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Using Return Path Data to Promote Your Brand: Marketing/Research Breakout Session - LA
The document discusses various strategies for optimizing email marketing to enhance brand performance and return on investment (ROI). Key points include improving inbox placement, personalizing messages, leveraging data for insights, and addressing consumer concerns about spam. With data-driven strategies, marketers can enhance engagement and achieve higher conversion rates while maintaining user trust.
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Using Return Path Data to Promote Your Brand: Marketing/Research Breakout Session - LA
- 1. #RPWT Using Return PathData to Promote Your Brand Marketing/Research Breakout Session Tom Sather Senior Director of Email Research, Return Path
- 2. #RPWT Email addresses in theworld. Facebook users in the world. Twitter users in the world.
- 3. #RPWT Email 53% of marketersstate email produces significant or some ROI. Only 29% of marketers say the same for social. Social
- 4. #RPWT How Effective isEmail Marketing? Source: Sikich, 2013 Consumers who receive marketing emails spend 83% more when shopping ROI = $44.25 for every dollar spent They order 28% more often Their orders are 44% larger 70% of digital marketers see email as the top medium for ROI And here’s why…
- 5. #RPWT 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
- 6. #RPWT 2.5 billion+ Mailboxes inthe provider cooperative 4 million+ Consumers in the end-user panel 50 billion+ Messages scanned and parsed The Return Path Data Cloud We curate exclusive information and translate it into unexpected insights, empowering clients and partners to make great decisions.
- 7. #RPWT#RPWT What a MarketerWorries About Before Hitting Send
- 8. #RPWT Opportunities for EmailMarketing • Reach the Inbox • Grab Their Attention • Be Relevant • Gain a Competitive Advantage • Earn and Maintain Trust
- 9.
- 10. #RPWT#RPWT On average 21%of commercial emails land in spam or get blocked.
- 11. #RPWT Reach The RightInbox Optimize email visibility by getting more email delivered. Get on the Best Certified Whitelist Assess Your Inbox Placement Know Your Sender Reputation
- 12. #RPWT Solution: Data • Usingdata, we can analyze many aspects preventing organizations from reaching their customers, grabbing their attention, and being relevant. Open rates Complaint rates Inbox placement rate Personalized delivery
- 13. #RPWT Deliverability is Likea Roller Coaster • Low Inbox Placement Rates • Comcast delivery issues • Sending behaviors resemble spam signals
- 14. #RPWT#RPWT “Certification was hugefor us. Yahoo and Comcast account for a big part of our file, and our email campaigns reached more people this year because our messages are getting through almost all of the time.” Daryle Powers VP of CRM Cedar Fair
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- 16. #RPWT#RPWT The average consumerreceives more than 500 marketing messages in a given month and opens fewer than 1 in 15.
- 17. #RPWT Capture Attention With theRight Subject Line Know How You’re Being Viewed See What Your Competitors are Doing The Right Message
- 18. #RPWT Optimizing Subject Lines SubjectLine and Body Copy are Important Optimize for the Action, Not Just the Open Test Everything
- 19. #RPWT What Are Words Worth? 0 0.5 1 1.5 2 2.5 3 3.5 4 Actual If Sending Average If Sending Worst Full Send in Millions Obama: Best vs. Worst
- 20. #RPWT • Thanks forgetting one of these, Tom • Did you get one of these yet? • Don't miss your (free) limited edition sticker • You'll think these are pretty cool: Emails from Hillary
- 21. #RPWT 46% 23% 27% 24% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Thanks for GettingOne of These, Tom Did you get one of these yet? Don't miss your (free) limited edition sticker You'll think these are pretty cool: Winner: Thanks for Getting one of These, Tom
- 22. #RPWT#RPWT “Return Path isdefinitely challenging us to get better every day and the new Subject Line Optimizer is a new innovation which we use regularly.” Jodie Dunkley eCommerce Director Identity Direct
- 23.
- 24. #RPWT Relevancy and Personalizationare Key Have a secondary email address to get away from spam and marketing emails. Said email was their preferred channel to receive marketing offers from brands. 39% said they wanted to receive fewer emails. 32% said they wanted fewer repetitive emails.
- 25. #RPWT Solution: Data • Personalizeemail frequency and send time of day messages based on customer behavioral data.
- 26. #RPWT#RPWT An individual is25% more likely to open an email within the first hour that it lands in their inbox.
- 27. #RPWT The Right Time Earnmore response and revenue by having your email arrive when customers are in their inbox. Optimize the Send Time by Subscriber Pinpoint the Best Day and Time to Connect See Higher Opens, Clicks, and Conversions
- 28. #RPWT 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
- 29. #RPWT Case Study |Major Resort “Send time optimized campaigns perform much better than our control group as well as the default hour.” Open rates were Click-thru rates were higher higher
- 30.
- 31. #RPWT Solution: Data • Knowyour competitors and how your brand performs against theirs • Use engagement data from your campaigns to know where to focus and what to prioritize • Know how subscribers read your email (clients, devices, and inboxes) • Use performance data to create more effective subject lines and content
- 32. #RPWT READ RATE FOR WINNER’SCAMPAIGNS IS HIGHER BY 19%* VS 29% WINNER: STARBUCKS * Shared subscribers are 6% of Starbucks’ total list size.
- 33. #RPWT#RPWT Daryle Powers Vice PresidentCRM Cedar Fair “Using Inbox Insight we found some great ideas that were working for other companies in our space. Our messages started looking more like theirs. Now when we look at the top campaigns, more and more we see other companies’ messages look like ours. It’s the sincerest form of flattery.”
- 34.
- 35. #RPWT Source: RSA FraudReport (October 2014), EMC The Average Uptime For Phishing Attacks Source: APWG Global Phishing Report 2H2014 Email Threat Trends Phishing Is Up 29hours 162% since 2010
- 36.
- 37. #RPWT • “DMARC protectsalmost two-thirds of the world’s consumer mailboxes and 85% of US customers.” • DMARC protects your brand from direct domain phishing attacks • Instructs mailbox providers on how to handle unauthenticated messages Source: Return Path DMARC Intelligence Report, Feb 2015 Solution: Data
- 38. #RPWT Source: DMARC.org, pressrelease, February 2015 Anti-phishing standard today, inbox placement factor tomorrow DMARC “If your domain doesn’t protect itself with DMARC, you will be increasingly likely to see your messages sent directly to a spam folder or even rejected.” John Rae-Grant Product Manager, Google
- 39. #RPWT Case Study -Blocket 70% Drop in Support Tickets 99% Drop in Phishing Messages
- 40. #RPWT Reach the Right Inbox Withthe Right Message At the Right Time
- 41. #RPWTSydney • London• São Paulo • Chicago • New York • San Francisco • Los Angeles • Paris