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This document discusses strategies for optimizing email marketing, including managing send frequency. It notes that sending too frequently can reduce engagement and increase unsubscribes, while sending too infrequently misses opportunities. The ideal frequency varies per subscriber based on their past behaviors and brand relationships. Return Path analyzes individual subscriber data and behavior data from panels to determine the ideal send frequency for each subscriber to balance engagement and risk of unsubscribes. Frequency optimization solutions can increase engagement rates and reduce costs compared to one-size-fits-all approaches.
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- 1. #RPWTLondon • Paris• Sydney • São Paulo • New York City • San Francisco
- 2. #RPWT#RPWT Matt Blumberg Chairman andCEO, Return Path Email in 2020: Getting More from Email Data
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- 4. #RPWT#RPWT Email Volume isGrowing!
- 5. #RPWT#RPWT 222% ROI 66%of Consumers 20% of Sales Email Drives Purchases
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- 9. #RPWT#RPWT Your Inbox KnowsAll About You
- 10. #RPWT#RPWT 2.5 billion+ Mailboxes inthe provider cooperative 2.5 million+ Consumers in the end-user panel 50 billion+ Messages scanned and parsed The Return Path Data Platform We curate exclusive information and translate it into unexpected insights, empowering clients and partners to make great decisions.
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- 17. #RPWT#RPWT My email campaignwent to spam. Sad!YUGE Drop in Opens
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- 19. #RPWT#RPWT Total List SizeTotal Opens Total Clicks Total Revenue Client Success: Major Online Gift Retailer
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- 21. #RPWT#RPWT Total List SizeTotal Opens Total Clicks Client Success: Financial Services Company
- 22. #RPWT#RPWT Content Matters: TheArt of Persuasion
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- 25. #RPWTLondon • Paris• Sydney • São Paulo • New York City • San Francisco
- 26. Social Media Awareness #R P W T The Value of an Email
- 27. P a ge © 2016 BRITEVERIFY LLC. ALL RIGHTS RESERVED. • In four years, 42% of sales made at brick-and-mortar locations in U.S., will be influenced by Digital. – Forrester Data • For every $1 spent, email marketing generates $38 in ROI. – DMA • Email is 40 times more effective at acquiring new customers than Facebook or Twitter. – McKinsey The Value of Email
- 28. P a ge © 2016 BRITEVERIFY LLC. ALL RIGHTS RESERVED. • Global Email Verification Provider • 24,000+ Users on over 150 Countries • 11bn verifications and counting About BriteVerify
- 29. P a ge © 2016 BRITEVERIFY LLC. ALL RIGHTS RESERVED. • How does the process work? • Speed, accuracy, and security • Built for forms and lists What is Email Verification?
- 30. P a ge © 2016 BRITEVERIFY LLC. ALL RIGHTS RESERVED. • Where are your emails coming from? • 49% from mobile with a 2x mistake rate • Average invalid rates by industry: - All Forms Users: 6.9% Invalid (range of 1.9% to 15%) - e-Commerce and Retail: 12.86% invalid (range of 3% to 31%) - Insurance, Finance, Health: 7.3% invalid (range of 1.9% to 8.2%) Point of Collection – Trends & Benefits
- 31. P a ge © 2016 BRITEVERIFY LLC. ALL RIGHTS RESERVED. • List quality and campaign performance • All emails don’t act alike • 20.1% Invalid over 195,861 files verified in 2016 Clean Lists are Happy Lists
- 32. P a ge © 2016 BRITEVERIFY LLC. ALL RIGHTS RESERVED. • Unlocking the value of email • Invalid data is super noisy Return Path & BriteVerify
- 33. P R ES E N T E D B Y The Value of an Email [email protected] E v a n F r e y B R I T E V E R I F Y U S A
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- 35. #RPWT#RPWT Erick Pillay Technical AccountManager, Return Path Email Heroes
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- 38. #RPWT Domain Certification With theaddition of Domain Certification, senders can now receive benefits at the domain level. Why is this important? • Domain Certification allows senders on shared IP addresses to become certified • Major mailbox providers are now making filtering decisions based on domain reputation
- 39. #RPWT Certification Benefits Increase inbox placementacross more than 2.5 billion mailboxes worldwide.
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- 41. #RPWT Significant drop in deliverabilityleading up to Black Friday And again on Cyber Monday Significant drop in deliverability leading up to Black Friday And again on Cyber Monday Industry: Deals and Rewards
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- 44. #RPWT#RPWT “Return Path Certificationmakes it possible for us to know that we are reaching our subscribers. We are able to see where we have gaps in delivery, which allows us to be much more certain our email is ending up in the inbox rather than the spam folder”. Kevin Conroy Chief Product Officer GlobalGiving
- 45. #RPWT#RPWT Client Use Case: SendFrequency Optimization
- 46. #RPWT#RPWT Common Questions Am Isending too much? Am I sending enough? How many subscribers could be saved? What are the consequences?
- 47. #RPWT Under-sending causes: • Missedopen, click, and revenue opportunities • Low inbox presence vs. competition Consequences of Mismanaging Frequency Over-sending causes: • Reduced engagement and subscriber tune out • High complaints and unsubscribes • Poor inbox placement Under-sending + Over-sending = Sub-optimal lifetime value
- 48. #RPWT#RPWT • Ignored completely •One-size-fits-all suppression policy based on recency of engagement • Long testing cycles • Inconclusive results How It’s Done Today
- 49. #RPWT Not all subscriberswant to receive email at the same frequency. Preferences depend on: • Length of brand relationship • Types of content / mail streams • Personal habits and preferences • Seasonality • And many more factors… One Size Does NOT Fit All
- 50. #RPWT Every subscriber hasan “ideal” frequency based on how often they received emails in the past and on the following behaviors. • Opens, Clicks, Conversions • Complaints, Unsubscribes • Interaction with other brands Subscriber-level Analysis
- 51. #RPWT For all possiblefrequency options, Return Path predicts each subscriber’s: • Likelihood to engage • Likelihood to unsubscribe Then we find the frequency that best balances the two. Balance Risk and Reward
- 52. #RPWT Data Inputs Historical subscriber behaviordata Overlay behavior of subscribers from Consumer Network Frequency Recommendations Reinforcement Learning Model New Subscribers Seasonal Changes Behavior Changes Overlay behavior of subscribers from Data Co-op Solution Framework
- 53. #RPWT Use Case Retailer’s currenthigh frequency caused: • Low engagement rates • High unsubscribes and complaints • High sending costs Challenges with reducing frequency: • Across-the-board reduction in frequency hurt revenue • Limited time to develop in-house solution Solution: • Custom frequency recommendations • Four-week test
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- 56. #RPWT Want to tacklethe frequency challenge?
- 57. #RPWTLondon • Paris• Sydney • São Paulo • New York City • San Francisco