1.75%0.07%0.31%
Religion23.04%3.24%0.52%0.68%0.05%0.15%
Restaurant20.07%2.41%0.70%1.11%0.09%0.30%
Retail17.80%3.54%0.61%1.00%0.08%0.24%
Social Networks and Online Communities22.37%2.85%6.94%5.44%0.11%0.74%
Software and Web App15.57%2.49%1.88%3.06%0.11%0.39%
Sports19.54%4.77%0.86%1.53%0.08%0.24%
Telecommunications21.20%3.22%1.60%2.85%0.10%0.41%
Travel and Transportation14.50%2.71%0.84%0.83%0.05%0.17%

资料来源:MailChimp

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