Don't be a last minute holiday marketer

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Experian Public.

Don’t be a last minute holiday marketer

Stop poor email deliverability from costing big bucks

August 5, 2015

2 © 2015 Experian Information Solutions, Inc. All rights reserved.

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Introducing our speakers

Shirley Zhao Content Marketer,

Experian Data Quality

Spencer Kollas VP of Global Deliverability,

Experian Marketing Services


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Top email collection challenges

Consequences of bad emails to your business

Leveraging verification and deliverability techniques

How to prepare for holiday success

Today’s agenda

Polling question

Top email collection challenges


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Too many channels

On average, U.S. companies use 3.6 channels to collect contact data

73%

59% 58% 53%

48%

32%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Website Sales team Mobile Call centers Physical stores or branch locations Catalog or mail order

*Data taken from Experian Data Quality 2015 Global Research Survey


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The POS challenge

…of emails collected at

point-of-sale are invalid 40 percent…

…of shoppers utilize

emails to keep track of

deals 35 percent…

and


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High degree of data inaccuracies

On average, U.S. organizations believe 32 percent of their data is inaccurate, up from 25 percent just a year ago

47% 42%

47%

39% 33%

23% 19%

4% 3% 1% 0%

10%

20%

30%

40%

50%

Most common data errors

Incomplete or missing data Inaccurate data Outdated information

Duplicate data Data entered in the incorrect field Typos

Spelling mistakes Other None

Don’t know


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?

Unknown Users Spamtraps

Complaints Engagement

Deliverability can be simple


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Today’s customer is engaging across channels

Over half of all customer

interactions involve

more than one

channel or brand

touchpoint

Multi-

Channel

Single

Channel


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Personal Example

Factors that influence deliverability

Polling question


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Deliverability issues know no bounds

85%

81%

79% 79%

76%

77%

78%

79%

80%

81%

82%

83%

84%

85%

86%

Deliverability issues across industries

Financial Manufacturing Retail Utilities


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The deal with deliverability


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The cost of bad emails

100,000 Net-new emails

during holidays

5% Email

conversation

rate

$60 Average

order

value

$300,000

(Potential

revenue)

X X =

20% Invalid emails

$300,000

Potential

revenue

$60,000 Loss in potential

revenue X =

$720,000 in additional revenue per year!


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It is all about Brand Management

Personalize!


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Bad database quality

Main consequences of bad emails

1. Lowered email deliverability

2. Lost opportunity

3. Poor brand or business experience

4. Bad database quality

How to prepare for holiday success


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Organize the chaos


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Lessen the POS stress through verification


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Focus on deliverability

Key takeaways

1. Improve email deliverability through POS verification

2. Prevention costs < costs of failure

3. Lost opportunities are costly


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It’s not as daunting as you think

We’ll help you test your email database

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Thank you! Questions?

Stay connected with us for up-to-date insights:

[email protected]

@ExperianDQ

www.edq.com/blog/ or call us at (888) 727-8822

Don't be a last minute holiday marketer

Marketing

Transcript of Don't be a last minute holiday marketer