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'Your emails are spam? Get it? Sort it out' Guy Hanson, Director Response Consulting, Return Path Presentation at Internet World UK, 26 April 2012
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Your emails are spam? Get it? Sort it out Guy Hanson Director, Response Consulting, Return Path
Agenda
Introduction
Email Deliverability Matters
Mobile Email Also Matters
Watch Your Reputation!
Impact of Engagement
Open v Complaint Rate Insight
Making Email Better on a Global Scale
Over a Decade of Email Expertise Proven Data Infrastructure Delivering Measurable ROI
Email is still key for marketers
Source: Social Media Examiner – 2012 Social Media Marketing Industry Report
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
0% 20% 40% 60% 80% 100%
Europe
North America
Asia Pacific
Central/Latin America
Global
86.4
79.3
66.5
71.6
75.9
5.6
7.4
5.2
18.1
9.1
8
13.3
28.3
10.3
15.0
Inbox
Bulk
Missing
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 inboxes
That’s almost 3 out of every 20 emails sent!
Email Deliverability: by Country
Source: Return Path Deliverability Benchmark Report, 2H11
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
0% 20% 40% 60% 80% 100%
France
Germany
Italy
Spain
UK
INBOX
BULK
MISSING
European Deliverability, 2H11
Why do my good emails get blocked?
It’s All About Reputation (and Sender Behaviour)!
ISPs use your sender reputation to make filtering decisions. A
poor reputation means, your email will get
blocked.
Impacting Factors for Email Filtering
Mobile Email Matters
The Growth of Mobile
Source: Return Path Mobile Study 2011/12
2011 2012
The Growth of Mobile
Source: Return Path Mobile Study 2012
Mobile Opens: where are they happening?
Source: Return Path Mobile Study 2012
Mobile can make or break email marketing
Source: Return Path Mobile Study 2012
The Increasing Importance of Engagement
Email Deliverability
Subscriber Response
The value of the fair exchange currency has
appreciated – in favour of email
subscribers
The Increasing Importance of Engagement
Commodities
Goods
Services
Experiences
£0.01
£0.10
£1.00
£3.00 *
* www.economist.com
The Increasing Importance of Engagement
Open v Complaint Rate Insight
Behavioural Measurement
My Campaigns
Competitor 1
Competitor 2
Subject Lines: By Vertical
Subject Lines: Message Types
Subject Lines: Optimum Length
Subject Lines: Special Characters
In Summary
Don’t take our word for it…
Average Return Path client improvement rates:
IPR = 34% Open = 20% Click = 23%
Transmission speed increased by 40%
• 55% increase in clicks • 200% increase in campaign
revenue
• 29% increase in opens • 29% increase in clicks
• 50% increase in IPR • 30% increase in clicks
100% increase in IPR
15% increase in opens
21.9% increase in IPR
Let’s Connect!
Guy Hanson Director, Response Consulting
@ReturnPath, @GuyHanson
www.returnpath.net
http://uk.linkedin.com/in/guyhanson
