Embed Size (px)
DESCRIPTION
Presentation at the Daily Deals Summit Europe by Guy Hanson, Director Response Consulting at Return Path
Citation preview
Deals, Discounts and DeliverabilityGuy HansonDirector, Response Consulting, Return Path
March 19, 2012
Agenda
Introduction Email Deliverability Matters Mobile Email Also Matters Watch Your Reputation! Daily Deal Intelligence Groupon Success
Making Email Better on a Global Scale
Over a Decade of Email Expertise Leader in email monitoring, deliverability,
certification, and anti-phishing solutions 300+ dedicated email professionals Offices in New York, Denver, San Francisco,
London, Paris, Hamburg, Sydney, and Sao Paolo
Proven Data Infrastructure Over 2 billion inboxes comprise our
certification program 26 million IPs scored daily by Return Path Nearly 300 ISP partners globally
Delivering Measurable ROI Over 12 years of shaping and driving the
email ecosystem Serving over 2,000 leading brands across
retail / eCommerce, publishing, social media and financial services sectors
Sampling of our clients
Email is great for developing loyal customers and active subscribers.
72%Percentage of companies rate email as 'excellent' or 'good' for return on investment.
Source: Econsultancy "Email Marketing Census 2011" (2011)
No Inbox. No Click.No ROI.
Email Deliverability: Latest Benchmark
Europe
North America
Asia Pacific
Central/Latin America
Global
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
86.4
79.3
66.5
71.6
75.9
5.6
7.4
5.2
18.1
9.1
8.0
13.3
28.3
10.3
15.0
InboxBulkMissing
Source: Return Path Deliverability Benchmark Report, 2H11
Email Deliverability: Europe Average
Source: Return Path Deliverability Benchmark Report, 2H11
Nearly 14% of legitimate email never reaches European consumer inboxesThat’s nearly 3 out of every 20 emails sent!
Email Deliverability: by Country
Source: Return Path Deliverability Benchmark Report, 2H11
France
Germany
Italy
Spain
UK
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
91.1
81.3
90.0
77.8
83.0
5.7
13.7
4.4
4.6
7.0
3.2
5.0
5.7
17.7
10.0
INBOXBULKMISSING
European Deliverability, 2H11
Email Deliverability: Daily Deal by country
Source: Return Path Deliverability Benchmark Report, 2H11
Country Daily Deal Inbox Placement Rate
Cross-Industry Benchmark Index
98.3% 79.3% 124
92.2% 77.8% 119
97.7% 91.1% 107
86.1% 83.0% 104
90.2% 90.0% 100
74% 81.3% 91
Mobile Email Matters
The Growth of Mobile
Source: Return Path Mobile Study 2012
Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-110%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
webmaildesktopmobile
The Growth of Mobile
Source: Return Path Mobile Study 2012
Mobile Opens: what you need to know
Source: Return Path Mobile Study 2012
+ = 97%
Why do my good emails get
blocked?
It’s All About Reputation (and Sender Behavior)!
List Hygiene
Complaints
IP PermanenceEngagement
Message Quality
Infrastructure
ISPs use your sender reputation to make filtering decisions. A
poor reputation means, your email will get
blocked.
Impacting Factors for Email Filtering
You’re in Control of Your Reputation
Reputation Scores
Average Reputation Score
95.5
Average Inbox Placement
Low 90%
Reputation Scores
Average Reputation Score
84.6
Average Inbox Placement
Low 80%
Daily Deal Email Intelligence
Behavioural Metrics
Activity Average Read Rate
Average Spam Rate
>= 10 messages 16% 5%
>= 100 messages 15% 8%
>= 1,000 messages 14% 12%
“The three metrics that are most likely to reduce your IPR are: complaint rate, spam trap hit rate and unknown user rate. People can’t complain about email they don’t receive. Complaints hurt marketers when their email IS getting delivered. A high complaint rate with a high delivered rate is an indication that your delivered rate will soon start dropping if you don’t make fixes, fast.”Return Path Sender Reputation Report, 2011
Panel Data For Daily Deals Sector
Delegate Email Programs 4% - 31% 1% - 5%
Behavioural Metrics
Message Type Average Read Rate Average Spam Rate
Password reset 75% 2%
Order confirmation 66% 1%
Welcome email 37% 5%
Newsletter email 25% 4%
Daily Deals Service Emails
Language Variations“Coupon” 25% 6%
“Voucher” 17% 1%
Behavioural Metrics
Message Type ARR Index ASR Index
“Money” 19% 119 3% 60
“Discount” 18% 113 3% 60
“Free” 16% 100 8% 160
“Save” 15% 94 12% 240
Daily Deals Offer Emails
“Valentine’s Day” 17% 106 4% 80
“Mother’s Day” 24% 150 23% 460
“Sex” 15% 94 2% 40
Daily Deal Case Study
Leading Deal-of-the Day Site
Challenge Solution Results
Subscribers who don't receive a timely morning email announcing that day's deals have less opportunity to take advantage of Groupon's limited-time offers.
Due to volume (over 1 billion emails sent monthly in North America alone), throttling (e.g. delivery speeds were slowed down by receiving servers) at some major ISPs.
Return Path Certification Test
Selected a small market and used two different IPs to send email to 70,000 subscribers each day for two weeks
Measured impact on ensuring the delivery of email to subscribers' inboxes during key times and to measure any increase in open rate, click rate and impact on purchases
2% better open rates
Increased click-through rates of 6%
Certified mail send speed was 40% faster, translating into lower operation costs realized by a smaller number of deferrals caused by throttling, and better control over the time its subscribers receive their daily offers.
“Sending our mail through Return Path Certified IPs allows us to know 98%+ of our emails are being delivered to inboxes on time. There is no question in our mind – Return Path Certification is an investment with a significant return for our business.”
John BecvarSr. Dir. Relationship Management
Groupon
40 % Increase in Delivery Speed; Increased Response Rates
