Using Return Path Data to Promote Your Brand: Marketing/Research Breakout Session - NYC
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Transcript of Using Return Path Data to Promote Your Brand: Marketing/Research Breakout Session - NYC
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Using Return Path Data to Promote Your Brand Marketing/Research Breakout Session
Alexandra Braunstein
Director Response Consulting, Return Path
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Email addresses in the world.
Facebook users in the world.
Twitter users in the world.
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53% of marketers state email produces significant
or some ROI.
Only 29% of marketers say the same for social.
Social
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How Effective is Email 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…
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Email Optimization
Drive more ROI 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
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2.5 billion+ Mailboxes in the
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.
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What a Marketer Worries About Before Hitting Send
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Opportunities for Email Marketing
• Reach the Inbox • Grab Their Attention
• Be Relevant • Gain a Competitive
Advantage
• Earn and Maintain Trust
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Opportunity: Reach the Inbox
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On average 21% of commercial emails land in spam or get blocked.
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Reach The Right Inbox
Optimize email visibility by getting more email delivered.
Get on the Best Certified Whitelist
Assess Your Inbox Placement
Know Your Sender Reputation
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Solution: Data
• Using data, 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
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Deliverability is Like a Roller Coaster
• Low Inbox Placement Rates
• Comcast delivery issues
• Sending behaviors resemble spam signals
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“Certification was huge for 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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Opportunity: Grab Their Attention
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The average consumer receives more than 500 marketing messages in a given month and opens fewer than 1 in 15.
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Capture Attention With the Right Subject Line
Know How You’re Being Viewed
See What Your Competitors are
Doing
The Right Message
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Optimizing Subject Lines
Subject Line and Body Copy are
Important
Optimize for the Action, Not Just
the Open
Test Everything
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What Are Words Worth?
Actual If Sending Average If Sending Worst
Full Send in Millions
Obama: Best vs. Worst
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• Did you get one of these yet?
• Don't miss your (free) limited edition sticker
• Thanks for getting one of these, Tom
• You'll think these are pretty cool:
Emails from Hillary
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46%
23% 27% 24%
Thanks for Getting One of These,Tom
Did you get one of these yet? Don't miss your (free) limitededition sticker
You'll think these are pretty cool:
Winner: Thanks for Getting one of These, Tom
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“Return Path is definitely 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
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Opportunity: Be More Relevant
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Relevancy and Personalization are 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.
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Solution: Data
• Personalize email frequency and send time of day messages based on customer behavioral data.
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An individual is 25% more likely to open an email within the first hour that it lands in their inbox.
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The Right Time
Earn more 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
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Initiate Send
Send Time Optimization
Shelly
Tanya
Ramón
…the rest of 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
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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
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Opportunity: Gain a Competitive Advantage
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Solution: Data • Know your 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
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READ RATE FOR WINNER’S CAMPAIGNS
IS HIGHER BY
19%*
VS
29%
WINNER: STARBUCKS
* Shared subscribers are 6% of Starbucks’ total list size.
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READ RATE FOR WINNER’S CAMPAIGNS
IS HIGHER BY
10%*
VS
11%
WINNER: REI
* Shared subscribers are 7% of Sports Authority’s total list size.
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Daryle Powers Vice President CRM
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.”
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Opportunity: Earning and Maintaining Trust
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Source: RSA Fraud Report (October 2014), EMC
The Average Uptime For Phishing Attacks
Source: APWG Global Phishing Report 2H2014
Email Threat Trends
Phishing Is Up
29 hours
162 % since 2010
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PHISH
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• “DMARC protects almost 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
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Source: DMARC.org, press release, 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
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Case Study - Blocket
70% Drop in Support Tickets
99% Drop in Phishing Messages
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Reach the Right Inbox
With the Right Message
At the Right Time
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