EMAIL MARKETING & BEYOND: GLOBAL INDUSTRY BENCHMARKS 2017

AUTHORS: GetResponse & Holistic Email Marketing

Research by: TABLE OF CONTENTS

Return on investment / 24 EXECUTIVE SUMMARY AND HIGHLIGHTS Industry summaries Agency / 26 Global benchmarking by industry research to support email marketing excellence / 6 Arts & entertainment / 28 Key findings / 7 Automotive / 30

Communications / 32 SECTION 1. INTRODUCTION TO THE REPORT BY KATH PAY, Education / 34 HOLISTIC EMAIL MARKETING Financial services / 36 Health and beauty / 38 Health care / 40 Report goals / 11 Internet marketing / 42 Who is the report for? / 12 Legal services / 44 How is the report structured? / 13 Not-for-profit/ 46 About the survey participants / 13 Publishing / 48 About Holistic Email Marketing / 14 Real estate / 50 About Content Marketing Institute / 15 Restaurants and food / 52 About GetResponse / 16 Retail / 54 About Smart Insights / 17 Sports and activities / 56 Technology and high tech / 58 Travel / 60 SECTION 2. THE EFFECTIVENESS OF EMAIL MARKETING How does your business use email marketing? / 62 Audiences / 62 Email marketing benchmark metrics by industry / 20 Frequency / 64 Email marketing budget for 2017 / 22 Metric of success / 23 Your email marketing capabilities / 68 Evaluation and tracking / 68 Targeting / 72 Communications strategy / 76 Testing & optimization / 83

SECTION 3. MARKETING AUTOMATION & CONTENT MARKETING OPPORTUNITIES BY INDUSTRY

Your marketing automation capabilities / 90 Effectiveness / 90 Content strategy / 94 Marketing automation techniques used / 98 Marketing automation challenges / 102 Uses of marketing automation / 106 What types of content are used within marketing automation? / 110

SECTION 4. QUESTIONS COMMONLY ASKED BY MARKETERS

Subject lines – should they be long or short? / 116 Does using a preheader help? / 119 Should I personalize my subject line? / 120 Do emojis work? / 120 Do videos increase opens and click-throughs? / 122 Executive summary Key findings & highlights Email marketing 58% 51% of marketers delivers the of marketers don’t test. highest ROI & will increase Global benchmarking by industry research to support email budget overall. budget. marketing excellence

This research report was created by Holistic Email In the report, we assess the current state Marketing, an email marketing consultancy, and of email marketing based on a major research GetResponse, an all-in-one online marketing study surveying 2,510 email marketers from platform. It also includes commentary from our a range of business sizes and industries around research partners Content Marketing Institute the world. The percentage of marketers involved and Smart Insights. in business-to-business marketing was 19.1%, On average 18% of marketers It is also encouraging to see Yes, you read it correctly. 51% business-to-consumer marketing was 41.8%, across all industries stated that that 58% of the email marketers of email marketers across the Its purpose is to help marketers improve the with 39.1% managing both. email marketing delivers excellent surveyed say that their marketing board don’t proactively test and effectiveness of their email marketing, discover return on investment, making budget will increase in 2017, 35% optimize their emails at all! While email marketing the clear leader say that it will stay the same, and the most popular test was subject benchmarks for specific industries, and help in delivering the highest ROI, with only 7% of marketers say they’re lines with 26% of marketers compare and identify where to improve. social media marketing coming in looking to decrease their email saying they test them, it was also second at 17%. marketing budget in 2017. revealed that only 14% test the landing page.

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 7 INTRODUCTION TO THE REPORT BY KATH PAY, 1 HOLISTIC EMAIL MARKETING

GetResponse & Holistic Email Marketing Page | 9 As someone who has been involved in email marketing for Report goals over 18 years, with ten of these sitting on the UK DMA’s Email Marketing Council, I’ve seen how email marketing has evolved The aim of the research is to help email marketers and their businesses: to become an incredibly robust, reliable, and valuable channel. This is supported by the fact that, on average, email marketing delivers the highest return on investment. Review Review their strategic approach to email marketing by comparing their use of email marketing techniques Consumers are savvy. They know what they like So, I encourage you to take these findings and features to best practices and they’ve made it clear that they like email. and best practice advice and apply them It’s their usage of and reliance upon email to your email marketing campaigns and programs combined with their expectations that has caused to continue to improve them to meet your email to evolve. We’re continually advancing our consumers’ expectations. Learn email technology to deliver to their expectations, Learn best practice email marketing techniques we test and optimize our campaigns to meet their For the bottom line is – if our consumers’ by assessing capabilities expectations, and we develop sophisticated email expectations are met, then we as a brand programs to satisfy their expectations. Email are successful and our objectives are met. is no longer a marketer-driven channel, but a consumer-driven channel.

As an email marketing speaker, trainer, Assess and consultant, I’m aware how industry-specific Assess the opportunity for marketing automation statistics and findings are eagerly received by marketers, enabling them to benchmark and compare themselves with other like-minded companies, including their competitors.

This is the second year that we’ve delivered this report and as email marketing has evolved Kath Pay Compare CEO & Founder, Holistic Email Marketing within the last year, so has this report. We’ve now Compare techniques for better integrating content added specific questions that address the rise marketing with marketing automation of marketing automation and content marketing amongst SMBs.

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 11 Who is the report for?

We’ve aimed this report at two main audiences:

1 Managers responsible 2 Email marketing & marketing for digital marketing automation specialists

For this audience, we want to highlight the Marketers with hands-on responsibility for email importance of email marketing and marketing marketing and automation need to know which automation today compared to other digital optimization techniques to focus on to improve marketing channels and the success factors for results. Agencies and consultants who advise managing email marketing. This report will enable companies and implement marketing automation these leaders to have detailed discussions with email programs will also find this report useful. specialists to improve the contribution of marketing automation to their communications goals.

How is the report structured?

In the first part of the report, we compare email we explore marketing automation and content marketing to other digital marketing channels. marketing – two incredibly important standalone Next, we break email marketing down into various topics, yet inseparable from email marketing. activities that need to be managed to improve And wrapping it all up in the final section, we look results, and we assess the current level of use at some recommended best practices. of these best practices. In the third section,

About the survey participants

By combining the audiences of Smart Insights, to get nearly two thousand participants. Many GetResponse, Holistic Email Marketing, thanks if you were one of the 2,510 people and the Content Marketing Institute, we hoped who took time out to share their experiences to create one of the largest-ever reviews and current use of email marketing! of the state of email marketing. This research is the basis of this robust report in which Due to the scale of the sample, this report we break down the results by industry and level is a global survey representing more than of email marketing sophistication. Typically, 100 countries, from Albania to Zimbabwe. research reports have responses of a few hundred participants, but we were delighted

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 13 About Holistic Email Marketing

Holistic Email Marketing is an email marketing from data mining. consultancy. Spearheaded by Kath Pay, a recognised industry thought leader, We believe that everything that happens before our consultants are some of the most and after your email affects your results. That’s experienced and successful email marketers why we developed The Holistic Approach. in the industry, renowned for their passion and vision for relationship-driven, holistic The Holistic Approach is about creating email marketing strategies. conversion-focused, customer-centric personalized marketing strategies, with email Holistic Email Marketing helps companies at the heart. And through the art of persuasion, across diverse industries to better achieve marketing automation, and cross-channel their email marketing objectives. We believe learnings, we craft a journey that converts. that email marketing should be based upon the customer journey, its touch points So, your customers meet their goal, and you and upon the customer insights gained meet yours.

About Content Marketing Institute

Content Marketing Institute is the leading global is held every spring. CMI publishes the bi-monthly content marketing education and training magazine Chief Content Officer, and provides organization, teaching enterprise brands strategic consulting and content marketing how to attract and retain customers through research for some of the best-known brands compelling, multi-channel storytelling. in the world. CMI, a UBM company, is a 2012, CMI’s Content Marketing World, the largest 2013, 2014 and 2015 Inc. 500 company. content marketing-focused event, is held every September in Cleveland, Ohio, USA, www.contentmarketinginstitute.com and the Intelligent Content Conference event

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 15 About Smart Insights

Smart Insights provides actionable learning resources Thousands of Pro and Expert members from over to help businesses improve their digital marketing 100 countries use our planning and management results. More than 150,000 Smart Insights Basic templates, guides, and video courses to map, plan, members use our blog, sample marketing templates, and manage their marketing using the Smart Insights and weekly Digital Marketing Essentials newsletter RACE Planning framework. to follow best practices and keep up-to-date with the developments that matter in digital marketing. www.smartinsights.com

About GetResponse

Today, over 350,000 customers in 182 countries on implementing high impact marketing trust the GetResponse online marketing campaigns that drive effectiveness platform. With nearly 20 years of experience, and overall ROI. we deliver excellent digital marketing solutions, available in 22 different languages. Our company The GetResponse online campaign management operates globally with offices in Poland, platform helps to design, implement, Canada, Malaysia, and Russia. We have over 300 and track digital marketing activities. passionate professionals on board. Together Companies can do that using marketing we create inspiring technologies that empower automation, autoresponders, webinars, entrepreneurs and help them grow their landing pages, advanced analytics, and over businesses. 50 other easy-yet-powerful features.

GetResponse offers a complete suite of simple If you’re ready to improve your approach yet powerful features, scaled and customized to marketing, try GetResponse free for small and large companies alike. Our tools for 30 days. are designed for organizations that are focused

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 17 THE EFFECTIVENESS 2 OF EMAIL MARKETING

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 19 Figure 1.Open OPEN ANDand CLICK click RATE rate BY INDUSTRY by industry

27% Agencies 3.7%

Arts & 33% Entertainment 6.6%

18% Automotive 2.2%

25% Communications 3.8%

32% Education 6.4%

22% Finacial Services 5.3%

22% Health & Beauty 4.2%

The best benchmarks to use are those that we’re achieving today, 34% Health Care with the objective of improving them over time. However, it can 5.3%

13% be helpful to compare your own benchmarks with those in your Internet Marketing industry to provide guidance on how you are tracking. 2.5% 39% Legal Services 4.9%

36% Non-profits Email marketing benchmark metrics by industry 6.6% 33% Publishing 7.9% Figure 1 shows the open and click benchmark metric an inaccurate metric, however 32% metrics by industry, providing us with for the purposes of benchmarking, Real Estate 4.9% the opportunity to compare industries. it can work. Restaurants 32% & Food When viewing this data, we need to keep From viewing the below chart, we can see 3.5% in mind that open rates are simply an indicator that the total opens and click-throughs vary 24% Retail of whether an email has been opened, as they greatly from industry to industry. 3.7% rely upon images being downloaded. Often 27% Sports & Activities an email will be read without the images 4.0% having been downloaded, making the open Technology 29% & High Tech 4.3%

21% Travel 3.2% Open Rate

22% Average 3.9% Click Rate

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 21 Email marketing budget for 2017 Metric of success

All industries Over the past few years it has proven itself time All industries appropriately valued by brands. It’s encouraging to see that email marketing and time again as the channel that delivers. I was very surprised to see that 21% of email is being valued for the overall impressive results Whether it’s driving traffic, nurturing warm leads, marketers are still being rewarded on top-of- Increasing subscribers tops the list with a total that it delivers, with a hefty 58% of marketers increasing conversions, or delivering excellent funnel metrics such as opens and clicks, and of marketers across all industries using this across the board stating they will increase ROI, email is the brand that marketers rely on. quite saddened to see that 23.3% of email as their success metric, with 21% using top the budget for email marketing in 2017 (Figure 2). marketers are not rewarded on any metrics. of funnel metrics such as opens and clicks As brands, for us to be able to maximize both This reveals how email might not be to measure their success on. It’s interesting to note that email marketing will the new technology and techniques and to deliver be receiving the biggest investment across all on our customers’ ever changing requirements, the channels, with social PPC coming in second, we need to be continually changing and evolving PrimaryFigure email3. PRIMARY marketing EMAIL MARKETING metric METRICused USED and with 50% of marketers saying they will our marketing strategy and tactics. To enable this increase the budget in 2017. to happen, our budgets need to increase. Email Increase in subscribers 29% marketing relies on other channels, so to ensure

Email marketing is continually evolving in you achieve the maximum ROI, it’s wise to invest We don’t currently have any metrics that we focus on 23.30% response to the consumer’s requirements. in integrations and automation of your programs.

High-funnel engagement metrics such as opens or clicks 21%

Mid-funnel conversion metrics such as form-fills (e.g.subscriptions, lead generation, inquiries etc.) 14.40% Figure 2. CHANGES IN CHANNEL BUDGET DURING 2017 Low-funnel conversion metrics such as revenue/sales/event 12.30% attendance 70%

0% 5% 10% 15% 20% 25% 30% 35%

60% 58% 50%

50% 47% 43% 38% 40% 36% 32% 31% 30%

20% Recommendation

10% Ensure you measure your success. Without measuring your email 0% Affiliate Content Direct mail Display Email Search engine Search engine/ Social PPC program you’re not able to recognize what works and what doesn’t, marketing marketing advertising marketing optimization Pay-per-click (paid advertising (SEO) advertising in Facebook Twitter, LinkedIn etc.) and as such are unable to improve.

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 23 Return on investment

All industries the highest ROI, closely followed by social media Across all the channels, 18% of participants marketing (Figure 4). surveyed said that email marketing delivered

Figure 4 . MARKETING CHANNEL ROI ACROSS INDUSTRIES Marketing Channel ROI rating across Industries

Social media marketing 7% 12% 30% 33% 17% Very poor

Poor Search engine optimization (SEO) 8% 12% 35% 31% 14%

Average

Email marketing 6% 11% 30% 35% 18% Good

Excellent Display advertising 13% 20% 38% 20% 8%

Direct mail 15% 18% 34% 23% 10%

Content marketing 8% 12% 38% 32% 11%

Affiliate marketing 12% 17% 39% 24% 9%

Social PPC (paid advertising in Facebook, Twitter, LinkedIn etc.) 8% 15% 35% 30% 12%

Search Engine/Pay-per-click advertising 10% 17% 38% 25% 9%

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 25 INDUSTRY SUMMARIES Agency

Email marketing and social media tie in first place for delivering excellent ROI with 16% advanced techniques (Figure 1). of marketers stating so (Figure 5). An impressive 62% of marketers say budget for email marketing will increase (Figure 7) in 2017. High-funnel metrics such as opens and clicks lead the way with agencies. 31% state these are the metrics they’re rewarded on (Figure 6). On average open rates are 27% and click-through rates 3.7% – all of which indicates that agencies are doing well and as you read on you’ll see why. They use some of the more

Q: What are your primary metrics related to email marketing and how do you

measureAgency success? Arts & Entertainment Automotive Q: Please rate these digital marketing channels based on the return Figure 6. AGENCY on investment they generate. 12% 16% 18% Increase in subscribers Figure 5. AGENCY ROI 20% Increase in subscribers AGENCY ROI ART & ENTERTAINMENT ROIIncrease in subscribers COMMUNICATIONS ROI FINANCIAL SERVICES ROI 31% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks Very Poor Poor Average Good Excellent Very Poor13% Poor Average Good ExcellentHigh-funnel engagement metrics such as opens or clicks Very Poor Poor Average41% Good Excellent Very Poor Poor Average Good Excellent 11% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 12% Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 5% 17% 25% 37% 16% 4% 10% 36% 21% 29% SOCIAL MEDIA MARKETING 9% 13% 18% 38% 23% SOCIAL MEDIA MARKETING 13% 14% 33% 26% 15% Lower funnel conversion metrics such as Lower funnel conversion metrics such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. SEO 14% 5% 11% 33% 35% 15% SEO 7% 10% 51%31 % 21% 10% SEO SEO We don't currently have any metrics that we focus on 7% 9% 30% 38% 16% 6% 14% 34% 35% 10% 24% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 18% 21% EMAIL MARKETING 4% 9% 32% 39% 16% EMAIL MARKETING 3% 14% 37% 27% 20% EMAIL MARKETING 7% 7% 18% 29% 31% 26% EMAIL MARKETING 6% 12% 30% 32% 20%

DISPLAY ADVERTISING 16% 24% 35% 19% 5% DISPLAY ADVERTISING 10% 10% 45% 23% 12% DISPLAY ADVERTISING 11% 13% 36% 25% 16% DISPLAY ADVERTISING 10% 29% 43% 10% 7% Communications Education Financial Services DIRECT MAIL 15% 20% 38% 19% 8% Q: Please compare your budget investment for 2017 for each of these marketing DIRECT MAIL 14% 17% 36% 24% 9% DIRECT MAIL DIRECT MAIL channels or techniques. 14% 16% 23% 29% 18% 9% 27% 32% 20% 12% CONTENT MARKETING 5% 12% 35% 38% 10% Figure 7. Chart TitleAGENCY FUTURE BUDGET Education Future Budget Internet Marketing Future Budget Real Estate Future Budget Technology & Hi Tech Future Budget CONTENT MARKETING CONTENT MARKETING Increase in subscribers 6% 11% 51% 23% 9% CONTENT MARKETING 205%% 11% 23% Increase in subscribers 47% 14% 5% 17% 35% 31% 12% Increase in subscribers 24% 27% 26% AFFILIATE MARKETING 10% 20% 47% 16% 6% Decrease Stay the same Increase Decrease Stay the same29% Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase High-funnel engagement metrics such as opens or clicks AFFILIATE MARKETING 10% 13% 42% High-funnel 22% engagement metrics 13% such as opens or clicks AFFILIATE MARKETING High-funnel engagement metrics such as opens or clicks AFFILIATE MARKETING 11% 25% 85% 34% 16% 14% 11% 17% 65% 42% 23% 7% 56% 44% 62% SOCIAL PPC 6% 16% 31% 36% 11% 58% 67% 56% 56% 55% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 53% Mid-funnel conversion metrics such as form-fills (e.g. 46% 47% SOCIAL PPC 51% SOCIAL 50% PPC 44% 9% 14% 35% 20subscriptions, % lead generation, 23% inquiries etc.) SOCIAL PPC 12% 14% 37% subscriptions, lead generation, 26% inquiries etc.) 11% 7% 23% subscriptions, 41% lead generation, inquiries etc.) 19%54 % 9% 41% 46% 45% 45% 57% 44% 52% SEARCH PPC 16% 49% 8% 10% 35% 37% 9% 2% Lower funnel conversion metrics such as 40% 50% 40% 38% 49% 13% Lower funnel conversion metrics such as 42% 35% revenue/sales/downloads/event attendance etc. Lower funnel conversion metrics such as 34% 41% SEARCH PPC 32% revenue/sales/downloads/event 41% attendance etc. 33% revenue/sales/downloads/event 36 attendance etc. % 28% 27% 7% 21% 31% 39% 24% 29% 9% SEARCH 37% PPC 12% 25% 25% 19% 19% SEARCH PPC 8% 20% 39% 23% 10% 24% 25% 26% 35% 30% 14% 23% We don't 23% currently have any metrics that we focus on 27% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 16% 17% 15% 20% 27% 13% 10% 9% 9% 15% 13% RESTAURANTS ROI HEALTH CARE ROI LEGAL SERVICES ROISearch PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate PUBLISHING ROIContent Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO MarketingHealth & BeautyMarketing Advertising Marketing Marketing Marketing Health CareAdvertising Marketing Marketing Marketing Very PoorAdvertisingPoorMarketingHealth CareAverage Good Excellent Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Arts & Entertainment Future Budget Financial Services Future Budget Legal Services Future Budget Restaurants & Food Future Budget Travel Future Budget SOCIAL MEDIA MARKETING 3% 15% 45% 20% 18% 18% Increase in subscribers SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING Increase in subscribers SOCIAL MEDIA MARKETING Email Marketing & Beyond: Global6% Industry13% Benchmarks38% 2017 25% 18% GetResponse & Holistic19%23 % Email6% Marketing25% 25% 25% Page | 27 2% Decrease13% Stay the same44% Increase 27% 13% Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase 26% 24% Increase in subscribers SEO 10% 13% 43% 25% 10% Decrease Stay the same Increase High-funnel engagement metrics such as opens or clicks SEO 37% 75% High-funnel engagement metrics such as opens or clicks SEO 10% 13% 44% 18% 14% SEO 13% 13% 31% 38% 31% 13% 6% 14% 35% 24% 20% High-funnel engagement metrics such as opens or clicks 63% 63% 59% EMAIL MARKETING 3% 13% 55% 23% 8% 51% 52% 52% 58% Mid-funnel conversion metrics such as form-fills (e.g. EMAIL MARKETING 60% 11% 56% 49% EMAIL MARKETING 4%2 % 34% 36% 25% Mid-funnel conversion metrics such as form-fills (e.g. 6% 12% 32% 32% 17% EMAIL MARKETING 13% 5013% % 6% 38% subscriptions, lead generation, 31% inquiries etc.) 50% Mid-funnel conversion metrics such as form-fills (e.g. 50% 52,25% 47% subscriptions, lead generation, inquiries etc.) 40% 46% 48% 47% subscriptions, lead generation, inquiries etc.) 44% 12% 40% DISPLAY ADVERTISING 39Lower funnel % conversion metrics such as 42% 0%38 % 23% 60% 3810% % 8% 33% 36% DISPLAY ADVERTISING10% 13% 10% 40% 35% 2% 33% DISPLAY ADVERTISING revenue/sales/downloads/event attendance etc. 33% Lower funnel conversion metrics such as 31% 26% 27% 16% 11% 49% 16% 9% DISPLAY ADVERTISING 13% 19% 25% 25% 19% 29% Lower funnel conversion metrics such as 28% 26% 26% 28% 28% revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 15% 20% We don't currently have any metrics that we focus on DIRECT MAIL DIRECT MAIL 3% 20% 53% 15% 10% 17% 13% 35% We don't currently have any metrics that we focus on 25% 10% DIRECT MAIL 12% 30% 10% 25% 36% 17% 12% DIRECT MAIL 25% 25% 13% 19% 19% 10% We don't currently have any metrics that we focus on 15% 19% CONTENT MARKETING 2%6 % 43% 38% 11% CONTENT MARKETING 5% 10% 58% 18% 10% CONTENT MARKETING 5% 17% 35% 25% 18% CONTENT MARKETING 19Search PPC% Social PPC19% Affiliate 19Content % Direct Mail25% Display Email 19% SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing AFFILIATE MARKETING Marketing9% Marketing19% Advertising47Marketing% 21% 4% AFFILIATE Marketing MARKETINGMarketing 3% 15Advertising% Marketing 50% 28% Marketing5% Marketing Advertising Marketing Marketing Marketing Advertising Marketing AFFILIATE MARKETING 15% 19% 40% 19% 8% AFFILIATE MARKETING 13% 25% Legal Services19% 13% 31% Not-for-profit Publishing SOCIAL PPC 10% 22% 31% 31% 6% SOCIAL PPC Automotive Future Budget Health & Beauty Future Budget Not-for-profit Future Budget0% 18% 45% 30% 8%Future Budget Retail SOCIAL PPC 8% 18% 31% 29% 14% SOCIAL PPC 18% 12% 24% 29% 18% SEARCH PPC 13% 19% 38% 25% 4% SEARCH 15 PPC% Decrease18% Stay the sameIncrease in subscribers Increase Decrease Stay the same Increase Increase in subscribers Decrease Stay the same8% Increase15% 53% 20% Decrease5% Stay the same Increase SEARCH PPC Increase in subscribers 9% 18% 45% 21% 6% SEARCH PPC 18% 12% 24% 35% 12% 23% 26% 29% 53% High-funnel engagement metrics 60% such as opens or clicks High60-funnel % engagement metrics such as opens or clicks 35% 51% 55% 55% 56% 54% 63% High-funnel engagement metrics such as opens or clicks 53% 9% 45% 50% 48% 45% 46% 41% 41% Mid-funnel conversion metrics such as form-fills (e.g. 47% 40% 37AUTOMOTIVE ROI% Mid-funnel conversion metrics 39% such as form-fills (e.g. EDUCATION ROI46% Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 31% subscriptions, lead generation, inquiries etc.) 28% TRAVEL ROI 29% 35% 23% 27% 24% Lower funnel conversion metrics such as 28% 11% Lower funnel conversion metrics such as SPORTS & ACTIVITIES ROI Very Poor Poor Average Good ExcellentLower funnel conversion metrics such as Very Poor26% Poor Average Good Excellent revenue/sales/downloads/event attendance etc. 16% revenue/sales/downloads/event attendance etc. 6% revenue/sales/downloads/event attendance etc. 17% Very Poor Poor Average Good Excellent 12% Very Poor Poor Average Good Excellent We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 25% We don't currently have any metrics that we focus on SOCIAL MEDIA MARKETING 2% 15% 21% 34% 28% SOCIAL MEDIA MARKETING 6% 10% 33% 32% 19% 24% 10% SOCIAL MEDIA MARKETING 0% 18% 20% 45% 16% 30% Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO SOCIAL MEDIA MARKETING 6% 11% 17% 54% 11% Marketing Marketing Advertising Marketing SEO 2%Marketing 11% Marketing19% Advertising40Marketing% 28% Marketing MarketingSEO 10%Advertising 10% Marketing 36% 37% Marketing7% Marketing Advertising Marketing SEO 02%% 33% 45% 20% SEO 6% 11% 36% 31% 17% Real Estate Restaurants & Food Retail Communications Future Budget EMAIL MARKETING 6%Health Care 11% Future Budget32% 32% 19% EMAIL Publishing MARKETINGFuture Budget6% 12% 32% 37% 13% EMAIL MARKETING 2% 8% 24% 45% 20% Sports & Activities Future Budget EMAIL MARKETING 3% 17% 22% 39% 19% Decrease Stay the same Increase DISPLAY ADVERTISING Decrease Stay the same Increase DISPLAY Decrease ADVERTISINGStay the same Increase DISPLAY ADVERTISING 6% 15% 32% 32% 15% 14% 22% 36% 21% Decrease7% Stay the same Increase 8% 12% 42% Increase in subscribers 28% 10% Increase in subscribers DISPLAY ADVERTISING 3% 19% 47% 25% 6% Increase in subscribers 20% 22% 64% 60% 61% DIRECT MAIL 27% DIRECT 28% MAIL DIRECT MAIL 33% 11% 19% 28% 30% 13% 14% 18% 55% 33% 25% 9% DIRECT MAIL 3% 28% 11% 50% 8% 12% 8% 37% 52% High-funnel 35% engagement metrics 8 such as opens or clicks % High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 37% 47% 50% 49% 42% 44% 44% 44% 41% 39% 38% 38% CONTENT MARKETING 0% 16% 35% 35% 14% CONTENT MARKETING 10% 12% 41% 29% 8% CONTENT MARKETING36% 4% 17% 30% 38% 11% CONTENT MARKETING36% 7% 11% 37% 33% 12% 36% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 32% Mid-funnel conversion metrics such as form-fills (e.g. 32% 31% 31% subscriptions, lead generation, inquiries etc.) 30% 30% 29% 29% subscriptions, lead generation, inquiries etc.) 28% subscriptions, lead generation, inquiries etc.) 27% 27% 24% 19% AFFILIATE MARKETING 6% 17% 44% 28% 6% AFFILIATE MARKETING 15% AFFILIATE MARKETING 8% 22% 37% Lower funnel 27 conversion metrics % 6 such as % AFFILIATE MARKETING 11% 17% 30% Lower funnel conversion metrics 30% such as 11% 15% 13%21 % Lower funnel 43% conversion metrics such as 23% 7% revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. SOCIAL PPC 6% 22% 22% 39% 11% SOCIAL PPC We don't currently have any metrics that we focus on 6% 14% 43% We don't currently 33% have any metrics that we focus on 4% SOCIAL PPC 10% 20% We don't currently have any metrics that we focus on SOCIAL PPC 4% 9% 26% 49% 13% 23% 11% 11% 32% 35% 11% 11% SEARCH PPC 15% 8% Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO 6% 25% 36% 28% 6% Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate 10% Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO SEARCH PPC 6% 8% 38% 40% 8% Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing SEARCH PPC 2%Marketing6 % Marketing34% Advertising Marketing36% 21% MarketingSEARCH Marketing PPC 16Advertising% 13Marketing% 41% 20% 9%

Sports & Activities Technology & Hi Tech Travel

16% HEALTH & BEAUTY ROI INTERNET MARKETING ROI Increase in subscribers NOT-FOR-PROFIT ROIIncrease in subscribers REAL ESTATE ROI19% Increase in subscribers 24% 32% 32% 35% Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent High-funnel engagement metrics such as opens or clicks Very Poor Poor Average Good HighExcellent-funnel engagement metrics such as opens or clicks Very Poor Poor Average HighGood-funnel engagement metrics Excellent such as opens or clicks

Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. SOCIAL MEDIA MARKETING subscriptions, lead generation, inquiries etc.) SOCIAL MEDIA MARKETING subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 7% 17% 36% 28% 13% SOCIAL MEDIA MARKETING 6% 12% 28% 36% 19% 7% 11% 28% 35% 19% SOCIAL MEDIA MARKETING 10% 4% 18% 35% 39% 12% 25% Lower funnel conversion metrics such as 12% Lower funnel conversion metrics such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. SEO 4% 13% 34% 32% 17% SEO 8% 15% 35% 29% 13% SEO 11% 9% 33% revenue/sales/downloads/event 28% attendance etc. 19% SEO 14% 6% 42% 34% 4% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 14% 14% We don't currently have any metrics that we focus on EMAIL MARKETING 5% 14% 29% 39% 13% EMAIL MARKETING 6% 9% 25% 37% 23% EMAIL MARKETING EMAIL MARKETING 10% 7% 7% 19% 46% 21% 18% 8% 12% 38% 30% 12% 8% 23% DISPLAY ADVERTISING 14% 23% 40% 17% 7% DISPLAY ADVERTISING 14% 25% 33% 20% 9% DISPLAY ADVERTISING 16% 16% 44% 18% 5% DISPLAY ADVERTISING 12% 16% 42% 20% 10%

DIRECT MAIL DIRECT MAIL 19% 19% 38% 15% 9% 19% 17% 33% 21% 10% DIRECT MAIL 11% 4% 28% 40% 18% DIRECT MAIL 10% 10% 40% 32% 8%

CONTENT MARKETING 8% 11% 38% 36% 8% CONTENT MARKETING 9% 10% 36% 32% 13% CONTENT MARKETING 13% 5% 38% 30% 14% CONTENT MARKETING 10% 12% 44% 26% 8%

AFFILIATE MARKETING 13% 23% 40% 18% 7% AFFILIATE MARKETING 10% 13% 33% 31% 14% AFFILIATE MARKETING 16% 20% 46% 13% 5% AFFILIATE MARKETING 20% 22% 36% 18% 4%

SOCIAL PPC 9% 16% 42% 23% 9% SOCIAL PPC 7% 14% 34% 31% 13% SOCIAL PPC 12% 12% 38% 24% 14% SOCIAL PPC 6% 20% 39% 25% 10%

SEARCH PPC 8% 17% 36% 31% 8% SEARCH PPC 11% 17% 37% 28% 8% SEARCH PPC 12% 19% 34% 24% 10% SEARCH PPC 6% 26% 45% 17% 6%

RETAIL ROI TECHOLOGY & HIGH TECH ROI

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING 7% 13% 29% 35% 16% SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13%

SEO 7% 10% 35% 32% 17% SEO 4% 13% 34% 32% 17%

EMAIL MARKETING 7% 10% 31% 34% 18% EMAIL MARKETING 5% 14% 29% 39% 13%

DISPLAY ADVERTISING 10% 19% 42% 24% 4% DISPLAY ADVERTISING 14% 23% 40% 17% 7%

DIRECT MAIL 15% 18% 36% 25% 5% DIRECT MAIL 19% 19% 38% 15% 9%

CONTENT MARKETING 7% 15% 43% 29% 7% CONTENT MARKETING 8% 11% 38% 36% 8%

AFFILIATE MARKETING 12% 23% 34% 20% 12% AFFILIATE MARKETING 13% 23% 40% 18% 7%

SOCIAL PPC 9% 11% 35% 33% 12% SOCIAL PPC 9% 16% 42% 23% 9%

SEARCH PPC 9% 18% 35% 25% 13% SEARCH PPC 8% 17% 36% 31% 8% INDUSTRY SUMMARIES Arts & entertainment

29% of marketers stated that social media marketing delivers excellent ROI, placing Even so, 59% say the budget for email marketing will increase in 2017 (Figure 10). it as the leading channel, with email marketing at 20%, in third place behind social PPC Their open rate (33%) and click-through rate (6.6%) (Figure 1), are some of the highest (Figure 8). When put in context with the leading success metric for art & entertainment when compared to other industries. being subscriber growth, it makes sense that these two social channels are leading the way.

Q: What are your primary metrics related to email marketing and how do you

Agency Arts & Entertainmentmeasure success? Automotive Q: Please rate these digital marketing channels based on the return Figure 9. ARTS & ENTERTAINMENT on investment they generate. 12% 16% 18% Increase in subscribers 20% Increase in subscribers AGENCY ROI ART & ENTERTAINMENT ROIFigure 8. ARTS & ENTERTAINMENT ROI Increase in subscribers COMMUNICATIONS ROI FINANCIAL SERVICES ROI31% Chart Title High-funnel engagement metrics such as opens or clicks Education Future Budget High-funnel engagement metrics such as opens or clicks Internet Marketing Future Budget Real Estate Future Budget Technology & Hi Tech Future Budget 13% High-funnel engagement metrics such as opens or clicks Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent 41% Very Poor11% Poor Average Good Excellent Very Poor Poor Average Good Excellent Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 12% Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 85% 65% 56% SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 62% 5% 17% 25% 37% 16% 4% 10% 36% 21% Lower funnel 29% conversion metrics such as SOCIAL MEDIA MARKETING 58% SOCIAL MEDIA MARKETING 67% 9% 13% 5618%% 56%38 % Lower funnel conversion metrics 23% such as 13% 14% 33% Lower funnel conversion metrics 26% such as 15% 55% 46% 47% revenue/sales/downloads/event attendance etc. 51% revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 53% 50% 44% 14% 46% 54% 52% 41% 31% 45% 45% 57% 44% 49% SEO 24% We don't currently have any metrics that we focus on 40% 5% 11% 33% 35% 15% SEO 7% 10% 51% 21% 10% SEO We don't currently have any metrics that we focus on 40% SEO49% 50% We don't currently have any metrics that we focus on 7% 9%38 % 30% 35% 38% 16% 18%6 % 14% 34% 35% 10% 41% 42% 32% 21% 33% 34% 28% 27% 31% 29% 41% 36% 37% 35% 30% 24% EMAIL MARKETING 18% 25% 23% 26% 23% 4% 9% 32% 39% 16% EMAIL MARKETING 27% 3% 14% 37% 27% 20% EMAIL MARKETING 7% 167%% 29% 17% 31% 26% EMAIL MARKETING 6% 12% 30% 32% 20% 13% 15% 9% 9% DISPLAY ADVERTISING 16% 24% 35% 19% 5% DISPLAY ADVERTISING 10% 10% 45% Communications 23% 12% DISPLAY ADVERTISING 11% 13% 36%Education 25% 16% DISPLAY ADVERTISING 10% 29%Financial Services 43% 10% 7% DIRECT MAIL 15% 20% 38% 19% 8% Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO DIRECT MAIL 14% 17% 36% 24% 9% DIRECT MAIL 14% 16% Marketing23%Marketing 29%Advertising Marketing18% DIRECT MAIL Marketing9% Marketing27% Advertising32Marketing% 20% 12% Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Q: Please compare your budget investment for 2017 for each of these marketing CONTENT MARKETING 5% 12% 35% 38% 10% Increase in subscribers 20% Increase in subscribers CONTENT MARKETING 6% 11% 51% 23Increase in subscribers % 9% CONTENT MARKETING CONTENT MARKETING24% 27% 5% 11% 23% channels or techniques.47% 14% 5% 17% 26% 35% 31% 12% Arts & Entertainment 29% Future Budget Financial Services Future Budget Legal Services Future Budget Restaurants & Food Future Budget Travel Future Budget AFFILIATE MARKETING Figure 10. ARTS & ENTERTAINMENT FUTURE BUDGET High-funnel engagement metrics such as opens or clicks 10% 20% 47% 16% 6% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks AFFILIATE MARKETING 10% 13% 42% 44% 22% 13% AFFILIATE MARKETING 11% 25% 34% 16% 14% AFFILIATE MARKETING 11Decrease% 17%Stay the same Increase42% 23% 7% Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase SOCIAL PPC 6% 16% 31% 36% 11% Mid-funnel conversion metrics such as form-fills (e.g. Decrease Stay the sameMid-funnel Increase conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 75% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) SOCIAL PPC SOCIAL PPC SOCIAL PPC 9% 14% 35% 20% 23% 1612% % 14% 37% 26% 11% 7% 23% 41% 19% 9% 2% Lower funnel conversion metrics such as 63% 63% SEARCH PPC 13% Lower funnel conversion metrics such as 51% 52% 52% 8% 10% 35% 37% 9% revenue/sales/downloads/event attendance etc. 58% Lower funnel conversion metrics 59% such as 56% 49% revenue/sales/downloads/event 60% attendance etc. 50% revenue/sales/downloads/event attendance etc. 50% 47% 50% SEARCH PPC SEARCH PPC 46% SEARCH PPC 52,25% 44% 40% 7% 21%14 % 39% 24We don't % currently 9 have any metrics that we focus on % 12% 25% 25% 19% 19% 48% 8% 20%47 % 39% 23% 10% 40% 42% We don't currently have any metrics that we focus on 38% 38% 36% 39We don't % currently have any metrics that we focus on 33% 20% 27% 31% 33% 27% 10% 33% 28% 28% 26% 15% 29% 28% 26% 26% 13% 20% RESTAURANTS ROI HEALTH CARE ROI LEGAL SERVICES ROIHealth & Beauty PUBLISHING ROIHealth Care Health Care Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPCVery PoorAffiliate Content Poor Direct MailAverage Display Good Email Excellent SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING Increase in subscribers Increase in subscribers Automotive Future Budget Health & Beauty 318%% 15% Future Budget45% 20% 18% Not-for-profit Future Budget Email Marketing & Beyond: Global Industry Benchmarks23% 2017 SOCIAL MEDIA GetResponse MARKETING & Holistic Email Marketing Page | 29 Future Budget Retail SOCIAL MEDIA MARKETING 6% 13% 38% 25% 18% SOCIAL MEDIA MARKETING 19% 6% 25% 25% 25% 2% 1326%% 44%24 % Increase in subscribers 27% 13%

High-funnel engagement metrics such as opens or clicks SEO 37% 38% Decrease Stay the same Increase 10Decrease% 13% Stay the same Increase43% High-funnel engagement metrics 25% such as opens or clicks 10% Decrease Stay the same Increase Decrease Stay the same Increase SEO SEO 10% 13% 44% 18% 14% SEO 13% 13% 31% 31% 13% 6% 14% 35% 24High%-funnel engagement metrics 20% such as opens or clicks Mid-funnel conversion metrics such as form-fills (e.g. EMAIL MARKETING11% 60% 53% 60% 3% 13% 55% Mid-funnel conversion metrics 23 such as form% -fills (e.g. 8% 51% subscriptions, lead generation, inquiries etc.) EMAIL MARKETING Mid-funnel conversion metrics 55% such as form55-fills % (e.g. 56% 4%2 % 34%53 % 36% 25% 54% subscriptions, lead generation, inquiries etc.) 63% EMAIL MARKETING 6% 12% 32% 32% 17% EMAIL MARKETING subscriptions, lead generation, inquiries etc.) 45% 13% 1213% % 6% 38% 31% 50% 48% Lower funnel conversion metrics such as 45% 46% 41% 41% 10% DISPLAY ADVERTISING 0% 23% 60% 10% 8% 47% 46% revenue/sales/downloads/event attendance etc. DISPLAY ADVERTISING 13% 10% 40% Lower funnel conversion metrics 35% such as 2% 40% 37% Lower funnel conversion metrics 39% such as DISPLAY ADVERTISING 16% 11% 49% 16% 9% DISPLAY ADVERTISING revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 31% 13% 19% 25% 25% 19% 15% 35% 28% We don't currently have any metrics that we focus on 29% 27% 24% 30% We don't currently have any metrics that we focus on DIRECT MAIL 3% 20% 53% 15% 10% 28% 26% 12% DIRECT MAIL 17% 13% 35% 25% 10% DIRECT MAIL 10% We don't currently have any metrics that we focus on 10% 25% 36% 17% 12% DIRECT MAIL 25% 25% 15% 13% 19% 19% 19% 17% 12% CONTENT MARKETING 2%6 % 43% 38% 11% CONTENT MARKETING 5% 10% 58% 18% 10% CONTENT MARKETING 5% 17% 35% 25% 18% CONTENT MARKETING 19% 19% 19% 25% 19% AFFILIATE MARKETING AFFILIATE MARKETING Legal Services 9%Search PPC 19%Social PPC Affiliate Not-Content for47-profit% Direct Mail Display 21Email % 4%SEO Search PPC Social PPC3%Affiliate 15% Content Direct MailPublishing50Display % Email SEO 28% Search PPC5% Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO AFFILIATE MARKETING 15% 19% 40% 19% 8% AFFILIATE MARKETING 13% 25% 19% 13% 31% Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing SOCIAL PPC 10% 22% 31% 31% 6% SOCIAL PPC 0% 18% 45% 30% 8% SOCIAL PPC 8% 18% 31% 29% 14% SOCIAL PPC 18% 12% 24% 29% 18% Communications Future Budget 15Health Care % Future Budget Publishing Future Budget 18% Increase in subscribers SEARCH PPC Increase in subscribers Sports & Activities Future Budget 13% 19% 38% 25% 4% SEARCH PPC 8% 15% 53% Increase in subscribers 20% 5% 23% SEARCH PPC 26% 9% 18% 45% 21% 6% SEARCH PPC 18% 2912% % 24% 35% 12% Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 35% High-funnel engagement metrics such as opens or clicks 64% 9% 60% 61% 55% Mid-funnel conversion metrics such as form-fills (e.g. 52% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) AUTOMOTIVE ROI 47subscriptions, % lead generation, inquiries etc.) 50% EDUCATION ROI49% subscriptions, lead generation, inquiries etc.) 42% 44% 44% 44% 23% 41% TRAVEL ROI Lower funnel conversion metrics such as 39% 11% Lower funnel conversion metrics 38% such as 38% Lower funnel conversion metrics such as 36% 36% 36% revenue/sales/downloads/event attendance etc. 16% revenue/sales/downloads/event attendance etc. 32% 32% SPORTS & ACTIVITIES ROI 6% Very Poor Poor Average Good Excellent revenue/sales/downloads/event attendance etc. Very Poor30% Poor Average30% Good29% Excellent 29% 28% 31% 31% 27% 27% 24% Very Poor Poor Average Good Excellent We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 19% Very Poor Poor Average Good Excellent 25% We don't currently have any metrics that we focus on 24% 10% SOCIAL MEDIA MARKETING 2% 15% 21% 34% 28% SOCIAL MEDIA MARKETING 6% 10%30% 33% 32% 19% SOCIAL MEDIA MARKETING 0% 18% 20% 45% 16% SOCIAL MEDIA MARKETING 6% 11% 17% 54% 11% Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO SEO 2% 11Search PPC% 19Social PPC% Affiliate Content 40% Direct Mail Display 28Email % SEO Search PPC Social PPCSEO 10Affiliate % 10Content % Direct Mail36%Display Email SEO37% Search PPC7% Social PPC Affiliate Content Direct Mail Display Email SEO SEO Marketing Marketing Advertising Marketing 02%% 33% 45Real Estate% 20% MarketingRestaurants & FoodMarketing Advertising Marketing Marketing Marketing RetailAdvertising Marketing Marketing Marketing Advertising Marketing SEO 6% 11% 36% 31% 17% EMAIL MARKETING 6% 11% 32% 32% 19% EMAIL MARKETING 6% 12% 32% 37% 13% EMAIL MARKETING 2% 8% 24% 45% 20% EMAIL MARKETING 3% 17% 22% 39% 19%

Increase in subscribers DISPLAY ADVERTISING Increase in subscribers DISPLAY ADVERTISING 14% 22% 36Increase in subscribers % 21% 7% DISPLAY ADVERTISING 6% 15% 32% 32% 15% 20% DISPLAY ADVERTISING 3% 19% 47% 25% 6% 8% 12% 42% 22% 28% 10% 27% 28% High-funnel engagement metrics such as opens or clicks 33% High-funnel engagement metrics such as opens or clicks 37% DIRECT MAIL 11% 19% 28% High-30funnel % engagement metrics 13% such as opens or clicks DIRECT MAIL 14% 18% 33% 25% 9% DIRECT MAIL 3% 28% 11% 50% 8% DIRECT MAIL 12% 8% 37% 35% 8%

Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. CONTENT MARKETING CONTENT MARKETING CONTENT MARKETING Mid-funnel conversion metrics such as form-fills (e.g. CONTENT MARKETING 7% 11% 37% 33% 12% 0% 16% 35% 35% 14% 10% 12% 41% 29subscriptions, % lead generation, 8% inquiries etc.) 4% 17% 30% subscriptions, 38% lead generation, 11 inquiries % etc.) subscriptions, lead generation, inquiries etc.)

15% Lower funnel conversion metrics such as 21% Lower funnel conversion metrics such as AFFILIATE MARKETING 6% 17% 44% 28% 6% AFFILIATE MARKETING Lower funnel conversion metrics such as AFFILIATE MARKETING 8% 22% 37% revenue/sales/downloads/event 27% 6% attendance etc. AFFILIATE MARKETING 11% 17% 30% revenue/sales/downloads/event 30% 11 attendance etc. % 15% 13% 43% revenue/sales/downloads/event 23 attendance etc. % 7%

We don't currently have any metrics that we focus on SOCIAL PPC 6% 22% 22% 39% 11% We don't currently have any metrics that we focus on 10% 20% We don't currently have any metrics that we focus on SOCIAL PPC 6% 14% 43% 33% 4% SOCIAL PPC 23% 11% SOCIAL PPC 4% 9% 26% 49% 13% 11% 11% 32% 35% 11% 15% 8% 10% SEARCH PPC 6% 25% 36% 28% 6% SEARCH PPC 6% 8% 38% 40% 8% SEARCH PPC 2%6 % 34% 36% 21% SEARCH PPC 16% 13% 41% 20% 9%

Sports & Activities Technology & Hi Tech Travel

16% Increase in subscribers Increase in subscribers 19% Increase in subscribers HEALTH & BEAUTY ROI INTERNET MARKETING ROI NOT24% -FOR-PROFIT ROI REAL ESTATE ROI 32% 32% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 35% High-funnel engagement metrics such as opens or clicks Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 18% SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 25% SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13% 6% 12% 28% 36% Lower funnel 19 conversion metrics % such as 7% 11% 28% 35% 19% 10% 4% 35% 39% 12% 12% Lower funnel conversion metrics such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. SEO 4% 13% 34% 32% 17% SEO 8% 15% 35% 29% 13% SEO 11% 9% 33% 28% 19% SEO 14% 6% 42% 34% 4% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 14% 14% We don't currently have any metrics that we focus on 10% EMAIL MARKETING EMAIL MARKETING EMAIL MARKETING 18% 5% 14% 29% 39% 13% 6% 9% 25% 8% 37% 23% 7% 7% 2319%% 46% 21% EMAIL MARKETING 8% 12% 38% 30% 12%

DISPLAY ADVERTISING 14% 23% 40% 17% 7% DISPLAY ADVERTISING 14% 25% 33% 20% 9% DISPLAY ADVERTISING 16% 16% 44% 18% 5% DISPLAY ADVERTISING 12% 16% 42% 20% 10%

DIRECT MAIL DIRECT MAIL 19% 19% 38% 15% 9% 19% 17% 33% 21% 10% DIRECT MAIL 11% 4% 28% 40% 18% DIRECT MAIL 10% 10% 40% 32% 8%

CONTENT MARKETING 8% 11% 38% 36% 8% CONTENT MARKETING 9% 10% 36% 32% 13% CONTENT MARKETING 13% 5% 38% 30% 14% CONTENT MARKETING 10% 12% 44% 26% 8%

AFFILIATE MARKETING 13% 23% 40% 18% 7% AFFILIATE MARKETING 10% 13% 33% 31% 14% AFFILIATE MARKETING 16% 20% 46% 13% 5% AFFILIATE MARKETING 20% 22% 36% 18% 4%

SOCIAL PPC 9% 16% 42% 23% 9% SOCIAL PPC 7% 14% 34% 31% 13% SOCIAL PPC 12% 12% 38% 24% 14% SOCIAL PPC 6% 20% 39% 25% 10%

SEARCH PPC 8% 17% 36% 31% 8% SEARCH PPC 11% 17% 37% 28% 8% SEARCH PPC 12% 19% 34% 24% 10% SEARCH PPC 6% 26% 45% 17% 6%

RETAIL ROI TECHOLOGY & HIGH TECH ROI

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING 7% 13% 29% 35% 16% SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13%

SEO 7% 10% 35% 32% 17% SEO 4% 13% 34% 32% 17%

EMAIL MARKETING 7% 10% 31% 34% 18% EMAIL MARKETING 5% 14% 29% 39% 13%

DISPLAY ADVERTISING 10% 19% 42% 24% 4% DISPLAY ADVERTISING 14% 23% 40% 17% 7%

DIRECT MAIL 15% 18% 36% 25% 5% DIRECT MAIL 19% 19% 38% 15% 9%

CONTENT MARKETING 7% 15% 43% 29% 7% CONTENT MARKETING 8% 11% 38% 36% 8%

AFFILIATE MARKETING 12% 23% 34% 20% 12% AFFILIATE MARKETING 13% 23% 40% 18% 7%

SOCIAL PPC 9% 11% 35% 33% 12% SOCIAL PPC 9% 16% 42% 23% 9%

SEARCH PPC 9% 18% 35% 25% 13% SEARCH PPC 8% 17% 36% 31% 8% AGENCY ROI ART & ENTERTAINMENT ROI COMMUNICATIONS ROI FINANCIAL SERVICES ROI

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 5% 17% 25% 37% 16% 4% 10% 36% 21% 29% SOCIAL MEDIA MARKETING 9% 13% 18% 38% 23% SOCIAL MEDIA MARKETING 13% 14% 33% 26% 15%

SEO 5% 11% 33% 35% 15% SEO 7% 10% 51% 21% 10% SEO 7% 9% 30% 38% 16% SEO 6% 14% 34% 35% 10%

EMAIL MARKETING 4% 9% 32% 39% 16% EMAIL MARKETING 3% 14% 37% 27% 20% EMAIL MARKETING 7% 7% 29% 31% 26% EMAIL MARKETING 6% 12% 30% 32% 20%

DISPLAY ADVERTISING 16% 24% 35% 19% 5% DISPLAY ADVERTISING 10% 10% 45% 23% 12% DISPLAY ADVERTISING 11% 13% 36% 25% 16% DISPLAY ADVERTISING 10% 29% 43% 10% 7%

DIRECT MAIL 15% 20% 38% 19% 8% DIRECT MAIL 14% 17% 36% 24% 9% DIRECT MAIL 14% 16% 23% 29% 18% DIRECT MAIL 9% 27% 32% 20% 12% CONTENT MARKETING 5% 12% 35% 38% 10% CONTENT MARKETING 6% 11% 51% 23% 9% CONTENT MARKETING 5% 11% 23% 47% 14% CONTENT MARKETING 5% 17% 35% 31% 12% AFFILIATE MARKETING 10% 20% 47% 16% 6% AFFILIATE MARKETING 10% 13% 42% 22% 13% AFFILIATE MARKETING 11% 25% 34% 16% 14% AFFILIATE MARKETING 11% 17% 42% 23% 7% SOCIAL PPC 6% 16% 31% 36% 11% SOCIAL PPC 9% 14% 35% 20% 23% SOCIAL PPC 12% 14% 37% 26% 11% SOCIAL PPC 7% 23% 41% 19% 9% SEARCH PPC 8% 10% 35% 37% 9% SEARCH PPC 7% 21% 39% 24% 9% SEARCH PPC 12% 25% 25% 19% 19% SEARCH PPC 8% 20% 39% 23% 10%

RESTAURANTS ROI HEALTH CARE ROI LEGAL SERVICES ROI PUBLISHING ROI Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent INDUSTRY SUMMARIES SOCIAL MEDIA MARKETING 3% 15% 45% 20% 18% SOCIAL MEDIA MARKETING 6% 13% 38% 25% 18% SOCIAL MEDIA MARKETING 19% 6% 25% 25% 25% SOCIAL MEDIA MARKETING 2% 13% 44% 27% 13% SEO 10% 13% 43% 25% 10% AutomotiveSEO SEO 10% 13% 44% 18% 14% SEO 13% 13% 31% 31% 13% 6% 14% 35% 24% 20% EMAIL MARKETING 3% 13% 55% 23% 8% EMAIL MARKETING 4%2 % 34% 36% 25% EMAIL MARKETING 6% 12% 32% 32% 17% EMAIL MARKETING 13% 13% 6% 38% 31% SEO and social media marketing tie in first place. 28% marketers state that these channels Surprisingly, even though email marketing wasn’t leading the way with ROI, an impressive deliver excellent ROI (Figure 11), with email marketing coming in fourth place. DISPLAY ADVERTISING60% of automotive0% 23marketers% want to increase 60their% email marketing budget10% in8% 2017 (Figure 13). DISPLAY ADVERTISING 13% 10% 40% 35% 2% Chart Title Education Future Budget Internet Marketing Future Budget Real Estate Future Budget Technology & Hi Tech Future Budget DISPLAY ADVERTISING 16% 11% 49% 16% 9% DISPLAY ADVERTISING 13% 19% 25% 25% 19% The average open rate is 18% with a click-through of 2.2%, leaving room for improvement (Figure 1). DIRECT MAIL Again, this could beDIRECT simply MAIL because17 email% marketing13% is more of35 a% retention channel,25 whilst% 10% 3% 20% Decrease 53%Stay the same Increase15% 10% Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase DIRECT MAIL 10% 25% 36% 17% 12% DIRECT MAIL 25% 25% 13% 19% 19% social, SEO, and search are all acquisition channels and automotive marketers are rewarded 85% 65% 56% 62% CONTENT MARKETING CONTENT MARKETING 5% 10% 58% 58% 18% 10% 67% on growing their subscribers, with2%6 %31% stating this43 is% their main KPI (Figure 12).38% 11% 56% 56% 55% 47% CONTENT MARKETING 5% 17% 35% 25% 18% CONTENT MARKETING 51% 53% 44% 46% 19% 19% 19% 25% 19% 50% 41% 46% 45% 54% 52% AFFILIATE MARKETING AFFILIATE MARKETING 45% 57% 44% 49% 9% 19% 47% 21% 4% 3% 15% 50% 28% 5% 40% 49% 50% 40% AFFILIATE MARKETING 38% 35% 41% 42% 15% 19% 40% 19% 8% AFFILIATE MARKETING 13% 25% 19% 13% 31% 32% 41% 33% 34% 36% 28% 27% 31% 29% 37% 24% SOCIAL PPC 25% 26% 35% 30% 10% 22% 31% 31% 6% SOCIAL PPC 0% 18% 45% 23% 23%30 % 8% 27% SOCIAL PPC Q: What are16 your% primary17 metrics% related to email marketing and how do you 8% 18% 31% 29% 14% SOCIAL PPC 18% 12% 24% 29% 18% 13% 15% SEARCH PPC 13% 19% 38% 25% 4% 9% 9% Agency Arts & Entertainment SEARCH PPC 8% 15% measureAutomotive53% success? 20% 5% SEARCH PPC 9% 18% 45% 21% 6% SEARCH PPC 18% 12% 24% 35% 12% Q: Please rate these digital marketing channels based on the return Figure 12. AUTOMOTIVE Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO on investment they generate. Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing 12% 16% 18% Increase in subscribers 20% Increase in subscribers Increase in subscribers AUTOMOTIVE ROIFigure 11. AUTOMOTIVE ROI EDUCATION ROI TRAVEL ROI 31% High-funnel engagement metrics such as opens or clicks Arts & Entertainment Future BudgetHigh-funnel engagement metrics such as opens or clicks Financial Services Future Budget Legal Services Future Budget Restaurants & Food Future Budget Travel Future Budget 13% High-funnel engagement metrics such as opens or clicks SPORTS & ACTIVITIES ROI Very Poor Poor Average Good Excellent41% Very Poor Poor Average Good Excellent 11% Very Poor Poor Average Good Excellent Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 12% Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) Very Poor Poor Average Good Excellent subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) Decrease Stay the same Increase 75% SOCIAL MEDIA MARKETING 2% 15% 21% 34% 28% SOCIAL MEDIA MARKETING 6% 10% 33% 32% 19% Lower funnel conversion metrics such as Lower funnel conversion metrics such as Lower funnel conversion metrics such as 63% 63% SOCIAL MEDIA MARKETING 52% 52% 0% 18% 20% 45% revenue/sales/downloads/event 16% attendance etc. revenue/sales/downloads/event attendance etc. 58% revenue/sales/downloads/event 59% attendance etc. 56% 51% 49% SOCIAL MEDIA MARKETING 14% 60% 6% 11% 17% 54% 11% 31% 50% 50% 50% 24% We don't currently have any metrics that we focus on SEO 2% 11% 19% 40% 28% SEO 10% 10% 36% 37% 7% 52,25% 47% 40% We don't currently have any metrics that we focus on 46% We don't currently have any metrics that we focus on 48% 47% 44% SEO 02%% 33% 45% 20% 18% 21% 40% 42% 38% 38% 36% 39% 33% SEO 31% 33% 6% 11% 36% 31% 17% 33% 28% 28% 26% 27% EMAIL MARKETING 6% 11% 32%18 % 32% 19% EMAIL MARKETING 6% 12% 32% 37% 13% 29% 28% 26% 26% EMAIL MARKETING 2% 8% 24% 45% 20% 20% EMAIL MARKETING 3% 17% 22% 39% 19% DISPLAY ADVERTISING DISPLAY ADVERTISING 14% 22% 36% 21% 7% DISPLAY ADVERTISING Communications 6% 15% 32% 32% 15% Financial Services DISPLAY ADVERTISING 3% 19% 47% 25% 6% 8% 12% 42% 28% 10% Education Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO DIRECT MAIL 11% 19% 28% 30% 13% DIRECT MAIL 14% 18% 33% 25% 9% DIRECT MAIL 3% 28% 11% 50% 8% DIRECT MAIL 12% 8% 37% 35% 8% Q: Please compare your budgetMarketing investmentMarketing forAdvertising 2017 forMarketing each of these marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing

Increase in subscribers CONTENT MARKETING CONTENT MARKETING 20% Increase in subscribers CONTENT MARKETING channels or techniques. 0% 16% 35% 35% 14% CONTENT MARKETING 10% 12% 41% 29% Increase in subscribers 8% 4% 17% 30% 38% 11% 7% 2411% % 37% 33% 12% 27% 26% Health & Beauty Future Budget Not-for-profit Future Budget 29% FigureAutomotive 13. AUTOMOTIVEFuture Budget FUTURE BUDGET Future Budget Retail High-funnel engagement metrics such as opens or clicks AFFILIATE MARKETING High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 6% 17% 44% 28% 6% AFFILIATE MARKETING 8% 22% 37% 27% 6% AFFILIATE MARKETING 11% 17% 30% 30% 11% AFFILIATE MARKETING 15% 13% 43% 23% 7% 44% Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase SOCIAL PPC 6% 22% 22% 39% 11% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. SOCIAL PPC subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 6% 14% 43% 33% 4% SOCIAL PPC 4% 9% 26% 49% subscriptions, lead generation, 13% inquiries etc.) SOCIAL PPC 11% 11% 32% 35% 6011% % 60% 53% 51% 16% 55% 55% 56% 63% 2% Lower funnel conversion metrics such as 53% 54% SEARCH PPC 13% 50% Lower funnel conversion metrics such as 45% 6% 25% 36% 28% 6% revenue/sales/downloads/event attendance etc. Lower funnel conversion metrics such as 48% 41% 41% SEARCH PPC 6% 8% 38% 40% 8% revenue/sales/downloads/event attendance etc. 45% 46revenue/sales/downloads/event % attendance etc. SEARCH PPC 2%6 % 34% 36% 21% SEARCH PPC 16% 13% 41% 20% 9% 40% 39% 47% 46% 14% We don't currently have any metrics that we focus on 37% 31% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 35% 28% 20% 27% 29% 27% 24% 10% 28% 15% 26% 13% 17% 12%

Health & Beauty Health Care Health Care HEALTH & BEAUTY ROI INTERNET MARKETING ROI NOT-FOR-PROFIT ROI Search PPCREAL ESTATE ROISocial PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Increase in subscribers Increase in subscribers 18% Health Care Future Budget Publishing Future Budget 23% Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email MarketingCommunications Future Budget Page | 31 Sports & Activities Future Budget 26% 24% Increase in subscribers SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13% SOCIAL MEDIA MARKETING 6% 12% 28% 36% 19% SOCIAL MEDIA MARKETING 7% 11% 28% 35% 19% SOCIAL MEDIA MARKETING 10% 4% 35% 39% 12% High-funnel engagement metrics such as opens or clicks 37% High-funnel engagement metrics such as opens or clicks Decrease Stay the same Increase Decrease Stay the same Increase 38% Decrease Stay the same Increase Decrease Stay the same Increase High-funnel engagement metrics such as opens or clicks SEO 4% 13% 34% 32% 17% SEO 8% 15% 35% 29% 13% SEO 11% 9% 33% 28% 19% SEO 14% 6% 42% 34% 64% 4% Mid-funnel conversion metrics such as form-fills (e.g. 11% 60% Mid-funnel conversion metrics such as form-fills (e.g. 61% subscriptions, lead generation, inquiries etc.) Mid-funnel conversion metrics such as form-fills (e.g. 55% subscriptions, lead generation, inquiries etc.) EMAIL MARKETING subscriptions, lead generation, inquiries etc.) 52% 50% 5% 14% 29% 39% 13% EMAIL MARKETING 6% 9% 2512%% 37% 23% EMAIL MARKETING 7% 7% 19% 46% 21% EMAIL MARKETING 8% 12% 38% 47% 30% 12% 49% Lower funnel conversion metrics such as 44% 44% 44% 10% 42% 41% revenue/sales/downloads/event attendance etc. Lower funnel conversion metrics such as Lower funnel 39 conversion metrics % such as 36% 38% 38% 36% 36% DISPLAY ADVERTISING 14% 23% 40% 17% 7% DISPLAY ADVERTISING DISPLAY ADVERTISING revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 32% 32% 14% 25% 33% 20% 9% 16% 16% 44% 18% 5% DISPLAY ADVERTISING 12%15 % 16% 42% 20% 10% 30% 30% 29% 29% 28% 31% 31% We don't currently have any metrics that we focus on 27% 27% 24% We don't currently have any metrics that we focus on 12% 30% 19% DIRECT MAIL 19% 19% 38% 15% 9% DIRECT MAIL 10% We don't currently have any metrics that we focus on 19% 17% 33%15 % 21% 10% DIRECT MAIL 11% 4% 28% 40% 18% DIRECT MAIL 10% 10% 19% 40% 32% 8%

CONTENT MARKETING 8% 11% 38% 36% 8% CONTENT MARKETING 9% 10% 36% 32% 13% CONTENT MARKETING 13% 5% 38% 30% 14% CONTENT MARKETING 10% 12% 44% 26% 8% Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO AFFILIATE MARKETING 13% 23% 40% 18% 7% AFFILIATE MARKETING 10% 13% 33% Legal Services31% 14% Not-for-profit Publishing Marketing Marketing Advertising Marketing AFFILIATE MARKETING 16% 20% 46% 13% 5% AFFILIATE MARKETING 20% 22%Marketing Marketing 36% Advertising Marketing18% 4% Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing

SOCIAL PPC 9% 16% 42% 23% 9% SOCIAL PPC 7% 14% 34% 31% 13% SOCIAL PPC 12% 12% 38% 24% 14% SOCIAL PPC 6% 20% 39% 25% 10% 15% 18% Increase in subscribers Increase in subscribers SEARCH PPC 8% 17% 36% 31% 8% SEARCH PPC 11% 17% 37% 28% 8% Increase in subscribers SEARCH PPC 23% SEARCH PPC 12% 19% 34% 26% 24% 10% 6% 26% 45% 17% 6% 29% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 35% High-funnel engagement metrics such as opens or clicks 9%

Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.)

23% Lower funnel conversion metrics such as 11% Lower funnel conversion metrics such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. 16% revenue/sales/downloads/event attendance etc. 6% revenue/sales/downloads/event attendance etc.

We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 25% We don't currently have any metrics that we focus on

24% 10% RETAIL ROI TECHOLOGY & HIGH TECH ROI 30%

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

Real Estate Restaurants & Food Retail

SOCIAL MEDIA MARKETING 7% 13% 29% 35% 16% SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13%

SEO SEO 7% 10% 35% 32% 17% 4% 13% 34% 32% 17Increase in subscribers % Increase in subscribers Increase in subscribers 20% 22% 27% 28% EMAIL MARKETING EMAIL MARKETING 7% 10% 31% 34% 18% 5% 14% 29% 39% High13%-funnel engagement metrics such as opens or clicks 33% 37% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks

DISPLAY ADVERTISING 10% 19% 42% 24% 4% DISPLAY ADVERTISING 14% 23% 40% 17% 7% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) DIRECT MAIL DIRECT MAIL 15% 18% 36% 25% 5% 19% 19% 38% 15% 15% 9% Lower funnel conversion metrics such as Lower funnel conversion metrics such as 21% Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. CONTENT MARKETING 7% 15% 43% 29% 7% CONTENT MARKETING 8% 11% 38% 36% 8% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 10% 20% We don't currently have any metrics that we focus on 23% 11% AFFILIATE MARKETING AFFILIATE MARKETING 15% 8% 12% 23% 34% 20% 12% 13% 23% 40% 18% 7% 10%

SOCIAL PPC 9% 11% 35% 33% 12% SOCIAL PPC 9% 16% 42% 23% 9%

Sports & Activities Technology & Hi Tech Travel SEARCH PPC 9% 18% 35% 25% 13% SEARCH PPC 8% 17% 36% 31% 8%

16% Increase in subscribers Increase in subscribers 19% Increase in subscribers 24% 32% 32% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 35% High-funnel engagement metrics such as opens or clicks

Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 18% 25% Lower funnel conversion metrics such as 12% Lower funnel conversion metrics such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc.

We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 14% 14% We don't currently have any metrics that we focus on 10% 18% 8% 23% Chart Title Education Future Budget Internet Marketing Future Budget Real Estate Future Budget Technology & Hi Tech Future Budget

Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase

85% 65% 56% 62% 58% 67% 56% 56% 55% 46% 47% 51% 53% 50% 44% 46% 54% 41% 45% 45% 57% 44% 52% 49% 40% 49% 50% 40% 38% 35% 41% 42% 32% 41% 33% 34% 36% 28% 27% 31% 29% 37% 24% INDUSTRY SUMMARIES 25% 26% 35% 30% 23% 23% 27% 16% 17% 13% Agency 15% Arts & Entertainment Automotive Communications 9% 9% Search PPC12%Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO 16% 18% Increase in subscribers Marketing20% Marketing Advertising Marketing Marketing Marketing Advertising MarketingIncrease in subscribers Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketers within the communications industry claim that increasing subscribers (44%) is their Email marketing is the strongest channel in delivering ROIIncrease in subscribers (26%), with social media marketing 31% leading metric of success, with a hefty 27% saying they have no success metric in place (Figure (23%) a close second (Figure 14). High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 13% High-funnel engagement metrics such as opens or clicks Financial Services Future Budget41% Legal Services Future Budget Restaurants & Food Future Budget 15). Even so, a whopping 64% of marketers say they will be increasing their email marketing Arts & Entertainment Future Budget 11% Travel Future Budget Mid-funnel conversion metrics such as form-fills (e.g. budget in 2017 (Figure 16). With average open rates of 25% and click-through ratesMid of- funnel 3.8% conversion metrics (Figure 1), such as form communication-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 12% subscriptions, lead generation, inquiries etc.) Decrease Stay the same Increase subscriptions, lead generation, inquiries etc.) Decrease Stay the same Increase subscriptions, lead generation, inquiries etc.) Decrease Stay the same Increase Decrease Stay the same Increase marketers are achieving healthy metrics. Decrease Stay the sameLower funnel Increase conversion metrics such as Lower funnel conversion metrics such as 75% Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 14% 31% 63% 63% We don't currently have any metrics that we focus on 51% 52% 52% 24% 58% 59% We don't 60% currently have any metrics that we focus on 56We don't % currently have any metrics that we focus on 49% 50% 50% 18% 2150% % 52,25% 47% 40% 46% 48% 47% 44% 40% 42% 18% 38% 38% 36% 39% 33% 33% 31% 33% 26% 27% Q: What are your primary metrics related to email marketing and how do you 29% 28% 28% 26% 26% 28% 20% Communicationsmeasure success? Education Financial Services Q: Please rate these digital marketing channels based on the return Figure 15. COMMUNICATIONS on investment they generate. Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Increase in subscribers Figure 14. COMMUNICATIONS ROI 20% Increase in subscribers AGENCY ROI ART & ENTERTAINMENT ROI Increase in subscribers 24% COMMUNICATIONS ROI FINANCIAL SERVICES ROI27% 26% 29% High-funnel engagement metrics such as opens or clicks Automotive Future BudgetHigh-funnel engagement metrics such as opens or clicks Health & Beauty Future Budget High-funnel engagement metrics such as opens or clicks Not-for-profit Future Budget Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Future Budget Retail Very Poor Poor Average Good Excellent Very Poor Poor Average Good44% Excellent

Decrease Stay the sameMid-funnel Increase conversion metrics such as form-fills (e.g. Decrease Stay the same Increase Mid-funnel conversion metrics such as form-fills (e.g. Decrease Stay the same Increase Mid-funnel conversion metrics such as form-fills (e.g. Decrease Stay the same Increase subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 16% 5% 17% 25% 37% 16% 4% 10% 36% 21% 29% SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 2% Lower funnel conversion metrics such as 9% 13% 18% 38% 23% 13% 14% 33% 26% 1560%% 60% 13% Lower funnel conversion metrics such as 53% revenue/sales/downloads/event attendance etc. 56% Lower funnel conversion metrics such as 51% 53% 55% 55% 54% revenue/sales/downloads/event attendance etc. 63% revenue/sales/downloads/event attendance etc. 50% 45% SEO 48% We don't currently have any metrics that we focus on 41% 41% 5% 11% 33% 35% 15% SEO 7% 10% 51% 21% 10% SEO SEO 14% 45% 46% 7% 9% 30% 38% 16% 6% 14% 34% 35% 10% 40% We don't currently have any metrics that we focus on 47% 46% We don't currently have any metrics that we focus on 37% 20% 39% 27% 10% 31% 15% 35% 28% EMAIL MARKETING 4% 9% 32% 39% 16% 13% 29% 27% 24% EMAIL MARKETING 3% 14% 37% 27% 20% EMAIL MARKETING 7% 7% 29% 31% 26% EMAIL MARKETING 6% 12% 30% 32% 20% 28% 26% 17% DISPLAY ADVERTISING 16% 24% 35% 19% 5% 12% DISPLAY ADVERTISING 10% 10% 45% 23% 12% DISPLAY ADVERTISING 11% 13% 36% 25% 16% DISPLAY ADVERTISING 10% 29% 43% 10% 7% Health & Beauty Health Care Health Care DIRECT MAIL 15% 20% 38% 19% 8% DIRECT MAIL 14% 17% 36% 24% 9% DIRECT MAIL 14% 16% 23% 29% 18% DIRECT MAIL 9%Search PPC 27Social PPC% Affiliate Content 32% Direct Mail Display 20% Email 12% SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Q: Please compare your budgetMarketing investmentMarketing forAdvertising 2017 forMarketing each of these marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing CONTENT MARKETING 5% 12% 35% 38% 10% Increase in subscribers CONTENT MARKETING channels or techniques.Increase in subscribers 18% 6% 11% 51% 23% 9% CONTENT MARKETING 5% 11% 23% 47% 14% CONTENT MARKETING 5% 2317%% 35% 31% 12% Figure 16. COMMUNICATIONS FUTURE BUDGET 26% 24% Increase in subscribers AFFILIATE MARKETING 10% 20% 47% 16% 6% Communications Future Budget Health Care Future Budget Publishing Future Budget Sports & Activities Future Budget High-funnel engagement metrics such as opens or clicks 37% High-funnel engagement metrics such as opens or clicks AFFILIATE MARKETING 38% 10% 13% 42% 22% 13% AFFILIATE MARKETING 11% 25% 34% 16% 14% AFFILIATE MARKETING 11% 17% 42% 23% 7% High-funnel engagement metrics such as opens or clicks Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase SOCIAL PPC Decrease Stay the same Increase 6% 16% 31% 36% 11% Mid-funnel conversion metrics such as form-fills (e.g. 11% Mid-funnel conversion metrics such as form-fills (e.g. SOCIAL PPC SOCIAL PPC subscriptions, lead generation, 64 inquiries % etc.) Mid-funnel conversion metrics such as form-fills (e.g. 9% 14% 35% 20% 23% SOCIAL PPC 12% 14% 37% 26% 11% 7% 23% 41% 19% 9% 60% subscriptions, lead generation, inquiries etc.) 12% subscriptions, lead generation, inquiries etc.) 61% SEARCH PPC 8% 10% 35% 37% 9% Lower funnel conversion metrics such as 55% 52% 50% 10% 47revenue/sales/downloads/event % attendance etc. 49% Lower funnel conversion metrics such as Lower funnel conversion metrics such as SEARCH PPC 7% 21% 39% 24% 9% SEARCH PPC 12% 25% 25% 19% 19% SEARCH PPC 8% 4220%% 44% 39% 23% 10% 44% revenue/sales/downloads/event attendance etc. 44revenue/sales/downloads/event % attendance etc. 41% 15% We don't currently 39% have any metrics that we focus on 36% 38% 38% 36% 36% 30% We don't currently have any metrics that we focus on 32% 32% 12% 30% 30% 29% 31% 31% 10% 29% 27% 27% We don't currently have any metrics that we focus on 28% 19% 24% 15% 19% RESTAURANTS ROI HEALTH CARE ROI LEGAL SERVICES ROI PUBLISHING ROI Legal Services Not-for-profit Publishing Very Poor Poor Average Good Excellent Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing

SOCIAL MEDIA MARKETING 15% 3% 15% 1845%% Increase in subscribers 20% 18% Increase in subscribers Increase in subscribers SOCIAL MEDIA MARKETING 6% 13% 38% 25% 18% SOCIAL MEDIA MARKETING EmailSOCIAL Marketing MEDIA & MARKETING Beyond: Global2% 13 Industry% Benchmarks44% 2017 27% 13% GetResponse & Holistic Email Marketing Page | 33 23% 19% 6% 25% 25% 25% 26% 29% SEO 10% 13% 43% High-funnel 25 engagement metrics % 10 such as opens or clicks % High-funnel engagement metrics such as opens or clicks 35% SEO High-funnel engagement metrics such as opens or clicks SEO 10% 13% 44% 18% 14% SEO 13% 13% 31% 31% 13% 6% 14% 35% 24% 20% 9% EMAIL MARKETING 3% 13% 55% Mid-funnel conversion metrics 23% such as form8% -fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. EMAIL MARKETING 4%2 % 34% 36% 25% Mid-funnel conversion metrics such as form-fills (e.g. EMAIL MARKETING 6% 12% 32% 32% 17% EMAIL MARKETING 13% 13% 6% 38% 31% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 23% DISPLAY ADVERTISING 0% 23% 60% Lower funnel conversion metrics 10% 8 such as % 11% Lower funnel conversion metrics such as DISPLAY ADVERTISING Lower funnel conversion metrics such as 13% 10% 40% 35% 2% revenue/sales/downloads/event attendance etc. 16% revenue/sales/downloads/event attendance etc. DISPLAY ADVERTISING 16% 11% 49% 16% 9% DISPLAY ADVERTISING 13% 19% 25% 25% 19% 6% revenue/sales/downloads/event attendance etc. DIRECT MAIL 3% 20% 53% We don't currently 15% have any metrics that we focus on 10% We don't currently have any metrics that we focus on DIRECT MAIL 17% 13% 35% 25% 10% 25% We don't currently have any metrics that we focus on DIRECT MAIL 10% 25% 36% 17% 12% DIRECT MAIL 25% 25% 13% 19% 19% 24% 10% 30% CONTENT MARKETING 2%6 % 43% 38% 11% CONTENT MARKETING 5% 10% 58% 18% 10% CONTENT MARKETING 5% 17% 35% 25% 18% CONTENT MARKETING 19% 19% 19% 25% 19% AFFILIATE MARKETING 9% 19% 47% 21% 4% AFFILIATE MARKETING 3% 15% 50% 28% 5% Real Estate Restaurants & Food Retail AFFILIATE MARKETING 15% 19% 40% 19% 8% AFFILIATE MARKETING 13% 25% 19% 13% 31% SOCIAL PPC 10% 22% 31% 31% 6% SOCIAL PPC 0% 18% 45% 30% 8% SOCIAL PPC 8% 18% 31% 29% 14% SOCIAL PPC 18% 12% 24% 29% 18% SEARCH PPC 13% 19% 38% 25% 4% SEARCH PPC Increase in subscribers Increase in subscribers 8% 15% 53% 20% 5% Increase in subscribers 20% 22% SEARCH PPC 9% 18% 45% 21% 6% SEARCH PPC 18% 12% 24% 35% 12% 27% 28% High-funnel engagement metrics such as opens or clicks 33% 37% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks

Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. AUTOMOTIVE ROI EDUCATION ROI subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.)

TRAVEL ROI 15% SPORTS & ACTIVITIES ROI Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Lower funnel conversion metrics such as Lower funnel conversion metrics such as 21% Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. Very Poor Poor Average Good Excellent We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 10% 20% We don't currently have any metrics that we focus on Very Poor Poor Average Good Excellent 23% 11% SOCIAL MEDIA MARKETING 2% 15% 21% 34% 28% SOCIAL MEDIA MARKETING 6% 10% 33%15% 32% 19% 8% 10% SOCIAL MEDIA MARKETING 0% 18% 20% 45% 16% SOCIAL MEDIA MARKETING 6% 11% 17% 54% 11% SEO 2% 11% 19% 40% 28% SEO 10% 10% 36% 37% 7% SEO 02%% 33% 45% 20% SEO 6% 11% 36% 31% 17% Sports & Activities Technology & Hi Tech Travel EMAIL MARKETING 6% 11% 32% 32% 19% EMAIL MARKETING 6% 12% 32% 37% 13% EMAIL MARKETING 2% 8% 24% 45% 20% EMAIL MARKETING 3% 17% 22% 39% 19% DISPLAY ADVERTISING DISPLAY ADVERTISING 14% 22% 36% 21% 7% DISPLAY ADVERTISING 6% 15% 32% 32% 15% 16% DISPLAY ADVERTISING 3% 19% 47% 25% 6% 8% 12% 42% 28% 10% Increase in subscribers Increase in subscribers 19% Increase in subscribers 24% 32% 32% DIRECT MAIL 11% 19% 28% 30% 13% DIRECT MAIL 14% 18% 33% 25% 9% 35% DIRECT MAIL 3% 28% 11% 50% 8% DIRECT MAIL 12% 8% 37% 35% 8% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks

CONTENT MARKETING CONTENT MARKETING 0% 16% 35% 35% 14% CONTENT MARKETING 10% 12% 41% 29% 8% CONTENT MARKETING 4% 17% 30% 38% 11% 7% 11% 37% Mid33-funnel % conversion metrics 12 such as form% -fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 18% 25% AFFILIATE MARKETING Lower funnel conversion metrics such as 6% 17% 44% 28% 6% AFFILIATE MARKETING AFFILIATE MARKETING 12% Lower funnel conversion metrics such as Lower funnel conversion metrics such as 8% 22% 37% 27% 6% AFFILIATE MARKETING 11% 17% 30% 30% 11% 15% 13% 43% revenue/sales/downloads/event 23% 7 attendance etc. % revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc.

SOCIAL PPC We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 6% 22% 22% 39% 11% SOCIAL PPC We don't currently have any metrics that we focus on 6% 14% 43% 33% 4% SOCIAL PPC SOCIAL PPC 11% 1411% % 32%14 % 35% 11% 4% 9% 26% 49% 13% 10% 18% SEARCH PPC 6% 25% 36% 28% 6% 8% 23% SEARCH PPC 6% 8% 38% 40% 8% SEARCH PPC 2%6 % 34% 36% 21% SEARCH PPC 16% 13% 41% 20% 9%

HEALTH & BEAUTY ROI INTERNET MARKETING ROI NOT-FOR-PROFIT ROI REAL ESTATE ROI

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13% SOCIAL MEDIA MARKETING 6% 12% 28% 36% 19% SOCIAL MEDIA MARKETING 7% 11% 28% 35% 19% SOCIAL MEDIA MARKETING 10% 4% 35% 39% 12%

SEO 4% 13% 34% 32% 17% SEO 8% 15% 35% 29% 13% SEO 11% 9% 33% 28% 19% SEO 14% 6% 42% 34% 4%

EMAIL MARKETING 5% 14% 29% 39% 13% EMAIL MARKETING 6% 9% 25% 37% 23% EMAIL MARKETING 7% 7% 19% 46% 21% EMAIL MARKETING 8% 12% 38% 30% 12%

DISPLAY ADVERTISING 14% 23% 40% 17% 7% DISPLAY ADVERTISING 14% 25% 33% 20% 9% DISPLAY ADVERTISING 16% 16% 44% 18% 5% DISPLAY ADVERTISING 12% 16% 42% 20% 10%

DIRECT MAIL DIRECT MAIL 19% 19% 38% 15% 9% 19% 17% 33% 21% 10% DIRECT MAIL 11% 4% 28% 40% 18% DIRECT MAIL 10% 10% 40% 32% 8%

CONTENT MARKETING 8% 11% 38% 36% 8% CONTENT MARKETING 9% 10% 36% 32% 13% CONTENT MARKETING 13% 5% 38% 30% 14% CONTENT MARKETING 10% 12% 44% 26% 8%

AFFILIATE MARKETING 13% 23% 40% 18% 7% AFFILIATE MARKETING 10% 13% 33% 31% 14% AFFILIATE MARKETING 16% 20% 46% 13% 5% AFFILIATE MARKETING 20% 22% 36% 18% 4%

SOCIAL PPC 9% 16% 42% 23% 9% SOCIAL PPC 7% 14% 34% 31% 13% SOCIAL PPC 12% 12% 38% 24% 14% SOCIAL PPC 6% 20% 39% 25% 10%

SEARCH PPC 8% 17% 36% 31% 8% SEARCH PPC 11% 17% 37% 28% 8% SEARCH PPC 12% 19% 34% 24% 10% SEARCH PPC 6% 26% 45% 17% 6%

RETAIL ROI TECHOLOGY & HIGH TECH ROI

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING 7% 13% 29% 35% 16% SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13%

SEO 7% 10% 35% 32% 17% SEO 4% 13% 34% 32% 17%

EMAIL MARKETING 7% 10% 31% 34% 18% EMAIL MARKETING 5% 14% 29% 39% 13%

DISPLAY ADVERTISING 10% 19% 42% 24% 4% DISPLAY ADVERTISING 14% 23% 40% 17% 7%

DIRECT MAIL 15% 18% 36% 25% 5% DIRECT MAIL 19% 19% 38% 15% 9%

CONTENT MARKETING 7% 15% 43% 29% 7% CONTENT MARKETING 8% 11% 38% 36% 8%

AFFILIATE MARKETING 12% 23% 34% 20% 12% AFFILIATE MARKETING 13% 23% 40% 18% 7%

SOCIAL PPC 9% 11% 35% 33% 12% SOCIAL PPC 9% 16% 42% 23% 9%

SEARCH PPC 9% 18% 35% 25% 13% SEARCH PPC 8% 17% 36% 31% 8% AGENCY ROI ART & ENTERTAINMENT ROI COMMUNICATIONS ROI FINANCIAL SERVICES ROI

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 5% 17% 25% 37% 16% 4% 10% 36% 21% 29% SOCIAL MEDIA MARKETING 9% 13% 18% 38% 23% SOCIAL MEDIA MARKETING 13% 14% 33% 26% 15%

SEO 5% 11% 33% 35% 15% SEO 7% 10% 51% 21% 10% SEO 7% 9% 30% 38% 16% SEO 6% 14% 34% 35% 10%

EMAIL MARKETING 4% 9% 32% 39% 16% EMAIL MARKETING 3% 14% 37% 27% 20% EMAIL MARKETING 7% 7% 29% 31% 26% EMAIL MARKETING 6% 12% 30% 32% 20%

DISPLAY ADVERTISING 16% 24% 35% 19% 5% DISPLAY ADVERTISING 10% 10% 45% 23% 12% DISPLAY ADVERTISING 11% 13% 36% 25% 16% DISPLAY ADVERTISING 10% 29% 43% 10% 7%

DIRECT MAIL 15% 20% 38% 19% 8% DIRECT MAIL 14% 17% 36% 24% 9% DIRECT MAIL 14% 16% 23% 29% 18% DIRECT MAIL 9% 27% 32% 20% 12% CONTENT MARKETING 5% 12% 35% 38% 10% CONTENT MARKETING 6% 11% 51% 23% 9% CONTENT MARKETING 5% 11% 23% 47% 14% CONTENT MARKETING 5% 17% 35% 31% 12% AFFILIATE MARKETING 10% 20% 47% 16% 6% AFFILIATE MARKETING 10% 13% 42% 22% 13% AFFILIATE MARKETING 11% 25% 34% 16% 14% AFFILIATE MARKETING 11% 17% 42% 23% 7% SOCIAL PPC 6% 16% 31% 36% 11% SOCIAL PPC 9% 14% 35% 20% 23% SOCIAL PPC 12% 14% 37% 26% 11% SOCIAL PPC 7% 23% 41% 19% 9% SEARCH PPC 8% 10% 35% 37% 9% SEARCH PPC 7% 21% 39% 24% 9% SEARCH PPC 12% 25% 25% 19% 19% SEARCH PPC 8% 20% 39% 23% 10%

RESTAURANTS ROI HEALTH CARE ROI LEGAL SERVICES ROI PUBLISHING ROI Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent INDUSTRY SUMMARIES Agency Automotive SOCIAL MEDIA MARKETING 3% 15% 45% 20% 18% Arts & Entertainment SOCIAL MEDIA MARKETING 6% 13% 38% 25% 18% SOCIAL MEDIA MARKETING 19% 6% 25% 25% 25% SOCIAL MEDIA MARKETING 2% 13% 44% 27% 13% EDUCATIONSEO 10% 13% 43% 25% 10% SEO SEO 6% 14% 35% 24% 20% 12% 10% 13% 44% 18% 14% SEO 13% 13% 31% 31% 13% 16% 18% Increase in subscribers 20% Increase in subscribers Increase in subscribers EMAIL MARKETING 3% 13% 55% 23% 8% EMAIL MARKETING Marketers within the education industry state that increasing subscribers (29%) and high funnel 31% EMAIL MARKETING EMAIL MARKETING 4%2 % 34% 36% 25% 6% 12% 32% 32% 17% 13% 13% 6% 38% 31% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks metrics (20%) are their leading metrics of 13success% (Figure 18). 57% say they will beHigh increasing-funnel engagement metrics such as opens or clicks With average open rates of 32% and click-through rates of 6.4% (Figure 1), it’s clear that their DISPLAY ADVERTISING 0% 23% 60% 10% 8% 41% DISPLAY ADVERTISING 13% 10% 40% 35% 2% 11% DISPLAY ADVERTISING DISPLAY ADVERTISING email marketing’s budget in 2017 (Figure 19). audiences think that education marketers are doing an excellent job. 16% 11% 49% 16% 9% 13% 19% 25% 25% 19% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 12% Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) DIRECT MAIL subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) DIRECT MAIL 17% 13% 35% 25% 10% 3% 20% 53% 15% 10% DIRECT MAIL 10% 25% 36% 17% 12% DIRECT MAIL 25% 25% 13% 19% 19% Social media marketing is the strongest channel in delivering ROI (19%), with emailLower funnel marketing conversion metrics such as Lower funnel conversion metrics such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. CONTENT MARKETING CONTENT MARKETING 5% 10% 58% 18% 10% 14% 2%6 % 43% 38% 11% (13%) coming second, and content marketing (12%) following closely31 %behind (Figure 17). We don't currently have any metrics that we focus on CONTENT MARKETING 5% 17% 35% 25% 18% CONTENT MARKETING 19% 19% 19% 25% 19% 24% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 18% 21% AFFILIATE MARKETING 9% 19% 47% 21% 4% AFFILIATE MARKETING 3% 15% 50% 28% 5% 18% AFFILIATE MARKETING 15% 19% 40% 19% 8% AFFILIATE MARKETING 13% 25% 19% 13% 31% SOCIAL PPC 10% 22% 31% 31% 6% SOCIAL PPC 0% 18% 45% 30% 8% Q: What are your primary metrics related to email marketing and how do you SOCIAL PPC 8% 18% 31% 29% 14% SOCIAL PPC 18% 12% 24% 29% 18% Communications Financial Services SEARCH PPC measureEducation success? 13% 19% 38% 25% 4% SEARCH PPC 8% 15% 53% 20% 5% SEARCH PPC 9% 18% 45% 21% 6% SEARCH PPC 18% 12% 24% 35% 12% Q: Please rate these digital marketing channels based on the return Figure 18. EDUCATION on investment they generate. Increase in subscribers 20% Increase in subscribers Increase in subscribers 24% Figure27 17.% EDUCATION ROI 26% AUTOMOTIVE ROI EDUCATION ROI 29% High-funnel engagement metrics such as opens or clicks TRAVEL ROI High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks SPORTS & ACTIVITIES ROI Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent44% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Very Poor Poor Average Good Excellent subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 16% Very Poor Poor Average Good Excellent 2% Lower funnel conversion metrics such as 13% Lower funnel conversion metrics such as SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING revenue/sales/downloads/event attendance etc. Lower funnel conversion metrics such as 2% 15% 21% 34% 28% 6% 10% 33% 32% 19% revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. SOCIAL MEDIA MARKETING 0% 18% 20% 45% 16% 14% We don't currently have any metrics that we focus on SOCIAL MEDIA MARKETING We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 6% 11% 17% 54% 11% SEO SEO 20% 27% 2% 11% 19% 40% 28% 10% 10% 36% 37% 7% 10% SEO 15% 02%% 33% 45% 20% 13% SEO 6% 11% 36% 31% 17% EMAIL MARKETING 6% 11% 32% 32% 19% EMAIL MARKETING 6% 12% 32% 37% 13% EMAIL MARKETING 2% 8% 24% 45% 20% EMAIL MARKETING 3% 17% 22% 39% 19% DISPLAY ADVERTISING DISPLAY ADVERTISING Health & Beauty Health Care Health Care DISPLAY ADVERTISING 6% 15% 32% 32% 15% 14% 22% 36% 21% 7% DISPLAY ADVERTISING 3% 19% 47% 25% 6% 8% 12% 42% 28% 10%

DIRECT MAIL 11% 19% 28% 30% 13% DIRECT MAIL 14% 18% 33% 25% 9% DIRECT MAIL 3% 28% 11% 50% 8% DIRECT MAIL 12% 8% 37% 35% 8% Q: Please compare your budget investment for 2017 for each of these marketing Increase in subscribers Increase in subscribers 18% 23% channels24% or techniques.Increase in subscribers CONTENT MARKETING 0% 16% 35% 35% 14% CONTENT MARKETING 10% 12% 41% 29% 8% CONTENT MARKETING 4% 17% 30% 38% 11% CONTENT MARKETING 7% 11% 37% 33% Chart Title12% 26% Education Future Budget Internet Marketing Future Budget Real Estate Future Budget Technology & Hi Tech Future Budget High-funnel engagement metrics such as opens or clicks Figure 19. EDUCATION FUTURE BUDGET 37% 38% High-funnel engagement metrics such as opens or clicks AFFILIATE MARKETING 6% 17% 44% 28% 6% High-funnel engagement metrics such as opens or clicks AFFILIATE MARKETING 8% 22% 37% 27% 6% AFFILIATE MARKETING 11% 17% 30% 30% 11% AFFILIATE MARKETING 15% 13% 43% Decrease 23Stay % the same7% Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Mid-funnel conversion metrics such as form-fills (e.g. 11% Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) 85Mid%- funnel conversion metrics such as form-fills (e.g. 56% SOCIAL PPC subscriptions, 65% lead generation, inquiries etc.) 6% 22% 22% 39% 11% SOCIAL PPC 62% subscriptions, lead generation, inquiries etc.) 6% 14% 43% 33% 4% SOCIAL PPC SOCIAL PPC 11% 1211% % 32% 5835% % 11% 67% 4% 9% 26% 49% 13% 56% Lower funnel 56% conversion metrics such as 55% 47% 10% 53% 44% 46% revenue/sales/downloads/event 51% attendance etc. Lower funnel conversion metrics such as 50% Lower funnel conversion metrics such as SEARCH PPC 6% 25% 36% 28% 6% 46% 54% 52% 41% SEARCH PPC 45% 45% revenue/sales/downloads/event 57% attendance etc. revenue/sales/downloads/event 44% attendance etc. 49% 6% 8% 38% 40% 8% SEARCH PPC 40% 40% 15% SEARCH PPC 2%6 % 34% 36% 21% 16% 13% 38%41 % We don't 20% currently have any metrics that we focus on 9% 49% 50% 41% 42% 35% We don't currently have any metrics that we focus on 34% 12% 31% 32% 30% 41% 33% 36% 28% 27% 29% 1037% % 35% We don't currently have any metrics that we focus on 24% 15% 25% 26% 19% 30% 23% 23% 27% 16% 17% 13% 15% 9% 9%

Legal Services Not-for-profit Publishing HEALTH & BEAUTY ROI INTERNET MARKETING ROI NOT-FOR-PROFIT ROI REAL ESTATE ROISearch PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent 15% Very Poor Poor Average Good Excellent 18% Increase in subscribers Increase in subscribers Increase in subscribers 23% Arts & Entertainment Future Budget Financial Services 26% Future Budget Legal Services Future Budget Restaurants & Food Future Budget Travel Future Budget Email Marketing & Beyond: Global Industry29 %Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 35 High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 7% 11% 28% 35% 19% SOCIAL MEDIA MARKETING 35% High-funnel engagement metrics such as opens or clicks 7% 17% 36% 28% 13% 6% 12% 28% 36% 19% 10% 4% 35% 39% 12% Decrease Stay the same Increase 9% Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase

DecreaseMid-funnel Stay conversion metrics the same such as formIncrease -fills (e.g. 75% SEO 4% 13% 34% 32% 17% SEO 8% 15% 35% 29% 13% SEO 11% 9% 33% 28% 19% SEO 14% 6% 42% 34% 4% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 63% 63% 23% 51% 52% 52% EMAIL MARKETING 58% Lower funnel conversion metrics such as 59% 11% Lower funnel conversion metrics 56% such as 49% 5% 14% 29% 39% 13% EMAIL MARKETING 6% 9% 25% 37% 23% EMAIL MARKETING 7% 7% 19% 46% 21% EMAIL MARKETING Lower funnel conversion metrics 60% such as 8% 12% 38% 50% 30%revenue/sales/downloads/event 12% attendance etc. 50% 16% 50% revenue/sales/downloads/event attendance etc. 6% revenue/sales/downloads/event attendance etc. 52,25% 47% 40% 46% 48% 47% 44% 39% 40% 42% 38% 38% 33% DISPLAY ADVERTISING 14% 23% 40% 17% 7% DISPLAY ADVERTISING 14% 25% 33% 20% 9% DISPLAY ADVERTISING DISPLAY ADVERTISING 36% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 33% 16% 16% 44% 18% 5% 12% 16% 42% 20% 10% 25% 33We don't % currently have any metrics that we focus on 31% 26% 27% 29% 28% 28% 26% 26% 28% 24% 10% 20% DIRECT MAIL DIRECT MAIL 30% 19% 19% 38% 15% 9% 19% 17% 33% 21% 10% DIRECT MAIL 11% 4% 28% 40% 18% DIRECT MAIL 10% 10% 40% 32% 8%

CONTENT MARKETING 8% 11% 38% 36% 8% CONTENT MARKETING 9% 10% 36% 32% 13% CONTENT MARKETING 13% 5% 38% 30% 14% CONTENT MARKETING 10% 12% 44% 26% 8% Real Estate Retail Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Restaurants & FoodContent Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO AFFILIATE MARKETING 13% 23% 40% 18% 7% AFFILIATE MARKETING 10% 13% 33% 31% 14% Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing AFFILIATE MARKETING 16% 20% 46% 13% 5% AFFILIATE MARKETING 20% 22% 36%Marketing Marketing18% 4%Advertising Marketing Marketing Marketing Advertising Marketing

SOCIAL PPC 9% 16% 42% 23% 9% SOCIAL PPC 7% 14% 34% 31% 13% SOCIAL PPC 12% 12% 38% 24% 14% SOCIAL PPC 6% 20% 39% 25Increase in subscribers % 10% Increase in subscribers Automotive Future Budget Health & Beauty Future BudgetIncrease in subscribers Not-for-profit 20Future Budget% 22% Future Budget Retail SEARCH PPC 8% 17% 36% 31% 8% SEARCH PPC 11% 17% 37% 28% 8% 27% 28% SEARCH PPC 12% 19% 34% 24% 10% SEARCH PPC 6% 26% 45% 17% 6% DecreaseHigh-funnel Stay engagement metrics the same Increase such as opens or clicks 33% Decrease Stay the same Increase Decrease Stay the same Increase 37% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks Decrease Stay the same Increase

53% Mid-funnel conversion metrics such as form-fills (e.g. 60% 60% Mid-funnel conversion metrics such as form-fills (e.g. 51% 55% 55% 56% 54% Mid-funnel conversion metrics such as form-fills (e.g. 63% 53% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 45% 50% 48% 45% 46% 41% 41% 15% 47% Lower funnel conversion metrics such as 40% Lower funnel conversion metrics such as 39% 21% Lower funnel 46% conversion metrics such as revenue/sales/downloads/event attendance etc. 37% revenue/sales/downloads/event attendance etc. 31% revenue/sales/downloads/event attendance etc. 35% 28% 29% 27% 24% 28% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 10% 20% We don't currently have any metrics that we focus on 26% 23% 11% 17% 15% 12% 8% RETAIL ROI TECHOLOGY & HIGH TECH ROI 10%

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Sports & Activities Travel Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing MarketingTechnology & Hi TechMarketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing

SOCIAL MEDIA MARKETING 7% 13% 29% 35% 16% SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13% Communications Future Budget Health Care Future Budget Publishing Future Budget Sports & Activities Future Budget 16% Increase in subscribers 19% Increase in subscribers SEO 7% 10% 35% 32% 17% SEO 4% 13% 34% 32% 17% Increase in subscribers Decrease Stay the same Increase 24% Decrease Stay the same Increase Decrease Stay the same Increase 32% 32% Decrease Stay the same Increase High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 35% High-funnel engagement metrics such as opens or clicks EMAIL MARKETING 7% 10% 31% 34% 18% EMAIL MARKETING 5% 14% 29% 39% 13% 64% 60% 61% 55% Mid-funnel 52% conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. DISPLAY ADVERTISING 10% 19% 42% 24% 4% DISPLAY ADVERTISING 14% 23% 40% 17% 7% 47% 50% 49% Mid-funnel conversion metrics such as form-fills (e.g. 44% subscriptions, lead generation, inquiries etc.) 44% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, 44% inquiries etc.) 42% 41% 18% 39% 25% 38% 38% Lower funnel conversion metrics such as 36% 36% 36% DIRECT MAIL DIRECT MAIL 12% Lower funnel conversion metrics such as 32% Lower funnel conversion metrics such as 32% 15% 18% 36% 25% 5% 19% 19% 38% 15% 9% revenue/sales/downloads/event attendance etc. 30% 30% 29% 29% revenue/sales/downloads/event attendance etc. 28% 31% 31% revenue/sales/downloads/event attendance etc. 27% 27% 24% 19% CONTENT MARKETING We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on CONTENT MARKETING 7% 15% 43% 29% 7% 8% 11% 38% 36% 8% 14% 14% We don't currently have any metrics that we focus on 10% 18% 8% 23% AFFILIATE MARKETING 12% 23% 34% 20% 12% AFFILIATE MARKETING 13% 23% 40% 18% 7% Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO SOCIAL PPC Marketing Marketing Advertising Marketing SOCIAL PPC 9% 11% 35% 33% 12% 9% 16% 42% 23% 9% Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing

SEARCH PPC 9% 18% 35% 25% 13% SEARCH PPC 8% 17% 36% 31% 8% INDUSTRY SUMMARIES Automotive Agency Financial servicesArts & Entertainment 12% 16% 18% Increase in subscribers 20% Increase in subscribers Increase in subscribers On average, financial service marketers achieve a 22% open rate and a 5.3% click-through rate The primary success metrics are top-of-funnel metrics at 27%, with increasing subscribers 31% (Figure 1). High-funnel engagement metrics such as opens or clicks coming a close second at 26% (Figure 21). High-funnel engagement metrics such as opens or clicks 13% High-funnel engagement metrics such as opens or clicks 41% 11% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics 60% of such as form marketers-fills (e.g. will be increasing their email budget in 2017. This makes email marketingMid-funnel conversion metrics such as form-fills (e.g. This increase in12% budget can be explained with email marketing leading the way in delivering subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) one of only two channels that will have their budgets increased within this industry (Figure 22). excellent ROI, with 20% of marketers stating so (Figure 20). Lower funnel conversion metrics such as Lower funnel conversion metrics such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 14% 31% We don't currently have any metrics that we focus on 24% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 18% 21%

18% Q: What are your primary metrics related to email marketing and how do you

Communications Education Financial Servicesmeasure success? Q: Please rate these digital marketing channels based on the return Figure 21. FINANCIAL SERVICES on investment they generate. Increase in subscribers Figure 20. FINANCIAL20% SERVICES ROI Increase in subscribers AGENCY ROI ART & ENTERTAINMENT ROI COMMUNICATIONS ROI Increase in subscribers FINANCIAL SERVICES ROI 24% 27% 26% 29% Education Future Budget Internet Marketing Future Budget Real Estate Future Budget Technology & Hi Tech Future Budget HighChart Title-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent High-funnel engagement metrics such as opens or clicks Very Poor Poor Average Good Excellent 44% Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 85% 65% 56% 5% 17% 25% 37% 16% 4% 10% 36% 21% 29% SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 16% 62% 9% 13% 2% 18% 38% 23%Lower funnel conversion metrics such as 13% 14% 33% 5826% % 15% 67% 56% 56% 13% Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. Lower funnel conversion metrics such as 55% 53% 46% 47% revenue/sales/downloads/event 51% attendance etc. revenue/sales/downloads/event attendance etc. 50% 44% SEO 46% 54% 52% 41% 5% 11% 33% 35% 15% SEO We don't currently have any metrics that we focus on 45% 45% 57% 44% 49% 7% 10% 51% 21% 10% SEO 7% 9% 3014%% 38% 16% SEO 6% 14% 34% 35% 10% 40% 40% 38% We don't currently have any metrics that we focus on 49% 50% We don't currently have any metrics that we focus on 42% 20% 35% 27% 34% 41% 31% 32% 10% 41% 33% 36% 28% 27% EMAIL MARKETING 15% 29% 37% 35% 24% 4% 9% 32% 39% 16% EMAIL MARKETING 13% 25% 26% 30% 3% 14% 37% 27% 20% EMAIL MARKETING 7% 7% 29% 31% 26% EMAIL MARKETING 6% 12% 30% 32% 2023%% 23% 27% 16% 17% 13% 15% DISPLAY ADVERTISING 16% 24% 35% 19% 5% 9% 9% DISPLAY ADVERTISING 10% 10% 45% 23% 12% DISPLAY ADVERTISING 11% 13% 36% 25% 16% DISPLAY ADVERTISING 10% 29% 43% 10% 7% Health & Beauty Health Care Health Care DIRECT MAIL 15% 20% 38% 19% 8% Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO DIRECT MAIL 14% 17% 36% 24% 9% DIRECT MAIL 14% 16% 23% 29% 18% DIRECT MAIL 9% 27% 32% 20% 12% Marketing Marketing Advertising Marketing Q: Please compare your budgetMarketing investmentMarketing forAdvertising 2017 forMarketing each of these marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing CONTENT MARKETING 5% 12% 35% 38% 10% Increase in subscribers CONTENT MARKETING 6% 11% 51% 23% 9% CONTENT MARKETING Increase in subscribers CONTENT MARKETING 5% 17% 35% 31% 12% 18% channels or techniques. 5% 11% 23% 23% 47% 14% 24% Increase in subscribers AFFILIATE MARKETING 10% 20% 47% 16% 6% 26% Arts & Entertainment Future Budget FigureFinancial Services 22. FINANCIAL SERVICESFuture Budget FUTURE BUDGET Legal Services Future Budget Restaurants & Food Future Budget Travel Future Budget High-funnel engagement metrics such as opens or clicks 37% AFFILIATE MARKETING 10% 13% 42% 22% 13% AFFILIATE MARKETING 11% 25% 34% 38% 16% 14% AFFILIATE MARKETING 11% 17% 42% 23% 7% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase SOCIAL PPC 6% 16% 31% 36% 11% Mid-funnel conversion metrics such as form-fills (e.g. Decrease Stay the same Increase 11% Mid-funnel conversion metrics such as form-fills (e.g. 75% SOCIAL PPC 9% 14% 35% 20% 23% SOCIAL PPC subscriptions, lead generation, inquiries etc.) SOCIAL PPC 7% 23% 41% Mid19-%funnel conversion metrics 9% such as form-fills (e.g. 12% 14% 37% 26% 11% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) SEARCH PPC 8% 10% 35% 37% 9% 12% 63% 63% Lower funnel conversion metrics such as 51% 52% 52% 10% 58% 59% 56% 49% revenue/sales/downloads/event attendance etc. Lower funnel conversion metrics such as 60% SEARCH PPC 7% 21% 39% 24% 9% SEARCH PPC 12% 25% 25% 19% 19% SEARCH PPC 8% 20% 5039%% 23% 10% 50% Lower funnel conversion metrics such as 47% 50% revenue/sales/downloads/event 46% attendance etc. revenue/sales/downloads/event attendance etc. 52,25% 44% 40% 15% 48% 47% We don't currently have any metrics that we focus on 39% 40% 42% 38% 38% 33% 30% 36% We don't currently have any metrics that we focus on 33% 12% 33% 31% 26% 27% 10% 29% We don't currently 28% have any metrics that we focus on 28% 26% 26% 28% 15% 19% 20% RESTAURANTS ROI HEALTH CARE ROI LEGAL SERVICES ROI PUBLISHING ROI Legal Services Very Poor Poor Average Good NotExcellent-for-profit Publishing Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing

SOCIAL MEDIA MARKETING 3% 15% 45% 20% 18% 15% 18% Increase in subscribers Increase in subscribers SOCIAL MEDIA MARKETING 6% 13% 38% 25% 18% SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 2% 13% 44% 27% 13% Automotive Future Budget Health & Beauty Future BudgetIncrease in subscribers Not-for-profit Future Budget 19% 6% 25% 25% 25% Email Marketing & Beyond: Global Industry Benchmarks23% 2017 GetResponse & Holistic Email Marketing Page | 37 Future Budget Retail 26% 29% SEO 10% 13% 43% 25% 10% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 35% SEO SEO SEO 6% 14% 35% 24% 20% Decrease Stay the same Increase Decrease Stay the sameHigh-funnel Increase engagement metrics such as opens or clicks Decrease Stay the same Increase Decrease Stay the same Increase 10% 13% 44% 18% 14% 13% 13% 31% 31% 13% 9% EMAIL MARKETING 3% 13% 55% 23% 8% EMAIL MARKETING Mid-funnel conversion metrics such as form-fills (e.g. 60% Mid-funnel conversion metrics 60% such as form -fills (e.g. 53% EMAIL MARKETING 4%2 % 34% 36% 25% Mid-funnel conversion metrics such as form-fills (e.g. 56% 51% 6% 12% 32% 32% 17% EMAIL MARKETING 13% 13% 6% 38% 31% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries 55% etc.) 55% 54% subscriptions, lead generation, inquiries etc.) 63% 53% 45% 50% 48% 23% DISPLAY ADVERTISING 0% 23% 60% 10% 846%% 41% 41% DISPLAY ADVERTISING Lower funnel conversion metrics such as 45% 11% Lower funnel conversion metrics such as 13% 10% 40% 35% 2% Lower funnel conversion metrics such as 40% 47% 46% DISPLAY ADVERTISING 16% 11% 49% 16% 9% DISPLAY ADVERTISING revenue/sales/downloads/event attendance etc. 16% 37% revenue/sales/downloads/event attendance etc. 39% 13% 19% 25% 25% 19% 6% revenue/sales/downloads/event attendance etc. 31% 35% 28% DIRECT MAIL 29% 27% DIRECT MAIL We don't currently have any metrics that we focus on 3% 20% 53% 15% 10% We don't currently have any metrics that we focus on 24% 17% 13% 35% 25% 10% 25% 28% 26% DIRECT MAIL 10% 25% 36% 17% 12% DIRECT MAIL 25% 25% 13% 19% 19% We don't currently have any metrics that we focus on 17% 24% 10% 12% CONTENT MARKETING 2%6 % 43% 38% 11% CONTENT MARKETING 5% 10% 58% 18% 10% 30% CONTENT MARKETING 5% 17% 35% 25% 18% CONTENT MARKETING 19% 19% 19% 25% 19% AFFILIATE MARKETING 9% 19% 47% 21% 4% AFFILIATE MARKETING 3% 15% 50% 28% 5% Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO AFFILIATE MARKETING 15% 19% 40% 19% 8% AFFILIATE MARKETING 13% 25% 19% 13% 31% Real Estate Restaurants & Food Retail Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing SOCIAL PPC 10% 22% 31% 31% 6% SOCIAL PPC 0% 18% 45% 30% 8% SOCIAL PPC 8% 18% 31% 29% 14% SOCIAL PPC 18% 12% 24% 29% 18% SEARCH PPC 13% 19% 38% 25% 4% SEARCH PPC Communications Future Budget Health Care Future Budget Publishing Future Budget Increase in subscribers 8% 15% 53% 20% 5% Increase in subscribers Sports & Activities Future Budget Increase in subscribers 20% SEARCH PPC 9% 18% 45% 21% 6% SEARCH PPC 18% 12% 24% 35% 12% 22% 27% 28% Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase High-funnel engagement metrics such as opens or clicks 33% 37% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 64% 60% 61% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 55% AUTOMOTIVE ROI EDUCATION ROI Mid-funnel 52% conversion metrics such as form-fills (e.g. 50% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, 47% inquiries etc.) 49% subscriptions, lead generation, inquiries etc.) 44% 44% 44% TRAVEL ROI 42% 41% 15% 39% 38% 38% SPORTS & ACTIVITIES ROI Very Poor Poor Average Good Excellent Lower funnel conversion metrics such as Very Poor Poor Average Good Excellent Lower funnel conversion metrics such as 36% 21% Lower funnel conversion metrics such as 36% 36% revenue/sales/downloads/event attendance etc. 32% 32% 31% 31% revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 30% 30% 29% 29% 28% Very Poor Poor Average Good Excellent 27% 27% 24% We don't currently have any metrics that we focus on 19% Very Poor Poor Average Good Excellent We don't currently have any metrics that we focus on 10% 20% We don't currently have any metrics that we focus on 23% SOCIAL MEDIA MARKETING 2% 15% 21% 11% 34% 28% SOCIAL MEDIA MARKETING 6% 10% 33% 32% 19% 15% 8% SOCIAL MEDIA MARKETING 0% 18% 20% 45% 16% 10% SOCIAL MEDIA MARKETING 6% 11% 17% 54% 11% SEO 2% 11% 19% 40% 28% SEO 10% 10% 36% 37% 7% Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO SEO 02%% 33% 45% 20% Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing SEO 6% 11% 36% 31% 17% Sports & Activities Technology & Hi Tech Travel EMAIL MARKETING 6% 11% 32% 32% 19% EMAIL MARKETING 6% 12% 32% 37% 13% EMAIL MARKETING 2% 8% 24% 45% 20% EMAIL MARKETING 3% 17% 22% 39% 19% DISPLAY ADVERTISING DISPLAY ADVERTISING DISPLAY ADVERTISING 6% 15% 32% 32% 15% 14% 22% 36% 21% 7% DISPLAY ADVERTISING 8% 12% 42% 28% 10% 16% 3% 19% 47% 25% 6% Increase in subscribers Increase in subscribers 19% Increase in subscribers 24% DIRECT MAIL DIRECT MAIL DIRECT MAIL DIRECT MAIL 11% 19% 32% 28% 32%30 % 13% 14% 18% 33% 25% 9% 3% 28% 11% 50% 8% 12% 8% 37% 35% 8% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 35% High-funnel engagement metrics such as opens or clicks

CONTENT MARKETING 0% 16% 35% 35% 14% CONTENT MARKETING CONTENT MARKETING 4% 17% 30% 38% 11% CONTENT MARKETING 7% 11% 37% 33% 12% 10% 12% 41% 29% 8% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 18% AFFILIATE MARKETING 25% 6% 17% 44% 28% 6% AFFILIATE MARKETING Lower funnel conversion metrics AFFILIATE such as MARKETING 8% 22% 37% 27% 6% AFFILIATE MARKETING 11% 17% 30% 30% 11% 15% 12%13 % 43% Lower funnel 23% conversion metrics 7% such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. SOCIAL PPC 6% 22% 22% 39% 11% SOCIAL PPC 6% 14% 43% 33% 4% We don't currently have any metrics that we focus on SOCIAL PPC We don't currently have any metrics that we focus on SOCIAL PPC 4% 9% 26% 14% 4914%% 13% 11% 11% 32% 35% We don't currently 11 have any metrics that we focus on % 10% SEARCH PPC 18% 6% 25% 36% 28% 6% 8% 23% SEARCH PPC 6% 8% 38% 40% 8% SEARCH PPC 2%6 % 34% 36% 21% SEARCH PPC 16% 13% 41% 20% 9%

HEALTH & BEAUTY ROI INTERNET MARKETING ROI NOT-FOR-PROFIT ROI REAL ESTATE ROI

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13% SOCIAL MEDIA MARKETING 6% 12% 28% 36% 19% SOCIAL MEDIA MARKETING 7% 11% 28% 35% 19% SOCIAL MEDIA MARKETING 10% 4% 35% 39% 12%

SEO 4% 13% 34% 32% 17% SEO 8% 15% 35% 29% 13% SEO 11% 9% 33% 28% 19% SEO 14% 6% 42% 34% 4%

EMAIL MARKETING 5% 14% 29% 39% 13% EMAIL MARKETING 6% 9% 25% 37% 23% EMAIL MARKETING 7% 7% 19% 46% 21% EMAIL MARKETING 8% 12% 38% 30% 12%

DISPLAY ADVERTISING 14% 23% 40% 17% 7% DISPLAY ADVERTISING 14% 25% 33% 20% 9% DISPLAY ADVERTISING 16% 16% 44% 18% 5% DISPLAY ADVERTISING 12% 16% 42% 20% 10%

DIRECT MAIL DIRECT MAIL 19% 19% 38% 15% 9% 19% 17% 33% 21% 10% DIRECT MAIL 11% 4% 28% 40% 18% DIRECT MAIL 10% 10% 40% 32% 8%

CONTENT MARKETING 8% 11% 38% 36% 8% CONTENT MARKETING 9% 10% 36% 32% 13% CONTENT MARKETING 13% 5% 38% 30% 14% CONTENT MARKETING 10% 12% 44% 26% 8%

AFFILIATE MARKETING 13% 23% 40% 18% 7% AFFILIATE MARKETING 10% 13% 33% 31% 14% AFFILIATE MARKETING 16% 20% 46% 13% 5% AFFILIATE MARKETING 20% 22% 36% 18% 4%

SOCIAL PPC 9% 16% 42% 23% 9% SOCIAL PPC 7% 14% 34% 31% 13% SOCIAL PPC 12% 12% 38% 24% 14% SOCIAL PPC 6% 20% 39% 25% 10%

SEARCH PPC 8% 17% 36% 31% 8% SEARCH PPC 11% 17% 37% 28% 8% SEARCH PPC 12% 19% 34% 24% 10% SEARCH PPC 6% 26% 45% 17% 6%

RETAIL ROI TECHOLOGY & HIGH TECH ROI

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING 7% 13% 29% 35% 16% SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13%

SEO 7% 10% 35% 32% 17% SEO 4% 13% 34% 32% 17%

EMAIL MARKETING 7% 10% 31% 34% 18% EMAIL MARKETING 5% 14% 29% 39% 13%

DISPLAY ADVERTISING 10% 19% 42% 24% 4% DISPLAY ADVERTISING 14% 23% 40% 17% 7%

DIRECT MAIL 15% 18% 36% 25% 5% DIRECT MAIL 19% 19% 38% 15% 9%

CONTENT MARKETING 7% 15% 43% 29% 7% CONTENT MARKETING 8% 11% 38% 36% 8%

AFFILIATE MARKETING 12% 23% 34% 20% 12% AFFILIATE MARKETING 13% 23% 40% 18% 7%

SOCIAL PPC 9% 11% 35% 33% 12% SOCIAL PPC 9% 16% 42% 23% 9%

SEARCH PPC 9% 18% 35% 25% 13% SEARCH PPC 8% 17% 36% 31% 8% AGENCY ROI ART & ENTERTAINMENT ROI COMMUNICATIONS ROI FINANCIAL SERVICES ROI

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 5% 17% 25% 37% 16% 4% 10% 36% 21% 29% SOCIAL MEDIA MARKETING 9% 13% 18% 38% 23% SOCIAL MEDIA MARKETING 13% 14% 33% 26% 15%

SEO 5% 11% 33% 35% 15% SEO 7% 10% 51% 21% 10% SEO 7% 9% 30% 38% 16% SEO 6% 14% 34% 35% 10%

EMAIL MARKETING 4% 9% 32% 39% 16% EMAIL MARKETING 3% 14% 37% 27% 20% EMAIL MARKETING 7% 7% 29% 31% 26% EMAIL MARKETING 6% 12% 30% 32% 20%

DISPLAY ADVERTISING 16% 24% 35% 19% 5% DISPLAY ADVERTISING 10% 10% 45% 23% 12% DISPLAY ADVERTISING 11% 13% 36% 25% 16% DISPLAY ADVERTISING 10% 29% 43% 10% 7%

DIRECT MAIL 15% 20% 38% 19% 8% DIRECT MAIL 14% 17% 36% 24% 9% DIRECT MAIL 14% 16% 23% 29% 18% DIRECT MAIL 9% 27% 32% 20% 12% CONTENT MARKETING 5% 12% 35% 38% 10% CONTENT MARKETING 6% 11% 51% 23% 9% CONTENT MARKETING 5% 11% 23% 47% 14% CONTENT MARKETING 5% 17% 35% 31% 12% AFFILIATE MARKETING 10% 20% 47% 16% 6% AFFILIATE MARKETING 10% 13% 42% 22% 13% AFFILIATE MARKETING 11% 25% 34% 16% 14% AFFILIATE MARKETING 11% 17% 42% 23% 7% SOCIAL PPC 6% 16% 31% 36% 11% SOCIAL PPC 9% 14% 35% 20% 23% SOCIAL PPC 12% 14% 37% 26% 11% SOCIAL PPC 7% 23% 41% 19% 9% SEARCH PPC 8% 10% 35% 37% 9% SEARCH PPC 7% 21% 39% 24% 9% SEARCH PPC 12% 25% 25% 19% 19% SEARCH PPC 8% 20% 39% 23% 10%

RESTAURANTS ROI HEALTH CARE ROI LEGAL SERVICES ROI PUBLISHING ROI Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING 3% 15% 45% 20% 18% SOCIAL MEDIA MARKETING 6% 13% 38% 25% 18% SOCIAL MEDIA MARKETING 19% 6% 25% 25% 25% SOCIAL MEDIA MARKETING 2% 13% 44% 27% 13% SEO 10% 13% 43% 25% 10% SEO SEO 10% 13% 44% 18% 14% SEO 13% 13% 31% 31% 13% 6% 14% 35% 24% 20% EMAIL MARKETING 3% 13% 55% 23% 8% EMAIL MARKETING 4%2 % 34% 36% 25% EMAIL MARKETING 6% 12% 32% 32% 17% EMAIL MARKETING 13% 13% 6% 38% 31% DISPLAY ADVERTISING 0% 23% 60% 10% 8% DISPLAY ADVERTISING 13% 10% 40% 35% 2% DISPLAY ADVERTISING 16% 11% 49% 16% 9% DISPLAY ADVERTISING 13% 19% 25% 25% 19% DIRECT MAIL DIRECT MAIL 17% 13% 35% 25% 10% 3% 20% 53% 15% 10% DIRECT MAIL 10% 25% 36% 17% 12% DIRECT MAIL 25% 25% 13% 19% 19% CONTENT MARKETING 2%6 % 43% 38% 11% CONTENT MARKETING 5% 10% 58% 18% 10% CONTENT MARKETING 5% 17% 35% 25% 18% CONTENT MARKETING 19% 19% 19% 25% 19% AFFILIATE MARKETING 9% 19% 47% 21% 4% AFFILIATE MARKETING 3% 15% 50% 28% 5% AFFILIATE MARKETING 15% 19% 40% 19% 8% AFFILIATE MARKETING 13% 25% 19Agency% 13% 31% Arts & Entertainment Automotive SOCIAL PPC 10% 22% 31% 31% 6% SOCIAL PPC 0% 18% 45% 30% 8% SOCIAL PPC 8% 18% 31% 29% 14% SOCIAL PPC 18% 12% 24% 29% 18% SEARCH PPC 13% 19% 38% 25% 4% SEARCH PPC 12% 8% 15% 53% 20% 5% 16% 18% Increase in subscribers SEARCH PPC 20% Increase in subscribers 9% 18% 45% 21% 6% SEARCH PPC 18% 12% 24% Increase in subscribers 35% 12% 31% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 13% High-funnel engagement metrics such as opens or clicks 41% 11% AUTOMOTIVE ROI EDUCATION ROI Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 12% Mid-funnel conversion metrics such as form-fills (e.g. TRAVEL ROI subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent SPORTS & ACTIVITIES ROI Lower funnel conversion metrics such as Lower funnel conversion metrics such as Lower funnel conversion metrics such as Very Poor Poor Average Good Excellentrevenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 14% 31% Very Poor Poor Average Good Excellent We don't currently have any metrics that we focus on 24% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on SOCIAL MEDIA MARKETING 2% 15% 21% 34% 28% SOCIAL MEDIA MARKETING18% 6% 10%21% 33% 32% 19% SOCIAL MEDIA MARKETING 0% 18% 20% 45% 16% 18% SOCIAL MEDIA MARKETING 6% 11% 17% 54% 11% INDUSTRY SUMMARIES SEO 2% 11% 19% 40% 28% SEO 10% 10% 36% 37% 7% SEO 02%% 33% 45% 20% SEO 6% 11% 36% 31% 17% Communications Education Financial Services EMAIL MARKETING 6% 11% 32% 32% 19% EMAIL MARKETING 6% 12% 32% 37% 13% EMAIL MARKETING 2% 8% 24% 45% 20% HealthEMAIL MARKETING &3% Beauty17% 22% 39% 19% DISPLAY ADVERTISING DISPLAY ADVERTISING DISPLAY ADVERTISING 6% 15% 32% 32% 15% 14% 22% 36% 21% 7% DISPLAY ADVERTISING 8% 12% 42% 28% 10% 3% 19% 47% 25% 6% Increase in subscribers SEO is the channel delivering the highest percentage of excellent ROI (17%), with email On average this industry achieves a 22% open rate and a 4.2% click through rate (Figure 1). 20% Increase in subscribers Increase in subscribers 24% marketing tying in second place with social media marketing (13%). The metric of success 60% of marketers27 will% be increasing their email budget in 2017 (Figure 25). DIRECT MAIL 11% 19% 28% 30% 13% DIRECT MAIL 14% 26% 18% 33% 25% 9% DIRECT MAIL 3% 28% 11% 50% 8% DIRECT MAIL 12% 8% 37% 35% 8% 29% Chart Title Education Future Budget Internet Marketing Future Budget Real Estate Future Budget High-funnel engagement metrics such as opens or clicks Technology & Hi Tech Future Budget for the health and beauty industry is growing their subscriber base with 38% of marketers High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 44% stating thisCONTENT (Figure MARKETING 24). 0% 16% 35% 35Decrease% Stay the same14% Increase CONTENT MARKETING 10% 12% Decrease41% Stay the same Increase29% 8% CONTENT MARKETING 4% Decrease17% Stay the same30% Increase 38% 11% CONTENT Decrease MARKETINGStay the same7% 11Increase% 37% 33% 12Decrease% Stay the same Increase Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 85subscriptions, % lead generation, inquiries etc.) subscriptions, 65% lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 56% AFFILIATE MARKETING 6% 17% 44% 28% 6% 62% 16% 58% AFFILIATE MARKETING2% 8% 22% 37% Lower funnel conversion metrics 27% such as 6% AFFILIATE MARKETING 11% 17% 30% 30% 11% AFFILIATE MARKETING 15% 13% 67% 43% 23% 7% 56% 56% 55% 13% Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. 53% Lower funnel conversion metrics such as 46% 47% 51% 50% revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 44% SOCIAL PPC 46% 54% 52% 41% 6% 22% 22% 39% 11% 45% 45% We don't currently have any metrics that we focus on 57% 44% 49% SOCIAL 40% PPC 6% 14%14 % 43% 33% 4% SOCIAL 40% PPC SOCIAL PPC 38% 49% 50% 4% 9% 26% We don't 49% currently have any metrics that we focus on 13% 11% 11% 32%We don't currently have any metrics that we focus on 35% 11% 35% 41% 27% 42% 32% 41% 20% 33% 34% 28% 27% SEARCH PPC 31% 29% 37% 36% 10% 6% 25% 36% 28% 6% 35% 15% 30% 24% 25% 23% 26% 23% SEARCH PPC 6% 8% 13% 38% 40% 8% 27% SEARCH PPC 2%6 % 34% 36% 21% SEARCH PPC 16% 13% 41% 20% 9% 16% 17% Q: What are your primary metrics related to email marketing and how do you 13% 15% 9% 9% measure success? Q: Please rate these digital marketing channels based on the return FigureHealth & Beauty 24. HEALTH & BEAUTY SERVICES Health Care Health Care Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO on investment they generate. Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Figure 23. HEALTH & BEAUTY ROI Increase in subscribers HEALTH & BEAUTY ROI INTERNET MARKETING ROI Increase in subscribers NOT-FOR-PROFIT ROI 18% REAL ESTATE ROI 23% Arts & Entertainment Future Budget Financial Services Future Budget 26% Legal Services Future Budget24% Increase in subscribers Restaurants & Food Future Budget Travel Future Budget

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent High-funnel engagement metrics such as opens or clicks Very Poor Poor Average Good Excellent Very Poor Poor37% Average Good Excellent 38% High-funnel engagement metrics such as opens or clicks Decrease Stay the same Increase Decrease Stay the same Increase High-funnel engagement metrics such as opens or clicks Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Mid-funnel conversion metrics such as form-fills (e.g. 75% 11% Mid-funnel conversion metrics such as form-fills (e.g. SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING subscriptions, lead generation, inquiries etc.) SOCIAL MEDIA MARKETING Mid-funnel conversion metrics such as form-fills (e.g. SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13% 6% 12% 28% 36% 19% 7% 11% 28% 35% 19% 10% 4% 35% subscriptions, lead generation, 39 inquiries % etc.) 12% 12% 63% 63% subscriptions, lead generation, inquiries etc.) 59% Lower funnel conversion metrics such as 56% 51% 52% 52% 58% 60% 10% 49% SEO SEO revenue/sales/downloads/event attendance etc. SEO Lower funnel conversion metrics such as SEO 4% 13% 34% 50% 32% 17% 50% 8% 15% 35% 29% 13% 47% 11% 9% 33% 50% 28% 19% 14% 6% 42Lower funnel % conversion metrics such as 34% 4% 46% 52,25% 44% revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 40% 48% 47% 15% 39% 40% 42% We don't currently have any metrics that we focus on 38% 38% 33% EMAIL MARKETING 36% We don't currently have any metrics that we focus on 33% 5% 14% 29% 39% 13% EMAIL MARKETING 6% 9%12 % 25% 37% 33% 23% EMAIL MARKETING 7% 7% 19%30 % 46% 21% EMAIL MARKETING31% 8% 12% 38% 30% 12%26 % 27% 29% 28% 10% 28% 26% 26% 28We don't % currently have any metrics that we focus on 15% 20% 19% DISPLAY ADVERTISING 14% 23% 40% 17% 7% DISPLAY ADVERTISING 14% 25% 33% 20% 9% DISPLAY ADVERTISING 16% 16% 44% 18% 5% DISPLAY ADVERTISING 12% 16% 42% 20% 10%

DIRECT MAIL 19% 19% 38% 15% 9% DIRECT MAIL 19% 17% 33% 21% 10% DIRECT MAIL 11% 4% 28% 40% 18% DIRECT MAIL Legal Services Not-for-profit 10% 10% Publishing 40% 32% 8% Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO CONTENT MARKETING 8% 11% 38% Marketing36% Marketing 8% Advertising MarketingCONTENT MARKETING Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Q: Please compare9% 10% your budget36% investment for32% 2017 for each13% of these marketingCONTENT MARKETING 13% 5% 38% 30% 14% CONTENT MARKETING 10% 12% 44% 26% 8%

AFFILIATE MARKETING channels or techniques. 13% 23% 40% 18% 7% AFFILIATE MARKETING 10% 13% 33% 31% 14% 15% 18% Increase in subscribers AFFILIATE MARKETING 16% 20% Increase in subscribers 46% 13% 5% AFFILIATE MARKETING Automotive Future Budget Health & Beauty Future Budget Not-for-profit Future Budget 20% 22% Increase in subscribers 36% 18% 4% Figure 25. HEALTH & BEAUTY FUTURE BUDGET 23% Future Budget Retail 26% SOCIAL PPC 9% 16% 42% 23% 9% SOCIAL PPC 29% 7% 14% 34% 31% 13% SOCIAL PPC SOCIAL PPC Decrease Stay the same Increase Decrease Stay the sameHigh-funnel Increase engagement metrics such as opens or clicks 12Decrease% 12%Stay the same 38Increase% High-funnel engagement metrics 24% such as opens or clicks 14% Decrease Stay the same6% Increase20% 35% High39%-funnel engagement metrics such as opens or clicks 25% 10% 9% SEARCH PPC 8% 17% 36% 31% 8% SEARCH PPC 11% 17% 37% 28% 8% SEARCH PPC 60% Mid-funnel conversion metrics 60 such as form% -fills (e.g. 12% 19% 34% 24% 10% 53% SEARCH PPC 6% 26% Mid-funnel conversion metrics 45% such as form-fills 17 (e.g. % 6% 56% Mid-funnel conversion metrics such as form-fills (e.g. 51% 55% 55% 54% subscriptions, lead generation, inquiries etc.) 63% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 53% 45% 50% 48% 46% 23% 41% 41% 45% Lower funnel conversion metrics such as 11% Lower funnel conversion metrics such as 40% 47% Lower funnel 46% conversion metrics such as 37% revenue/sales/downloads/event attendance etc. 39% 16% revenue/sales/downloads/event attendance etc. 6% revenue/sales/downloads/event attendance etc. 31% 35% 28% 29% 27% 24% We don't currently have any metrics that we focus on 28% We don't currently have any metrics that we focus on 25% 26% We don't currently have any metrics that we focus on 17% 24% 10% 12% 30%

Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO RETAIL ROI TECHOLOGY & HIGH Real Estate TECH ROI Restaurants & Food Search PPC Social PPC Affiliate Content Direct Mail Display RetailEmail SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Communications Future Budget Health Care Future Budget Publishing Future Budget Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Increase in subscribers Page | 39 Sports & Activities Future Budget Increase in subscribers Increase in subscribers 20% 22% SOCIAL MEDIA MARKETING 7% 13% 29% 35% 16% SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13% Decrease Stay the same Increase Decrease Stay the same27% Increase 28% Decrease Stay the same Increase Decrease Stay the same Increase High-funnel engagement metrics such as opens or clicks 33% 37% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks SEO 7% 10% 35% 32% 17% 64% SEO 4% 13% 34% 32% 17% 60% 61% Mid-funnel conversion metrics such as form-fills (e.g. 55% Mid-funnel conversion metrics such as form-fills (e.g. 52% 50% Mid-funnel conversion metrics such as form-fills (e.g. EMAIL MARKETING 47% EMAIL MARKETING 49% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 7% 10% 31% 44%34 % 18% 5% 14% 44%29 % 39% 13% 44% 42% 41% 39% 15% 38% 38% 36% Lower funnel conversion metrics such as 36% 36% 21% Lower funnel conversion metrics such as 32% Lower funnel conversion metrics such as 32% 31% 31% DISPLAY ADVERTISING 10% 19% 42% 24% 4% DISPLAY ADVERTISING 14% 23% 30% 40% 30revenue/sales/downloads/event % 29%17 % 7 attendance etc. % 29% revenue/sales/downloads/event attendance etc. 28% revenue/sales/downloads/event attendance etc. 27% 27% 24% 19% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 10% 20% We don't currently have any metrics that we focus on DIRECT MAIL 15% 18% 36% 25% 5% DIRECT MAIL 19% 19% 38% 15% 9% 23% 11% 15% 8% 10% CONTENT MARKETING 7% 15% 43% 29% 7% CONTENT MARKETING 8% 11% 38% 36% 8% Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing AFFILIATE MARKETING Marketing Marketing Advertising MarketingAFFILIATE MARKETING 13% 23% Marketing Marketing40% Advertising18%Marketing 7% Marketing Marketing Advertising Marketing 12% 23% 34% 20% 12% Sports & Activities Technology & Hi Tech Travel

SOCIAL PPC 9% 11% 35% 33% 12% SOCIAL PPC 9% 16% 42% 23% 9%

SEARCH PPC SEARCH PPC 16% 9% 18% 35% 25% 13% 8% 17% 36% Increase in subscribers 31% 8% Increase in subscribers 19% Increase in subscribers 24% 32% 32% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 35% High-funnel engagement metrics such as opens or clicks

Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 18% 25% Lower funnel conversion metrics such as 12% Lower funnel conversion metrics such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc.

We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 14% 14% We don't currently have any metrics that we focus on 10% 18% 8% 23% Agency Arts & Entertainment Automotive

12% 16% 18% Increase in subscribers 20% Increase in subscribers Increase in subscribers 31% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 13% High-funnel engagement metrics such as opens or clicks Chart Title Education 41% Future Budget Internet Marketing Future Budget Real Estate Future Budget Technology & Hi Tech Future Budget 11% Mid-funnel conversion metrics such as form-fills (e.g. DecreaseMid-funnel Stay conversion metrics the same such as formIncrease-fills (e.g. Decrease Stay the sameMid-funnel Increase conversion metrics such as form-fills (e.g. 12% Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) AGENCY ROI ART & ENTERTAINMENT ROI85% COMMUNICATIONS ROI65% FINANCIAL SERVICES ROI 56% Lower funnel conversion metrics such as 62% Lower funnel conversion metrics such as Lower funnel conversion metrics such as 58% 67% 56% revenue/sales/downloads/event 56% attendance etc. revenue/sales/downloads/event attendance etc. 55% revenue/sales/downloads/event attendance etc. 47% 14% 53% 44% 46% Very Poor Poor Average Good 31Excellent% 51% Very Poor Poor Average Good Excellent 50% 46% We don't currently have any metrics that we focus on Very Poor Poor Average Good Excellent 54% Very Poor Poor Average Good Excellent 41% 24% 45% 45% We don't currently have any metrics that we focus on 57% We don't currently have any metrics that we focus on 44% 52% 49% 40% 40% 18% 38% 49% 50% 21% 42% 35% 34% 41% 31% 32% 41% 33% 36% 28% 27% 29% 37% 18% 35% 24% SOCIAL MEDIA MARKETING 5% 17% 25% 37% 25% 16% 26% SOCIAL MEDIA MARKETING 4% 10% 36% 21% 29% 30% INDUSTRY SUMMARIES 23% 23% 27% SOCIAL MEDIA MARKETING 9% 13% 18% 38% 23% SOCIAL MEDIA MARKETING 13% 14% 33% 26% 15% 16% 17% 13% 15% 9% 9% SEO 5% 11% 33% 35% 15% SEO H ealth CARE Communications 7% 10% 51%Education 21% 10% SEO 7% 9% Financial Services30% 38% 16% SEO 6% 14% 34% 35% 10% EMAIL MARKETING 4% 9% 32% 39% 16% Search PPC Social PPC Affiliate Content Direct Mail Display Email EMAIL MARKETINGSEO 3% 14Search PPC% Social PPC37Affiliate % Content Direct Mail27% Display 20Email % SEO EMAIL Search PPC MARKETINGSocial PPC 7Affiliate % 7% Content 29Direct Mail% Display Email 31% SEO 26% Search PPC Social PPC EMAIL Affiliate MARKETINGContent Direct Mail6% 12Display % Email 30% SEO 32Search PPC% Social PPC20%Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing DISPLAY ADVERTISING Increase in subscribers Marketers within the health care industry16% state that24% they’re primarily35 rewarded% on high-funnel19% 5% however, email marketing20% leads the way with 49% saying itIncrease in subscribers delivers good or excellent ROI Increase in subscribers DISPLAY ADVERTISING DISPLAY ADVERTISING24% DISPLAY ADVERTISING 27% 10% 10% 45% 23% 12% 11% 13% 26% 36% 25% 16% 10% 29% 43% 10% 7% metrics such as opens and clicks (30%) with 26% saying that they don’t have a success metric (Figure 26). 29% Arts & Entertainment Future Budget Financial Services Future Budget Legal Services Future Budget High-funnel engagement metrics such as opens or clicks Restaurants & Food Future Budget Travel Future Budget to measure. 60%DIRECT of marketers MAIL say15 they% will increase20% their email marketing38% budget inHigh 192017-funnel % – engagement metrics 8% such as opens or clicks High-funnel engagement metrics such as opens or clicks DIRECT MAIL 44% 14% 17% 36% 24% 9% DIRECT MAIL 14% 16% 23% 29% 18% DIRECT MAIL 9% 27% 32% 20% 12% leading the way over other channels (Figure 27). With average open rates of 34% and click-throughDecrease Stay rates the same of 5.3%Increase (Figure 1), health care Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. CONTENT MARKETING 5% 12% 35% 38% 10% Mid-funnel conversion metrics such as form-fills (e.g. Decreasesubscriptions, Stay the same lead generation, inquiries Increase etc.) marketers appear to be doing well. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) CONTENT MARKETING 75% CONTENT MARKETING 6%16% 11% 51% 23% 9% CONTENT MARKETING 5% 11% 23% 47% 14% 5% 17% 35% 31% 12% 2% Lower funnel conversion metrics such as Content marketing and social media marketing tie in first place in delivering excellent ROI, 13% Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. Lower funnel conversion metrics such as 63% 63% AFFILIATE MARKETING 10% 20% 47% 16% 6% revenue/sales/downloads/event attendance etc. 51% 52% 52% 58% 59% revenue/sales/downloads/event 60% attendance etc. 56% 49% 50% We don't currently have any metrics that we focus on AFFILIATE MARKETING50% 10% 13% 42% 22% 13% AFFILIATE MARKETING 50% AFFILIATE MARKETING 14% 52,25% 47% 11% 25% 34% 16% 14% 11% 17% 42% 23% 7% 40% 46% 48% 47% We don't currently have any metrics that we focus on 44% We don't currently have any metrics that we focus on SOCIAL PPC 6% 16% 31% 36% 11%39 % 40% 42% 20% 27% 38% 38% 36% 10% 33% 15% 31% 33% 27% 13% SOCIAL PPC 33% 28%SOCIAL PPC 28% 26% Q: What are9% your14% primary metrics3529%% related 20to% email 28 %marketing 23% and how do you SOCIAL PPC 12% 14% 37% 26% 11% 267%% 2623%% 41% 19% 9% SEARCH PPC 8% 10% 35% 37% 9% 20% SEARCH PPC 7% 21% measure39% success? 24% 9% SEARCH PPC 12% 25% 25% 19% 19% SEARCH PPC 8% 20% 39% 23% 10% Q: Please rate these digital marketing channelsHealth & Beauty based on the return FigureHealth Care 27. HEALTH CARE SERVICES Health Care Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO on investment they generate. Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Figure 26. HEALTH CARE ROI Increase in subscribers RESTAURANTS ROI Increase in subscribers 18% 23% HEALTH CARE ROI LEGAL SERVICES ROI24% PUBLISHING ROI Automotive Future Budget 26% Health & Beauty Future BudgetIncrease in subscribers Not-for-profit Future Budget Future Budget Retail Very Poor Poor Average Good Excellent High-funnel engagement metrics such as opens or clicks 37% 38% High-funnel engagement metrics such as opens or clicks Very Poor Poor Average Good Excellent Decrease Stay the same Increase Very Poor Poor AverageDecreaseGood Stay Excellent the sameHigh-funnel Increase engagement metrics such as opens or clicks Very PoorDecrease PoorStay the sameAverage IncreaseGood Excellent Decrease Stay the same Increase

Mid-funnel conversion metrics such as form-fills (e.g. 11% Mid-funnel conversion metrics such as form-fills (e.g. SOCIAL MEDIA MARKETING subscriptions, lead generation, inquiries etc.) Mid-funnel conversion metrics such as form-fills (e.g. 53% 3% 15% 45% 20% 18% 60% 60% subscriptions, lead generation, inquiries etc.) 51% 56% subscriptions, lead generation, inquiries etc.) SOCIAL MEDIA MARKETING 6% 13%12 % 38% 53% 25% 18% 55SOCIAL % MEDIA MARKETING55% 19% 6% 25% 54% 25% 25% SOCIAL MEDIA MARKETING 2% 13% 63% 44% 27% 13% 50% Lower funnel conversion metrics such as 45% 48% 10% 45% revenue/sales/downloads/event 46% attendance etc. Lower funnel conversion metrics such as 41%SEO 41% 47% Lower funnel conversion metrics such as 10% 13% 43% 25% 10% 40% 37% revenue/sales/downloads/event attendance etc. 39% SEO revenue/sales/downloads/event 46% attendance etc. SEO 10% 13% 44% 18% 14% SEO 15% 6% 14% 35% 24% 20% 31% We don't currently have any metrics that we focus on 13% 13% 31% 31% 13% 28% 29We don't % currently have any metrics that we focus on 35% 12% 30% 27% EMAIL MARKETING 24% 10% 28% We don't currently have any metrics that we focus on 3% 13% 55% 23% 8% EMAIL MARKETING 26% EMAIL MARKETING 15% 4%2 % 19%34 % 36% 25% 6% 12% 32% 32% 17% EMAIL MARKETING 13% 13% 6% 38% 31% 17% 12% DISPLAY ADVERTISING 0% 23% 60% 10% 8% DISPLAY ADVERTISING 13% 10% 40% 35% 2% DISPLAY ADVERTISING 16% 11% 49% 16% 9% DISPLAY ADVERTISING 13% 19% 25% 25% 19% Legal Services Not-for-profit Publishing DIRECT MAIL 3% 20% 53% 15% 10% Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPCDIRECT Social PPC MAIL Affiliate 17% Content 13%Direct Mail Display 35% Email SEO 25% 10Search PPC% Social PPC Affiliate Content Direct Mail Display Email SEO DIRECT MAIL 10% 25% 36% 17% 12% DIRECT MAIL Marketing Marketing Advertising Marketing Q: Please compare25% your budgetMarketing25% investmentMarketing13% for19Advertising %2017 forMarketing 19each% of these marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing CONTENT MARKETING 2%6 % 43% 38% 11% CONTENT MARKETING 5% 10% 58% 18% 10% CONTENT MARKETING CONTENT MARKETING channels or techniques. 5% 17% 35% 25% 18% 19% 19% 19% 25% 19% 15% 18% Increase in subscribers Increase in subscribers Communications Future Budget Health Care Future Budget Publishing Future Budget Increase in subscribers 23% Figure 28. HEALTH CARE FUTURE BUDGET AFFILIATE MARKETING 9% 19% 47% 21% 4% AFFILIATE Sports & Activities MARKETING Future Budget3% 15% 50% 28% 5% 26% 29% AFFILIATE MARKETING 15% 19% 40% 19% 8% AFFILIATE MARKETING 13% 25% 19% 13% 31% DecreaseHigh-funnel Stay engagement metrics the same Increase such as opens or clicks Decrease Stay the sameHigh-funnel Increase engagement metrics such as opens or clicks Decrease Stay the same35% Increase SOCIAL PPC High-funnel engagement metrics such as opens or clicks Decrease Stay the same Increase 9% 10% 22% 31% 31% 6% SOCIAL PPC 0% 18% 45% 30% 8% SOCIAL PPC 8% 18% 31% 29% 14% 64% SOCIAL PPC 18% 12% 24% 29% 18% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics 60 such as form% -fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 61% subscriptions, lead generation, inquiries etc.) SEARCH PPC 13% 19% 38% 55% 25% 4% 52% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) SEARCH PPC 8% 15% 53% 20% 5% 47% 50% 49% SEARCH PPC 9% 18% 45% 23% 21% 6% SEARCH PPC 44% Lower funnel conversion metrics such as 18% 12%44 % 24% 35% 12% 11% Lower funnel conversion metrics 44% such as 42% 41% Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. 39% 16% 38% 38% revenue/sales/downloads/event attendance etc. 6% 36% revenue/sales/downloads/event attendance etc. 36% 36% 30% 30% 32% 32% 31% 31% 29% 29% 27% 27% 28% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 24% 25% We don't currently have any metrics that we focus on 19%

24% 10% AUTOMOTIVE ROI EDUCATION ROI TRAVEL ROI 30% SPORTS & ACTIVITIES ROI Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Very PoorSearch PPCPoorSocial PPCAverageAffiliate GoodContent ExcellentDirect Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Real Estate Restaurants & Food Retail Marketing Marketing Advertising Marketing Very Poor Poor Average Good ExcellentMarketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing SOCIAL MEDIA MARKETING 2% 15% 21% 34% 28% SOCIAL MEDIA MARKETING 6% 10% 33% 32% 19% SOCIAL MEDIA MARKETING 0% 18% 20% 45% 16% SOCIAL MEDIA MARKETING 6% 11% 17% 54% 11% Email Marketing & Beyond: Global Industry Benchmarks 2017 Increase in subscribers GetResponse & Holistic Email Marketing Page | 41 SEO Increase in subscribers SEO Increase in subscribers 2% 11% 19%20 % 40% 28% 10% 10% 36% 37% 7% 22% SEO 02%% 33% 45% 20% SEO 6% 11% 36% 31% 17% 27% 28% High-funnel engagement metrics such as opens or clicks 33% High-funnel engagement metrics such as opens or clicks 37% High-funnel engagement metrics such as opens or clicks EMAIL MARKETING 6% 11% 32% 32% 19% EMAIL MARKETING 6% 12% 32% 37% 13% EMAIL MARKETING 2% 8% 24% 45% 20% EMAIL MARKETING 3% 17% 22% 39% 19% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. DISPLAY ADVERTISING DISPLAY ADVERTISING 14% 22% 36% 21% 7% subscriptions, lead generation, inquiries etc.) DISPLAY ADVERTISING subscriptions, lead generation, inquiries etc.) 6% 15% 32% subscriptions, lead generation, 32% inquiries etc.) 15% DISPLAY ADVERTISING 3% 19% 47% 25% 6% 8% 12% 42% 28% 10% 15% Lower funnel conversion metrics such as Lower funnel conversion metrics such as 21% Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. DIRECT MAIL 11% 19% 28% revenue/sales/downloads/event 30% attendance etc. 13% DIRECT MAIL 14% 18% 33% 25% 9% DIRECT MAIL 3% 28% 11% 50% 8% DIRECT MAIL 12% 8% 37% 35% 8% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 10% 20% We don't currently have any metrics that we focus on 23% CONTENT MARKETING CONTENT MARKETING 0% 16% 11% 35% 35% 14% CONTENT MARKETING 10% 12% 41% 29% 8% CONTENT MARKETING 4% 17% 30% 38% 11% 7% 11% 37% 33% 12% 15% 8% 10% AFFILIATE MARKETING 6% 17% 44% 28% 6% AFFILIATE MARKETING 8% 22% 37% 27% 6% AFFILIATE MARKETING 11% 17% 30% 30% 11% AFFILIATE MARKETING 15% 13% 43% 23% 7%

SOCIAL PPC 6% 22% 22% Sports & Activities39% 11% SOCIAL PPC Technology & Hi Tech Travel 6% 14% 43% 33% 4% SOCIAL PPC 4% 9% 26% 49% 13% SOCIAL PPC 11% 11% 32% 35% 11% SEARCH PPC 6% 25% 36% 28% 6% SEARCH PPC 6% 8% 38% 40% 8% SEARCH PPC 2%6 % 34% 36% 21% SEARCH PPC 16% 13% 41% 20% 9% 16% Increase in subscribers Increase in subscribers 19% Increase in subscribers 24% 32% 32% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 35% High-funnel engagement metrics such as opens or clicks

Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 18% HEALTH & BEAUTY ROI INTERNET MARKETING ROI25% NOT-FOR-PROFIT ROI REAL ESTATE ROI Lower funnel conversion metrics such as 12% Lower funnel conversion metrics such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 14% 14% We don't currently have any metrics that we focus on 10% 18% 8% 23% SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13% SOCIAL MEDIA MARKETING 6% 12% 28% 36% 19% SOCIAL MEDIA MARKETING 7% 11% 28% 35% 19% SOCIAL MEDIA MARKETING 10% 4% 35% 39% 12%

SEO 4% 13% 34% 32% 17% SEO 8% 15% 35% 29% 13% SEO 11% 9% 33% 28% 19% SEO 14% 6% 42% 34% 4%

EMAIL MARKETING 5% 14% 29% 39% 13% EMAIL MARKETING 6% 9% 25% 37% 23% EMAIL MARKETING 7% 7% 19% 46% 21% EMAIL MARKETING 8% 12% 38% 30% 12%

DISPLAY ADVERTISING 14% 23% 40% 17% 7% DISPLAY ADVERTISING 14% 25% 33% 20% 9% DISPLAY ADVERTISING 16% 16% 44% 18% 5% DISPLAY ADVERTISING 12% 16% 42% 20% 10%

DIRECT MAIL DIRECT MAIL 19% 19% 38% 15% 9% 19% 17% 33% 21% 10% DIRECT MAIL 11% 4% 28% 40% 18% DIRECT MAIL 10% 10% 40% 32% 8%

CONTENT MARKETING 8% 11% 38% 36% 8% CONTENT MARKETING 9% 10% 36% 32% 13% CONTENT MARKETING 13% 5% 38% 30% 14% CONTENT MARKETING 10% 12% 44% 26% 8%

AFFILIATE MARKETING 13% 23% 40% 18% 7% AFFILIATE MARKETING 10% 13% 33% 31% 14% AFFILIATE MARKETING 16% 20% 46% 13% 5% AFFILIATE MARKETING 20% 22% 36% 18% 4%

SOCIAL PPC 9% 16% 42% 23% 9% SOCIAL PPC 7% 14% 34% 31% 13% SOCIAL PPC 12% 12% 38% 24% 14% SOCIAL PPC 6% 20% 39% 25% 10%

SEARCH PPC 8% 17% 36% 31% 8% SEARCH PPC 11% 17% 37% 28% 8% SEARCH PPC 12% 19% 34% 24% 10% SEARCH PPC 6% 26% 45% 17% 6%

RETAIL ROI TECHOLOGY & HIGH TECH ROI

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING 7% 13% 29% 35% 16% SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13%

SEO 7% 10% 35% 32% 17% SEO 4% 13% 34% 32% 17%

EMAIL MARKETING 7% 10% 31% 34% 18% EMAIL MARKETING 5% 14% 29% 39% 13%

DISPLAY ADVERTISING 10% 19% 42% 24% 4% DISPLAY ADVERTISING 14% 23% 40% 17% 7%

DIRECT MAIL 15% 18% 36% 25% 5% DIRECT MAIL 19% 19% 38% 15% 9%

CONTENT MARKETING 7% 15% 43% 29% 7% CONTENT MARKETING 8% 11% 38% 36% 8%

AFFILIATE MARKETING 12% 23% 34% 20% 12% AFFILIATE MARKETING 13% 23% 40% 18% 7%

SOCIAL PPC 9% 11% 35% 33% 12% SOCIAL PPC 9% 16% 42% 23% 9%

SEARCH PPC 9% 18% 35% 25% 13% SEARCH PPC 8% 17% 36% 31% 8% AGENCY ROI ART & ENTERTAINMENT ROI COMMUNICATIONS ROI FINANCIAL SERVICES ROI

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 5% 17% 25% 37% 16% 4% 10% 36% 21% 29% SOCIAL MEDIA MARKETING 9% 13% 18% 38% 23% SOCIAL MEDIA MARKETING 13% 14% 33% 26% 15%

SEO 5% 11% 33% 35% 15% SEO 7% 10% 51% 21% 10% SEO 7% 9% 30% 38% 16% SEO 6% 14% 34% 35% 10%

EMAIL MARKETING 4% 9% 32% 39% 16% EMAIL MARKETING 3% 14% 37% 27% 20% EMAIL MARKETING 7% 7% 29% 31% 26% EMAIL MARKETING 6% 12% 30% 32% 20%

DISPLAY ADVERTISING 16% 24% 35% 19% 5% DISPLAY ADVERTISING 10% 10% 45% 23% 12% DISPLAY ADVERTISING 11% 13% 36% 25% 16% DISPLAY ADVERTISING 10% 29% 43% 10% 7%

DIRECT MAIL 15% 20% 38% 19% 8% DIRECT MAIL 14% 17% 36% 24% 9% DIRECT MAIL 14% 16% 23% 29% 18% DIRECT MAIL 9% 27% 32% 20% 12% CONTENT MARKETING 5% 12% 35% 38% 10% CONTENT MARKETING 6% 11% 51% 23% 9% CONTENT MARKETING 5% 11% 23% 47% 14% CONTENT MARKETING 5% 17% 35% 31% 12% AFFILIATE MARKETING 10% 20% 47% 16% 6% AFFILIATE MARKETING 10% 13% 42% 22% 13% AFFILIATE MARKETING 11% 25% 34% 16% 14% AFFILIATE MARKETING 11% 17% 42% 23% 7% SOCIAL PPC 6% 16% 31% 36% 11% SOCIAL PPC 9% 14% 35% 20% 23% SOCIAL PPC 12% 14% 37% 26% 11% SOCIAL PPC 7% 23% 41% 19% 9% SEARCH PPC 8% 10% 35% 37% 9% SEARCH PPC 7% 21% 39% 24% 9% SEARCH PPC 12% 25% 25% 19% 19% SEARCH PPC 8% 20% 39% 23% 10%

RESTAURANTS ROI HEALTH CARE ROI LEGAL SERVICES ROI PUBLISHING ROI Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING 3% 15% 45% 20% 18% SOCIAL MEDIA MARKETING 6% 13% 38% 25% 18% SOCIAL MEDIA MARKETING 19% 6% 25% 25% 25% SOCIAL MEDIA MARKETING 2% 13% 44% 27% 13% SEO 10% 13% 43% 25% 10% SEO SEO 10% 13% 44% 18% 14% SEO 13% 13% 31% 31% 13% 6% 14% 35% 24% 20% EMAIL MARKETING 3% 13% 55% 23% 8% EMAIL MARKETING 4%2 % 34% 36% 25% EMAIL MARKETING 6% 12% 32% 32% 17% EMAIL MARKETING 13% 13% 6% 38% 31% DISPLAY ADVERTISING 0% 23% 60% 10% 8% DISPLAY ADVERTISING 13% 10% 40% 35% 2% DISPLAY ADVERTISING 16% 11% 49% 16% 9% DISPLAY ADVERTISING 13% 19% 25% 25% 19% DIRECT MAIL DIRECT MAIL 17% 13% 35% 25% 10% 3% 20% 53% 15% 10% DIRECT MAIL 10% 25% 36% 17% 12% DIRECT MAIL 25% 25% 13% 19% 19% CONTENT MARKETING 2%6 % 43% 38% 11% CONTENT MARKETING 5% 10% 58% 18% 10% CONTENT MARKETING 5% 17% 35% 25% 18% CONTENT MARKETING 19% 19% 19% 25% 19% AFFILIATE MARKETING 9% 19% 47% 21% 4% AFFILIATE MARKETING 3% 15% 50% 28% 5% AFFILIATE MARKETING 15% 19% 40% Agency19% 8% AFFILIATE MARKETING 13% 25% 19% Arts & Entertainment13% 31% Automotive SOCIAL PPC 10% 22% 31% 31% 6% SOCIAL PPC 0% 18% 45% 30% 8% SOCIAL PPC 8% 18% 31% 29% 14% SOCIAL PPC 18% 12% 24% 29% 18% SEARCH PPC 12% 13% 19% 38% 25% 4% SEARCH PPC 16% 18% Increase in subscribers 8% 15% 53% 20% 5% 20% Increase in subscribers SEARCH PPC 9% 18% 45% 21% Increase in subscribers 6% SEARCH PPC 18% 12% 24% 35% 12% 31% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 13% High-funnel engagement metrics such as opens or clicks 41% 11% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 12% AUTOMOTIVE ROI Mid-funnel conversion metrics such as form-fills (e.g. EDUCATION ROI subscriptions, lead generation, inquiries etc.) TRAVEL ROI subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) SPORTS & ACTIVITIES ROI Lower funnel conversion metrics such as Lower funnel conversion metrics such as Very Poor Poor Average Good Excellent Lower funnel conversion metrics such as Very Poor Poor Average Good Excellent revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. Very Poor Poor14% Average Good Excellent 31% We don't currently have any metrics that we focus on Very Poor Poor Average24% Good Excellent We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 18% 21% SOCIAL MEDIA MARKETING 2% 15% 21% 34% 28% SOCIAL MEDIA MARKETING 6% 10% 33% 32% 19% SOCIAL MEDIA MARKETING 0% 18% 20% 18% 45% 16% SOCIAL MEDIA MARKETING 6% 11% 17% 54% 11% INDUSTRY SUMMARIES SEO 2% 11% 19% 40% 28% SEO 10% 10% 36% 37% 7% SEO 02%% 33% 45% 20% SEO 6% 11% 36% 31Communications% 17% Education Financial Services EMAIL MARKETING 6% 11% 32% 32% 19% EMAIL MARKETING 6% 12% 32% 37% 13% EMAIL MARKETING 2% 8% 24% 45% 20% EMAIL MARKETING Internet marketing 3% 17% 22% 39% 19% DISPLAY ADVERTISING DISPLAY ADVERTISING DISPLAY ADVERTISING 6% 15% 32% 32% 15% 14% 22% 36% 21% 7% DISPLAY ADVERTISING 8% 12% 42% 28% 10% Increase in subscribers 3% 19% 47% 25% 6% Email marketing leads the ROI as a channel: 23%20 %of marketers claim it delivers excellentIncrease in subscribers ROI This industry has a very low average open rate of 13%, with an equally low click-through rate Increase in subscribers 24% 27% 26% (Figure 29), while 65% state they will increase their email marketing budget29% in 2017 (Figure 30). DIRECT of 2.5%. MAIL This makes11% it the19 lowest% performing28% industry, compared30% to others13 (Figure% 1). DIRECT MAIL 14% 18% 33% 25% 9% DIRECT MAIL DIRECT MAIL 12% 8% 37% 35% 8% High-funnel engagement metrics such as opens or clicks 3% 28% 11% 50% High8-funnel % engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 37% of internet marketers state that their main success metric is increasing subscribers 44% CONTENT MARKETING CONTENT MARKETING CONTENT MARKETING CONTENT MARKETING 7% 11% 37% 33% 12% 0% 16% 35% 35% 14Mid%-funnel conversion metrics (Figure 30). such as form-fills (e.g. 10% 12% 41% 29%Mid -funnel conversion metrics 8% such as form-fills (e.g. 4% 17% 30% Mid38-funnel % conversion metrics 11 such as form% -fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 16% AFFILIATE MARKETING 2% Lower funnel conversion metrics such as 6% 17% 44% 28% 6% AFFILIATE MARKETING AFFILIATE MARKETING 13% Lower funnel conversion metrics such as AFFILIATE MARKETING revenue/sales/downloads/event attendance etc. 8% 22% 37% 27Lower funnel % conversion metrics 6% such as 11% 17% 30% 30% 11% 15% 13% 43% 23% 7% revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. SOCIAL PPC 6% 22% 14%22 % 39% We don't 11% currently have any metrics that we focus on SOCIAL PPC 6% 14% 43% 33We don't % currently 4 have any metrics that we focus on % We don't currently have any metrics that we focus on SOCIAL PPC 20% SOCIAL PPC 4% 9% 26% 27% 49% 13% 11% 11% 32% 35% 11% 10% 15% SEARCH PPC 6% 25% 36%13 % 28% 6% SEARCH PPC 6% 8% 38% 40% 8% SEARCH Q: What PPC 2 %are6 % your primary34% metrics related36% to email marketing21% and how do youSEARCH PPC 16% 13% 41% 20% 9% measure success? Health & Beauty Health Care Health Care Q: Please rate these digital marketing channels based on the return Figure 30. INTERNET MARKETING SERVICES on investment they generate.

Figure 29. INTERNET MARKETING ROI Increase in subscribers Increase in subscribers 18% HEALTH & BEAUTY ROI23% INTERNET MARKETING ROI NOT-FOR-PROFIT ROI REAL ESTATE ROI 26% 24% Increase in subscribers

High-funnel engagement metrics such as opens or clicks 37% Very Poor Poor Average Good Excellent 38% Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent High-funnel engagement metrics such as opens or clicks Very Poor Poor Average Good Excellent High-funnel engagement metrics such as opens or clicks

Mid-funnel conversion metrics such as form-fills (e.g. 11% Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) Mid-funnel conversion metrics such as form-fills (e.g. SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13% SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 7% 11% 28% 35%subscriptions, lead generation, 19% inquiries etc.) SOCIAL MEDIA MARKETING 10% 4% 35% 39% 12% 12% 6% 12% 28% 36% subscriptions, 19% lead generation, inquiries etc.) Lower funnel conversion metrics such as 10% revenue/sales/downloads/event attendance etc. Lower funnel conversion metrics such as SEO SEO SEO Lower funnel conversion metrics such as 4% 13% 34% 32% 17% 8% 15% 35% 29% revenue/sales/downloads/event 13% attendance etc. 11% 9% 33% 28revenue/sales/downloads/event % 19% attendance etc. SEO 14% 6% 42% 34% 4% 15% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 12% 30% EMAIL MARKETING 5% 14% 29% 39% 13% EMAIL MARKETING 6% 9% 2510%% 37% 23% EMAIL MARKETING 7% 7% 19% 46% We don't currently have any metrics that we focus on 21% EMAIL MARKETING 8% 12% 38% 30% 12% 15% 19%

DISPLAY ADVERTISING 14% 23% 40% 17% 7% DISPLAY ADVERTISING 14% 25% 33% 20% 9% DISPLAY ADVERTISING 16% 16% 44% 18% 5% DISPLAY ADVERTISING 12% 16% 42% 20% 10%

DIRECT MAIL DIRECT MAIL 19% 19% 38% Legal Services15% 9% 19% 17% 33%Not -for-profit 21% 10% DIRECT MAIL 11% 4% 28% Publishing 40% 18% DIRECT MAIL 10% 10% 40% 32% 8%

CONTENT MARKETING 8% 11% 38% 36% 8% CONTENT MARKETING Q: Please compare your budget investment for 2017 for each of these marketing 9% 10% 36% 32% 13% CONTENT MARKETING 13% 5% 38% 30% 14% CONTENT MARKETING 10% 12% 44% 26% 8%

15% channels or techniques. AFFILIATE MARKETING 13% 23% 40% 18% 18% Increase in subscribers 7% AFFILIATE MARKETING Increase in subscribers 10% 13% 33% 31% 14% AFFILIATE MARKETING 16% 20% 46% Increase in subscribers 13% 5% AFFILIATE MARKETING Chart Title 23% Education Future Budget FigureInternet Marketing 31. INTERNET MARKETINGFuture Budget FUTURE BUDGET Real Estate 20% Future Budget22% 36% 18% 4% Technology & Hi Tech Future Budget 26% 29% SOCIAL PPC 9% 16% 42% 23% High9-%funnel engagement metrics such as opens or clicks SOCIAL PPC 7% 14% 34% 31% High-funnel engagement metrics 13% such as opens or clicks Decrease Stay the same Increase Decrease Stay the same Increase SOCIAL PPC 12% 12% Decrease38%35 % Stay the sameHigh-24funnel Increase% engagement metrics 14% such as opens or clicks SOCIAL PPC Decrease Stay the same Increase Decrease Stay the same Increase 9% 6% 20% 39% 25% 10% SEARCH PPC 8% 17% 36% 31% 8% SEARCH PPC 11% 17% 37% 28% 8%85 % 65% 56% Mid-funnel conversion metrics such as form-fills (e.g. 62% Mid-funnel conversion metrics such as form-fills (e.g. SEARCH PPC 12% 19% 34% Mid-funnel 24 conversion metrics % 10 such as form% -fills (e.g. SEARCH PPC subscriptions, 58 lead generation, % inquiries etc.) 6% 26% 45% 67% 17% 6% 56% 56% subscriptions, lead generation, inquiries etc.) 55% subscriptions, lead generation, inquiries etc.) 46% 47% 51% 53% 50% 44% 23% 54% 41% 46% Lower funnel conversion metrics such as 45% 45% 11% Lower funnel conversion metrics such as 52% Lower funnel conversion metrics such as 57% 44% 49% revenue/sales/downloads/event attendance etc. 1640%% 40% revenue/sales/downloads/event attendance etc. 6% 38% 49% revenue/sales/downloads/event 50% attendance etc. 42% 35% 34% 41% 31% 32% 41% 33% 36% 28% 27% We don't currently have any metrics that we focus on 29% 37% 35% We don't currently have any metrics that we focus on 24% 25% 26% 25% 30% 23% 23% We don't currently have any metrics that we focus on 27% 17% 24% 16% 15% 10% 13% 30% 9% 9%

RETAIL ROI Real EstateSearch PPC Social PPC Affiliate Content Direct Mail Display TECHOLOGY & HIGH Email SEO Search PPC TECH ROIRestaurants & FoodSocial PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate RetailContent Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

Arts & Entertainment Increase in subscribers Future Budget Financial Services Future Budget Legal Services Future BudgetIncrease in subscribers Restaurants & Food Future Budget Travel Future Budget Email Marketing & Beyond: Global Industry Benchmarks 2017 Increase in subscribers GetResponse & Holistic Email Marketing20% Page | 43 22% SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 27% 28% 7% 13% 29% 35% 16% 7% 17% 36% Decrease28% Stay 13 the same% Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase High-funnel engagement metrics such as opens or clicks 33% 37% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks Decrease Stay the same Increase 75% SEO 7% 10% 35% 32% 17% SEO 4% 13% 34% 32% 17% Mid-funnel conversion metrics such as form-fills (e.g. 63% 63% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 52% 52% 58subscriptions, % lead generation, inquiries etc.) 59% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 56% 51% 49% EMAIL MARKETING EMAIL MARKETING 5% 14% 29% 39% 13% 60% 7% 10% 31% 34% 50% 18% 50% 50% 15% 46% 52,25% 47% 40% Lower funnel conversion metrics such as 48% Lower funnel 47% conversion metrics such as 44% 21% Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. 40% 42% revenue/sales/downloads/event 38% attendance etc. 38% 36% DISPLAY 39 ADVERTISING% revenue/sales/downloads/event attendance etc. 33% DISPLAY ADVERTISING 10% 19% 42% 24% 4% 14% 23% 40% 17% 7% 31% 33% 33% 28% 28% 26% 27% 29% 28% We don't currently have any metrics that we focus on 26% 26% We don't currently have any metrics that we focus on 10% 20% We don't currently have any metrics that we focus on 23% 20% DIRECT MAIL 15% 18% 11% 36% 25% 5% DIRECT MAIL 19% 19% 38% 15% 9% 15% 8% 10% CONTENT MARKETING 7% 15% 43% 29% 7% CONTENT MARKETING 8% 11% 38% 36% 8% Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO AFFILIATE MARKETING 12% 23% 34% Sports & Activities20% 12% Marketing MarketingAFFILIATE MARKETINGAdvertising Marketing13% 23% Technology & Hi Tech40% Marketing Marketing18% 7% Advertising Marketing Marketing MarketingTravel Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing

SOCIAL PPC 9% 11% 35% 33% 12% SOCIAL PPC 9% 16% 42% 23% 9% Automotive Future Budget Health & Beauty Future Budget Not-for-profit Future Budget Future Budget Retail 16% SEARCH PPC 9% 18% 35% 25% 13Increase in subscribers % SEARCH PPC 8% 17% 36% 31%Increase in subscribers 8% 19% Increase in subscribers Decrease Stay the same Increase 24% Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase 32% 32% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 35% High-funnel engagement metrics such as opens or clicks 60% 60% 53% 51% 55% 55% 56% 54% 63% 53% 45% 50% Mid-funnel conversion metrics 48 such as form% -fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 45% 46% 41% 41% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 47% subscriptions, lead generation, inquiries etc.) 40% 37% 39% 18% 46% 25% 31% Lower funnel conversion metrics such as 28% 12% Lower funnel conversion metrics 29% such as Lower funnel conversion metrics such as 35% revenue/sales/downloads/event attendance etc. 27% revenue/sales/downloads/event attendance etc. 24% revenue/sales/downloads/event attendance etc. 28% 26% We don't currently have any metrics that we focus on We don't currently 17% have any metrics that we focus on 14% 14% We don't currently have any metrics that we focus on 12% 10% 18% 8% 23%

Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing

Communications Future Budget Health Care Future Budget Publishing Future Budget Sports & Activities Future Budget

Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase 64% 60% 61% 55% 52% 47% 50% 49% 44% 44% 44% 42% 41% 39% 36% 38% 38% 36% 36% 32% 32% 30% 30% 29% 29% 28% 31% 31% 27% 27% 24% 19%

Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Agency Arts & Entertainment Automotive

12% 16% 18% Increase in subscribers 20% Increase in subscribers Increase in subscribers 31% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 13% High-funnel engagement metrics such as opens or clicks 41% 11% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 12% Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.)

Lower funnel conversion metrics such as Lower funnel conversion metrics such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 14% 31% We don't currently have any metrics that we focus on 24% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 18% 21%

18%

Communications Education Financial Services

Increase in subscribers 20% Increase in subscribers Increase in subscribers 24% 27% 26% 29% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 44%

Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. AGENCY ROI ART & ENTERTAINMENT ROI COMMUNICATIONS ROI subscriptions, lead generation, inquiries etc.) FINANCIAL SERVICES ROIsubscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 16% 2% Lower funnel conversion metrics such as 13% Lower funnel conversion metrics such as Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent revenue/sales/downloads/event attendance etc. Lower funnel conversion metrics such as Very Poor Poor Average Good Excellent Very Poor Poor Average Good revenue/sales/downloads/event Excellent attendance etc. revenue/sales/downloads/event attendance etc.

14% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 20% 27% SOCIAL MEDIA MARKETING 10% 5% 17% 25% 37% 16% SOCIAL MEDIA MARKETING 4% 10% 36% 21% 29% SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 15% 9% 13% 13% 18% 38% 23% 13% 14% 33% 26% 15% INDUSTRY SUMMARIES SEO 5% 11% 33% 35% 15% SEO 7% 10% 51% 21% 10% SEO 7% 9% 30% 38% 16% SEO 6% 14% 34% 35% 10% Health & Beauty Health Care Health Care EMAIL MARKETING 4% 9% 32% 39% 16% LegalEMAIL MARKETING services3% 14% 37% 27% 20% EMAIL MARKETING 7% 7% 29% 31% 26% EMAIL MARKETING 6% 12% 30% 32% 20% DISPLAY ADVERTISING 16% 24% 35% 19% 5% DISPLAY ADVERTISING 10% 10% 45% 23% 12% DISPLAY ADVERTISING DISPLAY ADVERTISING 11% 13% 36% 25% 16% 10% 29% 43% 10% 7% Increase in subscribers 39% of marketers in this industry say their main success metrics are mid-funnel conversion With an average of 39% open rate and a 4.9% click-throughIncrease in subscribers rate, legal services are leading 18% 23% DIRECT MAIL 15% 20% 38% 19% 8% metrics such as form downloads. 29% claim that they don’t use any success metric (Figure 33). the way with open rates (Figure 1). 26% 24% Increase in subscribers DIRECT MAIL DIRECT MAIL 14% 17% 36% 24% 9% DIRECT MAIL 14% 16% 23% High29-funnel % engagement metrics 18% such as opens or clicks 9% 27% 32% 20% 12% 37% A whopping 75% of marketers say they will increase their email marketing budget in 2017 38% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks CONTENT MARKETING 5% 12% 35% 38% 10% (Figure 34) and it’s not hard to see why when looking at their metrics – email marketing Email marketing and affiliate marketing tie in first place as the channels delivering the best CONTENT MARKETING CONTENT MARKETING Mid-funnel conversion metrics such as form-fills (e.g. CONTENT MARKETING 11% 6% 11% 51% 23% 9% 5% 11% 23% 47% 14% 5% 17% 35% 31% 12% Mid-funnel conversion metrics such as form-fills (e.g. is working for them. results. 31% of marketers claim they deliver excellent ROIsubscriptions, (Figure lead generation, 32). inquiries etc.) Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) AFFILIATE MARKETING 10% 20% 47% 16% 6% 12% subscriptions, lead generation, inquiries etc.) Lower funnel conversion metrics such as AFFILIATE MARKETING AFFILIATE MARKETING AFFILIATE MARKETING10% 10% 13% 42% 22% 13% 11% 25% 34% revenue/sales/downloads/event 16% 14 attendance etc. % 11% 17% 42% Lower funnel conversion metrics 23 such as % 7% Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. SOCIAL PPC 6% 16% 31% 36% 11% 15% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on SOCIAL PPC SOCIAL PPC 12% SOCIAL PPC 30% 9% 14% 35% 20% 23% 12% 14% 37% 26% 11% 10%7 % 23% 41% 19% 9% We don't currently have any metrics that we focus on SEARCH PPC 15% 19% 8% 10% 35% 37% 9% Q: What are your primary metrics related to email marketing and how do you SEARCH PPC 7% 21% 39% 24% 9% SEARCH PPC 12% 25% 25% 19% 19% SEARCH PPC 8% 20% 39% 23% 10% measure success? Q: Please rate these digital marketing channels based on the return FigureLegal Services 33. LEGAL SERVICES SERVICES Not-for-profit Publishing on investment they generate. RESTAURANTS ROI Figure 32. LEGAL SERVICES ROI HEALTH CARE ROI LEGAL SERVICES ROI PUBLISHING ROI 15% 18% Increase in subscribers Increase in subscribers Increase in subscribers 23% Very Poor Poor Average Good Excellent Chart Title Education Future Budget Internet Marketing Future Budget Real Estate Future Budget26% Technology & Hi Tech Future Budget Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor29% Poor Average Good Excellent High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 35% High-funnel engagement metrics such as opens or clicks Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease9% Stay the same Increase SOCIAL MEDIA MARKETING 3% 15% 45% 20% 18% 85% Mid-funnel conversion metrics 65 such as form% -fills (e.g. 56% Mid-funnel conversion metrics such as form-fills (e.g. SOCIAL MEDIA MARKETING 6% 13% 38% 25% 18% SOCIAL MEDIA MARKETING 62% SOCIAL MEDIA MARKETING 2% 13% 44% 27% 13% Mid-funnel conversion metrics such as form-fills (e.g. 19% 6% 25% 25% 25% subscriptions, lead generation, inquiries etc.) subscriptions, 67% lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 56% 58% 56% 55% 53% SEO 46% 47% 51% 23% 50% 10% 13% 43% 25% 10% 44% SEO Lower funnel conversion metrics such as 54% 11% 41% Lower funnel conversion metrics such as SEO 46% 45% SEO 45% 6% 14% 35% 24% 20% 16% 52% Lower funnel conversion metrics such as 10% 13% 44% 18% 14% 13% 13% 31% 31% 13% 57% 6% revenue/sales/downloads/event attendance etc. 44% 49% revenue/sales/downloads/event attendance etc. 40% 49% 50% 40% revenue/sales/downloads/event attendance etc. 38% 35% EMAIL MARKETING 41% 42% 33% 34% 3% 13% 55% 23% 8% 28% 31% 32% EMAIL MARKETING41% We don't currently have any metrics that we focus on 36% 27% We don't currently have any metrics that we focus on 29% 37% 4%2 % 34% 36% 25% 25% 24% EMAIL MARKETING 6% 12% 32% 32% 17% 25% EMAIL 26% MARKETING 13% 13% 6% 38% 35% 31% 30% We don't currently have any metrics that we focus on 23% 23% 27% 24% 10% 16% 17% 15% DISPLAY ADVERTISING 0% 23% 60% 10% 8% 30% 13% DISPLAY ADVERTISING 13% 10% 40% 35% 2% DISPLAY ADVERTISING 16% 11% 49% 16% 9% 9% DISPLAY ADVERTISING9% 13% 19% 25% 25% 19% DIRECT MAIL DIRECT MAIL 17% 13% 35% 25% 10% 3% 20% 53% 15% 10% DIRECT MAIL 10% 25% 36% 17% 12% DIRECT MAIL Real Estate Retail Search PPC Social PPC Affiliate Content Direct Mail Display Email 25SEO% 25%Search PPC Social PPC13% Affiliate 19% Content 19Direct Mail% Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Restaurants & FoodDirect Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising MarketingCONTENT MARKETINGQ: Please 2compare%6 % your 43budget% Marketing investmentMarketing for38 %Advertising2017 forMarketing each11% of these marketingCONTENT MARKETING 5Marketing% 10% Marketing Advertising58% Marketing 18% 10% Marketing Marketing Advertising Marketing CONTENT MARKETING 5% 17% 35% 25% 18% CONTENT MARKETING 19% 19% 19% 25% 19% channels or techniques. AFFILIATE MARKETING 9% 19% 47% 21% 4% AFFILIATE MARKETING 3% 15% 50% 28% 5% Increase in subscribers Increase in subscribers Increase in subscribers AFFILIATE MARKETING Arts & Entertainment Future Budget Financial Services Future Budget Legal Services Future Budget Restaurants & Food Future Budget Travel Future Budget20% 15% 19% 40% 19% 8% AFFILIATE MARKETING 13% 25% 19% 13% 31% Figure 2234.% LEGAL SERVICES FUTURE BUDGET 27% 28% SOCIAL PPC 10% 22% 31% 31% 6% SOCIAL PPC 0% 18% 45% 30% 8% Decrease Stay the same Increase Decrease Stay the sameHigh-funnel Increase engagement metrics such as opens or clicks 33% Decrease Stay the same Increase Decrease Stay the same Increase 37% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks SOCIAL PPC 8% 18% 31% 29% 14% SOCIAL PPC 18% 12% 24% 29% 18% Decrease Stay the same Increase SEARCH PPC 75% 13% 19% 38% 25% 4% SEARCH PPC Mid-funnel conversion metrics such as form-fills (e.g. 8% 15% 53% 20% 5% Mid-funnel conversion metrics such as form-fills (e.g. SEARCH PPC 63% 63% Mid-funnel conversion metrics such as form-fills (e.g. 9% 18% 45% 21% 6% SEARCH PPC 18% 12% 24% 35% 12% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 51% 52% subscriptions, 52% lead generation, inquiries etc.) 58% 59% 60% 56% 49% 50% 50% 15% 50% 52,25% 47% Lower funnel conversion metrics such as Lower funnel conversion metrics such as 40% 21% Lower funnel conversion metrics such as 46% 48% 47% 44% 40% 42% revenue/sales/downloads/event 38% attendance etc. 38% revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 36% 39% 33% 33% 31% 33% 27% 28% 28% 26% We don't currently have any metrics that we focus on 29% 28% AUTOMOTIVE ROI We don't currently have any metrics that we focus on 10% EDUCATION ROI20% 26% 26% We don't currently have any metrics that we focus on 20% 23% 11% TRAVEL ROI 15% 8% SPORTS & ACTIVITIES ROI Very Poor Poor Average Good Excellent Very Poor10% Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Sports & Activities Travel Marketing Marketing Advertising Marketing Marketing Marketing AdvertisingSOCIAL Marketing MEDIA MARKETING 2% 15% 21% Marketing Marketing34% Advertising28Marketing% SOCIAL MEDIA MARKETING 6Marketing% 10% MarketingTechnology & Hi Tech33% Advertising Marketing32% 19% Marketing Marketing Advertising Marketing SOCIAL MEDIA MARKETING 0% 18% 20% 45% 16% SOCIAL MEDIA MARKETING 6% 11% 17% 54% 11% SEO 2% 11% 19% 40% 28% SEO 10% 10% 36% 37% 7% Automotive Future BudgetSEO 02%% 33% 45% Health & Beauty 20%Future Budget Not-for-profit Future Budget Future Budget Retail Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 45 16% SEO 6% 11% 36% 31% 17% Increase in subscribers Increase in subscribers 19% Increase in subscribers 24% Decrease Stay the same Increase Decrease Stay the same Increase EMAIL MARKETING 6% 11% 32% Decrease Stay the same32% Increase 19% EMAIL MARKETING 6%Decrease 12% Stay the same32% Increase 37% 13% EMAIL MARKETING 2% 8% 24% 45% 20% 32% 32% EMAIL MARKETING 3% 17% 22% 39% 19% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 35% High-funnel engagement metrics such as opens or clicks 60% 60% DISPLAY ADVERTISING53% 56% DISPLAY ADVERTISING 6% 15% 32% 32% 15% 14% 22% 36% 51% 21% 7% 53% DISPLAY ADVERTISING55% 8% 12%55 % 42% 28% 54% 10% 63% DISPLAY ADVERTISING 3% 19% 47% 25% 6% Mid-funnel conversion metrics such as form-fills (e.g. 45% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 50% 48% 45% 46% subscriptions, lead generation, inquiries etc.) 41% subscriptions, lead generation, 41% inquiries etc.) subscriptions, lead generation, inquiries etc.) 47% 46% 18% 40% DIRECT 39% MAIL DIRECT MAIL 14% 18% 25% 33% 25% 9% DIRECT MAIL DIRECT MAIL 12% 8% 37% 3735%% 8% 11% 19% 28% Lower funnel 30% conversion metrics 13 such as % 3% 28% 11% 50% 8% 12% 31% Lower funnel conversion metrics such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. 35% 28% 29% 27% revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 28% 24% 26% CONTENT MARKETING CONTENT MARKETING 0% 16% 35% 35% 14% CONTENT MARKETING 10% 12% 41% 29% 8% CONTENT MARKETING 4% 17% 30% We don't 38% currently have any metrics that we focus on 11% 7% 11% 37% 33% 12% We don't currently have any metrics that we focus on 14% 14% 17% We don't currently have any metrics that we focus on 12% 10% 18% AFFILIATE MARKETING 23% 6% 17% 44% 28% 6% AFFILIATE MARKETING 8% 22% 37% 27% 6% AFFILIATE MARKETING 11% 17% 8% 30% 30% 11% AFFILIATE MARKETING 15% 13% 43% 23% 7%

SOCIAL PPC 6% 22% 22% 39%Search PPC Social PPC11% Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO SOCIAL PPC 6% 14% 43% 33% 4% SOCIAL PPC Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing SOCIAL PPC 4% 9% 26% Marketing Marketing 49% Advertising Marketing13% Marketing11% 11Marketing% 32%Advertising Marketing 35% 11% SEARCH PPC 6% 25% 36% 28% 6% SEARCH PPC 6% 8% 38% 40% 8% SEARCH PPC 2%6 % 34% 36% 21% SEARCH PPC 16% 13% 41% 20% 9% Communications Future Budget Health Care Future Budget Publishing Future Budget Sports & Activities Future Budget

Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase 64% 60% 61% 55% 52% 47% 50% 49% 44% 44% 44% HEALTH & BEAUTY ROI 42% 41% INTERNET MARKETING ROI NOT-FOR-PROFIT ROI REAL ESTATE ROI 39% 36% 38% 38% 36% 36% 32% 32% 30% 30% 29% 29% 28% 31% 31% Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent27% 27% Very Poor24% Poor Average Good Excellent 19%

SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13% SOCIAL MEDIA MARKETING 6% 12% 28% 36% 19% SOCIAL MEDIA MARKETING 7% 11% 28% 35% 19% SOCIAL MEDIA MARKETING 10% 4% 35% 39% 12%

Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO SEO Search PPC Social PPC Affiliate Content Direct Mail Display SEO Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO SEO 4% 13% 34% 32% 17% 8% 15% 35% 29% 13% 11% 9% 33% 28% 19% Marketing14% Marketing6% 42Advertising% Marketing 34% 4% Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing

EMAIL MARKETING 5% 14% 29% 39% 13% EMAIL MARKETING 6% 9% 25% 37% 23% EMAIL MARKETING 7% 7% 19% 46% 21% EMAIL MARKETING 8% 12% 38% 30% 12%

DISPLAY ADVERTISING 14% 23% 40% 17% 7% DISPLAY ADVERTISING 14% 25% 33% 20% 9% DISPLAY ADVERTISING 16% 16% 44% 18% 5% DISPLAY ADVERTISING 12% 16% 42% 20% 10%

DIRECT MAIL DIRECT MAIL 19% 19% 38% 15% 9% 19% 17% 33% 21% 10% DIRECT MAIL 11% 4% 28% 40% 18% DIRECT MAIL 10% 10% 40% 32% 8%

CONTENT MARKETING 8% 11% 38% 36% 8% CONTENT MARKETING 9% 10% 36% 32% 13% CONTENT MARKETING 13% 5% 38% 30% 14% CONTENT MARKETING 10% 12% 44% 26% 8%

AFFILIATE MARKETING 13% 23% 40% 18% 7% AFFILIATE MARKETING 10% 13% 33% 31% 14% AFFILIATE MARKETING 16% 20% 46% 13% 5% AFFILIATE MARKETING 20% 22% 36% 18% 4%

SOCIAL PPC 9% 16% 42% 23% 9% SOCIAL PPC 7% 14% 34% 31% 13% SOCIAL PPC 12% 12% 38% 24% 14% SOCIAL PPC 6% 20% 39% 25% 10%

SEARCH PPC 8% 17% 36% 31% 8% SEARCH PPC 11% 17% 37% 28% 8% SEARCH PPC 12% 19% 34% 24% 10% SEARCH PPC 6% 26% 45% 17% 6%

RETAIL ROI TECHOLOGY & HIGH TECH ROI

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING 7% 13% 29% 35% 16% SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13%

SEO 7% 10% 35% 32% 17% SEO 4% 13% 34% 32% 17%

EMAIL MARKETING 7% 10% 31% 34% 18% EMAIL MARKETING 5% 14% 29% 39% 13%

DISPLAY ADVERTISING 10% 19% 42% 24% 4% DISPLAY ADVERTISING 14% 23% 40% 17% 7%

DIRECT MAIL 15% 18% 36% 25% 5% DIRECT MAIL 19% 19% 38% 15% 9%

CONTENT MARKETING 7% 15% 43% 29% 7% CONTENT MARKETING 8% 11% 38% 36% 8%

AFFILIATE MARKETING 12% 23% 34% 20% 12% AFFILIATE MARKETING 13% 23% 40% 18% 7%

SOCIAL PPC 9% 11% 35% 33% 12% SOCIAL PPC 9% 16% 42% 23% 9%

SEARCH PPC 9% 18% 35% 25% 13% SEARCH PPC 8% 17% 36% 31% 8% AGENCY ROI ART & ENTERTAINMENT ROI COMMUNICATIONS ROI FINANCIAL SERVICES ROI

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 5% 17% 25% 37% 16% 4% 10% 36% 21% 29% SOCIAL MEDIA MARKETING 9% 13% 18% 38% 23% SOCIAL MEDIA MARKETING 13% 14% 33% 26% 15%

SEO 5% 11% 33% 35% 15% SEO 7% 10% 51% 21% 10% SEO 7% 9% 30% 38% 16% SEO 6% 14% 34% 35% 10%

EMAIL MARKETING 4% 9% 32% 39% 16% EMAIL MARKETING 3% 14% 37% 27% 20% EMAIL MARKETING 7% 7% 29% 31% 26% EMAIL MARKETING 6% 12% 30% 32% 20%

DISPLAY ADVERTISING 16% 24% 35% 19% 5% DISPLAY ADVERTISING 10% 10% 45% 23% 12% DISPLAY ADVERTISING 11% 13% 36% 25% 16% DISPLAY ADVERTISING 10% 29% 43% 10% 7%

DIRECT MAIL 15% 20% 38% 19% 8% DIRECT MAIL 14% 17% 36% 24% 9% DIRECT MAIL 14% 16% 23% 29% 18% DIRECT MAIL 9% 27% 32% 20% 12% CONTENT MARKETING 5% 12% 35% 38% 10% CONTENT MARKETING 6% 11% 51% 23% 9% CONTENT MARKETING 5% 11% 23% 47% 14% CONTENT MARKETING 5% 17% 35% 31% 12% AFFILIATE MARKETING 10% 20% 47% 16% 6% AFFILIATE MARKETING 10% 13% 42% 22% 13% AFFILIATE MARKETING 11% 25% 34% 16% 14% AFFILIATE MARKETING 11% 17% 42% 23% 7% SOCIAL PPC 6% 16% 31% 36% 11% SOCIAL PPC 9% 14% 35% 20% 23% SOCIAL PPC 12% 14% 37% 26% 11% SOCIAL PPC 7% 23% 41% 19% 9% SEARCH PPC 8% 10% 35% 37% 9% SEARCH PPC 7% 21% 39% 24% 9% SEARCH PPC 12% 25% 25% 19% 19% SEARCH PPC 8% 20% 39% 23% 10%

RESTAURANTS ROI HEALTH CARE ROI LEGAL SERVICES ROI PUBLISHING ROI Agency Very Poor Poor AverageArts & EntertainmentGood Excellent Automotive Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING 12% 3% 15% 45% 20% 18% 16% 18% Increase in subscribers SOCIAL MEDIA MARKETING 20% Increase in subscribers SOCIAL MEDIA MARKETING 6% 13% 38% 25% 18% SOCIAL MEDIA MARKETING 19% 6% 25% 25% 25% 2% 13% 44% 27%Increase in subscribers 13% SEO 10% 13% 43% 25% 10% 31% SEO High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks SEO SEO 6% 14%13 % 35% 24% High-funnel engagement metrics 20% such as opens or clicks 10% 13% 44% 18% 14% 13% 13% 31% 31% 13% 41% EMAIL MARKETING 3%11 %13 % 55% 23% 8% EMAIL MARKETING Mid-funnel conversion metrics such as form-fills (e.g. 12% Mid-funnel conversion metrics such as form-fills (e.g. EMAIL MARKETING 4%2 % 34% 36% Mid-funnel 25 conversion metrics % such as form-fills (e.g. 6% 12% 32% 32% 17% EMAIL MARKETING 13% 13% 6% 38% 31% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) DISPLAY ADVERTISING 0% 23% 60% 10% 8% DISPLAY ADVERTISING 13% 10% 40% Lower funnel 35% conversion metrics 2% such as Lower funnel conversion metrics such as Lower funnel conversion metrics such as DISPLAY ADVERTISING 16% 11% 49% 16% 9% DISPLAY ADVERTISING revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 13% 19% 25% 25% 19% 14% 31% We don't currently have any metrics that we focus on DIRECT MAIL DIRECT MAIL 24% 3% 20% 53% We don't currently 15% have any metrics that we focus on 10% We don't currently have any metrics that we focus on 17% 13% 35% 25% 10% 18% DIRECT MAIL 10% 25% 36% 17% 12% DIRECT MAIL 25% 25% 13% 19% 19% 21% CONTENT MARKETING 2%6 % 43% 38% 11% CONTENT MARKETING 5% 10% 18% 58% 18% 10% CONTENT MARKETING 5% 17% 35% 25% 18% CONTENT MARKETING 19% 19% 19% 25% 19% AFFILIATE MARKETING 9% 19% 47% 21% 4% AFFILIATE MARKETING 3% 15% 50% 28% 5% Communications Financial Services AFFILIATE MARKETING 15% 19% 40% 19% 8% AFFILIATE MARKETING 13% 25% 19% 13% 31% Education SOCIAL PPC 10% 22% 31% 31% 6% SOCIAL PPC 0% 18% 45% 30% 8% SOCIAL PPC 8% 18% 31% 29% 14% SOCIAL PPC 18% 12% 24% 29% 18% SEARCH PPC 13% 19% 38% 25% 4% SEARCH PPC 8% 15% 53% 20% 5% Increase in subscribers 20% Increase in subscribers SEARCH PPC 9% 18% 45% 21% 6% SEARCH PPC Increase in subscribers 24% 18% 12% 24% 35% 12% 27% 26% 29% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 44% AUTOMOTIVE ROI Mid-funnel conversion metrics such as form-fills (e.g. EDUCATION ROI Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) TRAVEL ROI 16% 2% Lower funnel conversion metrics such as 13% Lower funnel conversion metrics such as SPORTS & ACTIVITIES ROI Very Poor Poor Average Good Excellent revenue/sales/downloads/event attendance etc. Very Poor Poor Average Good Excellent Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. Very Poor Poor Average Good Excellent 14% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on Very Poor Poor Average Good Excellent 20% 27% SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 10% 2% 15% 21% 34% 28% 6% 10% 15% 33% 32% 19% 13% SOCIAL MEDIA MARKETING 0% 18% 20% 45% 16% SOCIAL MEDIA MARKETING 6% 11% 17% 54% 11% INDUSTRY SUMMARIES SEO 2% 11% 19% 40% 28% SEO 10% 10% 36% 37% 7% SEO 02%% 33% 45% 20% SEO 6% 11% 36% 31% 17% Health & Beauty Health Care Health Care EMAIL MARKETING 6% 11% 32% 32% 19% EMAIL MARKETING 6% 12% 32% 37% 13% EMAIL MARKETING 2% 8% 24% 45% 20% EMAIL MARKETING 3% 17% 22% 39% 19% Not-for-Profit DISPLAY ADVERTISING 6% 15% 32% 32% 15% DISPLAY ADVERTISING 14% 22% 36% 21% 7% DISPLAY ADVERTISING 8% 12% 42% 28% 10% Increase in subscribers DISPLAY ADVERTISING 3% 19% 47% 25% 6% Increase in subscribers 18% 23% Only 46% of marketers are looking to increase their email marketing budget in 2017 (Figure Non-for-profits are26 %showing other industries24% how it’s doneIncrease in subscribers with a very impressive average DIRECT MAIL Chart TitleDIRECT MAIL 11% 19% 28% Education 30% Future Budget13% DIRECT MAIL 14% 18% Internet Marketing 33% Future Budget25% 9% Real Estate Future Budget Technology & Hi Tech Future Budget DIRECT MAIL 12% 8% 37% 35% 8% 37), with almost as many saying they will keep the existing budget. This is a surprise,High given-funnel engagement metrics such as opens or clicks of 36% open rate and 6.6% click-through rate (Figure 1). 37% 3% 28% 11% 50% 8% 38% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks Decreasethat emailStay marketing the same leadsIncrease the way in delivering the best ROI, with 21% of marketersDecrease claimingStay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase CONTENT MARKETING CONTENT MARKETING 0% 16% 35% 35% 14% CONTENT MARKETING 10% 12% 41% 29% 8% CONTENT MARKETING 4% 17% 30% 38% Mid-funnel conversion metrics 11% such as form-fills (e.g. 7% 11% 37% 33% 12% 11% it delivers excellent ROI and 67% say that it delivers either good or excellent ROI. 26% of marketers from this industry state that their primary success metric is subscriber Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, 85% inquiries etc.) Mid-funnel conversion metrics 65 such as form% -fills (e.g. 56% subscriptions, lead generation, inquiries etc.) 62% subscriptions, lead generation, inquiries etc.) 58% 12% growth with high-funnel metrics coming a close second at 25% (Figure 36). 67% AFFILIATE MARKETING 6% 17% 44% 28% 6% AFFILIATE MARKETING 56% 56% Lower funnel conversion metrics such as AFFILIATE MARKETING 55% 47% 8% 22% 37% 27% 6% AFFILIATE MARKETING 11% 17% 30% 30% 11% 1015% % 13% 53%43 % 23% 7% 44% 46% 51% revenue/sales/downloads/event attendance etc. 50% Lower funnel conversion metrics such as 46% 54% 52% Lower funnel conversion metrics such as 41% 45% 45% 57% revenue/sales/downloads/event attendance etc. 44% 49% revenue/sales/downloads/event attendance etc. SOCIAL PPC 40% 50% 40% 15% 6% 22% 22% 39% 11% SOCIAL PPC 38% 49% We don't currently have any metrics that we focus on 41% 42% 6% 14% 43% 33% 4% 35% SOCIAL PPC SOCIAL PPC 11% 11% 32% We don't 35% currently 34% have any metrics that we focus on 11% 31% 32% 4% 9% 2612%% 49% 13% 41% 30% 33% 36% 28% 27% 29% 37% 35% 10% We don't currently have any metrics that we focus on 24% 25% 26% 19% 30% SEARCH PPC 6% 25% 36% 28% 6% 23% 23% 15% 27% SEARCH PPC 6% 8% 38% 4016%% 8%17 % 13% SEARCH PPC 2%6 % 15% 34% 36% 21% SEARCH Q: What PPC are16 %your primary13% metrics41 related% to email20 marketing% 9% and how do you 9% 9% measure success? Legal Services Publishing FigureNot 36.- forNOT-FOR-PROFIT-profit SERVICES Search PPC Social PPC Affiliate Content Q: PleaseDirect Mail rateDisplay theseEmail digitalSEO marketing channelsSearch PPC Social PPC based Affiliate on theContent returnDirect Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketingon investment they generate. Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing

Figure 35. NOT-FOR-PROFIT ROI 15% 18% Increase in subscribers Increase in subscribers Increase in subscribers HEALTH & BEAUTY ROI INTERNET MARKETING ROI NOT-FOR-PROFIT ROI 23REAL ESTATE ROI% Arts & Entertainment Future Budget Financial Services Future Budget Legal Services 26% Future Budget Restaurants & Food Future Budget Travel Future Budget 29% Very Poor Poor Average Good Excellent High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 35% High-funnel engagement metrics such as opens or clicks Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Decrease Stay the same Increase Very Poor Poor Average DecreaseGood Stay Excellent the same Increase 9% Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase 75% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 63% 63% 7% 17% 36% 28% 13% 6% 12% 28% 36% 19% 7% 11% 28% 35% 19% 10% 4% 35% 39% 12% 52% 52% 59% 23% 56% 51% 58% Lower funnel conversion metrics such as 60% 11% Lower funnel conversion metrics such as 49% Lower funnel conversion metrics such as 50% 50% revenue/sales/downloads/event attendance etc. 16% 50% revenue/sales/downloads/event attendance etc. 6% 52,25% 47% revenue/sales/downloads/event attendance etc. 40% SEO 4% 13% 34% 32% 17% SEO 8% 15% 35% 29% 13% 46% SEO 11% 9% 33% 48%28 % 4719% % SEO 14% 6% 4244%% 34% 4% 39% 40% 42% 38% 38% 36% We don't currently have any metrics that we focus on 33% We don't currently have any metrics that we focus on 31% 33% 33% 25% We don't currently have any metrics that we focus on 28% 28% 26% 27% EMAIL MARKETING 5% 14% 29% 39% 13% EMAIL MARKETING 6% 9% 25% 37% 23% EMAIL MARKETING 7% 7% 19% 46% 29% 21% 28% EMAIL MARKETING 8% 12% 38% 30% 12% 26% 26% 24% 10% 20% 30% DISPLAY ADVERTISING 14% 23% 40% 17% 7% DISPLAY ADVERTISING 14% 25% 33% 20% 9% DISPLAY ADVERTISING 16% 16% 44% 18% 5% DISPLAY ADVERTISING 12% 16% 42% 20% 10%

DIRECT MAIL DIRECT MAIL 19% 19% 38% 15% 9% 19% 17% 33% Search PPC21% Social PPC10% Affiliate Content Direct MailDIRECT Display MAIL Email 11% 4%SEO 28% Search PPC Social PPCReal Estate40% Affiliate Content 18Direct Mail% Display Email DIRECT SEO MAIL 10% Search PPC10% Social PPC Affiliate 40Restaurants & Food% Content Direct Mail 32Display % Email 8% SEO Search PPC Social PPC Affiliate Content Direct MailRetail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing CONTENT MARKETING 8% 11% 38% 36% 8% CONTENT MARKETING Q: Please compare your budget investment for 2017 for each of these marketing 9% 10% 36% 32% 13% CONTENT MARKETING 13% 5% 38% 30% 14% CONTENT MARKETING 10% 12% 44% 26% 8% channels or techniques. AFFILIATE MARKETING AFFILIATE MARKETING Increase in subscribers Increase in subscribers Increase in subscribers 13% 23% 40% 18% 7% 10% 13% 33% 31% 14% Automotive AFFILIATE Future Budget MARKETING Health & Beauty Future Budget Not-for-profit Future Budget Future Budget20% Retail 16% 20% 22% 46% 13% 5% AFFILIATE MARKETING 20% 22Figure% 37. NOT-FOR-PROFIT36% FUTURE BUDGET18% 4% 27% 28% SOCIAL PPC 9% 16% 42% 23% 9% SOCIAL PPC 7% 14% 34% 31% 13% Decrease Stay the same Increase DecreaseHigh-funnel Stay engagement metrics the same Increase such as opens or clicks 33% Decrease Stay the same Increase Decrease Stay the same Increase High-funnel engagement metrics such as opens or clicks SOCIAL PPC 12% 1237%% 38% 24% 14% SOCIAL PPC 6% 20% 39% High-funnel 25 engagement metrics % 10 such as opens or clicks %

SEARCH PPC SEARCH PPC 60% 53% 8% 17% 36% 31% 8% 11% 17% 37% 28% 8% 60% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel 51 conversion metrics % such as form-fills (e.g. SEARCH 55 PPC% 12% 5519%% 34% 56% 24% 54% 10% SEARCH PPC 6% 26% 4563%% Mid-funnel conversion metrics 17% such as form6% -fills (e.g. 53% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 45% subscriptions, lead generation, inquiries etc.) 50% 48% 45% 46% 41% 41% 15% 47% 40% 37% Lower funnel conversion metrics such as 39% Lower funnel conversion metrics 46 such as % 21% Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. 31%revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 35% 28% 29% 27% 24% 28% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 10% 20% We don't 26% currently have any metrics that we focus on 23% 11% 17% 15% 12% 8% 10%

Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Sports & Activities Travel RETAIL ROI TECHOLOGY & HIGH TECH ROI Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing MarketingTechnology & Hi TechMarketing Advertising Marketing Marketing Marketing Advertising Marketing

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Communications Future Budget Health Care Future Budget Publishing Future Budget Sports & Activities Future Budget 16% Email Marketing & Beyond: Global Industry Benchmarks 2017 Increase in subscribers GetResponse & Holistic Email Marketing Increase in subscribers Page | 47 19% Increase in subscribers 24% SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase 7% 13% 29% 35% 16% 7% 17% 36% 28% 13% 32% 32% High-funnel engagement metrics such as opens or clicks 35% High-funnel engagement metrics such as opens or clicks 64% High-funnel engagement metrics such as opens or clicks SEO SEO 60% 61% 7% 10% 35% 32% 17% 4% 13% 34% 32% 17% 55% 52% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 47% 50% 49% Mid-funnel conversion metrics such as form-fills (e.g. 44% 44% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 44% subscriptions, lead generation, inquiries etc.) EMAIL MARKETING 7% 10% 31% 34% 18% EMAIL MARKETING 5% 14% 29% 39% 42% 13% 41% 18% 39% 38% 38% 25% 36% Lower funnel conversion metrics such as 36% 36% 12% 32% Lower funnel conversion metrics such as 32% Lower funnel conversion metrics such as 30% revenue/sales/downloads/event 30% attendance etc. 29% 31% 31% 29% revenue/sales/downloads/event 27% 27% attendance etc. 28% revenue/sales/downloads/event attendance etc. DISPLAY ADVERTISING DISPLAY ADVERTISING 14% 23% 40% 17% 7% 24% 10% 19% 42% 24% 4% 19% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 14% 14% We don't currently have any metrics that we focus on DIRECT MAIL 10% DIRECT MAIL 15% 18% 36% 25% 5% 19% 19% 38% 15% 9% 18% 8% 23%

CONTENT MARKETING 7% 15% 43% 29% 7% CONTENT MARKETING 8% 11% 38% 36% 8% Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing AFFILIATE MARKETING 12% 23% 34% 20% 12% AFFILIATE MARKETING 13% 23% 40% 18% 7%

SOCIAL PPC 9% 11% 35% 33% 12% SOCIAL PPC 9% 16% 42% 23% 9%

SEARCH PPC 9% 18% 35% 25% 13% SEARCH PPC 8% 17% 36% 31% 8% Agency Arts & Entertainment Automotive

12% 16% 18% Increase in subscribers 20% Increase in subscribers Increase in subscribers 31% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 13% High-funnel engagement metrics such as opens or clicks 41% 11% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 12% Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.)

Lower funnel conversion metrics such as Lower funnel conversion metrics such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 14% 31% We don't currently have any metrics that we focus on 24% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 18% 21%

18%

Communications Education Financial Services

Increase in subscribers 20% Increase in subscribers Increase in subscribers 24% 27% 26% 29% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics Chart Title such as opens or clicks Education High-funnel Future Budget engagement metrics such as opens or clicks Internet Marketing Future Budget Real Estate Future Budget Technology & Hi Tech Future Budget 44% Mid-funnel conversion metrics Decrease such as formStay the same-fills (e.g. Increase DecreaseMid-funnel Stay conversion metrics the same such as formIncrease -fills (e.g. Decrease Stay the sameMid-funnel conversion metrics Increase such as form-fills (e.g. Decrease Stay the same Increase Decrease Stay the same Increase subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) AGENCY ROI ART & ENTERTAINMENT ROI 16% 85% 2% Lower funnel conversion metrics such as COMMUNICATIONS ROI FINANCIAL SERVICES ROI 65% 56% 62% 13% Lower funnel conversion metrics such as revenue/sales/downloads/event 58% attendance etc. Lower funnel conversion metrics such as 67% 56% 56% revenue/sales/downloads/event attendance etc. 55% revenue/sales/downloads/event attendance etc. 46% 47% Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent 51% 53% 50% 44% 14% 46% We don't currently have any metrics that we focus on Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent 54% 52% 41% 45% 45% We don't currently have any metrics that we focus on 57% We don't currently have any metrics that we focus on 44% 49% 40% 20% 40% 27% 38% 49% 50% 42% 35% 10% 34% 41% 31% 32% 15% 41% 33% 36% 28% 27% 13% 29% 37% 35% 24% SOCIAL MEDIA MARKETING 5% 17% 25% 37% 16% SOCIAL MEDIA MARKETING 4% 10% 36% 21% 29% 25% SOCIAL MEDIA 26 MARKETING% SOCIAL MEDIA MARKETING 30% INDUSTRY23% SUMMARIES23% 9% 13% 18% 38% 23% 27% 13% 14% 33% 26% 15% 16% 17% 13% 15% SEO 9% 9% 5% 11% 33% 35% 15% SEO 7% 10% 51% 21% 10% SEO SEO Health & Beauty 7% 9% 30% Health Care38% 16% 6% 14% 34% Health Care 35% 10%

EMAIL MARKETING PUBLISHING 4% 9% 32% 39% 16% EMAIL MARKETING 3% 14% 37% 27% Search PPC Social PPC20% Affiliate Content EMAIL Direct Mail MARKETINGDisplay Email 7% 7% SEO 29% Search PPC Social PPC31% Affiliate Content 26% Direct Mail Display Email EMAIL MARKETINGSEO 6% Search PPC12% Social PPC30%Affiliate Content Direct Mail32% Display 20Email % SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing DISPLAY ADVERTISING As shown in Figure 39, 35% of publishers state their primary success metric is growing their of email marketing – 55% say they will increase their budgetIncrease in subscribers in 2017 (Figure 40). This is potentially 16% 24% 35% 19% 5% Increase in subscribers 18% DISPLAY ADVERTISING 10% 10% 23% 45% 23% 12% DISPLAY ADVERTISING DISPLAY ADVERTISING subscribers, with measuring top-of-funnel11% 13 metrics% such as36 opens% 24and% clicks coming25% Increase in subscribers in second16 % because email10 marketing% is 29the% channel that delivers43 the% best ROI according10% 7 to% the 25% Arts & Entertainment Future Budget 26% Financial Services Future Budget Legal Services Future Budget Restaurants & Food Future Budget Travel Future Budget DIRECT MAIL High-funnel engagement metrics (30%). This such as opens or clicks isn’t surprising considering publishers make revenue by selling ads, which are reliant of marketers who state it delivers excellent37% ROI (Figure 38). 15% 20% 38% 19% 8% 38% High-funnel engagement metrics such as opens or clicks DIRECT MAIL 14% 17% 36% 24% 9% DIRECT MAIL 14% 16% 23% 29% High-funnel engagement metrics 18% such as opens or clicks DIRECT MAIL 9% 27% 32% 20% 12% upon opens and clicks. Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase CONTENT MARKETING Mid-funnel conversion metrics such as form-fills (e.g. 11% 5% 12% 35% 38% 10% Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, Decrease inquiries Stay the same etc.) Increase Mid-funnel conversion metrics such as form-fills (e.g. With an average open rate of 33% and click-through rate of 7.9%, publishing’s average metrics CONTENT MARKETING CONTENT MARKETING subscriptions, lead generation, inquiries 75% etc.) 6% 11% 51% 23% 9% CONTENT MARKETING 5% 11% 23% 47% subscriptions, lead generation, 14% inquiries etc.) 5% 17% 35% 31% 12% 12% In general, publishers appear to be keeping their budgets static in 2017, with the exception aren’t too shabby at all (Figure 1). AFFILIATE MARKETING Lower funnel conversion metrics such as 63% 63% 10% 20% 47% 16% 6% revenue/sales/downloads/event attendance etc. 10% 51% 52% 52% 58% 59% Lower funnel conversion metrics such as 60% Lower funnel conversion metrics such as 56% 49% AFFILIATE MARKETING 10% 13% 42% 22%50 % 13% AFFILIATE MARKETING 11% 50%25 % 34% 16revenue/sales/downloads/event % 14% attendance etc. AFFILIATE MARKETING 11% 17% 42% revenue/sales/downloads/event 2350%% attendance etc. 7% 52,25% 15% 47% 40% We don't currently have any metrics that we focus on 46% 48% 47% 44% SOCIAL PPC 6% 16% 31% 36% 11% 40% 42%30% We don't currently have any metrics that we focus on 38% 38% 12% 36% 39% 33% 10% We don't currently have any metrics that we focus on 31% 33% 27% SOCIAL PPC 9% 14% 35% 15% 20% 23% SOCIAL PPC 33% SOCIAL PPC 19% 28% 28% 26% 12% 14% 37% 2926%% 11% 28% Q: What are7% your23 primary% metrics41 related% to email19 marketing% 9% and how do you 26% 26% SEARCH PPC 8% 10% 35% 37% 9% 20% SEARCH PPC 7% 21% 39% 24% 9% SEARCH PPC 12% 25% 25% 19% 19% SEARCH PPC 8% 20% measure39% success?23 % 10% Legal Services Q: Please rate these digital marketing channelsNot based-for-profit on the return FigurePublishing 30. PUBLISHING SERVICES Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketingon investment they generate. Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Figure 38. PUBLISHING ROI RESTAURANTS ROI15% 18% Increase in subscribers Increase in subscribers Increase in subscribers HEALTH CARE ROI LEGAL SERVICES ROI PUBLISHING ROI23% Automotive Future Budget 26% Health & Beauty Future Budget Not-for-profit Future Budget Future Budget Retail 29% Very Poor Poor Average Good Excellent High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent 35% High-funnel engagement metrics such as opens or clicks Very Poor Poor Average Good Excellent Decrease Stay the same Increase Decrease Stay the same Increase 9% Decrease Stay the same Increase Decrease Stay the same Increase

Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as formSOCIAL -fills (e.g. MEDIA MARKETING 3% 15% 45% Mid-funnel 20% conversion metrics 18% such as form -fills (e.g. subscriptions, lead generation, inquiries etc.) 60% 60% subscriptions, lead generation, inquiries etc.) 53% 56% subscriptions, lead generation, inquiries etc.) 51% SOCIAL MEDIA MARKETING 6% 13% 38% 25% 18% SOCIAL MEDIA MARKETING 19% 6% 25% 25% 25% 53% SOCIAL MEDIA MARKETING55% 2% 13% 55% 44% 27% 54% 13% 63% 23% 45% 50% Lower funnel conversion metrics 48 such as % 11% Lower funnel conversion metrics such as 46% Lower funnel conversion metrics such as SEO 41% 41% revenue/sales/downloads/event 45% attendance etc. 16% 10% 13% 43% revenue/sales/downloads/event 25% 10 attendance etc. % 6% SEO 40% revenue/sales/downloads/event attendance etc. 39% 47% 46% SEO 10% 13% 44% 18% 14% SEO 13% 13% 31% 31% 13% 6% 14% 35% 24% 37% 20% 31% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 35% 28% 25% 29% 27% EMAIL MARKETING We don't currently have any metrics that we focus on 3% 13% 28% 55% 23% 8% 24% EMAIL MARKETING 4%2 % 34% 36% 25% 26% EMAIL MARKETING 6% 12% 32% 32% 17% EMAIL MARKETING 24% 10% 13% 13% 6% 38% 31% 30% 17% 12% DISPLAY ADVERTISING 0% 23% 60% 10% 8% DISPLAY ADVERTISING 13% 10% 40% 35% 2% DISPLAY ADVERTISING 16% 11% 49% 16% 9% DISPLAY ADVERTISING 13% 19% 25% 25% 19% Real Estate DIRECT MAIL DIRECT MAIL 3% 20% Retail53% 15% 10% Search PPC Social PPC Affiliate Content Direct Mail Display Email 17% SEO 13% Search PPC35%Restaurants & Food Social PPC Affiliate 25%Content Direct Mail10% Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO DIRECT MAIL 10% 25% 36% 17% 12% DIRECT MAIL 25% 25% 13% 19% 19% Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Q: Please compare your budgetMarketing investmentMarketing for Advertising2017 forMarketing each of these marketing Marketing Marketing Advertising Marketing CONTENT MARKETING 2%6 % 43% 38% 11% CONTENT MARKETING 5% 10% 58% 18% 10% CONTENT MARKETING 5% 17% 35% 25% 18% CONTENT MARKETING 19% 19% 19% 25% 19% channels or techniques. Increase in subscribers Increase in subscribers Communications Future Budget Health Care Increase in subscribers Future Budget 20Publishing % Future Budget 22% AFFILIATE MARKETING 9% 19% 47% 21% 4% AFFILIATE MARKETING 3% 15% Figure50 31.% PUBLISHING FUTURE BUDGET28% 5% Sports & Activities Future Budget AFFILIATE MARKETING 15% 19% 40% 19% 8% AFFILIATE MARKETING 13% 25% 19% 13% 31% 27% 28% High-funnel engagement metrics Decrease Stay such as opens or clicks the same Increase 33% Decrease Stay the same Increase Decrease Stay the sameHigh-funnel engagement metrics Increase such as opens or clicks 37% High-funnel engagement metrics such as opens or clicks Decrease Stay the same Increase SOCIAL PPC 10% 22% 31% 31% 6% SOCIAL PPC 0% 18% 45% 30% 8% SOCIAL PPC 8% 18% 31% 29% 14% SOCIAL PPC 18% 12% 24% 29% 18% 64% Mid-funnel conversion metrics such as form-fills (e.g. 60% Mid-funnel conversion metrics such as form-fills (e.g. 61% SEARCH PPC 13% 19% 38% Mid-25funnel % conversion metrics 4% such as form-fills (e.g. 55% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) SEARCH PPC 8% 15% 53% subscriptions, lead generation, 20% inquiries 5% etc.) 52% 50% 49% SEARCH PPC 9% 18% 45% 21% 6% SEARCH PPC 47% 18% 12% 24% 3515%% 42% 4412%% 44% 44% Lower funnel conversion metrics 41% such as 39% Lower funnel conversion metrics such as 38% 38% 21% Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. 36% revenue/sales/downloads/event attendance etc. 36% revenue/sales/downloads/event attendance etc. 36% 30% 30% 32% 32% 31% 31% 29% 29% 27% 27% 28% We don't currently have any metrics that we focus on 24% We don't currently have any metrics that we focus on 10% 20% We don't currently have any metrics that we focus on 23% 19% 11% 15% AUTOMOTIVE ROI EDUCATION ROI8% TRAVEL ROI 10% SPORTS & ACTIVITIES ROI Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Very Poor Poor Average Good Excellent Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Sports & Activities Travel Marketing Marketing Advertising Marketing Very Poor Poor Average Good Excellent Marketing Marketing Advertising Marketing Technology & Hi TechMarketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing SOCIAL MEDIA MARKETING 2% 15% 21% 34% 28% SOCIAL MEDIA MARKETING 6% 10% 33% 32% 19% SOCIAL MEDIA MARKETING 0% 18% 20% 45% 16% SOCIAL MEDIA MARKETING 6% 11% 17% 54% 11% Email Marketing & Beyond:SEO Global2% 11 %Industry 19 Benchmarks% 201740% 28% GetResponseSEO 10& %Holistic 10% Email Marketing36% 37% 7% Page | 49 16% Increase in subscribers 19% Increase in subscribers SEO 02%% 33% 45% 20Increase in subscribers % SEO 6% 11% 36% 31% 17% 24% 32% 32% High-funnel engagement metrics such as opens or clicks EMAIL MARKETING 6% 11% 32% 32% High-funnel engagement metrics 19% such as opens or clicks EMAIL MARKETING 6%35 % 12% 32% High37-funnel % engagement metrics 13 such as opens or clicks % EMAIL MARKETING 2% 8% 24% 45% 20% EMAIL MARKETING 3% 17% 22% 39% 19% Mid-funnel conversion metrics such as formDISPLAY -fills ADVERTISING (e.g. Mid-funnel conversion metrics such as form-fills DISPLAY (e.g. ADVERTISING Mid-funnel conversion metrics such as form-fills (e.g. DISPLAY ADVERTISING 6% 15% 32% 32% 15% 14% 22% 36% 21% 7% DISPLAY ADVERTISING 8% 12% 42% 28% subscriptions, 10% lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 3% 19% 47% 25% 6% 18% 25% Lower funnel conversion metrics such as 12% Lower funnel conversion metrics such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. DIRECT MAIL 11% 19% 28% 30% 13% DIRECT MAIL 14% 18% 33% revenue/sales/downloads/event 25% attendance etc. 9% DIRECT MAIL 3% 28% 11% 50% 8% DIRECT MAIL 12% 8% 37% 35% 8% revenue/sales/downloads/event attendance etc.

We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on CONTENT MARKETING 14% 14% CONTENT MARKETING CONTENT MARKETING 0% 16% 35% 35% 14% CONTENT MARKETING 10% 12% 41% 29% 8% 4% 17% 30% 38% 11% 7% 11% 3710%% 33% 12% 18% 8% 23% AFFILIATE MARKETING 6% 17% 44% 28% 6% AFFILIATE MARKETING 8% 22% 37% 27% 6% AFFILIATE MARKETING 11% 17% 30% 30% 11% AFFILIATE MARKETING 15% 13% 43% 23% 7%

SOCIAL PPC 6% 22% 22% 39% 11% SOCIAL PPC 6% 14% 43% 33% 4% SOCIAL PPC 4% 9% 26% 49% 13% SOCIAL PPC 11% 11% 32% 35% 11% SEARCH PPC 6% 25% 36% 28% 6% SEARCH PPC 6% 8% 38% 40% 8% SEARCH PPC 2%6 % 34% 36% 21% SEARCH PPC 16% 13% 41% 20% 9%

HEALTH & BEAUTY ROI INTERNET MARKETING ROI NOT-FOR-PROFIT ROI REAL ESTATE ROI

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13% SOCIAL MEDIA MARKETING 6% 12% 28% 36% 19% SOCIAL MEDIA MARKETING 7% 11% 28% 35% 19% SOCIAL MEDIA MARKETING 10% 4% 35% 39% 12%

SEO 4% 13% 34% 32% 17% SEO 8% 15% 35% 29% 13% SEO 11% 9% 33% 28% 19% SEO 14% 6% 42% 34% 4%

EMAIL MARKETING 5% 14% 29% 39% 13% EMAIL MARKETING 6% 9% 25% 37% 23% EMAIL MARKETING 7% 7% 19% 46% 21% EMAIL MARKETING 8% 12% 38% 30% 12%

DISPLAY ADVERTISING 14% 23% 40% 17% 7% DISPLAY ADVERTISING 14% 25% 33% 20% 9% DISPLAY ADVERTISING 16% 16% 44% 18% 5% DISPLAY ADVERTISING 12% 16% 42% 20% 10%

DIRECT MAIL DIRECT MAIL 19% 19% 38% 15% 9% 19% 17% 33% 21% 10% DIRECT MAIL 11% 4% 28% 40% 18% DIRECT MAIL 10% 10% 40% 32% 8%

CONTENT MARKETING 8% 11% 38% 36% 8% CONTENT MARKETING 9% 10% 36% 32% 13% CONTENT MARKETING 13% 5% 38% 30% 14% CONTENT MARKETING 10% 12% 44% 26% 8%

AFFILIATE MARKETING 13% 23% 40% 18% 7% AFFILIATE MARKETING 10% 13% 33% 31% 14% AFFILIATE MARKETING 16% 20% 46% 13% 5% AFFILIATE MARKETING 20% 22% 36% 18% 4%

SOCIAL PPC 9% 16% 42% 23% 9% SOCIAL PPC 7% 14% 34% 31% 13% SOCIAL PPC 12% 12% 38% 24% 14% SOCIAL PPC 6% 20% 39% 25% 10%

SEARCH PPC 8% 17% 36% 31% 8% SEARCH PPC 11% 17% 37% 28% 8% SEARCH PPC 12% 19% 34% 24% 10% SEARCH PPC 6% 26% 45% 17% 6%

RETAIL ROI TECHOLOGY & HIGH TECH ROI

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING 7% 13% 29% 35% 16% SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13%

SEO 7% 10% 35% 32% 17% SEO 4% 13% 34% 32% 17%

EMAIL MARKETING 7% 10% 31% 34% 18% EMAIL MARKETING 5% 14% 29% 39% 13%

DISPLAY ADVERTISING 10% 19% 42% 24% 4% DISPLAY ADVERTISING 14% 23% 40% 17% 7%

DIRECT MAIL 15% 18% 36% 25% 5% DIRECT MAIL 19% 19% 38% 15% 9%

CONTENT MARKETING 7% 15% 43% 29% 7% CONTENT MARKETING 8% 11% 38% 36% 8%

AFFILIATE MARKETING 12% 23% 34% 20% 12% AFFILIATE MARKETING 13% 23% 40% 18% 7%

SOCIAL PPC 9% 11% 35% 33% 12% SOCIAL PPC 9% 16% 42% 23% 9%

SEARCH PPC 9% 18% 35% 25% 13% SEARCH PPC 8% 17% 36% 31% 8% AGENCY ROI ART & ENTERTAINMENT ROI COMMUNICATIONS ROI FINANCIAL SERVICES ROI

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 5% 17% 25% 37% 16% 4% 10% 36% 21% 29% SOCIAL MEDIA MARKETING 9% 13% 18% 38% 23% SOCIAL MEDIA MARKETING 13% 14% 33% 26% 15%

SEO 5% 11% 33% 35% 15% SEO 7% 10% 51% 21% 10% SEO 7% 9% 30% 38% 16% SEO 6% 14% 34% 35% 10%

EMAIL MARKETING 4% 9% 32% 39% 16% EMAIL MARKETING 3% 14% 37% 27% 20% EMAIL MARKETING 7% 7% 29% 31% 26% EMAIL MARKETING 6% 12% 30% 32% 20%

DISPLAY ADVERTISING 16% 24% 35% 19% 5% DISPLAY ADVERTISING 10% 10% 45% 23% 12% DISPLAY ADVERTISING 11% 13% 36% 25% 16% DISPLAY ADVERTISING 10% 29% 43% 10% 7% Agency Arts & Entertainment Automotive DIRECT MAIL 15% 20% 38% 19% 8% DIRECT MAIL 14% 17% 36% 24% 9% DIRECT MAIL 14% 16% 23% 29% 18% DIRECT MAIL 9% 27% 32% 20% 12% CONTENT MARKETING 5% 12% 35% 38% 10% 12% CONTENT MARKETING 6% 11% 51% 23% 9% CONTENT MARKETING CONTENT MARKETING 16% 18% Increase in subscribers 5% 11% 23% 47% 14% 5% 17% 35% 31% 12% 20% Increase in subscribers Increase in subscribers AFFILIATE MARKETING 10% 20% 47% 16% 6% 31% AFFILIATE MARKETING 10% 13% 42% 22% 13% AFFILIATE MARKETING AFFILIATE MARKETING 11% 17% 42% 23% 7% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 11% 25% 34% 16% 14% 13% High-funnel engagement metrics such as opens or clicks 41% SOCIAL PPC 6% 16% 31% 36% 11% 11% Mid-funnel conversion metrics such as form-fills (e.g. SOCIAL PPC 9% 14% 35% 20% 23% SOCIAL PPC SOCIAL PPC 7% 23% 41% 19% 9% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 12% 12% 14% 37% 26% 11% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) SEARCH PPC 8% 10% 35% 37% 9% Lower funnel conversion metrics such as Lower funnel conversion metrics such as Lower funnel conversion metrics such as SEARCH PPC 7% 21% 39% 24% 9% SEARCH PPC 12% 25% 25% 19% 19% SEARCH PPC 8% 20% 39% 23% 10% revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 14% 31% We don't currently have any metrics that we focus on 24% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 18% 21%

18% RESTAURANTS ROI HEALTH CARE ROI LEGAL SERVICES ROI PUBLISHING ROI Very Poor Poor Average Good Excellent Communications Education Financial Services Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING 3% 15% 45% 20% 18% SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING Increase in subscribers 6% 13% 38% 25% 18% SOCIAL MEDIA MARKETING 19% 6% 25% 25% 25% 2% 13% 44% 27% 13% 20% Increase in subscribers Increase in subscribers 24% 27% 26% SEO 10% 13% 43% 25% 10% 29% SEO High-funnel engagement metrics such as opens or clicks SEO 10% 13% 44% 18% 14% SEO 13% 13% 31% 31% 13% 6% 14% 35% 24% 20% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks EMAIL MARKETING 3% 13% 55% 23% 8% 44% EMAIL MARKETING EMAIL MARKETING 6% 12% 32% 32% 17% EMAIL MARKETING 4%2 % 34% 36% 25% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 13% 13% 6% 38% 31% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) DISPLAY ADVERTISING 16% 0% 23% 60% 10% 8% 2% Lower funnel conversion metrics such as DISPLAY ADVERTISING 13% 10% 40% 35% 2% 13% Lower funnel conversion metrics such as DISPLAY ADVERTISING DISPLAY ADVERTISING revenue/sales/downloads/event attendance etc. Lower funnel conversion metrics such as 16% 11% 49% 16% 9% 13% 19% 25% 25% 19% revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. DIRECT MAIL We don't currently have any metrics that we focus on DIRECT MAIL 3% 20% 53% 15% 10% 14% 17% 13% 35% 25% 10% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on DIRECT MAIL 10% 25% 36% 17% 12% DIRECT MAIL 20% 27% 25% 25% 13% 19% 19% 10% 15% CONTENT MARKETING 2%6 % 43% 38% 11% CONTENT MARKETING 5% 10% 58% 18% 10% 13% CONTENT MARKETING 5% 17% 35% 25% 18% CONTENT MARKETING 19% 19% 19% 25% 19% AFFILIATE MARKETING 9% 19% 47% 21% 4% AFFILIATE MARKETING 3% 15% 50% 28% 5% AFFILIATE MARKETING 15% 19% 40% 19% 8% AFFILIATE MARKETING 13% 25% 19% 13% 31% Health & Beauty Health Care Health Care SOCIAL PPC 10% 22% 31% 31% 6% SOCIAL PPC 0% 18% 45% 30% 8% SOCIAL PPC 8% 18% 31% 29% 14% SOCIAL PPC 18% 12% 24% 29% 18% SEARCH PPC 13% 19% 38% 25% 4% SEARCH PPC 8% 15% 53% 20% 5% Increase in subscribers SEARCH PPC Increase in subscribers 18% 9% 18% 45% 21% 6% SEARCH PPC 18% 12% 24% 35% 12% 23% 26% 24% Increase in subscribers

High-funnel engagement metrics such as opens or clicks 37% 38% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks

AUTOMOTIVE ROI EDUCATION ROI Mid-funnel conversion metrics such as form-fills (e.g. 11% Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) Mid-funnel conversion metrics such as form-fills (e.g. TRAVEL ROI subscriptions, lead generation, inquiries etc.) 12% subscriptions, lead generation, inquiries etc.) Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Lower funnel conversion metrics such as SPORTS & ACTIVITIES ROI 10% revenue/sales/downloads/event attendance etc. Lower funnel conversion metrics such as Very Poor Poor Average Good Excellent Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 15% Very Poor Poor Average Good Excellent We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 12% 30% SOCIAL MEDIA MARKETING 2% 15% 21% 34% 28% SOCIAL MEDIA MARKETING 6% 10% 33% 32% 19% 10% We don't currently have any metrics that we focus on 19% SOCIAL MEDIA MARKETING 0% 18% 20% 45% 16% 15% SOCIAL MEDIA MARKETING 6% 11% 17% 54% 11% INDUSTRY SUMMARIES SEO 2% 11% 19% 40% 28% SEO 10% 10% 36% 37% 7% SEO 02%% 33% 45% 20% SEO 6% 11% 36% 31% 17% Legal Services Not-for-profit Publishing EMAIL MARKETING 6% 11% 32% 32% 19% EMAIL MARKETING 6% 12% 32% 37% 13% EMAIL MARKETING 2% 8% 24% 45% 20% Real estate EMAIL MARKETING 3% 17% 22% 39% 19% DISPLAY ADVERTISING DISPLAY ADVERTISING DISPLAY ADVERTISING 6% 15% 32% 32% 15% 14% 22% 36% 21% 7% 8% 12% 42% 28% 10% 15% DISPLAY ADVERTISING 3% 19% 47% 25% 6% As seen in Figure 41, email marketing ties in first place in terms of ROI – 12% of marketers Sad to say, a whopping 37% of real estate18% marketers don’tIncrease in subscribers have any success metrics Increase in subscribers Increase in subscribers 23% claim that it delivers excellent ROI. to be measuring and using as a guide to make improvements. The primary metric used 26% DIRECT MAIL 11% 19% 28% 30% 13% DIRECT MAIL 14% 18% 33% 25% 9% 29% DIRECT MAIL 3% 28% 11% 50% 8% DIRECT MAIL 12% 8% 37% 35% 8% is growing more subscribers, with 22% of marketers statingHigh -funnel this engagement metrics (Figure 42). such as opens or clicks High-funnel engagement metrics such as opens or clicks 35% High-funnel engagement metrics such as opens or clicks 9% CONTENT MARKETING 0% 16% 35% 35% 14% CONTENT MARKETING 10% 12% 41% 29% 8% CONTENT MARKETING 4% 17% 30% 38% 11% With an CONTENT average open MARKETING rate of 32%7% and11 %a click-through37 rate% of 4.9%, the metrics33 %for this industry12% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. are quite impressive (Figure 1). These healthy metrics translate though into a desire to increase subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) AFFILIATE MARKETING 6% 17% 44% 28% 6% AFFILIATE MARKETING AFFILIATE MARKETING AFFILIATE MARKETING 23% 8% 22% 37% 27% 6% 11% 17% 30% 30% 11% email marketing budget in 2017, with15% a very13 high% 67% stating they43% will increase it in 201723% 7% Lower funnel conversion metrics such as 11% Lower funnel conversion metrics such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. 16% revenue/sales/downloads/event attendance etc. 6% revenue/sales/downloads/event attendance etc. SOCIAL PPC (Figure 43). 6% 22% 22% 39% 11% SOCIAL PPC 6% 14% 43% 33% 4% SOCIAL PPC 4% 9% 26% 49% 13% SOCIAL PPC 11% 11% 32% 35% 11% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 25% We don't currently have any metrics that we focus on SEARCH PPC 6% 25% 36% 28% 6% 24% 10% SEARCH PPC 6% 8% 38% 40% 8% 30% SEARCH PPC 2%6 % 34% 36% 21% SEARCH PPC 16% 13% 41% 20% 9% Q: What are your primary metrics related to email marketing and how do you measure success? Q: Please rate these digital marketing channels based on the return FigureReal Estate 42. REAL ESTATE SERVICES Restaurants & Food Retail on investment they generate. Figure 41. REAL ESTATE ROI Increase in subscribers Increase in subscribers HEALTH & BEAUTY ROI NOT-FOR-PROFIT ROI REAL ESTATE ROI Increase in subscribers 20% INTERNET MARKETING ROI 22% 27% 28% High-funnel engagement metrics such as opens or clicks 33% Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent 37% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks

Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13% SOCIAL MEDIA MARKETING 6% 12% 28% 36% 19% SOCIAL MEDIA MARKETING 7% 11% 28% 35% 19% SOCIAL MEDIA MARKETING 10% 4% 35% 39% 12% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 15% Lower funnel conversion metrics such as Lower funnel conversion metrics such as 21% Lower funnel conversion metrics such as SEO 4% 13% 34% 32% 17% SEO 8% 15% 35% 29% 13% SEO 11% 9% 33% 28% 19% SEO 14% 6% 42% 34% 4% revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc.

We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 10% 20% We don't currently have any metrics that we focus on EMAIL MARKETING 5% 14% 29% 39% 13% EMAIL MARKETING 6% 9% 25% 37% 23% EMAIL MARKETING 7% 7% 19% 46% 21% EMAIL MARKETING 23% 8% 12% 38% 30% 12% 11% 15% 8% 10% DISPLAY ADVERTISING 14% 23% 40% 17% 7% DISPLAY ADVERTISING 14% 25% 33% 20% 9% DISPLAY ADVERTISING 16% 16% 44% 18% 5% DISPLAY ADVERTISING 12% 16% 42% 20% 10%

DIRECT MAIL 19% 19% 38% 15% 9% DIRECT MAIL 19% 17% 33% 21% 10% DIRECT MAIL 11% 4% 28% 40% 18% DIRECT MAIL 10% 10% 40% 32% 8% Sports & Activities Technology & Hi Tech Travel

CONTENT MARKETING 8% 11% 38% 36% 8% CONTENT MARKETING Q: Please compare your budget investment for 2017 for each of these marketing 9% 10% 36% 32% 13% CONTENT MARKETING 13% 5% 38% 30% 14% CONTENT MARKETING 10% 12% 44% 26% 8% channels or techniques. AFFILIATE MARKETING AFFILIATE MARKETING 13% 23% 40% 18% 7% 10% 13% 33% 31% 14% AFFILIATE MARKETING 16% Chart Title16% 20% 46% 13% 5% Education AFFILIATE Future Budget MARKETING 20% 22% 36%Internet Marketing 18% Future Budget4% FigureReal Estate 43. REAL ESTATEFuture Budget FUTUREIncrease in subscribers BUDGET Technology & Hi Tech Future BudgetIncrease in subscribers 19% Increase in subscribers 24% SOCIAL PPC 9% 16% 42% 23% 9% SOCIAL PPC 7% 14% 34% 31% 13% Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase 32% Decrease32% Stay the same Increase Decrease Stay the same Increase SOCIAL PPC 12% 12% 38% 24% 14% SOCIAL PPC 6% 20% 39% 25% 10% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 35% High-funnel engagement metrics such as opens or clicks 85% 56% SEARCH PPC 8% 17% 36% 31% 8% SEARCH PPC 65% 11% 17% 37% 28% 8% SEARCH PPC 62% 67% 58% 12% 19% 34% 24% 10% SEARCH PPC 6% 26% 45% 17% 6% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 56% 56% 55% 46% 47% 51% 53% 50% subscriptions, lead generation, inquiries etc.) 44% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 46% 54% 41% 18% 45% 45% 57% 44% 52% 25% 49Lower funnel % conversion metrics such as 40% 49% 50% 40% 12% Lower funnel conversion metrics such as Lower funnel conversion metrics such as 38% 35% 41% revenue/sales/downloads/event attendance etc. 42% revenue/sales/downloads/event attendance etc. 32% 41% 33% 34% 28% 27% revenue/sales/downloads/event attendance etc. 31% 29% 37% 36% 26% 35% 30% 24% 25% 23% 23% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 27% 14% 14% We don't currently have any metrics that we focus on 16% 17% 15% 10% 13% 18% 9% 9% 8% 23%

Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO RETAIL ROI TECHOLOGY & HIGH TECH ROI Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Arts & Entertainment Future Budget Financial Services Future Budget Legal Services Future Budget Restaurants & Food Future Budget Travel Future Budget Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 51

SOCIAL MEDIA MARKETING 7% 13% 29% 35% 16% SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13% Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase 75% SEO 7% 10% 35% 32% 17% SEO 4% 13% 34% 32% 17% 63% 63% 51% 52% 52% 58% 59% 60% 56% 49% EMAIL MARKETING 7% 10% 31% 34% 18% EMAIL MARKETING 5% 14% 29% 39% 13% 50% 50% 50% 52,25% 47% 40% 46% 48% 47% 44% 40% 42% 38% 38% 36% 39% 33% DISPLAY ADVERTISING 10% 19% 42% 24% 4% DISPLAY ADVERTISING 14% 23% 40% 17% 7% 33% 31% 33% 26% 27% 29% 28% 28% 26% 26% 28% 20% DIRECT MAIL 15% 18% 36% 25% 5% DIRECT MAIL 19% 19% 38% 15% 9%

CONTENT MARKETING 7% 15% 43% 29% 7% CONTENT MARKETING 8% 11% 38% 36% 8% Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing AFFILIATE MARKETING 12% 23% 34% 20% 12% AFFILIATE MARKETING 13% 23% 40% 18% 7%

SOCIAL PPC 9% 11% 35% 33% 12% SOCIAL PPC 9% 16% 42% 23% 9% Automotive Future Budget Health & Beauty Future Budget Not-for-profit Future Budget Future Budget Retail

SEARCH PPC SEARCH PPC 8% 17% 36% 31% 8% 9% 18% 35% 25% 13% Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase

60% 60% 53% 51% 55% 55% 56% 54% 63% 53% 45% 50% 48% 45% 46% 41% 41% 40% 39% 47% 46% 37% 31% 35% 28% 29% 27% 24% 28% 26% 17% 12%

Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing

Communications Future Budget Health Care Future Budget Publishing Future Budget Sports & Activities Future Budget

Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase 64% 60% 61% 55% 52% 47% 50% 49% 44% 44% 44% 42% 41% 39% 36% 38% 38% 36% 36% 32% 32% 30% 30% 29% 29% 28% 31% 31% 27% 27% 24% 19%

Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Agency Arts & Entertainment Automotive

12% 16% 18% Increase in subscribers 20% Increase in subscribers Increase in subscribers 31% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 13% High-funnel engagement metrics such as opens or clicks 41% 11% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 12% Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.)

Lower funnel conversion metrics such as Lower funnel conversion metrics such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 14% 31% We don't currently have any metrics that we focus on 24% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 18% 21%

18%

Communications Education Financial Services

Increase in subscribers 20% Increase in subscribers Increase in subscribers 24% 27% 26% 29% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 44%

Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 16% 2% Lower funnel conversion metrics such as 13% Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc.

14% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 20% 27% 10% 15% 13%

Health & Beauty Health Care Health Care

Increase in subscribers Increase in subscribers 18% 23% 26% 24% Increase in subscribers

High-funnel engagement metrics such as opens or clicks 37% 38% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks

Mid-funnel conversion metrics such as form-fills (e.g. 11% Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) 12% subscriptions, lead generation, inquiries etc.) Lower funnel conversion metrics such as AGENCY ROI ART & ENTERTAINMENT ROI 10% COMMUNICATIONS ROI FINANCIAL SERVICES ROI revenue/sales/downloads/event attendance etc. Lower funnel conversion metrics such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 15% We don't currently have any metrics that we focus on Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent We don't currently have any metrics that we focus on Very Poor Poor Average Good Excellent Very Poor Poor 12Average% Good Excellent 30% 10% We don't currently have any metrics that we focus on 15% 19%

SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 5% 17% 25% 37% 16% 4% 10% 36% 21% 29% SOCIAL MEDIA MARKETING 9% 13% 18% 38% 23% INDUSTRYSOCIAL MEDIA SUMMARIES MARKETING 13% 14% 33% 26% 15%

Legal Services Not-for-profit Publishing SEO 5% 11% 33% 35% 15% SEO 7% 10% 51% 21% 10% SEO 7% 9% 30% 38% 16% RestaurantsSEO 6% 14% &34% food35% 10% EMAIL MARKETING 4% 9% 32% 39% 16% EMAIL MARKETING 3% 14% 37% 27% 20% EMAIL MARKETING 7% 7% 29% 31% 26% EMAIL MARKETING 6% 12% 30% 32% 20% 15% 18% Increase in subscribers Increase in subscribers The primary success metric used by this industry is growing subscribers (27%), with a shocking With average open rates of 32% and a click-through rate of 3.5%, this industry’s metrics Increase in subscribers DISPLAY ADVERTISING 23% 16% 24% 35% 19% 5% 26% DISPLAY ADVERTISING 10% 10% 45% 23% 12% DISPLAY ADVERTISING 11% 13% 36% 25% 16% 33% notDISPLAY having any ADVERTISING success metric10% in place (Figure2929% % 45). This possibly accounts43% for why only10% 7% are quite healthy (Figure 1). Across all the channels, it’s looking to keep most of its budgets High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 35% High-funnel engagement metrics such as opens or clicks DIRECT MAIL 15% 20% 38% 19% 8% 8% of marketers say that email marketing delivers excellent ROI – maybe they just don’t know static in 2017, with 33% looking to increase their budget (Figure 46). 9% DIRECT MAIL 14% 17% 36% 24% 9% DIRECT MAIL 14% 16% 23% 29% 18% DIRECT MAIL 9% 27% 32% 20% 12% how successful they are? The channel leading the way in delivering excellent ROI is socialMid-funnel media conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) CONTENT MARKETING 5% 12% 35% 38% 10% marketing with an impressive 18% (Figure 44). subscriptions, lead generation, inquiries etc.) CONTENT MARKETING 23% 6% 11% 51% 23% 9% CONTENT MARKETING 5% 11% 23% 47% 14% CONTENT MARKETING 5% 17% 35% 31% Lower funnel 12 conversion metrics % such as 11% Lower funnel conversion metrics such as 16% Lower funnel conversion metrics such as 6% revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. AFFILIATE MARKETING 10% 20% 47% 16% 6% revenue/sales/downloads/event attendance etc. AFFILIATE MARKETING AFFILIATE MARKETING AFFILIATE MARKETING We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 10% 13% 42% 22% 13% 11% 25% 34% 16% 14% 11% 17% 42% 23% 7% 25% We don't currently have any metrics that we focus on SOCIAL PPC 6% 16% 31% 36% 11% 24% 10% 30% SOCIAL PPC 9% 14% 35% 20% 23% SOCIAL PPC 12% 14% 37% 26% 11% SOCIAL PPC 7% 23% 41% 19% 9% Q: What are your primary metrics related to email marketing and how do you SEARCH PPC 8% 10% 35% 37% 9% measure success? SEARCH PPC SEARCH PPC 7% 21% 39% 24% 9% SEARCH PPC 12% 25% 25% 19% 19% 8% 20% 39% Real Estate 23% 10% Restaurants & Food Retail Q: Please rate these digital marketing channels based on the return Figure 45. RESTAURANTS & FOOD SERVICES on investment they generate.

Figure 44. RESTAURANTS & FOOD ROI Increase in subscribers Increase in subscribers Increase in subscribers 20% RESTAURANTS ROI22% HEALTH CARE ROI LEGAL SERVICES ROI Chart TitlePUBLISHING ROI Education Future Budget Internet Marketing Future Budget Real Estate 27% Future Budget Technology & Hi Tech 28% Future Budget High-funnel engagement metrics such as opens or clicks 33% High-funnel engagement metrics such as opens or clicks Very Poor Poor37% Average Good Excellent High-funnel engagement metrics such as opens or clicks Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Decrease Stay Very Poor the same PoorIncrease Average Good Excellent Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 85% 65% Mid-funnel conversion metrics such as form-fills (e.g. 56% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 62% SOCIAL MEDIA MARKETING 67% 56% 58% 3% 15% 45% 20% 18% 56% 5515% 47% SOCIAL MEDIA MARKETING 53% 44% 46% 21% Lower funnel conversion metrics such as SOCIAL MEDIA MARKETING 6% 13% 38% 25% 18% SOCIAL MEDIA MARKETING 19% 6% 25% 25% 25% 2% 1351% 44% 27% 13% Lower funnel 50% conversion metrics such as Lower funnel conversion metrics such as 46% revenue/sales/downloads/event attendance etc. 54% 41% revenue/sales/downloads/event attendance etc. 45% 45% 57% 44% 52% 49revenue/sales/downloads/event % attendance etc. 40% SEO 10% 13% 43%40 % 25% 10% 38% 49% 50% 41% 42% SEO35% We don't currently have any metrics that we focus on 34% We don't currently have any metrics that we focus on SEO 10% 13% 44% 18% 14% SEO 13% 13% 31% 31% 13% 6% 14% 32% 35% 24% 20% 41% 33% 10% 36% 20% We don't currently have any metrics that we focus on 28% 27% 31% 29% 37% 23% 24% 26% 35% 11% 30% 25% 23% 23% EMAIL MARKETING 15% 8% 27% 3% 13% 55% 23% 8% 10% 16% EMAIL 17% MARKETING 4%2 % 34% 36% 25% EMAIL MARKETING 6% 12% 32% 32% 17% EMAIL MARKETING 13% 13% 6% 38% 31% 13% 15% 9% 9% DISPLAY ADVERTISING 0% 23% 60% 10% 8% DISPLAY ADVERTISING 13% 10% 40% 35% 2% DISPLAY ADVERTISING 16% 11% 49% 16% 9% DISPLAY ADVERTISING 13% 19% 25% 25% 19% Sports & Activities Technology & Hi Tech Travel Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct MailDIRECT Display MAIL Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO DIRECT MAIL 17% 13% 35% 25% 10% 3% 20% 53% 15% 10% Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing DIRECT MAIL 10% 25% 36% 17% 12% DIRECT MAIL 25% 25% 13% 19% 19% Marketing Marketing Advertising Marketing Q: Please compare your budget investment for 2017 for each of these marketing CONTENT MARKETING 2%6 % 43% 38% 11% CONTENT MARKETING 5% 10% 58% 18% 10% channels or techniques. CONTENT MARKETING 16% 19% 5% 17% 35% 25% 18% CONTENT MARKETING 19% 19% 19% 25% 19% Arts & Entertainment Future Budget Financial Services Future Budget Legal Services Increase in subscribers Future Budget Restaurants & Food Future BudgetIncrease in subscribers Travel Future Budget Increase in subscribers 24% Figure 46. RESTAURANTS & FOOD FUTURE BUDGET AFFILIATE MARKETING AFFILIATE MARKETING 9% 19% 47% 21% 4% 3% 15% 32% 50% 32% 28% 5% 35% AFFILIATE MARKETING 15% 19% 40% 19% 8% AFFILIATE MARKETING 13% 25% 19% 13% 31% Decrease Stay the same Increase Decrease High-Stay funnel the same engagement metrics Increase such as opens or clicks Decrease Stay the sameHigh-funnel Increase engagement metrics such as opens or clicks Decrease Stay the same Increase High-funnel engagement metrics such as opens or clicks SOCIAL PPC Decrease Stay 10 the same% Increase22% 31% 31% 6% SOCIAL PPC 0% 18% 45% 30% 8% 75% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. SOCIAL PPC 8% 18% 31% 29% 14% SOCIAL PPC 18% 12% 24% 29% 18% Mid-funnel conversion metrics such as form-fills (e.g. 63% subscriptions, 63% lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) SEARCH PPC 13% 19% 38% 25% 4% 51% 18% 52% 52% 58% 59% SEARCH PPC 8% 15% 53% 20% 5% 56% 25% 49% 60% Lower funnel conversion metrics such as SEARCH PPC 50% 50% 50% 12% Lower funnel conversion metrics such as Lower funnel conversion metrics such as 9% 18% 45% 21% 6% SEARCH PPC 18% 12% 24% 35% 12% 52,25% 47% revenue/sales/downloads/event attendance etc. 40% revenue/sales/downloads/event attendance etc. 46% 48% 47% 44% revenue/sales/downloads/event attendance etc. 39% 40% 42% 38% 38% 33% 36% We don't currently have any metrics that we focus on 33% We don't currently have any metrics that we focus on 33% 31% We don't currently have any metrics that we focus on 26% 27% 29% 14% 14% 28% 26% 26% 28% 28% 10% 20% 18% AUTOMOTIVE ROI EDUCATION ROI8% 23% TRAVEL ROI SPORTS & ACTIVITIES ROI Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Very Poor Poor Average Good Excellent SOCIAL MEDIA MARKETING 2% 15% 21% 34% 28% SOCIAL MEDIA MARKETING 6% 10% 33% 32% 19% SOCIAL MEDIA MARKETING 0% 18% 20% 45% 16% Automotive Future Budget Health & Beauty Future Budget Not-for-profit Future Budget Future Budget Retail SOCIAL MEDIA MARKETING 6% 11% 17% 54% 11% Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 53 SEO 2% 11% 19% 40% 28% SEO 10% 10% 36% 37% 7% SEO 02%% 33% 45% 20% Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase SEO 6% 11% 36% 31% 17% EMAIL MARKETING 6% 11% 32% 32% 19% EMAIL MARKETING 6% 12% 32% 37% 13% EMAIL MARKETING 2% 8% 24% 45% 20% 60% 60% 53% EMAIL MARKETING 56% 51% 3% 17% 22% 39% 19% 53% 55% 55% 54% 63% 50% 45% DISPLAY ADVERTISING48% DISPLAY ADVERTISING 41% 41% DISPLAY ADVERTISING 45% 6% 4615%% 32% 32% 15% 14% 22% 36% 21% 7% DISPLAY ADVERTISING 3% 19% 47% 25% 6% 8% 12% 42% 28% 10% 40% 39% 47% 46% 37% 31% 28% 29% 35% DIRECT MAIL 11% 19% 28% 30% 13% DIRECT MAIL27% 14% 18% 33% 25% 9% 24% DIRECT MAIL 3% 28% 11% 50% 8% DIRECT MAIL 12% 8% 37% 35% 8% 28% 26% 17% 12% CONTENT MARKETING 0% 16% 35% 35% 14% CONTENT MARKETING 10% 12% 41% 29% 8% CONTENT MARKETING 4% 17% 30% 38% 11% CONTENT MARKETING 7% 11% 37% 33% 12%

AFFILIATE MARKETING 6% 17% 44% 28% 6% AFFILIATE MARKETING AFFILIATE MARKETING AFFILIATE MARKETING 8% 22% 37% 27% 6% Search PPC Social PPC Affiliate Content 11Direct Mail% 17Display % Email 30%SEO Search PPC30% Social PPC11% Affiliate Content Direct Mail Display Email 15% SEO 13% Search PPC43% Social PPC Affiliate 23Content % Direct Mail7% Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing SOCIAL PPC 6% 22% 22% 39% 11% SOCIAL PPC 6% 14% 43% 33% 4% SOCIAL PPC 4% 9% 26% 49% 13% SOCIAL PPC 11% 11% 32% 35% 11% SEARCH PPC 6% 25% 36% 28% 6% Communications Future Budget Health Care Future Budget Publishing Future Budget SEARCH PPC 6% 8% 38% 40% 8% Sports & Activities Future Budget SEARCH PPC 2%6 % 34% 36% 21% SEARCH PPC 16% 13% 41% 20% 9% Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase 64% 60% 61% 55% 52% 47% 50% 49% 44% 44% 44% 42% 41% 39% 36% 38% 38% 36% 36% 32% 32% HEALTH & BEAUTY ROI INTERNET MARKETING ROI NOT-FOR-PROFIT ROI 30% 30% 29% REAL ESTATE ROI29% 28% 31% 31% 27% 27% 24% 19% Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13% SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 7% 11% 28% 35% 19% SOCIAL MEDIA MARKETING Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO 6% 12% 28% 36% 19% Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email 10% 4%SEO 35% Search PPC Social PPC 39Affiliate % Content Direct Mail12% Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing SEO 4% 13% 34% 32% 17% SEO 8% 15% 35% 29% 13% SEO 11% 9% 33% 28% 19% SEO 14% 6% 42% 34% 4%

EMAIL MARKETING 5% 14% 29% 39% 13% EMAIL MARKETING 6% 9% 25% 37% 23% EMAIL MARKETING 7% 7% 19% 46% 21% EMAIL MARKETING 8% 12% 38% 30% 12%

DISPLAY ADVERTISING 14% 23% 40% 17% 7% DISPLAY ADVERTISING 14% 25% 33% 20% 9% DISPLAY ADVERTISING 16% 16% 44% 18% 5% DISPLAY ADVERTISING 12% 16% 42% 20% 10%

DIRECT MAIL DIRECT MAIL 19% 19% 38% 15% 9% 19% 17% 33% 21% 10% DIRECT MAIL 11% 4% 28% 40% 18% DIRECT MAIL 10% 10% 40% 32% 8%

CONTENT MARKETING 8% 11% 38% 36% 8% CONTENT MARKETING 9% 10% 36% 32% 13% CONTENT MARKETING 13% 5% 38% 30% 14% CONTENT MARKETING 10% 12% 44% 26% 8%

AFFILIATE MARKETING 13% 23% 40% 18% 7% AFFILIATE MARKETING 10% 13% 33% 31% 14% AFFILIATE MARKETING 16% 20% 46% 13% 5% AFFILIATE MARKETING 20% 22% 36% 18% 4%

SOCIAL PPC 9% 16% 42% 23% 9% SOCIAL PPC 7% 14% 34% 31% 13% SOCIAL PPC 12% 12% 38% 24% 14% SOCIAL PPC 6% 20% 39% 25% 10%

SEARCH PPC 8% 17% 36% 31% 8% SEARCH PPC 11% 17% 37% 28% 8% SEARCH PPC 12% 19% 34% 24% 10% SEARCH PPC 6% 26% 45% 17% 6%

RETAIL ROI TECHOLOGY & HIGH TECH ROI

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING 7% 13% 29% 35% 16% SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13%

SEO 7% 10% 35% 32% 17% SEO 4% 13% 34% 32% 17%

EMAIL MARKETING 7% 10% 31% 34% 18% EMAIL MARKETING 5% 14% 29% 39% 13%

DISPLAY ADVERTISING 10% 19% 42% 24% 4% DISPLAY ADVERTISING 14% 23% 40% 17% 7%

DIRECT MAIL 15% 18% 36% 25% 5% DIRECT MAIL 19% 19% 38% 15% 9%

CONTENT MARKETING 7% 15% 43% 29% 7% CONTENT MARKETING 8% 11% 38% 36% 8%

AFFILIATE MARKETING 12% 23% 34% 20% 12% AFFILIATE MARKETING 13% 23% 40% 18% 7%

SOCIAL PPC 9% 11% 35% 33% 12% SOCIAL PPC 9% 16% 42% 23% 9%

SEARCH PPC 9% 18% 35% 25% 13% SEARCH PPC 8% 17% 36% 31% 8% AGENCY ROI ART & ENTERTAINMENT ROI COMMUNICATIONS ROI FINANCIAL SERVICES ROI

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 5% 17% 25% 37% 16% 4% 10% 36% 21% 29% SOCIAL MEDIA MARKETING 9% 13% 18% 38% 23% SOCIAL MEDIA MARKETING 13% 14% 33% 26% 15%

SEO 5% 11% 33% 35% 15% SEO 7% 10% 51% 21% 10% SEO 7% 9% 30% 38% 16% SEO 6% 14% 34% 35% 10%

EMAIL MARKETING 4% 9% 32% 39% 16% EMAIL MARKETING 3% 14% 37% 27% 20% EMAIL MARKETING 7% 7% 29% 31% 26% EMAIL MARKETING 6% 12% 30% 32% 20%

DISPLAY ADVERTISING 16% 24% 35% 19% 5% DISPLAY ADVERTISING 10% 10% 45% 23% 12% DISPLAY ADVERTISING 11% 13% 36% 25% 16% DISPLAY ADVERTISING 10% 29% 43% 10% 7%

DIRECT MAIL 15% 20% 38% 19% 8% DIRECT MAIL 14% 17% 36% 24% 9% DIRECT MAIL 14% 16% 23% 29% 18% DIRECT MAIL 9% 27% 32% 20% 12% CONTENT MARKETING 5% 12% 35% 38% 10% CONTENT MARKETING 6% 11% 51% 23% 9% CONTENT MARKETING 5% 11% 23% 47% 14% CONTENT MARKETING 5% 17% 35% 31% 12% AFFILIATE MARKETING 10% 20% 47% 16% 6% AFFILIATE MARKETING 10% 13% 42% 22% 13% AFFILIATE MARKETING 11% 25% 34% 16% 14% AFFILIATE MARKETING 11% 17% 42% 23% 7% SOCIAL PPC 6% 16% 31% 36% 11% SOCIAL PPC 9% 14% 35% 20% 23% SOCIAL PPC 12% 14% 37% 26% 11% SOCIAL PPC 7% 23% 41% 19% 9% SEARCH PPC 8% 10% 35% 37% 9% SEARCH PPC 7% 21% 39% 24% 9% SEARCH PPC 12% 25% 25% 19% 19% SEARCH PPC 8% 20% 39% 23% 10%

RESTAURANTS ROI HEALTH CARE ROI LEGAL SERVICES ROI PUBLISHING ROI Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING 3% 15% 45% 20% 18% SOCIAL MEDIA MARKETING 6% 13% 38% 25% 18% SOCIAL MEDIA MARKETING 19% 6% 25% 25% 25% SOCIAL MEDIA MARKETING 2% 13% 44% 27% 13% SEO 10% 13% 43% 25% 10% SEO SEO 10% 13% 44% 18% 14% SEO 13% 13% 31% 31% 13% 6% 14% 35% 24% 20% EMAIL MARKETING 3% 13% 55% 23% 8% EMAIL MARKETING 4%2 % 34% 36% 25% EMAIL MARKETING 6% 12% 32% 32% 17% EMAIL MARKETING 13% 13% 6% 38% 31% DISPLAY ADVERTISING 0% 23% 60% 10% 8% DISPLAY ADVERTISING 13% 10% 40% 35% 2% DISPLAY ADVERTISING 16% 11% 49% 16% 9% DISPLAY ADVERTISING 13% 19% 25% 25% 19% DIRECT MAIL DIRECT MAIL 17% 13% 35% 25% 10% 3% 20% 53% 15% 10% DIRECT MAIL 10% 25% 36% 17% 12% DIRECT MAIL 25% 25% 13% 19% 19% Agency Arts & Entertainment Automotive CONTENT MARKETING 2%6 % 43% 38% 11% CONTENT MARKETING 5% 10% 58% 18% 10% CONTENT MARKETING 5% 17% 35% 25% 18% CONTENT MARKETING 19% 19% 19% 25% 19% AFFILIATE MARKETING 9% 19% 47% 21% 4% AFFILIATE MARKETING 3% 15% 50% 28% 5% 12% AFFILIATE MARKETING 16% AFFILIATE MARKETING 18% Increase in subscribers 20% 15% 19% 40% Increase in subscribers 19% 8% 13% 25% 19% 13% 31% Increase in subscribers SOCIAL PPC 10% 22% 31% 31% 6% SOCIAL PPC 31% 0% 18% 45% 30% 8% SOCIAL PPC High-funnel engagement metrics such as opens or clicks 8% 18% 31% 29% High-funnel engagement metrics 14% such as opens or clicks SOCIAL PPC 18% 12% 24% 29% 18% 13% High-funnel engagement metrics such as opens or clicks 41% SEARCH PPC 13% 19% 38% 25% 4% 11% SEARCH PPC 8% 15% 53% 20% 5% SEARCH PPC Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 9% 18% 45% Mid21-funnel % conversion metrics 6% such as form-fills (e.g. SEARCH PPC 12% 18% 12% 24% 35% 12% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.)

Lower funnel conversion metrics such as Lower funnel conversion metrics such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 14% 31% We don't currently have any metrics that we focus on AUTOMOTIVE ROI EDUCATION ROI 24% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 18% TRAVEL ROI21%

SPORTS & ACTIVITIES 18% ROI Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING Communications Education Financial Services 2% 15% 21% 34% 28% 6% 10% 33% 32% 19% SOCIAL MEDIA MARKETING 0% 18% 20% 45% 16% SOCIAL MEDIA MARKETING 6% 11% 17% 54% 11% SEO 2% 11% 19% 40% 28% SEO 10% 10% 36% 37% 7% SEO 02%% 33% 45% 20% SEO 6% 11% 36% 31% 17% Increase in subscribers 20% Increase in subscribers Increase in subscribers 24% EMAIL MARKETING 6% 11% 32% 32% 19% EMAIL MARKETING 6% 12% 32% 37% 13% 27% EMAIL MARKETING 2% 8% 24% 26% 45% 20% EMAIL MARKETING 29% 3% 17% 22% 39% 19% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks DISPLAY ADVERTISING DISPLAY ADVERTISING 44% DISPLAY ADVERTISING 6% 15% 32% 32% 15% 14% 22% 36% 21% 7% DISPLAY ADVERTISING 3% 19% 47% 25% 6% 8% 12% 42% 28% 10% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) DIRECT MAIL 11% 19% 28% 30% 13% DIRECT MAIL 14% 18% 33% 25% 9% DIRECT MAIL 16% DIRECT MAIL 12% 8% 37% 35% 8% 2% Lower funnel conversion metrics such as 3% 28% 11% 50% 8% 13% Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. CONTENT MARKETING CONTENT MARKETING CONTENT MARKETING CONTENT MARKETING 7% 11% 37% 33% 12% 14% We don't currently have any metrics that we focus on 0% 16% 35% 35% 14% 10% 12% 41% 29% 8% 4% 17% 30% 38% 11% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 20% 27% 10% AFFILIATE MARKETING 6% 17% 15% 44% 28% 6% AFFILIATE MARKETING 13% 8% 22% 37% 27% 6% AFFILIATE MARKETING 11% 17% 30% 30% 11% AFFILIATE MARKETING 15% 13% 43% 23% 7%

SOCIAL PPC 6% 22% 22% 39% 11% SOCIAL PPC 6% 14% 43% 33% 4% SOCIAL PPC 4% 9% 26% 49% 13% SOCIAL PPC 11% 11% 32% 35% 11% Health & Beauty Health Care SEARCH PPC 6% 25% 36% Health Care 28% 6% SEARCH PPC 6% 8% 38% 40% 8% SEARCH PPC 2%6 % 34% 36% 21% SEARCH PPC 16% 13% 41% 20% 9%

Increase in subscribers Increase in subscribers 18% 23% 26% 24% Increase in subscribers

High-funnel engagement metrics such as opens or clicks 37% 38% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks

Mid-funnel conversion metrics such as form-fills (e.g. HEALTH & BEAUTY ROI INTERNET MARKETING ROI11% NOT-FOR-PROFIT ROI REAL ESTATE ROI Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) 12% subscriptions, lead generation, inquiries etc.) Lower funnel conversion metrics such as Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent 10% revenue/sales/downloads/event attendance etc. Lower funnel conversion metrics such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 15% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 12% SOCIAL MEDIA MARKETING 30% SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 7% 11% 28% 35% 19% SOCIAL MEDIA MARKETING 7% 17% 10% 36% 28% 13% 6% 12% 28% 36%We don't currently have any metrics that we focus on 19% 10% 4% 35% 39% 12% 15% 19% INDUSTRY SUMMARIESSEO 4% 13% 34% 32% 17% SEO 8% 15% 35% 29% 13% SEO 11% 9% 33% 28% 19% SEO 14% 6% 42% 34% 4%

EMAIL MARKETING 5% 14% 29% 39% 13% EMAIL MARKETING 6% 9% 25% 37% 23% EMAIL MARKETING 7% 7% 19% 46% 21% EMAIL MARKETING Legal Services Not-for-profit Publishing 8% 12% 38% 30% 12%

RETAILDISPLAY ADVERTISING DISPLAY ADVERTISING 14% 23% 40% 17% 7% that 51% of retailers14% will be increasing25% their email33 %marketing budget20% in 2017 9(Figure% 49). DISPLAY ADVERTISING 16% 16% 44% 18% 5% DISPLAY ADVERTISING 12% 16% 42% 20% 10%

DIRECT MAIL DIRECT MAIL 15% 18% Increase in subscribers No surprises here, with 18% of retail/ecommerce19% 19 marketers% declaring38 %that email marketingIncrease in subscribers 15% 9% 19% 17% 33% 21% 10% DIRECT MAIL 11% 4% 28% 40% 18% DIRECT MAIL Figure 1 shows us that on average their open rates are 24%Increase in subscribers and click-through rates are 3.7%. 10% 10% 40% 32% 8% 23% Chart Title Education delivers excellentFuture Budget ROI. SEO comes a close second as seen in Figure26 47.% Internet Marketing Future Budget Real Estate Future Budget Technology & Hi Tech Future Budget 29% CONTENT MARKETING CONTENT MARKETINGOf course, on a brand by brand basis, we would expect this to differ, depending upon whether 8% 11% 38% 36% 8% 9% 10% 36% 32% 13% CONTENT MARKETING CONTENT MARKETING High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 35% High-funnel engagement metrics such as opens or clicks 13% 5% 38% 30% 14% 10% 12% 44% 26% 8% Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase their products9 were% impulse, need-based,Decrease or consideredStay the same purchasesIncrease as different buying cycles Decrease Stay the same Increase AnotherAFFILIATE finding that’s MARKETING expected is13 that% this industry23% measures the 40lower-funnel% metrics18 such% as7 % AFFILIATE MARKETING and needs for10 purchases% 13% will affect both33% the open and click31 rates.% The main14 %thing is though, AFFILIATE MARKETING 16% 20% 46% 13% 5% AFFILIATE MARKETING Mid-funnel conversion metrics such as form-fills 85% (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 65% Mid-funnel conversion metrics such as form-fills (e.g. 56% 20% 22% 36% 18% 4% 62% subscriptions, lead generation, sales as inquiries their etc.) primary success metric (23%), and is in fact the only industry to do so. However, subscriptions, lead generation, inquiries etc.) 58% subscriptions, lead generation, inquiries etc.) don’t be shy about having a presence in the inbox and make it count! 67% 56% 56% SOCIAL PPC 9% 16% 42% 55% 23% 9% SOCIAL PPC 7% 14% 34% 31% 13% 47% 23% 53% SOCIAL 44% PPC46% SOCIAL PPC 51% Lower funnel conversion metrics a shocking such as 28% of retailers don’t have a success metric to measure! (Figure 48) Happy to50 see% 11% Lower funnel conversion metrics such as 12% 12% 38% 24% 14% 6% 20% 39% 25% 10% 46% 16% Lower funnel conversion metrics such as 54% 41% 45% 6% 45% revenue/sales/downloads/event attendance etc. 57% 44% 52% revenue/sales/downloads/event attendance etc. 40% revenue/sales/downloads/event attendance etc. 49% 38% 40% 49% 50% SEARCH PPC 8% 17% 36% 31% 8% SEARCH PPC 11% 17% 37% 28% 8% 35% 41% 42% SEARCH PPC 12% 19% 34% 24% 10% SEARCH PPC 32% We don't currently have any metrics that we focus on 41% 33% 34% 36% We don't currently have any metrics that we focus on 28% 27% 6% 26% 45% 17% 6% 31% 29% 25% 37% 35% We don't currently have any metrics that we focus on 30% 24% 25% 23% 26% 23% 24% 27% 10% 16% 17% 30% 13% 15% Q: What are your primary metrics related to email marketing and how do you 9% 9% measure success? Real Estate Restaurants & Food FigureRetail 48. RETAIL SERVICES Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Q: PleaseDirect Mail rateDisplay theseEmail digitalSEO marketing channelsSearch PPC Social PPC basedAffiliate on theContent returnDirect Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketingon investment they generate. Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Figure 47. RETAIL ROI Increase in subscribers Increase in subscribers RETAIL ROI Increase in subscribers TECHOLOGY & HIGH 20% TECH ROI Arts & Entertainment Future Budget 22% Financial Services Future Budget Legal Services Future Budget Restaurants & Food Future Budget Travel Future Budget 27% 28% High-funnel engagement metrics such as opens or clicks 33% 37% Decrease Stay the same Increase Very Poor Poor Average Good Excellent DecreaseHigh-funnel Stay engagement metrics the same Increase such as opens or clicks Very Poor Poor AverageDecreaseGood Stay Excellent the sameHigh-funnel Increase engagement metrics such as opens or clicks Decrease Stay the same Increase Decrease Stay the same Increase 75% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, SOCIAL inquiries MEDIA etc.) MARKETING 63% subscriptions, 63% lead generation, inquiries SOCIAL etc.) MEDIA MARKETING subscriptions, lead generation, inquiries etc.) 7% 13% 29% 35% 16% 7% 17% 36% 28% 13% 51% 52% 52% 58% 59% 60% 56% 49% 15% 50% 50% 50% Lower funnel conversion metrics such as 47% Lower funnel conversion metrics such as 21% Lower funnel conversion metrics such as 46% 52,25% 44% 40% revenue/sales/downloads/event 48% 47 attendance etc. % SEO 7% 10% 35% 32% revenue/sales/downloads/event 17% attendance etc. SEO 4% 13% 34% 32revenue/sales/downloads/event % 17% attendance etc. 39% 40% 42% 38% 38% 33% 36% 33% 33% 31% We don't currently have any metrics that we focus on 26% 27% We don't currently 29% have any metrics that we focus on 10% 20% We don't currently have any metrics that we focus on 28% 26% 26% 28% EMAIL MARKETING28% 7% 10% 31% 34% 18% EMAIL MARKETING 5% 1423%% 29% 39% 13% 11% 20% 15% 8% 10% DISPLAY ADVERTISING 10% 19% 42% 24% 4% DISPLAY ADVERTISING 14% 23% 40% 17% 7%

Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct MailDIRECT Display MAIL Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email DIRECT SEO MAIL 19Search PPC% Social PPC19% Affiliate Content 38%Direct Mail Display 15% Email 9% SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Sports & Activities 15% 18% 36Technology & Hi Tech% 25% 5% Travel Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Q: Please compare your budget investment for 2017 for each of these marketing CONTENT MARKETING 7% 15% 43% 29% 7% CONTENT MARKETING 8% 11% 38% 36% 8% channels or techniques. Automotive Future Budget Health & Beauty Future Budget Not-for-profit Future Budget Future Budget Retail AFFILIATE MARKETING 16% AFFILIATE MARKETING 13% 23% 19% 40% 18% 7% Increase in subscribers 12% 23% 34% 20Increase in subscribers % 12% Figure 49. RETAIL FUTUREIncrease in subscribers BUDGET 24% Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase 32% 32% SOCIAL PPC SOCIAL PPC High-funnel engagement metrics such as opens or clicks 9% 11% 35% 33% High-funnel engagement metrics 12% such as opens or clicks 9%35% 16% 42% High-funnel engagement metrics 23% 9 such as opens or clicks %

60% 60% 53% 51% 56% SEARCH PPC SEARCH PPC 53% 55% 55% Mid-funnel conversion metrics 54 such as form% -fills (e.g. 9% 18% 35% 25% 63% 13% 8% 17% 36% Mid-funnel 31 conversion metrics % such as form8% -fills (e.g. 50% Mid-funnel conversion metrics such as form-fills (e.g. 45% 48% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 41% subscriptions, lead generation, inquiries etc.) 41% 45% 46% 18% 40% 39% 2547%% 46% Lower funnel conversion metrics 37% such as 12% Lower funnel conversion metrics such as Lower funnel conversion metrics 31% such as revenue/sales/downloads/event attendance etc. 35% 28% revenue/sales/downloads/event attendance etc. 29% 27% revenue/sales/downloads/event attendance etc. 24% 28% 26% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 14% 14% We don't currently have any metrics that we focus on 17% 12% 10% 18% 8% 23%

Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing

Communications Future Budget Health Care Future Budget Publishing Future Budget Sports & Activities Future Budget Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 55 Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase 64% 60% 61% 55% 52% 47% 50% 49% 44% 44% 44% 42% 41% 39% 36% 38% 38% 36% 36% 32% 32% 30% 30% 29% 29% 28% 31% 31% 27% 27% 24% 19%

Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Agency Arts & Entertainment Automotive

12% 16% 18% Increase in subscribers 20% Increase in subscribers Increase in subscribers 31% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 13% High-funnel engagement metrics such as opens or clicks 41% 11% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 12% Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.)

Lower funnel conversion metrics such as Lower funnel conversion metrics such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 14% 31% We don't currently have any metrics that we focus on 24% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 18% 21%

18%

Communications Education Financial Services

Increase in subscribers 20% Increase in subscribers Increase in subscribers 24% 27% 26% 29% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 44%

Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 16% 2% Lower funnel conversion metrics such as 13% Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc.

14% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 20% 27% 10% 15% 13% AGENCY ROI ART & ENTERTAINMENT ROI COMMUNICATIONS ROI FINANCIAL SERVICES ROI

Health & Beauty Health Care Health Care Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING 5% 17% 25% 37% 16% SOCIAL MEDIA MARKETING 4% 10% 36% 21% 29% SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 9% 13% 18% 38% 23% 13% 14% 33% Increase in subscribers 26% 15% Increase in subscribers 18% 23% 26% 24% Increase in subscribers SEO 5% 11% 33% 35% 15% SEO 7% 10% 51% 21% 10% SEO SEO High-funnel engagement metrics such as opens or clicks 7% 9% 30% 38% 16% 6% 14% 37% 34% 35% 10% 38% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks EMAIL MARKETING 4% 9% 32% 39% 16% EMAIL MARKETING 3% 14% 37% 27% Mid-funnel conversion metrics 20% such as form-fills (e.g. EMAIL MARKETING EMAIL MARKETING11% 7% 7% 29% 31% 26% 6% 12% 30% Mid-funnel conversion metrics 32% such as form20-fills % (e.g. subscriptions, lead generation, inquiries etc.) Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) DISPLAY ADVERTISING 12% 16% 24% 35% 19% 5% Lower funnel conversion metrics such as DISPLAY ADVERTISING 10% 10% 45% 23% 12% DISPLAY ADVERTISING 10% DISPLAY ADVERTISING revenue/sales/downloads/event attendance etc. 11% 13% 36% Lower funnel 25% conversion metrics 16 such as % 10% 29% Lower funnel 43% conversion metrics such as 10% 7% revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 15% DIRECT MAIL 15% 20% 38% 19% 8% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on DIRECT MAIL 14% 1712% 36% 24% 9% DIRECT MAIL 30% DIRECT MAIL 14%10 % 16% 23% 29% 18% 9% 27% 32We don't % currently have any metrics that we focus on 20% 12% 15% 19% CONTENT MARKETING 5% 12% 35% 38% 10% CONTENT MARKETING 6% 11% 51% 23% 9% CONTENT MARKETING 5% 11% 23% 47% 14% CONTENT MARKETING 5% 17% 35% 31% 12% AFFILIATE MARKETING 10% 20% 47% 16% 6% Legal Services Publishing AFFILIATE MARKETING 10% 13% 42% 22% 13% AFFILIATE MARKETING 11% 25% Not-for-profit34% 16% 14% AFFILIATE MARKETING 11% 17% 42% 23% 7% SOCIAL PPC 6% 16% 31% 36% 11% SOCIAL PPC 9% 14% 35% 20% 23% SOCIAL PPC 12% 14% 37% 26% 11% SOCIAL PPC 7% 23% 41% 19% 9% SEARCH PPC 15% 8% 10% 35% 37% 9% 18% Increase in subscribers Increase in subscribers Increase in subscribers 23% SEARCH PPC SEARCH PPC 26% SEARCH PPC 7% 2129% 39% 24% 9% 12% 25% 25% 19% 19% 8% 20% 39% 23% 10% Chart Title Education Future Budget Internet Marketing Future Budget Real Estate Future BudgetHigh-funnel engagement metrics such as opens or clicks Technology & Hi Tech Future Budget High-funnel engagement metrics such as opens or clicks 35% High-funnel engagement metrics such as opens or clicks 9%

Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same IncreaseMid-funnel conversion metrics such as form-fills (e.g. Decrease Stay the same Increase Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 85% 65% 56% RESTAURANTS ROI 62% 23% Lower funnel conversion metrics 67% such as 11% Lower funnel conversion metrics such as 56% 58% HEALTH CARE ROI PUBLISHING ROI Lower funnel conversion metrics such as 56% 55% LEGAL SERVICES ROI revenue/sales/downloads/event attendance etc. 46%16 % 47% revenue/sales/downloads/event attendance etc. 51% 53% 50% 6% 44% revenue/sales/downloads/event attendance etc. 46% 54% 41% Very Poor Poor Average Good Excellent 45% 45% 57% 44% 52% 49% 40% Very Poor Poor Average Good40% Excellent We don't currently have any metrics that we focus on Very Poor Poor Average Good Excellent We don't currently have any metrics that we focus on 38% 49% 50% Very Poor Poor Average Good Excellent 42% 25% We don't currently have any metrics that we focus on 35% 34% 41% 31% 32% 41% 33% 36% 28% 27% 29% 37% 24% 24%10 % 25% 26% 35% 30% SOCIAL MEDIA MARKETING 30% 23% 23% 27% 3% 15% 45% 20% 18% 16% 17% INDUSTRYSOCIAL MEDIA SUMMARIES MARKETING SOCIAL MEDIA MARKETING 13% 15% 6% 13% 38% 25% 18% SOCIAL MEDIA MARKETING 19% 6% 25% 25% 25% 2% 13% 44% 27% 13% 9% 9% SEO 10% 13% 43% 25% 10% Real Estate SEO Retail SEO 10% 13% 44% 18% 14% SEO 13% 13% 31% 31% 13% 6% 14% Restaurants & Food35% 24% 20% Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate SportsContent Direct Mail Display Email & activitiesSEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO EMAIL MARKETING 3% 13% 55% 23% 8% EMAIL MARKETING 4%2 % 34% 36% 25% Marketing Marketing Advertising Marketing Marketing Marketing EMAIL MARKETINGAdvertising Marketing6% 12% 32% 32Marketing% Marketing17% Advertising MarketingEMAIL MARKETING 13% 13% 6% Marketing Marketing38% Advertising31Marketing% Marketing Marketing Advertising Marketing

Increase in subscribers DISPLAY ADVERTISING Increase in subscribers Increase in subscribers 0% 23% 20% 60% 10% 8% Email marketing leads the way in delivering excellent ROI (19%) with SEO coming in second It’s a tie! 32% of marketers don’t have any success22% metrics and the same percentage DISPLAY ADVERTISING 13% 10% 40% 35% 2% DISPLAY ADVERTISING 16% 11% 49% 16% 9% DISPLAY ADVERTISING 13% 19% 25% 25% 19% Arts & Entertainment Future Budget Financial Services at 17% (FigureFuture Budget 50). A whopping 61% of marketers say they will be increasingLegal Services their social Future Budget of marketers are rewarded primarilyRestaurants & Food on growing their subscriberFuture Budget lists (Figure 51). Travel Future Budget27% 28% High-funnel engagement metrics such as opens or clicks 33% DIRECT MAIL High-funnel engagement metrics such as opens or clicks 37% DIRECT MAIL 17% 13% 35% High-funnel engagement metrics 25% such as opens or clicks 10% 3% 20% 53% 15% 10% PPC budget in 2017,DIRECT with MAIL only 31% saying they will increase their email marketing budget Decrease Stay the same Increase 10% 25% 36% Decrease17% Stay the same12% Increase DIRECT MAIL 25% 25Decrease% Stay 13% the same 19%Increase 19% Decrease Stay the same Increase (Figure 52). Mid-funnel conversion metrics such as form-fills (e.g. CONTENT MARKETING Mid-funnel conversion metrics such as form-fills (e.g. Decrease Stay the same Increase 75% CONTENT MARKETING 2%6 % 43% Mid-funnel 38% conversion metrics such as form11% -fills (e.g. 5% 10% 58% 18% 10% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) CONTENT MARKETING 5% 17% 35% 25% 18% CONTENT MARKETING 19% 19% 19% 25% 19% 63% 63% 15% 59% On average, this industry has a healthy 27% open rate, with an average 4% click-through rate 56% Lower funnel conversion metrics such as AFFILIATE MARKETING51% 9% 19% 47% 52%Lower funnel 52 conversion metrics % 21% such as 4% AFFILIATE MARKETING 3% 15% 21% 50% Lower funnel conversion metrics such as 28% 5% 58% 60% revenue/sales/downloads/event attendance etc. 49% revenue/sales/downloads/event attendance etc. AFFILIATE MARKETING 50% revenue/sales/downloads/event attendance etc. 50% 50% (Figure 1). 15% 52,25%19 % 47%40 % 19% 8% AFFILIATE MARKETING 13% 25% 19% 13% 31% 46% 48% 44% 40% 47% SOCIAL PPC We don't currently have any metrics that we focus on 39% 40% 42% 38% 38% We don't currently have any metrics that we focus on 1010%% 22% 20% 3133%% We don't currently 31 have any metrics that we focus on % 6% SOCIAL PPC 0% 18% 45% 30% 8% 36% 33% 23% 33%SOCIAL PPC 8% 18% 31% 29% 14% SOCIAL PPC 11% 31% 26% 27% 29% 28% 18% 12% 242815%%% 2629%% 26% 18% 28% 8% 20% SEARCH PPC 10% Q: What are your primary metrics related to email marketing and how do you 13% 19% 38% 25% 4% SEARCH PPC 8% 15% 53% 20% 5% SEARCH PPC 9% 18% 45% 21% 6% SEARCH PPC 18% 12% 24measure% success?35% 12% Figure 51. SPORTSSports & Activities & ACTIVITIES SERVICES Technology & Hi Tech Travel Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Q: PleaseDirect Mail rateDisplay theseEmail digitalSEO marketing channelsSearch PPC Social PPC basedAffiliate on theContent returnDirect Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketingon investment they generate. Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing MarketingAUTOMOTIVE ROIMarketing Advertising Marketing EDUCATION ROI Figure 50. SPORTS & ACTIVITIES ROI TRAVEL ROI 16% SPORTS & ACTIVITIES ROI Increase in subscribers Very Poor Poor Average Good ExcellentIncrease in subscribers Very Poor Poor19% Average GoodIncrease in subscribers Excellent Automotive Future Budget Health & Beauty Future Budget Not-for-profit Future Budget Future Budget Retail 24% Very Poor Poor Average Good Excellent 32% 32% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 35% High-funnel engagement metrics such as opens or clicks Decrease Stay the same Increase Decrease Stay the same Increase Very Poor Poor Average Good Excellent Decrease Stay the same Increase Decrease Stay the same Increase SOCIAL MEDIA MARKETING 2% 15% 21% 34% 28% SOCIAL MEDIA MARKETING 6% 10% 33% 32% 19% SOCIAL MEDIA MARKETING Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 60% 60% 0% 18% 2053% 45% 1651%% Mid-funnel conversion metrics such as form-fills (e.g. 55% 55% 56% 63% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 53% SOCIAL 54% MEDIA MARKETING 6% 11% 17% 54% 11% 18% 50% 45% SEO 2% 11% 19% 25% 40% 28% SEO 10% 10% 36% 37% 7% 48% Lower funnel conversion metrics 41 such as % 45% 46% SEO 41% 12% Lower funnel conversion metrics such as Lower funnel conversion metrics such as 47% 02%% 33% 45% revenue/sales/downloads/event 20% attendance etc. 40% 39% 46% revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 37% SEO 6% 11% 36% 31% 17% 31% 28% EMAIL MARKETING EMAIL MARKETING 29% 35% We don't currently have any metrics that we focus on 6% 11% 32% 32% 19% 6% 12% 32% We don't currently 37 have any metrics that we focus on % 13% 27% EMAIL MARKETING 24% We don't currently have any metrics that we focus on 28% 26% 2% 8% 1424% % 14% 45% 20% EMAIL MARKETING 3% 17% 22% 39% 19% 10% 17% 18% 12% 8% DISPLAY ADVERTISING 23% DISPLAY ADVERTISING DISPLAY ADVERTISING 6% 15% 32% 32% 15% 14% 22% 36% 21% 7% DISPLAY ADVERTISING 3% 19% 47% 25% 6% 8% 12% 42% 28% 10%

DIRECT MAIL DIRECT MAIL DIRECT MAIL DIRECT MAIL 12% 8% 37% 35% 8% 11% 19% 28% 30% 13% 14% 18% 33% 25% 9% Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email 3% SEO28% 11%Search PPC Social PPC50Affiliate % Content Direct Mail8% Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing CONTENT MARKETING 0% 16% 35% 35% 14% CONTENT MARKETINGQ: Please compare10% 12% your budget41 investment% for 201729% for each8% of these marketingCONTENT MARKETING 4% 17% 30% 38% 11% CONTENT MARKETING 7% 11% 37% 33% 12% channels or techniques. Communications Future Budget Health Care AFFILIATE Future Budget MARKETING Publishing Future Budget 6% 17% 44% 28% 6% AFFILIATE MARKETING 8% 22% Sports & Activities 37% Future Budget27% 6% AFFILIATE MARKETING AFFILIATE MARKETING Figure 52. SPORTS & ACTIVITIES FUTURE BUDGET 11% 17% 30% 30% 11% 15% 13% 43% 23% 7% Decrease Stay the same Increase Decrease Stay the same SOCIAL Increase PPC Decrease Stay the same Increase 6% 22% 22% 39% 11% SOCIAL PPC Decrease Stay the same Increase 6% 14% 43% 33% 4% SOCIAL PPC 4% 9% 26% 49% 13% SOCIAL PPC 11% 11% 32% 35% 11% 64% SEARCH PPC 660% % 25% 36% 28% 6% 61% 55% SEARCH PPC 52% 6% 8% 38% 40% 8% SEARCH PPC SEARCH PPC 47% 50% 49% 2%6 % 34% 36% 21% 16% 13% 41% 20% 9% 44% 44% 44% 42% 41% 39% 36% 38% 38% 36% 36% 32% 32% 30% 30% 29% 29% 28% 31% 31% 27% 27% 24% 19%

HEALTH & BEAUTY ROI INTERNET MARKETING ROI NOT-FOR-PROFIT ROI REAL ESTATE ROI Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising MarketingVery Poor Poor Average Good ExcellentMarketing Marketing Advertising Marketing Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13% SOCIAL MEDIA MARKETING 6% 12% 28% 36% 19% SOCIAL MEDIA MARKETING 7% 11% 28% 35% 19% SOCIAL MEDIA MARKETING 10% 4% 35% 39% 12% Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 57 SEO 4% 13% 34% 32% 17% SEO 8% 15% 35% 29% 13% SEO 11% 9% 33% 28% 19% SEO 14% 6% 42% 34% 4%

EMAIL MARKETING 5% 14% 29% 39% 13% EMAIL MARKETING 6% 9% 25% 37% 23% EMAIL MARKETING 7% 7% 19% 46% 21% EMAIL MARKETING 8% 12% 38% 30% 12%

DISPLAY ADVERTISING 14% 23% 40% 17% 7% DISPLAY ADVERTISING 14% 25% 33% 20% 9% DISPLAY ADVERTISING 16% 16% 44% 18% 5% DISPLAY ADVERTISING 12% 16% 42% 20% 10%

DIRECT MAIL DIRECT MAIL 19% 19% 38% 15% 9% 19% 17% 33% 21% 10% DIRECT MAIL 11% 4% 28% 40% 18% DIRECT MAIL 10% 10% 40% 32% 8%

CONTENT MARKETING 8% 11% 38% 36% 8% CONTENT MARKETING 9% 10% 36% 32% 13% CONTENT MARKETING 13% 5% 38% 30% 14% CONTENT MARKETING 10% 12% 44% 26% 8%

AFFILIATE MARKETING 13% 23% 40% 18% 7% AFFILIATE MARKETING 10% 13% 33% 31% 14% AFFILIATE MARKETING 16% 20% 46% 13% 5% AFFILIATE MARKETING 20% 22% 36% 18% 4%

SOCIAL PPC 9% 16% 42% 23% 9% SOCIAL PPC 7% 14% 34% 31% 13% SOCIAL PPC 12% 12% 38% 24% 14% SOCIAL PPC 6% 20% 39% 25% 10%

SEARCH PPC 8% 17% 36% 31% 8% SEARCH PPC 11% 17% 37% 28% 8% SEARCH PPC 12% 19% 34% 24% 10% SEARCH PPC 6% 26% 45% 17% 6%

RETAIL ROI TECHOLOGY & HIGH TECH ROI

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING 7% 13% 29% 35% 16% SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13%

SEO 7% 10% 35% 32% 17% SEO 4% 13% 34% 32% 17%

EMAIL MARKETING 7% 10% 31% 34% 18% EMAIL MARKETING 5% 14% 29% 39% 13%

DISPLAY ADVERTISING 10% 19% 42% 24% 4% DISPLAY ADVERTISING 14% 23% 40% 17% 7%

DIRECT MAIL 15% 18% 36% 25% 5% DIRECT MAIL 19% 19% 38% 15% 9%

CONTENT MARKETING 7% 15% 43% 29% 7% CONTENT MARKETING 8% 11% 38% 36% 8%

AFFILIATE MARKETING 12% 23% 34% 20% 12% AFFILIATE MARKETING 13% 23% 40% 18% 7%

SOCIAL PPC 9% 11% 35% 33% 12% SOCIAL PPC 9% 16% 42% 23% 9%

SEARCH PPC 9% 18% 35% 25% 13% SEARCH PPC 8% 17% 36% 31% 8% AGENCY ROI ART & ENTERTAINMENT ROI COMMUNICATIONS ROI FINANCIAL SERVICES ROI

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING 5% 17% 25% 37% 16% 4% 10% 36% 21% 29% SOCIAL MEDIA MARKETING 9% 13% 18% 38% 23% SOCIAL MEDIA MARKETING 13% 14% 33% 26% 15%

SEO 5% 11% 33% 35% 15% SEO 7% 10% 51% 21% 10% SEO 7% 9% 30% 38% 16% SEO 6% 14% 34% 35% 10%

EMAIL MARKETING 4% 9% 32% 39% 16% EMAIL MARKETING 3% 14% 37% 27% 20% EMAIL MARKETING 7% 7% 29% 31% 26% EMAIL MARKETING 6% 12% 30% 32% 20%

DISPLAY ADVERTISING 16% 24% 35% 19% 5% DISPLAY ADVERTISING 10% 10% 45% 23% 12% DISPLAY ADVERTISING 11% 13% 36% 25% 16% DISPLAY ADVERTISING 10% 29% 43% 10% 7%

DIRECT MAIL 15% 20% 38% 19% 8% DIRECT MAIL 14% 17% 36% 24% 9% DIRECT MAIL 14% 16% 23% 29% 18% DIRECT MAIL 9% 27% 32% 20% 12% CONTENT MARKETING 5% 12% 35% 38% 10% CONTENT MARKETING 6% 11% 51% 23% 9% CONTENT MARKETING 5% 11% 23% 47% 14% CONTENT MARKETING 5% 17% 35% 31% 12% AFFILIATE MARKETING 10% 20% 47% 16% 6% AFFILIATE MARKETING 10% 13% 42% 22% 13% AFFILIATE MARKETING 11% 25% 34% 16% 14% AFFILIATE MARKETING 11% 17% 42% 23% 7% SOCIAL PPC 6% 16% 31% 36% 11% SOCIAL PPC 9% 14% 35% 20% 23% SOCIAL PPC 12% 14% 37% 26% 11% SOCIAL PPC 7% 23% 41% 19% 9% SEARCH PPC 8% 10% 35% 37% 9% SEARCH PPC 7% 21% 39% 24% 9% SEARCH PPC 12% 25% 25% 19% 19% SEARCH PPC 8% 20% 39% 23% 10%

Agency Arts & Entertainment Automotive RESTAURANTS ROI

HEALTH CARE ROI LEGAL SERVICES ROI12% PUBLISHING ROI 16% 18% Increase in subscribers 20% Increase in subscribers Increase in subscribers Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent 31% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 13% High-funnel engagement metrics such as opens or clicks 41% 11% SOCIAL MEDIA MARKETING 3% 15% 45% 20% 18% Mid-funnel conversion metrics such as form-fills (e.g. SOCIAL MEDIA MARKETING 6% 13% 38% 25% 18% SOCIAL MEDIA MARKETING 19% 6% 25% 25% Mid-funnel 25 conversion metrics % such as formSOCIAL -fills (e.g. MEDIA MARKETING 2% 13% 44% Mid27-funnel % conversion metrics 13% such as form -fills (e.g. 12% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) SEO 10% 13% 43% 25% 10% SEO 10% 13% 44% 18% 14% SEO Lower funnel conversion metrics such as SEO 6% 14% 35% 24%Lower funnel conversion metrics 20% such as Lower funnel conversion metrics such as 13% 13% 31% 31% revenue/sales/downloads/event 13% attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 14% 31% EMAIL MARKETING 3% 13% 55% 23% 8% 24% We don't currently have any metrics that we focus on EMAIL MARKETING EMAIL MARKETING 4%2 % 34% 36% We don't currently 25 have any metrics that we focus on % We don't currently have any metrics that we focus on 6% 12% 32% 32% 17% EMAIL MARKETING 13% 13% 6% 38% 31% 18% 21% DISPLAY ADVERTISING 0% 23% 60% 10% 8% DISPLAY ADVERTISING 13% 10% 18% 40% 35% 2% DISPLAY ADVERTISING 16% 11% 49% 16% 9% DISPLAY ADVERTISING 13% 19% 25% 25% 19% DIRECT MAIL DIRECT MAIL 17% 13% 35% 25% 10% 3% 20% 53% 15% 10% DIRECT MAIL 10% 25% 36% 17% 12% DIRECT MAIL 25% 25% 13Communications% 19% 19% Education Financial Services CONTENT MARKETING 2%6 % 43% 38% 11% CONTENT MARKETING 5% 10% 58% 18% 10% CONTENT MARKETING 5% 17% 35% 25% 18% CONTENT MARKETING 19% 19% 19% 25% 19% AFFILIATE MARKETING 9% 19% 47% 21% 4% AFFILIATE MARKETING 3% 15% 50% 28% 5% Increase in subscribers AFFILIATE MARKETING 15% 19% 40% 19% 8% AFFILIATE MARKETING 20% Increase in subscribers 13% 25% 19% 13% Increase in subscribers 31% 24% 27% 26% SOCIAL PPC 10% 22% 3129%% 31% 6% SOCIAL PPC 0% 18% 45% 30% 8% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks SOCIAL PPC 8% 18% 31% 29% 14% SOCIAL PPC 18% 12% 24% 29% High-funnel 18 engagement metrics % such as opens or clicks 44% SEARCH PPC 13% 19% 38% 25% 4% SEARCH PPC 8% 15% 53% 20% 5% SEARCH PPC Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 9% 18% 45% 21% 6% SEARCH PPC 18% 12% 24% 35% subscriptions, 12 lead generation, % inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 16% 2% Lower funnel conversion metrics such as 13% Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc.

14% We don't currently have any metrics that we focus on AUTOMOTIVE ROI We don't currently have any metrics that we focus on EDUCATION ROI We don't currently have any metrics that we focus on 20% 27% 10% TRAVEL ROI 15% SPORTS & ACTIVITIES ROI 13% Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Health & Beauty SOCIAL MEDIA MARKETING 2% 15% 21% Health Care34% 28% SOCIAL MEDIA MARKETING 6% 10% 33%Health Care 32% 19% SOCIAL MEDIA MARKETING 0% 18% 20% 45% 16% SOCIAL MEDIA MARKETING 6% 11% 17% 54% 11% SEO 2% 11% 19% 40% 28% SEO 10% 10% 36% 37% 7% SEO 02%% 33% 45% 20% Increase in subscribers SEO Increase in subscribers 18% 6% 11% 36% 31% 17% 23% EMAIL MARKETING 6% 1126% 32% 24% 32% Increase in subscribers 19% EMAIL MARKETING 6% 12% 32% 37% 13% EMAIL MARKETING 2% 8% 24% 45% 20% EMAIL MARKETING High-funnel engagement metrics such as opens or clicks 37% 3% 17% 22% 39% 19% 38% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks DISPLAY ADVERTISING 6% 15% 32% 32% 15% DISPLAY ADVERTISING 14% 22% 36% 21% 7% DISPLAY ADVERTISING 8% 12% 42% 28% 10% DISPLAY ADVERTISING 3% 19% 47% 25% 6% Mid-funnel conversion metrics such as form-fills (e.g. 11% Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) DIRECT MAIL 12% DIRECT MAIL 11% 19% 28% 30% 13% DIRECT MAIL 14% 18% 33% 25% 9% DIRECT MAIL 3% 28% 11% 50% 8% 12% 8% 37% 35% Lower funnel conversion metrics 8% such as 10% revenue/sales/downloads/event attendance etc. Lower funnel conversion metrics such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. CONTENT MARKETING 15% CONTENT MARKETING 0% 16% 35% 35% 14% CONTENT MARKETING 10% 12% 41% 29%We don't currently 8% have any metrics that we focus on CONTENT MARKETING 4% 17% 30% 38% 11% 7% 11% 37% 33% 12% We don't currently have any metrics that we focus on 12% 30% 10% We don't currently have any metrics that we focus on AFFILIATE MARKETING 15% 19% 6% 17% 44% 28% 6% AFFILIATE MARKETING 8% 22% 37% 27% 6% AFFILIATE MARKETING 11% 17% 30% 30% 11% AFFILIATE MARKETING 15% 13% 43% 23% 7%

SOCIAL PPC 6% 22% 22% 39% 11% SOCIAL PPC 6% 14% 43% 33% 4% SOCIAL PPC 4% 9% 26% 49% 13% SOCIAL PPC 11% 11% 32% 35% 11% Legal Services Not-for-profit Publishing SEARCH PPC 6% 25% 36% 28% 6% SEARCH PPC 6% 8% 38% 40% 8% SEARCH PPC 2%6 % 34% 36% 21% SEARCH PPC 16% 13% 41% 20% 9%

15% 18% Increase in subscribers Increase in subscribers Increase in subscribers 23% 26% 29% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 35% High-funnel engagement metrics such as opens or clicks 9%

HEALTH & BEAUTY ROI INTERNET MARKETING ROI Mid-funnel conversion metrics such as form-fills (e.g. NOT-FOR-PROFIT ROI Mid-funnel conversion metrics such as form-fills (e.g. REAL ESTATE ROI Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.)

23% Lower funnel conversion metrics such as 11% Lower funnel conversion metrics such as Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Lower funnel conversion metrics such as Very Poor Poor Average Good Excellent revenue/sales/downloads/event attendance etc. 16% revenue/sales/downloads/event attendance etc. 6% revenue/sales/downloads/event attendance etc.

We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 25% We don't currently have any metrics that we focus on SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13% SOCIAL MEDIA MARKETING 6% 12% 28% 36% 19% SOCIAL MEDIA MARKETING 7% 11% 28% 35% 19% SOCIAL MEDIA MARKETING 10% 4% 35% 39% 12% 24% 10% 30% SEO 4% 13% 34% 32% 17% INDUSTRY SUMMARIESSEO 8% 15% 35% 29% 13% SEO 11% 9% 33% 28% 19% SEO 14% 6% 42% 34% 4%

EMAIL MARKETING 5% 14% 29% 39% 13% EMAIL MARKETING 6% 9% 25% 37Real Estate% 23% EMAIL MARKETING 7% 7% 19% Restaurants & Food46% 21% EMAIL MARKETING 8% 12% 38Retail% 30% 12%

DISPLAY ADVERTISING Technology & high tech 14% 23% 40% 17% 7% DISPLAY ADVERTISING 14% 25% 33% 20% 9% DISPLAY ADVERTISING 16% 16% 44% 18% 5% DISPLAY ADVERTISING 12% 16% 42% 20% 10%

DIRECT MAIL Increase in subscribers Increase in subscribers 19% 19% 38% 15% 9% DIRECT MAIL 19% 17% 33% 21% 10% DIRECT MAIL Increase in subscribers 20% For the second year in a row, SEO leads the way in delivering excellent22% ROI at 17%, with email The metrics indicate11% 4 %that this 28industry% is doing well with40% open rates of 29%18 %and click-through DIRECT MAIL 10% 10% 40% 32% 8% marketing in tied second place along with social media marketing at 13% (Figure 53). Figure 54 rates of 4.3% (Figure 1). 56% of marketers27 declare% they will increase the email marketing 28% CONTENT MARKETING CONTENT MARKETING High-funnel engagement metrics such as opens or clicks 33% High-funnel engagement metrics such as opens or clicks 8% 11% 38% 36% 8% 9% 10% 37% 36% 32% 13% CONTENT MARKETING High-funnel engagement metrics such as opens or clicks CONTENT MARKETING reveals this industry’s top metric as being high-funnel metrics (25%), with mid-funnel metrics budget for 201713 (Figure% 5% 55). 38% 30% 14% 10% 12% 44% 26% 8% AFFILIATE MARKETING 13% 23% 40% 18% 7% coming AFFILIATE in a close MARKETINGsecond (23%).10% 13% 33% 31% 14% Mid-funnel conversion metrics such as formAFFILIATE -fills (e.g. MARKETING 16% 20% 46% Mid-funnel conversion metrics 13% such as form5% -fills (e.g. AFFILIATE MARKETING 20% 22% Mid36-funnel % conversion metrics such as form18% -fills (e.g. 4% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.)

SOCIAL PPC 9% 16% 42% 23% 9% SOCIAL PPC 7% 14% 34% 15% 31% 13% Lower funnel conversion metrics such as SOCIAL PPC 12% 12% 38% Lower funnel 24% conversion metrics 14% such as SOCIAL PPC 6% 20% 21% 39% Lower funnel conversion metrics 25% such as 10% revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. SEARCH PPC 8% 17% 36% 31% 8% SEARCH PPC 11% 17% 37% 28% 8% SEARCH PPC We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 12% 10% 19% 20%34 % We don't 24 currently % have any metrics that we focus on 10% SEARCH PPC 6% 26% 45% 17% 6% 23% 11% 15% 8% 10% Q: What are your primary metrics related to email marketing and how do you measure success? Sports & Activities Technology & Hi Tech Travel Q: Please rate these digital marketing channels based on the return Figure 54. TECHNOLOGY & HI TECH SERVICES on investment they generate. Figure 53. TECHNOLOGY & HI TECH ROI 16% RETAIL ROI TECHOLOGY & HIGH TECH ROI Increase in subscribers Increase in subscribers 19% Increase in subscribers 24% 32% 32% 35% Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks

Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) SOCIAL MEDIA MARKETING 7% 13% 29% 35% 16% SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13% 18% 25% Lower funnel conversion metrics such as 12% Lower funnel conversion metrics such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. SEO 7% 10% 35% 32% 17% SEO 4% 13% 34% 32% 17% revenue/sales/downloads/event attendance etc. We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 14% 14% We don't currently have any metrics that we focus on EMAIL MARKETING EMAIL MARKETING 10% 7% 10% 31% 34% 18% 5% 14% 29% 39% 13% 18% 8% 23% DISPLAY ADVERTISING 10% 19% 42% 24% 4% DISPLAY ADVERTISING 14% 23% 40% 17% 7%

DIRECT MAIL 15% 18% 36% 25% 5% DIRECT MAIL 19% 19% 38% 15% 9% Q: Please compare your budget investment for 2017 for each of these marketing CONTENT MARKETING 7% 15% 43% 29% 7% CONTENT MARKETING 8% 11% 38% 36% 8% channels or techniques. AFFILIATE MARKETING Chart Title AFFILIATE Education MARKETING Future Budget12% 23% 34% 20% 12Internet Marketing % Future Budget 13% 23% 40% Real Estate 18% Future Budget7% FigureTechnology & Hi Tech 55. TECHNOLOGY & HI TECHFuture Budget FUTURE BUDGET

Decrease Stay the same Increase DecreaseSOCIAL PPCStay the same9% 11% Increase 35% 33% 12% Decrease Stay the same SOCIAL Increase PPC 9% 16% 42% Decrease23% Stay the same9% Increase Decrease Stay the same Increase 85% 65% 56% 62% 58% SEARCH PPC 9% 18% 35% 25% 13% SEARCH PPC 8% 17% 36% 31% 8% 67% 56% 56% 55% 46% 47% 51% 53% 50% 44% 46% 54% 41% 45% 45% 57% 44% 52% 49% 40% 49% 50% 40% 38% 35% 41% 42% 32% 41% 33% 34% 36% 28% 27% 31% 29% 37% 24% 25% 26% 35% 30% 23% 23% 27% 16% 17% 13% 15% 9% 9%

Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing

Arts & Entertainment Future Budget Financial Services Future Budget Legal Services Future Budget Restaurants & Food Future Budget Travel Future Budget Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 59

Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase 75% 63% 63% 51% 52% 52% 58% 59% 60% 56% 49% 50% 50% 50% 52,25% 47% 40% 46% 48% 47% 44% 40% 42% 38% 38% 36% 39% 33% 33% 31% 33% 26% 27% 29% 28% 28% 26% 26% 28% 20%

Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing

Automotive Future Budget Health & Beauty Future Budget Not-for-profit Future Budget Future Budget Retail

Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase

60% 60% 53% 51% 55% 55% 56% 54% 63% 53% 45% 50% 48% 45% 46% 41% 41% 40% 39% 47% 46% 37% 31% 35% 28% 29% 27% 24% 28% 26% 17% 12%

Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing

Communications Future Budget Health Care Future Budget Publishing Future Budget Sports & Activities Future Budget

Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase 64% 60% 61% 55% 52% 47% 50% 49% 44% 44% 44% 42% 41% 39% 36% 38% 38% 36% 36% 32% 32% 30% 30% 29% 29% 28% 31% 31% 27% 27% 24% 19%

Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Agency Arts & Entertainment Automotive

12% 16% 18% Increase in subscribers 20% Increase in subscribers Increase in subscribers 31% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 13% High-funnel engagement metrics such as opens or clicks 41% 11% Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. 12% Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.)

Lower funnel conversion metrics such as Lower funnel conversion metrics such as Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. 14% 31% We don't currently have any metrics that we focus on 24% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 18% 21%

18%

Communications Education Financial Services

Increase in subscribers 20% Increase in subscribers Increase in subscribers 24% 27% 26% 29% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks 44%

Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 16% 2% Lower funnel conversion metrics such as 13% Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc.

14% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 20% 27% 10% 15% 13%

AGENCY ROI ART & ENTERTAINMENT ROI COMMUNICATIONS ROI FINANCIAL SERVICES ROI Health & Beauty Health Care Health Care Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

Increase in subscribers SOCIAL MEDIA MARKETING Increase in subscribers SOCIAL MEDIA MARKETING 18% 5% 17% 25% 23% 37% 16% 4% 10% 36% 21% 29% SOCIAL MEDIA MARKETING 9% 13% 18% 38% 23% SOCIAL MEDIA MARKETING 13% 14% 33% 26% 15% 26% 24% Increase in subscribers

High-funnel engagement metrics such as opens or clicks 37% SEO 5% 11% 33% 35% 38% 15% SEO High-funnel engagement metrics such as opens or clicks 7% 10% 51% 21% High-funnel 10 engagement metrics % such as opens or clicks SEO 7% 9% 30% 38% 16% SEO 6% 14% 34% 35% 10%

Mid-funnel conversion metrics such as form-fills (e.g. 11% EMAIL MARKETING Mid-funnel conversion metrics such as form-fills (e.g. 4% 9% 32% 39% 16% subscriptions, lead generation, EMAIL inquiries etc.) MARKETING Mid-funnel conversion metrics such as form-fills (e.g. 3% 14% 37% 27% 20% EMAIL MARKETING 7% 7% 29% 31% subscriptions, lead generation, 26% inquiries etc.) EMAIL MARKETING 6% 12% 30% 32% 20% 12% subscriptions, lead generation, inquiries etc.) Lower funnel conversion metrics such as 10% DISPLAY ADVERTISING 16% 24% 35% 19% 5revenue/sales/downloads/event % attendance etc. Lower funnel conversion metrics such as Lower funnel conversion metrics such as DISPLAY ADVERTISING 10% 10% 45% 23% revenue/sales/downloads/event 12% attendance etc. DISPLAY ADVERTISING revenue/sales/downloads/event attendance etc. DISPLAY ADVERTISING 10% 29% 43% 10% 7% 11% 1513% % 36% 25% 16% We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on DIRECT MAIL 12% 30% 15% 20% 38% 19% 8% 10% We don't currently have any metrics that we focus on DIRECT MAIL 15% 14% 17% 36% 24% 9% DIRECT MAIL 14% 16% 19% 23% 29% 18% DIRECT MAIL 9% 27% 32% 20% 12% CONTENT MARKETING 5% 12% 35% 38% 10% CONTENT MARKETING 6% 11% 51% 23% 9% CONTENT MARKETING 5% 11% 23% 47% 14% CONTENT MARKETING 5% 17% 35% 31% 12% AFFILIATE MARKETING 10% 20% 47% Legal Services16% 6% Not-for-profit Publishing AFFILIATE MARKETING 10% 13% 42% 22% 13% AFFILIATE MARKETING 11% 25% 34% 16% 14% AFFILIATE MARKETING 11% 17% 42% 23% 7% SOCIAL PPC 6% 16% 31% 36% 11%

SOCIAL PPC 9% 14% 35% 20% 23% SOCIAL PPC 15% SOCIAL PPC 18% Increase in subscribers Increase in subscribers 12% 14% 37% 26% 11% 7% 23% 41% 19% 9% Increase in subscribers SEARCH PPC 8% 10% 35% 37% 9% 23% 26% 29% SEARCH PPC SEARCH PPC SEARCH PPC High-funnel engagement metrics such as opens or clicks 7% 21% 39% 24% High-funnel 9 engagement metrics % such as opens or clicks 12% 25% 2535%% 19%High -funnel engagement metrics 19% such as opens or clicks 8% 20% 39% 23% 10% 9%

Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.)

23% Lower funnel conversion metrics such as 11% Lower funnel conversion metrics such as Lower funnel conversion metrics such as RESTAURANTS ROI revenue/sales/downloads/event attendance etc. 16% revenue/sales/downloads/event attendance etc. HEALTH CARE ROI6% LEGAL SERVICES ROI revenue/sales/downloads/event attendance etc. PUBLISHING ROI We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on Very Poor Poor Average Good Excellent 25% We don't currently have any metrics that we focus on Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent 24% 10% 30% INDUSTRY SUMMARIES SOCIAL MEDIA MARKETING 3% 15% 45% 20% 18% SOCIAL MEDIA MARKETING 6% 13% 38% 25% 18% SOCIAL MEDIA MARKETING 19% 6% 25% 25% 25% SOCIAL MEDIA MARKETING 2% 13% 44% 27% 13% Real Estate Restaurants & Food Retail SEO 10% 13% 43% 25% 10% SEO SEO 10% 13% 44% 18% 14% TRAVEL SEO 13% 13% 31% 31% 13% 6% 14% 35% 24% 20% EMAIL MARKETING 3% 13% 55% 23% 8% EMAIL MARKETING EMAIL MARKETING 6% 12% 32% 32% 17% EMAIL MARKETING 4%2 % 34% 36% 25% Increase in subscribers 13% 13% 6% 38% 31Increase in subscribers % Increase in subscribers Email marketing and SEO tie in first place with 20% of marketers saying they deliver excellent (Figure 1). This industry’s primary metric is20 growing% their subscriber lists (19%). 22% DISPLAY ADVERTISING 0% 23% 60% 10% 8% 27% DISPLAY ADVERTISING 13% 28%10 % 40% 35% 2% DISPLAY ADVERTISING results asDISPLAY shown ADVERTISINGin Figure 56. This success is reflected in increased budgets: 52% of marketers 35% of marketers reveal that they don’t have any success metrics to be measured 16% 11% 49% 16% 9%High -funnel engagement metrics such as opens or clicks 13% 19%33 % 25% 25% 19% 37% High-funnel engagement metrics such as opens or clicks High-funnel engagement metrics such as opens or clicks say that both SEO and email marketing budgets will be increased in 2017 (Figure 58). by (Figure 57). DIRECT MAIL DIRECT MAIL 17% 13% 35% 25% 10% 3% 20% 53% 15% 10% DIRECT MAIL 10% 25% 36% 17% 12% DIRECT MAIL Mid-funnel conversion metrics such as form-fills (e.g. 25% 25% 13% 19% Mid-19funnel % conversion metrics such as form-fills (e.g. Mid-funnel conversion metrics such as form-fills (e.g. subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) Travel marketers have a standard average open rate of 21%, with a 3.2% click-through ratesubscriptions, lead generation, inquiries CONTENT etc.) MARKETING 2%6 % 43% 38% 11% CONTENT MARKETING 5% 10% 58% 18% 10% CONTENT MARKETING 5% 17% 35% 25% 15% 18% CONTENT MARKETING Lower funnel conversion metrics such as 19% 19% 19% 25% Lower funnel 19% conversion metrics such as 21% Lower funnel conversion metrics such as revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. revenue/sales/downloads/event attendance etc. AFFILIATE MARKETING 9% 19% 47% 21% 4% AFFILIATE MARKETING 3% 15% 50% 28% 5% AFFILIATE MARKETING 15% 19% 40% 19% 8% AFFILIATE MARKETING We don't currently have any metrics that we focus on We don't currently have any metrics that we focus on 13% 25%10 % 19% 2013% % 31We don't % currently have any metrics that we focus on 23% 11% SOCIAL PPC 10% 22% 31% 31% 6% SOCIAL PPC 15% 8% 0% 18% 45% 30% 8% 10% SOCIAL PPC 8% 18% 31% 29% 14% SOCIAL PPC 18% 12% 24% 29% 18% SEARCH Q: What PPC are your primary metrics related to email marketing and how do you 13% 19% 38% 25% 4% SEARCH PPC 8% 15% 53% 20% 5% SEARCH PPC 9% 18% 45% 21% 6% SEARCH PPC 18% 12% 24% 35% 12% measure success? Sports & Activities Travel Q: Please rate these digital marketing channels basedTechnology & Hi Tech on the return Figure 57. TRAVEL SERVICES on investment they generate. Figure 56. TRAVEL ROI AUTOMOTIVE ROI EDUCATION ROI 16% Increase in subscribers TRAVEL ROI Increase in subscribers 19% Increase in subscribers Chart Title Education SPORTS & ACTIVITIES Future Budget ROI Internet Marketing Future Budget 24% Real Estate Future Budget Very Poor Poor Technology & Hi Tech Average Good ExcellentFuture Budget Very Poor Poor Average Good Excellent 32% 32% High-funnel engagement metrics such as opens or clicks Very Poor Poor Average Good Excellent High-funnel engagement metrics such as opens or clicks 35% High-funnel engagement metrics such as opens or clicks Decrease Stay the same Increase Decrease Stay Very Poor the same PoorIncrease Average Good Excellent Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase 85% Mid-funnel conversion metrics such as form-fills (e.g. 65% Mid-funnel conversion metrics SOCIAL such as form- MEDIA fills (e.g. MARKETING 2% 15% 21% 34% Mid-funnel conversion metrics 28% 56% such as form-fills SOCIAL (e.g. MEDIA MARKETING 6% 10% 33% 32% 19% 62% subscriptions, lead generation, inquiries etc.) subscriptions, lead generation, inquiries etc.) 58% SOCIAL MEDIA MARKETING subscriptions, lead generation, inquiries etc.) 67% 56% 56% 55% 0% 18% 20% 45% 16% 18% 47% 53% 25% 46% 51% SOCIAL MEDIA MARKETING Lower funnel conversion metrics 50% such as 44% 6% 11% 17% 54% 11% 12% Lower funnel conversion metrics such as 41% Lower funnel conversion metrics such as 46% revenue/sales/downloads/event attendance etc. 54% 52% SEO 2% 11% 19% 40% 28% SEO 10% 10% 36% 37% 7% 45% 45% 57% 44% revenue/sales/downloads/event 49% attendance etc. revenue/sales/downloads/event attendance etc. 40% 49% 50% 40% SEO 02%% 33% 45% 20% 38% 35% 41% 42% SEO 6% 11% 36% 31% 17% We don't currently have any metrics that we focus on 33% 34% We don't currently have any metrics that we focus on 31% 32% 41% 36% We don't currently have any metrics that we focus on 28% 27% 29% 37% 35% 14% 14% EMAIL MARKETING 24% EMAIL MARKETING 6% 12% 32% 37% 13% 25% 26% 30% 6% 11% 32% 10% 32% 19% 23% 23% 27% EMAIL MARKETING 2% 8% 24% 45% 20% 18% 16% 17% EMAIL MARKETING 3% 17% 22% 8%39 % 19% 23% 13% 15% 9% 9% DISPLAY ADVERTISING DISPLAY ADVERTISING DISPLAY ADVERTISING 6% 15% 32% 32% 15% 14% 22% 36% 21% 7% DISPLAY ADVERTISING 3% 19% 47% 25% 6% 8% 12% 42% 28% 10%

DIRECT MAIL 11% 19% 28% 30% 13% DIRECT MAIL 14% 18% 33% 25% 9% Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate DIRECT MAILContent 3%Direct Mail 28Display % Email 11% SEO 50% Search PPC Social PPC8%Affiliate Content Direct MailDIRECT Display MAIL Email 12% SEO8% 37Search PPC% Social PPC Affiliate 35% Content Direct Mail8% Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Q: Please compare your budgetMarketing investmentMarketing forAdvertising 2017 forMarketing each of these marketing CONTENT MARKETING CONTENT MARKETING CONTENT MARKETING 0% 16% 35% 35% 14% CONTENT MARKETING 10% 12% 41% 29% 8% 4% 17% 30channels% or techniques.38% 11% 7% 11% 37% 33% 12% Arts & Entertainment Future Budget Financial Services Future Budget Legal Services Future Budget Restaurants & Food Future Budget Travel Future Budget AFFILIATE MARKETING Figure 58. TRAVEL FUTURE BUDGET 6% 17% 44% 28% 6% AFFILIATE MARKETING 8% 22% 37% 27% 6% AFFILIATE MARKETING 11% 17% 30% 30% 11% AFFILIATE MARKETING 15% 13% 43% 23% 7% Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase SOCIAL PPC 6% 22% 22% 39% 11% SOCIAL PPC Decrease Stay the same Increase 675%% 14% 43% 33% 4% SOCIAL PPC 4% 9% 26% 49% 13% SOCIAL PPC 11% 11% 32% 35% 11% SEARCH PPC 6% 25% 36% 28% 63%6 % 63% 59% SEARCH PPC 6% 8% 56% 38% 40% 8% 51% 52% 52% 58% 60% SEARCH PPC 2%6 % 34%49 % 36% 21% SEARCH PPC 16% 13% 41% 20% 9% 50% 50% 50% 52,25% 47% 40% 46% 48% 47% 44% 40% 42% 38% 38% 36% 39% 33% 33% 31% 33% 26% 27% 29% 28% 28% 26% 26% 28% 20%

HEALTH & BEAUTY ROI INTERNET MARKETING ROI NOT-FOR-PROFIT ROI REAL ESTATE ROI Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent

Automotive Future Budget Health & Beauty Future Budget Not-for-profit Future Budget Future Budget Retail SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13% EmailSOCIAL Marketing MEDIA & MARKETING Beyond: Global6% Industry12% Benchmarks28% 2017 36% 19% SOCIAL MEDIA MARKETINGGetResponse7 &% Holistic 11% Email Marketing28% 35% 19% SOCIAL Page MEDIA | 61 MARKETING 10% 4% 35% 39% 12% Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase SEO 4% 13% 34% 32% 17% SEO 8% 15% 35% 29% 13% SEO 11% 9% 33% 28% 19% SEO 14% 6% 42% 34% 4%

60% 60% 53% 51% 55% 55% 56EMAIL % MARKETING54%5 % 14% 29% 39% 13% 63% EMAIL MARKETING EMAIL MARKETING EMAIL MARKETING 53% 6% 9% 25% 45% 37% 23% 7% 7% 19% 46% 21% 8% 12% 38% 30% 12% 50% 48% 45% 46% 41% 41% 47% 40% DISPLAY ADVERTISING 39% DISPLAY ADVERTISING 46% 37% 14% 23% 40% 17% 7% 14% 25% 33% 20% 9% 31% DISPLAY ADVERTISING 16% 16% 44% 18% 5% DISPLAY ADVERTISING 12% 16% 42% 20% 10% 35% 28% 29% 27% 24% DIRECT MAIL 28% 26DIRECT % MAIL 19% 19% 38% 15% 9% 19% 17% 33% 21% 10% DIRECT MAIL 11% 4% 28% 40% 18% DIRECT MAIL 10% 10% 40% 32% 8% 17% 12% CONTENT MARKETING 8% 11% 38% 36% 8% CONTENT MARKETING 9% 10% 36% 32% 13% CONTENT MARKETING 13% 5% 38% 30% 14% CONTENT MARKETING 10% 12% 44% 26% 8%

AFFILIATE MARKETING 13% 23% 40% 18% 7% AFFILIATE MARKETING 10% 13% 33% 31% 14% Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display AFFILIATE Email MARKETINGSEO 16% 20% 46% 13% 5% AFFILIATE MARKETING 20% 22% 36% 18% 4% Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing SOCIAL PPC 9% 16% 42% 23% 9% SOCIAL PPC 7% 14% 34% 31% 13% SOCIAL PPC 12% 12% 38% 24% 14% SOCIAL PPC 6% 20% 39% 25% 10%

Communications Future Budget Health Care SEARCH PPC Future Budget8% 17% 36% 31% 8% Publishing Future BudgetSEARCH PPC 11% 17% 37% 28% 8% Sports & Activities Future Budget SEARCH PPC 12% 19% 34% 24% 10% SEARCH PPC 6% 26% 45% 17% 6%

Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase Decrease Stay the same Increase 64% 60% 61% 55% 52% 47% 50% 49% 44% 44% 44% 42% 41% 39% 36% 38% 38% 36% 36% 32% 32% 30% 30% 29% 29% 28% 31% 31% 27% 27% 24% 19% RETAIL ROI TECHOLOGY & HIGH TECH ROI

Very Poor Poor Average Good Excellent Very Poor Poor Average Good Excellent Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Search PPC Social PPC Affiliate Content Direct Mail Display Email SEO Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing Marketing Marketing Advertising Marketing SOCIAL MEDIA MARKETING 7% 13% 29% 35% 16% SOCIAL MEDIA MARKETING 7% 17% 36% 28% 13%

SEO 7% 10% 35% 32% 17% SEO 4% 13% 34% 32% 17%

EMAIL MARKETING 7% 10% 31% 34% 18% EMAIL MARKETING 5% 14% 29% 39% 13%

DISPLAY ADVERTISING 10% 19% 42% 24% 4% DISPLAY ADVERTISING 14% 23% 40% 17% 7%

DIRECT MAIL 15% 18% 36% 25% 5% DIRECT MAIL 19% 19% 38% 15% 9%

CONTENT MARKETING 7% 15% 43% 29% 7% CONTENT MARKETING 8% 11% 38% 36% 8%

AFFILIATE MARKETING 12% 23% 34% 20% 12% AFFILIATE MARKETING 13% 23% 40% 18% 7%

SOCIAL PPC 9% 11% 35% 33% 12% SOCIAL PPC 9% 16% 42% 23% 9%

SEARCH PPC 9% 18% 35% 25% 13% SEARCH PPC 8% 17% 36% 31% 8% How does your business use email marketing?

Figure 60. AUDIENCES AUDIENCES Audiences T RAVE L 45.80% 18.80% 35.40%

Q: Which audiences do you target? (select one) TECHN OL OGY AND HIGH T E CH 17.60% 52.90% 29.40%

SPORT AND ACT IVIT IE S 52.60% 23.70% 23.70% Figure 59 shows that there’s an interesting split business marketers, 41.8% business-to-consumer across the respondents: 19.1% are business-to- marketers, and 39% both. RETAIL 62.90% 10% 27.10%

RE STAURAN T S AND F OOD 51.30% 7.70% 41%

All industries RE AL E STATE 48.10% 11.10% 40.70%

PUBL ISHIN G 45.30% 18.90% 35.80%

FigureAudiences 59. AUDIENCES targeted TARGETED across ACROSS Industries INDUSTRIES NOT-FOR-PROF IT 48.30% 13.30% 38.30%

L E GAL SE RVICE S 11.80% 17.60% 70.60%

IN TERN ET M ARKETIN G 42% 13.90% 44.10%

HE ALT H CARE 52.60% 15.40% 32.10% Business-to-consumer (B2C) HE ALT H AND BE AUT Y 59.10% 6.40% 34.50%

39.1% Business-to-business (B2B) 41.8% F IN AN CIAL SE RVICE S 37.50% 24.10% 38.40%

Both B2C and B2B E D UCAT ION 48.10% 13.50% 38.40%

COMMUN ICAT ION S 32.80% 29.50% 37.70%

19.1% AUT OM OT IVE 44.90% 22.40% 32.70%

ART S & E N TERTAIN M E N T 55.60% 4.20% 40.30%

AGE N CIE S 20.70% 29.60% 49.70%

Business-to-consumer (B2C) Business-to-business (B2B) Both B2C and B2B Results per industry

Legal services lead the way targeting both (52.90%), while retail (62.90%), health and beauty businesses and consumers, with 70.60% (59.10%), and arts and entertainment (55.60%) of respondents stating this. Technology and high primarily target consumers. tech is unsurprisingly mostly targeting businesses

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 63 Frequency Results per industry

It’s good to see that the majority of industries are sending 4-6 times per month, with most Q: What is the maximum number of times you contact an address send more frequently than once a month, which retailers saying they send 2-3 times per month on your list in one month? has traditionally been the most popular frequency (28.60%). until the past couple of years. Internet marketing leads the way in frequency, with 24.70% emailing Restaurants and food are leading the way All industries their database more than 6 times per month. This in sending the least frequently: 25% say they is a surprise, as retail is perfectly positioned to be only send once per month which is a surprise The majority (33.3%) of marketers contact their more than 6 times per month, and 15.3% only sending multiple times per week, but 21.40% considering we eat food daily :) database 2-3 times per month, 19.5% contact contact them once per month (Figure 61). them 4-6 times per month, 16.2% contact them

Figure 61. MAXIMUM NUMBER OF TIMES AN EMAIL ADDRESS IS CONTACTED IN ONE MONTH Maximum number of times an email address is contacted in one month

15.70% 15.30%23%

Once 2 to 3 times 16.20% 4 to 6 times More than 6 times 33.30% Don’t know

19.50%

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 65 Figure 60. FREQUENCY FREQUENCY

TRAVEL 18.40% 30.60% 18.40% 16.30% 16.30%

TECHNOLOGY AND HIGH TECH 19.10% 38.20% 23% 7.90% 11.80%

SPORT AND ACTIVITIES 13.20% 39.50% 23.70% 7.90% 15.80%

RETAIL 14.30% 28.60% 15.70% 21.40% 20%

RESTAURANTS AND FOOD 25% 25% 20% 12.50% 17.50%

REAL ESTATE 14.80% 40.70% 22.20% 7.40% 14.80%

PUBLISHING 16.70% 29.60% 27.80% 18.50% 7.40%

NOT-FOR-PROFIT 23% 37.70% 13.10% 16.40% 9.80%

LEGAL SERVICES 17.60% 35.30% 17.60% 23.50% 5.90%

INTERNET MARKETING 9.30% 28.30% 22.50% 24.70% 15.20%

HEALTH CARE 21.80% 39.70% 16.70% 9% 12.80%

HEALTH AND BEAUTY 20.90% 30.90% 19.10% 15.50% 13.60%

FINANCIAL SERVICES 12.40% 41.60% 18.60% 14.20% 13.30%

EDUCATION 14.30% 31.10% 23.90% 16% 14.70%

COMMUNICATIONS 24.20% 30.60% 12.90% 21% 11.30%

AUTOMOTIVE 14.60% 45.80% 10.40% 14.60% 14.60%

ARTS & ENTERTAINMENT 8.30% 41.70% 18.10% 16.70% 15.30%

AGENCIES 17.80% 43.80% 22.50% 8.30% 7.70%

Once 2 to 3 times 4 to 6 times More than 6 times Don't know

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 67 Your email marketing capabilities How important are the following aspects for each industry? Figure 63. TRACKING ACROSS ALL INDUSTRIES

Evaluation and tracking Tracking - across all industries

80% 73.60%

Q: How do you track your email sends? (choose all that apply) 70%

60%

50%

Averages across all industries 40% 30.60% 30% 23.10% 20.70%

In Figure 63 we can see that 73.6% of email tracking campaigns. However, it’s a surprise 20% 15.20% 13.90% marketers track/review opens and clicks for to discover that so few are doing this. Again, 10% each send. That’s not to say that the remaining only 20.7% of marketers have their sites 0% We track opens We track mid-funnel We can track lower We can track out only We can track We can track marketers don’t do it some of the time – just not and email integrated and are tracking after and clicks outcomes such as -funnel website customers mid-funnel and low subscriber activity how email influences for each send. leads generated from and value like sales funnel reponses, but can and value over time. other marketing channels all the time. Which leads me to raise the question: the click happens. form-fields, registrations “after the click” on the do so by segment and can (e.g. through attribution). etc. email since email and report on response by segment are high-funnel email metrics such as opens and site tracking are for each email campaign. integrated. clicks beingde-prioritized for the more accurate Another valuable metric to be tracking is the mid and lower-funnel conversion metrics? value of your segments and identifying which segments are performing best – whether they’re I believe so. Opens and clicks are good base lifecycle segments (e.g. prospects or loyal metrics to be measuring, but the measurement customers) or acquisition method segments of your campaign’s success shouldn’t end there. (e.g. list rental, PPC, newsletter). However, only Results per industry Tracking those mid-funnel metrics such as leads 13.9% of email marketers are currently doing this. generated from downloads and registrations In Figure 64, we see that agencies are leading etc. can be very helpful indicators of not only The final valuable metric to be tracking is the way and are employing a healthy range When it comes to tracking how email works the success of the total campaign, but also attribution of how email affects other channels – of metrics, with second in place being technology alongside and influences other channels, the potential long-term success as these yet only 15.2% of marketers are tracking this. and high tech. This really shouldn’t come legal services are leading the way, with 24% are often defined as mini-conversion This is a shame – it’s only by tracking and as a surprise – agencies are paid to do this type of marketers saying they measure this. Legal or milestones. It’s good to see that 30.6% attributing email’s successes accurately that your of work and many tech providers are focused services also have 29% of marketers being able of marketers are tracking these. brand will see the real value of email, and budget only online which makes tracking end-to-end to measure all subscriber activity and value and resources will follow. much easier. over time. 23.1% of email marketers are tracking subscriber activity and value over time, rather than just

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 69 TRACKINGFigure 64. TRACKING BY BYINDUSTRY INDUSTRY

TRAVEL 68% 36% 34% 20% 18% 20%

TECHNOLOGY AND HIGH TECH 81% 44% 27% 20% 27% 16%

SPORT AND ACTIVITIES 62% 22% 14% 19% 27% 14%

RETAIL 72% 26% 25% 18% 24% 23%

RESTAURANTS AND FOOD 58% 35% 20% 5% 23% 13%

REAL ESTATE 69% 24% 18% 8% 26% 8%

PUBLISHING 81% 25% 23% 23% 28% 17%

PROFIT 75% 22% 14% 12% 17% 9%

NOT-FOR- LEGAL SERVICES 59% 29% 35% 12% 29% 24%

INTERNET MARKETING 71% 31% 18% 12% 25% 12%

HEALTH CARE 68% 32% 15% 11% 20% 12%

HEALTH AND BEAUTY 81% 21% 11% 1% 13% 9%

FINANCIAL SERVICES 77% 31% 21% 19% 27% 18%

EDUCATION 77% 32% 22% 10% 22% 14%

COMMUNICATIONS 62% 30% 8% 8% 18% 15%

AUTOMOTIVE 64% 28% 21% 19% 26% 21%

ARTS & ENTERTAINMEN T 76% 21% 20% 14% 27% 14%

AGENCIES 77% 52% 39% 26% 31% 23%

We track opens and clicks for each send. We track mid-funnel outcomes such as leads generated from form-fills, registrations etc. We can track lower-funnel website outcomes and value like sales "after the click" on the email since email and site tracking are integrated. We can track not only mid-funnel and low funnel responses, but can do so by by segment and can report on response by segment for each email campaign. We can track all subscriber activity and value over time. We can track how email influences other marketing channels (e.g. through attribution).

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 71 Targeting Recommendation

Q: Which current techniques do you use for message targeting using dynamic Targeting isn’t about sending micro-segmented campaigns. content? (choose all that apply) It’s about leveraging all the data you have on your customer – both implicit and explicit – and using it to personalize Averages across all industries the customer’s messages. You can send a targeted newsletter Figure 65 reveals that an average of 50.4% informed and behavioral data to send relevant, to your entire database using dynamic content that is relevant of marketers across all the industries don’t target personalized email messages to their audiences. their email messages to their databases, 29% of marketers use basic 2-5 criteria to that individual/segment/persona. and treat everyone the same. On the other hand, to segment their audience. only 6.6% use layered targeting, incorporating

Type of segmentation used Figure 65. TYPES OF SEGMENTATION USED

None 6.6% Basic segmentation – we use 2-5 criteria for 23% 33.30% targeting, e.g. demographics, category of interest 14% (B2C), industry, or role (B2B), without the use of dynamic content. We have segmentation, and also automated rules-based personalization for different audiences, 50.4% e.g. using dynamic content. 19.50% We use layered personalized targeting that 29% combines demographics with behavioral segments, lifecycle position, activity level, and lead scoring.

Results per industry

Looking at Figure 66, we can see that restaurants marketers are leading the way in targeting and foods is performing the most basic type with 13% of their marketers using all available of targeting, with 65% of marketers not using segmentation and targeting methods, and legal any targeting and 18% only using very basic services following hot on their tail (12%). demographics to target on. Meanwhile travel

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 73 FigureTARGETING 66. TARGETING BY INDUSTRY BY INDUSTRY

TRAVEL 46% 29% 13% 13%

TECHNOLOGY AND HIGH TECH 40% 41% 15% 4%

SPORT AND ACTIVITIES 54% 32% 8% 5%

RETAIL 53% 27% 13% 7%

RESTAURANTS AND FOOD 65% 18% 15% 3%

REAL ESTATE 52% 28% 18% 2%

PUBLISHING 36% 40% 17% 8%

NOT-FOR-PROFIT 54% 31% 9% 7%

LEGAL SERVICES 35% 18% 35% 12%

INTERNET MARKETING 53% 27% 13% 7%

HEALTH CARE 57% 22% 12% 10%

HEALTH AND BEAUTY 58% 24% 14% 4%

FINANCIAL SERVICES 37% 41% 18% 4%

EDUCATION 53% 30% 13% 5%

COMMUNICATIONS 53% 30% 13% 5%

AUTOMOTIVE 50% 25% 21% 4%

ARTS & ENTERTAINMEN T 43% 37% 16% 4%

AGENCIES 28% 37% 26% 9%

None - everyone receives the same message.

Basic segmentation - we use 2-5 criteria for targeting, e.g. demographics, category of interest (B2C), industry or role (B2B) without the use of dynamic content.

We have segmentation, and also automated rules-based personalization for different audiences, e.g. using dynamic content.

We use layered personalized targeting that combines demographics with behavioral segments, lifecycle position, activity level and lead scoring.

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 75 Communications strategy Results per industry

Figure 68 shows us that legal services, agencies of interest by the customer. However, it’s not Q: Which types of email marketing communications do you use? and travel are leading the way with using lifecycle as high as I would have thought given the high (choose all that apply) campaigns at 29%, 28%, and 27% respectively. ROI these campaigns provide. Same as last year, the travel industry also isn’t using this as a tactic An impressive 35% of legal services are making as much as they could (17%). Considering that Averages across all industries use of reactivation emails to re-engage with their travel offers tend to be considered purchases inactive database and/or customers. with a long purchase cycle, which are ideally Unsurprisingly, newsletters lead the way with 58% 13% of marketers are reactivating suited for browse abandonment emails, this of marketers using them. 43% of marketers to abandonment on website (browse, cart Unsurprisingly retail is leading the way with is definitely a missed opportunity. are availing themselves of simple autoresponders and checkout) and sending emails in response sending abandonment emails (22%) – making and 46% use sales/promotional campaigns. to this behavior. Only 17% of marketers the most of that self-identifying moment take advantage of email’s strengths and use 26% are employing multi-step welcome programs touchpoints throughout the lifecycle. for new subscribers, and 16% of marketers are actively trying to win back their lost customers, a nice uplift from last year’s 10%.

Figure 67. COMMUNICATIONS STRATEGY ACROSS ALL INDUSTRIES Communications strategy across all industries

Standard newsletters 58%

Promotional sales-focused campaign emails 46%

Simple autoresponders 43%

Multi-step welcome for new subscribers 26%

Automated and event-triggered email 17% across the full customer lifecycle

Reactivation emails 16%

Follow-up to cart-viewing, product or content browsed on site 13%

Rule-based lead nurturing programs 11%

0% 10% 20% 30% 40% 50% 60% 70%

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 77 COMMUNICATIONSFigure 68. COMMUNICATIONS STRATEGY STRATEGY BY INDUSTRY BY INDUSTRY

TRAVEL 56% 44% 35% 25% 17% 17% 27% 4%

TECHNOLOGY AND HIGH TECH 65% 60% 44% 31% 19% 27% 23% 25%

SPORT AND ACTIVITIES 53% 47% 26% 16% 8% 21% 18% 8%

RETAIL 54% 58% 38% 23% 22% 22% 14% 9%

RESTAURANTS AND FOOD 58% 43% 30% 28% 8% 10% 8% 5%

REAL ESTATE 56% 24% 34% 16% 12% 14% 12% 4%

PUBLISHING 76% 57% 51% 32% 13% 19% 19% 15%

NOT-FOR-PROFIT 64% 39% 29% 25% 9% 15% 14% 7%

LEGAL SERVICES 65% 41% 35% 24% 18% 35% 29% 24%

INTERNET MARKETING 45% 43% 56% 29% 14% 15% 16% 9%

HEALTH CARE 66% 46% 43% 26% 8% 12% 15% 8%

HEALTH AND BEAUTY 60% 40% 47% 21% 12% 11% 9% 7%

FINANCIAL SERVICES 59% 54% 39% 31% 13% 17% 23% 10%

EDUCATION 60% 48% 44% 24% 7% 14% 11% 12%

COMMUNICATIONS 59% 30% 36% 18% 10% 12% 15% 12%

AUTOMOTIVE 60% 40% 27% 21% 19% 25% 17% 13%

ARTS & ENTERTAINMEN T 61% 44% 35% 31% 9% 16% 16% 4%

AGENCIES 73% 55% 46% 35% 18% 21% 28% 21%

Standard newsletters Promotional sales-focused campaign emails Simple autoresponders Multi-step welcome for new subscribers Follow-up to cart-viewing, product or content browsed on site Reactivation emails Automated and event-triggered email across the full customer lifecycle Rule-based lead nurturing programs

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 79 Email Marketing ROI rating by Industry EMAIL MARKETING ROI RATING BY INDUSTRY

Call out to legal services! Travel 2% 8% 24% 45% 20%

Technology and High Tech 5% 14% 29% 39% 13%

The industry who time and time again showed itself to me to Sport and Activities 3% 17% 22% 39% 19%

be leading the way with regards to advanced tactics was legal Retail 7% 10% 31% 34% 18% services. It gains the highest ROI out of all the industries (see chart Restaurants and Food 3% 13% 55% 23% 8% on the next page) and I believe this is due to how it’s proactively managing this channel and striving to improve. A reason for their Real Estate 8% 12% 38% 30% 12%

advancement could be because it was one of the last industries Publishing 4% 2% 34% 36% 25% to become digital, and as such as a newcomer it’s been able to jump Not-for-Profit 7% 7% 19% 46% 21% in at the more advanced level. So – congratulations! Legal Services 13% 13% 6% 38% 31%

Internet Marketing 6% 9% 25% 37% 23%

Health Care 6% 12% 32% 32% 17%

Health and Beauty 9% 13% 28% 33% 17%

Financial Services 6% 12% 30% 32% 20%

Education 6% 12% 32% 37% 13%

Communications 7% 7% 29% 31% 26%

Automotive 6% 11% 32% 32% 19%

Arts & Entertainment 3% 14% 37% 27% 20%

Agencies 4% 9% 32% 39% 16%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Very poor Poor Average Good Excellent

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 81 Testing & optimization Email marketing and marketing automation testing and optimization across all industries Q: How do you test and optimize your email communications? Figure 69. EMAIL MARKETING & MARKETING AUTOMATION TESTING AND OPTIMIZATION ACROSS ALL INDUSTRIES (choose all that apply) We don’t proactively test our email marketing. 51%

We test alternate subject lines. 27.10% Averages across all industries We test alternate offers. 20.30% Figure 69 reveals that a shocking 51% of email different layouts and creative. We test alternative email layouts and creative. 19.60% marketers across the board don’t proactively We have a programme of continuous tests to our email marketing. 17.40% test and optimize their emails at all. 27.1% Across the board 17.4% of marketers say they of marketers say they test subject lines, with have a plan for continual optimization but only We test alternative landing page layout and creative. 16.60% 20.3% testing different offers and 19.6% testing 16.6% test the incredibly important landing page. We test performance by segment. 14%

We test frequency. 13.50%

0% 10% 20% 30% 40% 50% 60%

Recommendation Results per industry

Test your landing pages. They can have a significant impact Unsurprisingly, the most popular type of test optimize their email programs. on your results. More often than not, the conversion to your performed is the subject line, with publishing leading the way at 49% of marketers testing Figure 71 reveals the two industries who test objective happens on the landing page. The role of the email this (Figure 70). They’re also first when it comes the most as agencies and travel (58%). Health is to incentivize the recipient to click through the email to testing alternative email layouts and creative and beauty is the industry that tests the least (38%). (32%). to the landing page/website/ecommerce site, where

the decision to buy/download/register/enter/attend happens. Legal services and automotive both have 31% So, no matter how advanced your marketing automation of marketers with a plan in place to continually tactics are, no matter how relevant your content or offer is within your email – if your landing page is disconnected from your email in design or copy or hasn’t been optimized to convert, then you’re leaving money on the table.

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 83 TESTING & OPTIMIZATION ACROSS ALL INDUSTRIES Figure 70. TESTING & OPTIMIZATION ACROSS ALL INDUSTRIES

TRAVEL 42% 10% 44% 13% 27% 8% 10% 21%

TECHNOLOGY AND HIGH TECH 48% 19% 36% 23% 24% 19% 21% 15%

SPORT AND ACTIVITIES 46% 24% 11% 16% 5% 3% 11% 14%

RETAIL 47% 20% 29% 24% 19% 14% 14% 16%

RESTAURANTS AND FOOD 48% 28% 10% 18% 23% 8% 3% 15%

REAL ESTATE 60% 14% 14% 20% 8% 16% 10% 8%

PUBLISHING 45% 21% 49% 32% 38% 19% 17% 26%

NOT-FOR-PROFIT 59% 12% 21% 10% 19% 12% 16% 9%

LEGAL SERVICES 56% 31% 25% 13% 25% 13% 19% 13%

INTERNET MARKETING 45% 17% 27% 22% 20% 25% 14% 12%

HEALTH CARE 58% 13% 22% 12% 15% 12% 11% 15%

HEALTH AND BEAUTY 69% 5% 19% 8% 7% 7% 5% 7%

FINANCIAL SERVICES 45% 19% 33% 29% 32% 21% 15% 19%

EDUCATION 52% 19% 27% 21% 18% 16% 8% 9%

COMMUNICATIONS 53% 16% 18% 18% 16% 11% 11% 15%

AUTOMOTIVE 54% 31% 31% 27% 17% 15% 23% 23%

ARTS & ENTERTAINMEN T 52% 20% 19% 22% 16% 10% 10% 7%

AGENCIES 42% 22% 42% 28% 31% 29% 24% 27%

We don't proactively test our email marketing We have a programme of continuous tests to our email marketing We test alternate subject lines We test alternate offers We test alternative email layouts and creative We test alternative landing page layouts and creative We test frequency We test performance by segment

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 85 IndustriesFigure 71. INDUSTRIES who WHO TEST THEtest MOST the most

70%

60% 58% 58% 55% 55% 55% 54% 53% 53% 52% 49% 50% 48% 46% 47% 44% 42% 41% 40% 40%

32% 30%

20%

10%

0%

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 87 MARKETING AUTOMATION & 3 CONTENT MARKETING OPPORTUNITIES BY INDUSTRY

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 89 Your marketing automation capabilities Results per industry

Figure 73 shows us that travel (29%), and legal services (29%) lead the way in using all not-for-profit (28%) and health care (28%) the features marketing automation has to offer. Effectiveness don’t take advantage of the benefits of marketing automation, such as scalability Q: How do you rate the overall effectiveness of marketing and personalization. Automation (31%) automation in your business?

Averages across all industries

Figure 72 reveals that on average across all 13.1% say that they use all the features Recommendation industries 21.4% of marketers say they don’t use and optimize for best results. many marketing automation features and 17% say they don’t use marketing automation at all. Only A common misconception of automated emails is that they’re impersonal. But I disagree. A human designs and writes them, same as they do a regular campaign email, so they’re no less Figure 72. OVERALL EFFECTIVENESS OF MARKETING AUTOMATION ACROSS ALL INDUSTRIES Overall effectiveness of marketing automation across all industries human than these. In fact, it could be argued that automated emails are in fact more personal due to their innate nature

5 – High – we use all features* and optimize them to get the best results. 13.1% of being sent in response to an action taken by the subscriber.

4 – Good – we use the majority of features but need to optimize them. 14.4% And as such they are providing the person with valuable

3 – Intermidiate – we use some features but need to build our capability. 18.5% information that relates specifically to their recent action/

2 – Moderate - we use the core features of automation. 15.60% inaction or lifecycle stage.

1 – Basic – we don’t use many of the features of marketing automation. 21.4%

0 – We don’t use marketing automation. 17%

0% 5% 10% 15% 20% 25%

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 91 MARKETINGFigure AUTOMATION 73. MARKETING AUTOMATION EFFECTIVENESSEFFECTIVENESS BY INDUSTRY BY INDUSTRY

TRAVEL 10% 8% 19% 23% 10% 29%

TECHNOLOGY AND HIGH TECH 6% 11% 27% 18% 22% 16%

SPORT AND ACTIVITIES 21% 11% 18% 16% 24% 11%

RETAIL 10% 14% 18% 14% 27% 17%

RESTAURANTS AND FOOD 8% 13% 28% 18% 18% 15%

REAL ESTATE 12% 18% 16% 16% 22% 18%

PUBLISHING 9% 15% 19% 23% 17% 17%

NOT-FOR-PROFIT 11% 5% 12% 7% 37% 28%

LEGAL SERVICES 29% 24% 12% 12% 6% 18%

INTERNET MARKETING 16% 16% 21% 17% 20% 10%

HEALTH CARE 11% 5% 16% 21% 20% 28%

HEALTH AND BEAUTY 7% 13% 13% 19% 27% 21%

FINANCIAL SERVICES 11% 16% 18% 13% 26% 17%

EDUCATION 12% 12% 19% 15% 24% 17%

COMMUNICATIONS 20% 20% 15% 16% 16% 13%

AUTOMOTIVE 31% 17% 10% 10% 19% 13%

ARTS & ENTERTAINMEN T 11% 24% 20% 11% 11% 21%

AGENCIES 17% 24% 21% 10% 19% 10%

5 - High - we use all features* and optimize them to get the best results. 4 - Good - we use the majority of features but need to optimize them. 3 - Intermediate - we use some features but need to build our capability. 2 - Moderate - we use the core features of automation. 1 - Basic - we don't use using many of the features of marketing automation. 0 - We don't use marketing automation.

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 93 Content strategy Recommendation

Q: Which techniques do you use to plan your integration of content with email marketing and marketing automation? (choose all that apply) Review and analyze your content results throughout the different lifecycles. Just because you have identified your Averages across all industries most popular piece of content (3 steps to …) or even your most popular type of content (i.e. video/guide/infographic etc.), Figure 74 reveals that overall the results etc. all make up the content strategy. with regards to content strategy are good. doesn’t mean that it’s the best content topic and type for all Having a content strategy in place is difficult What’s impressive is the 22.7% of marketers who stages within the customer journey. Drill down and test but essential, and in the long run will pay off are using the content strategically throughout (39%). This is of course different from the customer lifecycle. And hats off to the 16.5% to identify which works best for each stage of the lifecycle a content plan, which is only one part of the who measure the ROI of each piece of content and indeed, the buying cycle. content strategy. Together a content plan, email sent through email. marketing, marketing automation, social media Techniques used to integrate content The below test from Behave.org shows that the control which Figure 74. TECHNIQUES USEDwith TOemail INTEGRATE marketing CONTENT and WITH marketing EMAIL MAKRETING automation & MARKETING AUTOMATION contained a datasheet won by 63% uplift, with 95% confidence 45% level over the variant that contained a video. 39.30% 40%

34.60% 35%

30% 29.70% CONTROL - DATASHEET VARIANT - VIDEO

25% 22.70%

20% 16.50% 15%

10%

5%

0% We have a long-term We source content We assess and optimize the We prioritize the use We can measure ROI strategic approach on an ad-hoc basis effectiveness of different of content marketing to plan of each content asset to content planning, as we use it content types used within and deliver the most relevant and value creation, and distribution email content targeted to audience of email sent through the customer lifecycle Results per industry

Figure 75 reveals that publishing, legal services, use content strategically across the lifecycle agencies, and technology and high tech all use and measure the success of each individual piece most of the advanced strategies and tactics of content. available. Many marketers within these industries

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 95 CONTENT INTEGRATION BY INDUSTRY Figure 75. CONTENT INTEGRATION BY INDUSTRY

TRAVEL 40% 37% 30% 26% 12%

TECHNOLOGY AND HIGH TECH 35% 46% 41% 29% 17%

SPORT AND ACTIVITIES 39% 39% 19% 14% 14%

RETAIL 28% 48% 25% 11% 15%

RESTAURANTS AND FOOD 29% 41% 41% 32% 12%

REAL ESTATE 35% 41% 24% 22% 9%

PUBLISHING 46% 37% 28% 30% 22%

NOT-FOR-PROFIT 31% 40% 31% 19% 19%

LEGAL SERVICES 47% 53% 27% 20% 20%

INTERNET MARKETING 34% 32% 32% 24% 19%

HEALTH CARE 32% 48% 23% 23% 14%

HEALTH AND BEAUTY 24% 40% 22% 19% 14%

FINANCIAL SERVICES 39% 37% 26% 26% 17%

EDUCATION 34% 39% 30% 22% 15%

COMMUNICATIONS 47% 31% 22% 22% 12%

AUTOMOTIVE 44% 52% 28% 13% 20%

ARTS & ENTERTAINMEN T 29% 41% 38% 24% 14%

AGENCIES 39% 43% 38% 32% 19%

We have a long-term strategic approach to content planning, creation and distribution.

We source content on an ad-hoc basis as we use it.

We assess and optimise the effectiveness of different content types used within email.

We prioritize the use of content marketing to plan and deliver the most relevant content targeted to audience through the customer lifecycle.

We can measure ROI of each content asset and value of email sent.

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 97 Marketing automation techniques used Results per industry

Figure 77 shows us that not surprisingly Agencies (35%), publishing (34%), and travel Q: Which marketing automation techniques do you currently use? it’s technology and high tech (24%), publishing (33%) lead the way in using dynamic content (choose all that apply) (21%), and agencies (19%) taking advantage within email. of the benefits of lead scoring. Automotive is first when it comes to using automation Averages across all industries (73%), with travel being the industry who uses it the least (46%). The ability to dynamically personalize emails We can also see that 65.5% of the marketers has been around for many years and each year are using automation but only 11.80% it gets easier to accomplish, so I’m disappointed of the marketers are using lead scoring. to see that only 25.4% of the marketers surveyed Considering that 58% of the marketers surveyed are using this approach to personalize their are B2B and lead scoring is primarily (but not emails (Figure 76). wholly) used by B2B marketers, I would have expected to see this as higher. Recommendation

Dynamic content is designed to not only make your life MarketingFigure 76. MARKETING automation AUTOMATION techniques TECHNIQUES currently CURRENTLY used USED easier as a marketer, but also deliver the right, personalized content to the right recipient. It’s a win/win situation.

Email automation, e.g. customer onboarding 65.50% With an appropriately designed flexible template, emails –

Basic profile-based targeting 32.80% promotional, automated, and even newsletters – can all be Personalization using dynamic content 25.40% dynamically populated with content to ensure that the email Broadcast timing based on location, sign-up time or other criteria 16.90% contains the right mix of personalized and general content.

Advanced segmentation 14.40%

Lead scoring 11.80%

0% 10% 20% 30% 40% 50% 60% 70%

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 99 MARKETINGFigure AU 77. TMARKETINGOMA AUTOMATIONTION TECHNIQUES TEC HBY INDUSTRYNIQUES BY INDUSTRY

TRAVEL 46% 33% 17% 20% 41% 15%

TECHNOLOGY AND HIGH TECH 63% 30% 20% 16% 44% 24%

SPORT AND ACTIVITIES 58% 18% 24% 16% 32% 5%

RETAIL 61% 27% 16% 19% 29% 6%

RESTAURANTS AND FOOD 61% 21% 8% 18% 45% 13%

REAL ESTATE 53% 27% 10% 12% 29% 10%

PUBLISHING 66% 34% 25% 23% 34% 21%

NOT-FOR-PROFIT 56% 26% 11% 16% 38% 6%

LEGAL SERVICES 65% 6% 6% 18% 29% 24%

INTERNET MARKETING 72% 24% 12% 19% 27% 10%

HEALTH CARE 63% 25% 13% 17% 25% 8%

HEALTH AND BEAUTY 69% 17% 7% 16% 29% 6%

FINANCIAL SERVICES 66% 28% 16% 14% 41% 11%

EDUCATION 63% 21% 14% 16% 31% 11%

COMMUNICATIONS 60% 27% 13% 18% 27% 5%

AUTOMOTIVE 73% 29% 21% 17% 31% 17%

ARTS & ENTERTAINMEN T 66% 29% 10% 16% 32% 9%

AGENCIES 71% 35% 22% 22% 46% 19%

Email automation, e.g. welcome sequences, customer onboarding Personalization using dynamic content Advanced segmentation Broadcast timing based on location, sign-up time or other criteria Basic profile-based targeting Lead scoring

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 101 Marketing automation challenges Results per industry

Not-for-profits say their biggest challenge content and communications (51%), Q: What are your top marketing automation challenges? is securing budget (46%), while technology and financial services have issues with measuring (choose all that apply) and high tech marketers say theirs is the quality the effectiveness of their campaigns (46%) as well of customer data (50%). as challenges with lack of knowledge in how to set up automation (46%). Figure 78 addresses a very interesting question The major challenges are securing budget (36.1%) Health care struggles with producing engaging and the answers show that in general all and quality of customer data (35.3%). Following the challenges are to some extent problematic closely behind is lack of knowledge of how to set across the industries, except for one – lack up different types of automation (35.2%). of buy-in from senior managers (15.1%). Recommendation

Averages across all industries Email is often seen as a cheap channel and delivers excellent return Top Figuremarketing 78. TOP MARKETING automation AUTOMATION challenges CHALLENGES on investment (ROI) with minimal effort. This often results in the fact that the budget that’s allocated to it is not in line with the results Securing budget 36.10% it drives. To remedy this, start to purposefully create a business case Quality of customer data 35.30% for more budget and resources. In addition to including your open Knowledge to set up different types 35.20% of automation (e.g. rules, lead scoring) and click metrics, also include actual conversions and if possible, Producing engaging content and communications 33.90% revenue, as this is what is meaningful to the decision makers.

Measuring effectiveness 32.90%

Understanding/choosing the technology that we need 27.90% Focus on your pain points and identify the additional budget

Lack of knowledge and skills of internal teams 27.70% you will need to remedy these pain points. For example, if it’s lack

Integrating with other existing systems 27.20% of resources and your aim is to gain more budget to automate

Lack of buy-in/vision from senior managers 15.10% programs and alleviate resource pressure, then focus on one

Other 11.80% automated program and prove how automation has increased revenue, yet has reduced costs. If it’s because you don’t have enough 0% 5% 10% 15% 20% 25% 30% 35% 40% time and resources to be testing every email, then perform a few strategic and meaningful tests and deliver the results to show how you can increase revenue by testing.

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 103 MARKETING AUTOMATIONFigure 77. MARKETING AUTOMATION CHALLENGES CHALLENGES BY INDUSTRY BY INDUSTRY

TRAVEL 39% 17% 26% 35% 33% 30% 33% 28% 26% 11%

TECHNOLOGY AND HIGH TECH 35% 19% 39% 50% 41% 35% 37% 30% 28% 11%

SPORT AND ACTIVITIES 35% 8% 24% 32% 22% 19% 22% 19% 19% 5%

RETAIL 37% 20% 28% 34% 30% 30% 33% 35% 26% 9%

RESTAURANTS AND FOOD 26% 8% 26% 37% 32% 32% 32% 24% 21% 13%

REAL ESTATE 27% 10% 37% 35% 29% 20% 14% 18% 12% 12%

PUBLISHING 30% 21% 38% 36% 38% 45% 30% 30% 28% 15%

NOT-FOR-PROFIT 46% 21% 35% 23% 28% 37% 30% 33% 25% 12%

LEGAL SERVICES 38% 25% 19% 19% 19% 19% 13% 19% 31% 6%

INTERNET MARKETING 39% 11% 33% 32% 35% 39% 26% 26% 30% 11%

HEALTH CARE 32% 13% 34% 40% 51% 43% 37% 32% 32% 16%

HEALTH AND BEAUTY 31% 6% 31% 23% 36% 36% 21% 23% 26% 12%

FINANCIAL SERVICES 36% 27% 46% 49% 35% 46% 38% 37% 32% 9%

EDUCATION 34% 13% 32% 30% 33% 34% 26% 26% 28% 11%

COMMUNICATIONS 33% 15% 33% 34% 25% 25% 23% 18% 25% 10%

AUTOMOTIVE 40% 29% 31% 44% 25% 21% 21% 27% 25% 23%

ARTS & ENTERTAINMEN T 30% 15% 28% 36% 30% 46% 16% 33% 35% 10%

AGENCIES 39% 21% 34% 49% 38% 39% 24% 28% 28% 9%

Securing budget Lack of buy-in/vision from senior managers Measuring effectiveness Quality of customer data Producing engaging content and communications Knowledge to set up different types of automation (e.g. rules, lead scoring) Integrating with other existing systems Lack of knowledge and skills of internal teams Understanding/choosing the technology that we need Other

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 105 Uses of marketing automation Results per industry

Figure 81 reveals that real estate (27%) and travel Technology (44%) and agencies (44%) use Q: If you use marketing automation, what do you use it for? (33%) have the most customer-centric approach customer onboarding the most, while restaurants (choose all that apply) to marketing automation as they don’t send and food primarily use marketing automation information about company news. to promote new offers and other initiatives (66%).

Averages across all industries

Figure 80 shows us that the most popular use offers and promotions (50.9%), with informing for marketing automation is informing about new subscribers about company news at 42.70%. Recommendation Figure 80. APPLICATIONS OF MARKETING AUTOMATION Applications of marketing automation Think about the customer. If your company news will help

Informing about new offers and promotions 50.90% the customer in their decision in some way, or will help to increase their happiness with you as a brand, then send Informing subscribers about company news 42.70% this news. Remember, email is a push channel and as such Educating about the product and related topics 42.50% we’re very tempted to push out our brand news to our subscribers Consumer onboarding 36.30% and customers. But ask yourself – is it beneficial for them? Asking for feedback and/or sourcing new ideas 27.70% What problem or pain-point of theirs does it solve? Promoting other communication channels 25.40%

Informing about transaction and other status 20.80% Commerce is a two-way street, after all. We want to sell,

0% 10% 20% 30% 40% 50% and customers want to buy. So, employ the customer-first approach: Instead of focusing on our own objectives, we look over at our customers and ask ourselves, “How can we help them achieve their objectives?” And by helping them to achieve their objective, we have achieved ours.

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 107 MARKETINGFigure 81. MARKETING AUTOMATION AUTOMATION USES BY INDUSTRY USES BY INDUSTRY

TRAVEL 33% 44% 28% 37% 26% 28% 33%

TECHNOLOGY AND HIGH TECH 53% 56% 44% 30% 22% 30% 45%

SPORT AND ACTIVITIES 43% 51% 27% 14% 24% 14% 32%

RETAIL 33% 58% 36% 26% 30% 21% 33%

RESTAURANTS AND FOOD 37% 66% 37% 24% 26% 37% 40%

REAL ESTATE 27% 41% 39% 18% 12% 18% 27%

PUBLISHING 53% 53% 39% 33% 12% 31% 41%

NOT-FOR-PROFIT 55% 26% 22% 18% 15% 20% 33%

LEGAL SERVICES 65% 41% 24% 12% 29% 29% 29%

INTERNET MARKETING 40% 57% 37% 25% 20% 29% 44%

HEALTH CARE 47% 56% 38% 31% 24% 24% 51%

HEALTH AND BEAUTY 37% 50% 41% 30% 22% 22% 45%

FINANCIAL SERVICES 41% 38% 36% 30% 21% 26% 53%

EDUCATION 39% 48% 37% 29% 16% 17% 45%

COMMUNICATIONS 47% 47% 30% 20% 17% 27% 38%

AUTOMOTIVE 44% 44% 44% 25% 23% 29% 42%

ARTS & ENTERTAINMEN T 48% 45% 38% 30% 20% 28% 38%

AGENCIES 50% 52% 44% 34% 23% 37% 49%

Informing subscribers about company news Informing about new offers and promotions Customer onboarding Asking for feedback and/or sourcing new ideas Informing about transaction and order status Promoting other communication channels Educating about the product and related topics

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 109 What types of content are used within marketing automation? Results per industry

Figure 83 shows us that agencies use blog posts Education mostly uses videos and webinars (57%), Q: Which type of content do you distribute using marketing automation? the most (62%), while publishing and internet while only 21% of retailers use them. (choose all that apply) marketing (both 43%) lead the way with ebooks.

Averages across all industries

Figure 82 shows us, perhaps unsurprisingly, in second in popularity across all industries – that blog posts are the most used type of content 43.6% of marketers say they use them. (46.7%), with videos and webinars coming

Content typesFigure distributed 82. CONTENT TYPES using DISTRIBUTED marketing USING MARKETING automation AUTOMATION

Blog posts 46.70%

Videos and webinars 43.60%

Offer or transaction-related content 34.40%

Product development updates 32.60%

Ebooks 31.10%

Press releases 18.60%

Discussions from online community 17.90%

Podcasts 10.80%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 111 TYPES OF CONTENT BY INDUSTRY Figure 81. TYPES OF CONTENT BY INDUSTRY

TRAVEL 30% 15% 34% 15% 2% 43% 23% 30%

TECHNOLOGY AND HIGH TECH 47% 15% 59% 36% 14% 38% 32% 53%

SPORT AND ACTIVITIES 39% 8% 39% 31% 22% 28% 25% 25%

RETAIL 21% 8% 30% 15% 18% 49% 14% 27%

RESTAURANTS AND FOOD 29% 11% 37% 32% 21% 32% 21% 37%

REAL ESTATE 29% 16% 31% 16% 12% 35% 16% 24%

PUBLISHING 29% 12% 55% 43% 16% 33% 33% 28%

NOT-FOR-PROFIT 39% 13% 41% 15% 24% 26% 37% 28%

LEGAL SERVICES 47% 12% 24% 29% 12% 24% 29% 29%

INTERNET MARKETING 51% 12% 52% 43% 20% 35% 12% 29%

HEALTH CARE 37% 11% 48% 37% 19% 35% 24% 32%

HEALTH AND BEAUTY 47% 8% 57% 31% 15% 28% 7% 30%

FINANCIAL SERVICES 45% 6% 46% 22% 20% 38% 18% 43%

EDUCATION 57% 11% 47% 35% 19% 26% 13% 25%

COMMUNICATIONS 34% 13% 46% 25% 23% 25% 16% 30%

AUTOMOTIVE 40% 17% 35% 25% 29% 33% 23% 42%

ARTS & ENTERTAINMEN T 53% 10% 31% 20% 21% 31% 33% 36%

AGENCIES 47% 10% 62% 38% 15% 45% 27% 32%

Videos and webinars Podcasts Blog posts Ebooks

Discussions from online community Offer or transaction-related content Press releases Product development updates

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 113 QUESTIONS 4 COMMONLY ASKED BY MARKETERS

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 115 Figure 85. NUMBER OF MESSAGES SEND BY SUBJECT LINE LENGTH

40000

35 691

35000 33 410

30000 26 729 25 238 25000

20000 18 790

15000 12 738

10 369 In this section, we have tried to address many common 10000 8 799 questions asked by marketers by drilling into the GetResponse 6 601

5000 3 360 database and reporting our findings to these intriguing, often 2 234 1 479 1 263 1 060 751 asked questions. 536 429 253 209 150 115 108 54 50 49 0 1 - 9 10 - 19 20 - 29 30 - 39 40 - 49 50 - 59 60 - 69 70 - 79 80 - 89 90 - 99 100 - 110 - 120 - 130 - 140 - 150 - 160 - 170 - 180 - 190 - 200 - 210 - 220 - 230 - 240 - 109 119 129 139 149 159 169 179 189 199 209 219 229 239 249

My theory on this, which has been supported emails tend to appeal to the audience that you Subject lines – should they be long or short? by many tests performed over the years, want to attract and as such are more likely is that it’s not the length of the subject line that to click through. Many email clients truncate subject lines at 40 when we view the open and click rates for the matters, nor the amount of characters used, or less characters. So the logical best practice different subject line lengths, a different story as we humans don’t make decisions based The main advice here though, is don’t accept advice given out in the past few years is to keep reveals itself. We can see that open rates are on these factors. logical best practice without first testing it your subject lines under 40 characters. highest between 90 and 119 characters – for yourself. Just because it’s logical or it works a good deal longer than the 30-50 characters What does influence us however, is whether for others doesn’t mean it’ll work for you. So, GetResponse delved into their data and the majority of email marketers send. the subject line is generic or specific. Generic pulled out some interesting findings. As you can subject lines naturally tend to be short, while see in Figure 85, the majority of subject lines sent But that’s not the whole story. Sure, we want our specific subject lines tend to be long. More were using 30-49 characters – as per the current subscribers to open our emails – but is that all generic subject lines appeal to a wider audience best practice advice. that we want them to do? Of course not! Most as they are more vague in content, whilst specific of us also want them to click through and we can However... see again in Figure 86 that click rates are loving the longer characters.

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 117 Figure 86. OPEN & CLICK RATE BY NUMBER OF SUBJECT LINE CHARACTERS Does using a preheader help?

13.68% 1 - 9 1.94% There are two types of preheaders: marketing pane – the Gmail snippet is your only opportunity

17.80% and functional. The functional preheader to convince them to open the email. 10 - 19 Open Rate 2.49% generally contains a link to “view this email CTR 21.80% 20 - 29 2.82% in a web browser” or some similar copy. GetResponse’s data revealed that while only 13% The marketing preheader essentially gives you of emails sent (Figure 87) contained a preheader 20.42% 30 - 39 3.59% a second bite at the cherry and enables you (either marketing or functional or both), having

21.06% 40 - 49 to build upon the subject line if it’s truncated a preheader can provide a 20% uplift in both 3.51% or, as in the case of Gmail, there’s no preview open and click rates! (Figure 88) 22.31% 50 - 59 3.98% Has a Preheader? 24.15% 60 - 69 4.55% Figure 87. HAS A PREHEADER?

24.41% 70 - 79 4.48%

24.72% 80 - 89 4.96% 13% 28.92% 90 - 99 5.34% Yes

28.56% 100 - 109 5.98% 87% No 28.89% 110 - 119 5.95%

27.37% 120 - 129 5.36%

27.10% 130 - 139 6.34%

25.98% 140 - 149 5.37%

26.08% 150 - 159 Does preheader help open & click rates? 6.05%

24.85% 160 - 169 5.22% 40% Figure 88. DOES A PREHEADER HELP OPEN & CLICK RATES? 25.92% 170 - 179 35% 5.55% 30% 24.23% 180 - 189 4.76% 25% 26.21% 21.11% 190 - 199 3.58% 20% 21.76%

22.65% 200 - 209 15% 3.87% 10% 24.98% 210 - 219 3.99% 5% 26.34% 4.54% 220 - 229 3.76% 0.20% 0.22% 4.96% 0% Open rate Click rate Unsubscribe rate 22.44% 230 - 239 4.20%

21.73% 240 - 249 3.73% No preheader Preheader

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 119 Should I personalize my subject line?

This question never grows old! And after However, don’t assume this will work for you. FigureNumber 90. NUMBER of messages OF MESSAGES using USING Emoji’s EMOJI’S examining GetResponse’s database of emails I believe that this is a great place to start testing. sent, they discovered that on average, Test whether it gives you an uplift or not a personalized email subject line resulted and test upon different types of communications in an uplift of 18%. as well. Also remember that, as with any type 8% of marketing tactic, if you use it non-stop, it will lose its effectiveness. Emoji

No emoji Figure 89. TO PERSONALIZE OR NOT? OPEN RATE RESULTS 92%

30%

25% 25.84% 20% 21.89% 15%

10%

5%

0% Figure 91. DOES USING EMOJI’S HELP OPEN RATES? Not personalized Personalized

30%

25% 24.34% 20% 22.15%

Do emojis work? 15% 10% To emoji or not to emoji – that is the question :) Again – use this tactic appropriately and sparingly 5% And we have the answer! While Figure 90 so that it delivers the results for when you need shows that only 8% of subject lines sent use them. And of course, ensure the emoji supports 0% emojis, Figure 91 reveals they can provide you the subject line, otherwise it may confuse Emoji No emoji with a nice 10% uplift in open rates. the recipient and deliver a negative result.

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 121 Do videos increase opens and click-throughs?

Yes! Videos are incredibly popular content since Figure 92. shows us that videos can give you they address the three main ways in which we like an uplift of between 41-71% with your open to learn: auditory, visual, and kinaesthetic. rates and 73-83% in click-throughs!

Figure 92.. DOES HAVING A VIDEO INCREASE YOUR OPEN & CLICK RATES? Thank you! Does having a video increase your open & click rates?

40%

35% 37.24%

30% Once again, thank you to all those who participated in this survey – 30.78% 25% we couldn’t have compiled it without you! We hope you have found

20% 21.75%

15% it interesting and have hopefully gained some insights into your

10% industry and ideas on how you can improve.

5% 6.75% 6.40% 3.65% 0% No video Vimeo YouTube

Open rate Click rate Kath Pay Michal Leszczynski Kath Pay Michał Leszczyński CEO & Founder, Holistic Email Marketing GetResponse

Email Marketing & Beyond: Global Industry Benchmarks 2017 GetResponse & Holistic Email Marketing Page | 123 Got a question? Contact us https://www.getresponse.com http://www.holisticemailmarketing.com