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How to Maximize the Value of Your Email Program
The presentation discusses optimizing email marketing strategies by focusing on key metrics such as inbox placement rates and click-to-open rates to enhance engagement and ROI. It emphasizes the importance of reaching the right inbox with relevant messages at optimal times, utilizing Return Path's email optimization tools. Additionally, the presentation outlines new capabilities in the Return Path suite that help improve email visibility and engagement, ensuring higher response rates.
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How to Maximize the Value of Your Email Program
- 1. How to Maximizethe Value of Your Email Program Presented By: Wendy Bloechle, Sr. Director, Marketing Alexandra Braunstein, Director, Response Consulting Karen Lewison, Manager, Event Marketing
- 2. Presentation Outline •The Valueof the Inbox •Email Metrics That Matter •Troubleshoot Common Email Problems •Reach the Right Inbox, With the Right Message, At the Right Time •New Capabilities in Return Path’s Email Optimization Suite
- 3. The inbox isthe center of most consumers’ digital lives.
- 4. Your inbox knowsa lot about you
- 5. Email Marketing isAlive and Well 72% of consumers say that email is their favored communication with companies they do business with Email marketers in 2015 report an average ROI of 222% on their email investment 66% of consumers have made a purchase online as a direct result of an email marketing message
- 6. Email Optimization Drive moreROI from the #1 digital channel Increase email spend by 15-20% by reallocating budget from lower performing channels Delivered 60 million more monthly responses Got nearly 25 billion messages to the inbox Drove 140% more customer interactions Integrated with all major delivery platforms
- 7.
- 8. •Inbox Placement Rate •Measures the % of sent email that actually lands in the subscribers’ inbox • More accurate than delivery rate Enhance Your Awareness of Email Performance
- 9. •Complaint Rate # ofspam complaints # of emails delivered • Complaints are a strong indicator of negative engagement • This metric is useful for identifying patterns and sources of complaints Get Clarity Around Email Performance
- 10. •Click-to-open Rate • Totalclicks : Total opens • Best and most accurate of click-based metrics • Provides valuable insight into effectiveness of your email content and design Evaluate Subscriber Connection
- 11.
- 12. My subscriber complaints have suddenlyincreased.
- 13. • Bad listacquisition source • Poor or unexpected content • Missing feedback loops • Compromised email server Possible Causes
- 14. • Clean upyour list acquisition practices. • Paid lists, affiliates, and peer-initiated web forms can be bad sources • Welcome message can bring subscribers into the fold • Make sure you’re aware of complaints by enrolling in all available feedback loops • Audit your SMTP servers for open relays Next Steps
- 15. My response rates(click- throughs and conversions) are stagnant, or even declining.
- 16. Possible Causes • Listfatigue
- 17. • Overmailing • Lapsein list growth • Irrelevant content Possible Causes
- 18. • Different subscribershave different tolerances for email frequency • Evaluate the engagement of each subscriber and adjust your send frequency accordingly • Win-back campaigns can help re-engage inactive subscribers Next Steps
- 20. We have unprecedentedvisibility into the inbox CONSUMERS & DEVELOPERS and 2M+ Consumers eCommerce receipts from over 5,000 Retailers Data Examples: Message arrived, message read, message deleted, subject line, creative, purchase receipts, travel notifications PROVIDERS Data Examples: Mail logs, spam traps, complaints, deliverability stats, IP authentication, SPF/DKIM/DMARC records 70+ Providers 2.5B Inboxes with
- 21. Return Path Solutions Poweredby the Return Path Data Cloud • Unique view of email ecosystem so clients and partners can make better business decisions. • Inputs from 70+ mailbox and security providers representing 2.5 billion email accounts. • In-depth behavioral insights from the inboxes of more than 2 million individual consumers.
- 22. Return Path EmailOptimization Suite With The Right Message • Inbox Preview • Subject Line Optimizer • Email Client Monitor • Inbox Insight Reach The Right Inbox • Certification • Inbox Monitor • Reputation Monit At The Right Time • Send Time Optimization Return Path’s Email Optimization Suite helps companies build better relationships, drive more responses, and increase revenue from their email marketing efforts.
- 23. Reach the Right Inbox Whatif your message never gets seen by your customer?
- 24. On average 17%of promotional emails land in spam or get blocked.
- 25. Return Path helpsyou optimize email visibility by getting more email delivered. The Right Inbox Get on the Best Certified Whitelist Assess Your Inbox Placement Know Your Sender Reputation
- 26. With the Right MessageHow doyou catch and hold your customers’ attention?
- 27. The average consumer receivesmore than 500 marketing messages in a given month and opens fewer than 1 in 15.
- 28. Return Path helpsyou drive engagement by being relevant and getting noticed. The Right Message Capture Attention With the Right Subject Line Know How You’re Being Viewed See What Your Competitors are Doing
- 29. At the Right Time Howcan you make sure your email is at the top of the inbox?
- 30. An individual is25% more likely to open an email within the first hour that it lands in their inbox.
- 31. Return Path helpsyou earn more response and revenue by having your email arrive when customers are in their inbox. The Right Time Optimize the Send Time by Subscriber Pinpoint the Best Day and Time to Connect See Higher Opens, Clicks, and Conversions
- 32. Initiate Send Send Time Optimization Shelly Tanya Ramón …the restof your list Receives email At 9:00 am Receives email At 3:00 pm Receives email At 12:00 am Subscribers receive email when they are typically online
- 33. What’s New New Capabilitiesin Return Path Email Optimization Suite
- 34. Certification Increase inbox placement across morethan 2.5 billion mailboxes worldwide.
- 35. • Improve inboxplacement and boost ROI. • Get preferential email delivery with Yahoo, Microsoft, AOL, and more. • Boost response with automatically enabled images and links at participating mailbox providers. • Significantly reduce volume filtering and throttling, especially during the holiday season. Certification
- 36. • Maximizes timefor busy marketers with actionable insights at a glance. • Sharable reports delivered straight to your inbox. • Customizable reports highlight a marketer’s current issues or opportunities. • Reach the right inbox with new data such as domain blacklist checks and Consumer Network details. New Customizable Dashboard
- 37. Subject Line Optimizer- New Improve inbox placement with more than 2.5 billion mailboxes worldwide. Elevate your email messaging by comparing subject lines across thousands of brands and industries.
- 38. • Find topperforming subject lines for your industry with the click of a button. • Includes up to one year of historical data for holiday planning. • Find inspiration when drafting subject lines. • Prepare for holiday and seasonal campaigns by looking at subject lines specific to time of year. Subject Line Optimizer - New
- 39. Inbox Preview Improve inbox placementwith more than 2.5 billion mailboxes worldwide. Maximize campaign results by ensuring that every message looks great on every device, email client, and browser.
- 40. • Instantly previewrendering across more than 50 desktop, mobile, and email clients. • See your email on the most popular devices. • Spam filter testing from ISP and mailbox providers. • Automatically test every URL to identify and fix broken links. • Find and repair common HTML and CSS errors. Inbox Preview - Improved
- 41. • Benchmark yourprogram against industry averages and competitive senders to see what’s working and what’s not. • Understand how your email program performs through the eyes of your subscribers. • Get valuable insight about where to invest additional resources for improved email ROI. Executive Scorecard
- 42. Other Resources • Guideto Email Marketing Metrics eBook • Frequency Matters: The Keys to Optimizing Email Send Frequency • Upcoming Webinar • 96% of Email Campaigns Fail, Don’t let yours be one of them • Date: Sept 10, 2015, 11AM MDT • Forrester – Shar VanBoskirk • Gilt Group – James DeStefano • Return Path – Scott Roth • Register Here
- 43. Contacts for moreinformation Wendy Bloechle Senior Director, Marketing [email protected] 303.999.3264 Alexandra Braunstein Director, Response Marketing [email protected] 646.367.3811 Karen Lewison Manager, Event Marketing [email protected] 303.999.3299
- 44.