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Email is the workhorse of the modern marketing mix. It returns more revenue per dollar invested than any other channel. It’s inherently trackable and measurable. But it is not without a few formidable challenges. Across the globe more than 25% of messages, on average, don’t make it to the inbox. And changes in frequency – brought on by revenue pressure – result in subscriber disengagement and long-term revenue erosion. And in the back of every marketer’s mind are the questions, “What are my competitors doing? Is it working? How can I stay ahead of them?” So why do some marketers coast through email challenges that hamper so many programs? The answer is email intelligence. Email intelligence means staying ahead of the curve on email innovations to understand and take advantage of the way consumer behaviour is shifting. The savviest marketers use email intelligence to make faster, smarter decisions that optimise email programmes, staying ahead of the curve to smash the competition and grow revenues. You can, too.
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Guy Hanson Kevin Kovarsky
[email protected] [email protected]
www.returnpath.com
uk.linkedin.com/in/guyhanson
@GuyHanson, @ReturnPath
Email Intelligence: How the Savviest Marketers are Winning Subscriber Mindshare
05th November 2013
Email Intelligence Overview
Return Path, August 2013 Experian Marketing Services, September 2013
Email is Still Growing Strongly . . .
. . . and Generating Great ROI . . .
. . . But It’s Also Not Getting Any Easier!
Sender
Reputation
Inbox
Placement
Subscriber
Engagement
Competitive
Intelligence
Insight
Clicks & Opens
Scaling the Email Intelligence Summit
Email Intelligence
Basics
IP Address Permanence
Spam Complaints
Unknown Users
Infrastructure
Spam Traps
Subscriber Engagement
Reputation Metrics
Reputation Metrics
Visit www.senderscore.org to find out your reputation score.
Reputation Metrics: Poor Sender
Visit www.senderscore.org to find out your reputation score.
Reputation Metrics: Good Sender
?
? ?
Subscriber Engagement Metrics
Subscriber Engagement Metrics
Mobile Metrics
Fraud Metrics
Trap Monitoring
Blacklist Alerts
Web Analytics
Social Media Sentiment
And Even More Metrics!
The Helicopter View
Email Intelligence
Kevin Kovarsky Head Of Retention Betway
TV ROI
In the beginning
0%
20%
40%
60%
80%
100%
98%
Deliverability
Deliverability
98%
2%
Did not bounce
Bounced
- Thomas Gray
“Ignorance is bliss.”
Beyond Deliverability
Inbox Junk
CAMPAIGN 1
CAMPAIGN 2
INBOX
10% 95%
JUNK 88% 3%
TOTAL 98% 98%
Inbox delivery
- Woody Allen
“80% of life is just showing up.”
Inbox Measurement Tools
Inbox Monitor – Overall Placement
ISP Domain Variations
Prevention Techniques How to prevent deliverability issues from arising
Data management
Data
Capture
Engagement Hygiene
Engagement
Engagement
Data Hygiene
Complaints
Bounces
Unsubscribes
Spam Traps
Is your unsubscribe as easy as this?
Prevention Tools
Tools to help prevent deliverability issues from arising
Return Path Certification
• Top senders who meet rigorous requirements
• Performance-based list that is monitored for compliance
Reputation Monitor
Microsoft SNDS
Inbox is King – measure it
Prevention techniques
Data management – hygiene & engagement
Email best practice eg. 1 click unsubscribe
Prevention tools
Get Certified
Reputation Monitor
SNDS
Take Aways
- Albert Einstein
“Intellectuals solve problems. Geniuses prevent them.”
Email Intelligence
Provides a Digital Mosaic
of Your Customers
Competitor 1 Competitor 2 Competitor 3
Email Intelligence: Trends Analysis
Email Intelligence: Trends Analysis
Competitor 1
Email Intelligence: Subscriber Overlap
Competitor 1 Competitor 2
Competitor 1 Competitor 3
Competitor 2 Competitor 3
Email Intelligence: Subscriber Overlap
Guy Hanson Kevin Kovarsky
[email protected] [email protected]
www.returnpath.com
uk.linkedin.com/in/guyhanson
@GuyHanson, @ReturnPath
Email Intelligence: How the Savviest Marketers are Winning Subscriber Mindshare
05th November 2013
