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Join Tom Sather, Sr. Director Email Research, as he provides a look at the latest email deliverability benchmarks across the world, so you can find out how your inbox placement performance compares to other marketers today.
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2014 Inbox Placement Benchmark Review Webinar Tom Sather Sr. Director, Research Return Path @tom_sather @returnpath
Why You’re Not Reaching Your Goals
Marketing Sherpa, Email Marketing Benchmark Survey, 2013
If your email doesn’t reach the inbox, you won’t reach your goals
One-in-Six For every six commercial messages sent worldwide, one never reaches the subscriber’s inbox. ● 6% are sent to the spam folder ● 11% are missing or sent to spam
○ Missed opportunity
Delivered ≠ Inbox
Delivered Rate = (Total Sent – Bounces) / Total Sent
Inbox Placement Rate = (Total Sent – Bounces) – (Spam +
Missing) / Total Sent
How Email Providers Filter Spam
Content Filters
Sender Reputation Filters
But how do I know what my sender reputation is?
www.senderscore.org
Better Reputations Lead to Better IPR
Source: Return Path 2012 Sender Score Benchmark Report
Engagement Filters
What Has (Not) Changed?
While inbox placement rates are higher today, the inbox is more complicated:
• Inbox Tabs and Categories • Productivity tools • Mobile • Email Apps
Deliverability not getting easier
Global Inequality
Inbox Placement byIndustry
Winners • Health and Beauty • Retail • Apparel • Automotive • Food & Beverage Losers • Software and Internet • Technology • Media &
Entertainment • Consumer Services
Factors Impacting Inbox Placement Rates
Throughout the year
The Three Factors
The Volume Effect
Black Friday Christmas
First Week of November
Over half of all emails were opened on smartphones over the 2013 holiday period. Where’s the spam button?
The Cheer Effect: As People Look for Holiday Deals, They Read More Email
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Start of the New Year
First Week of November
Primary vs Promotions
Defining Placement in the New Inbox, but Which Inbox?
Source: OtherInbox.com
Applying New Measurement Approaches
Measuring Inbox Placement Rate: Seeding
Today Inbox Placement is Measured using both Seed and Consumer Data
ACTIVE VS. INACTIVE MAILBOXES MATTER MORE
Source: Return Path, Win-Back Report 2014
“Think of how you can make the user love
your emails rather than land in the inbox.”
-Gmail
Engagement Factors
Mailbox Providers look for signals that your subscribers love your emails:
• Messages Read • Messages Read Multiple Times • Replies • Deleted Without Reading • Forwards • This is Spam • This is Not Spam
Target Mobile Users
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
iPad
iPhone OS 7
iPhone OS 8
Source: Return Path, Email Client Monitor
Source: Return Path, Email Client Monitor
Don’t Be Afraid to Increase Frequency
Average # of messages sent per week 5+ 4 3 2 1 Average subscriber spam complaint rate 0.005% 0.020% 0.026% 0.037% 0.571% Average retailer Sender Score 62 86 89 86 83 Average "This is not spam" Rate 0.40% 0.22% 0.73% 0.89% 1.07% Average Inbox Placement Rate 71% 96% 98% 94% 92%
Source: Return Path, Inbox Insight, October – December 2013
Let’s Connect!
Tom Sather Sr. Director, Research
@ReturnPath @Tom_Sather
Tom.Sather@returnpath.com
www.returnpath.com
Contact Us! http://www.returnpath.com/contact-us/
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