return path symposium - san francisco, may 2014
DESCRIPTION
How Smart Marketers Grow Relationships & Revenue with Email Data Our lives are spread across a spectrum of digital experiences: social, commercial, transactional, personal. But all the places and ways we interact in digital space come back to the same nexus: The inbox. Email ties together the frayed ends of our digital lives, giving brands an ideal forum to tie together their messaging, customer engagement, and discovery efforts in one familiar place.TRANSCRIPT
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How Smart Marketers Grow Relationships & Revenue with Email Data
Margaret Farmakis
VP, Professional Services
May 1, 2014
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Return Path: The Global Leader in Email Intelligence
Over a Decade of Email Expertise• Worldwide leader in email intelligence• 380+ dedicated email professionals• 13 global offices including New York, Denver, Sunnyvale, London, Paris, Hamburg, Sydney, Sao Paolo and Toronto
Proven Data Infrastructure• Over 2.5 billion inboxes comprise our certification program
• 26 million IPs scored daily by Return Path• Nearly 300 ISP partners globally
Delivering Measurable ROI• Over 14 years of shaping and driving the email ecosystem
• Serving over 2,000 leading brands across retail/eCommerce, publishing, social media and financial services sectors
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A theory: Email marketers are poised to be the marketing leaders of the future
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The future of marketing is all about data
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The future of marketing is also all about consumer choice
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The inbox is the consumer information hub
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Percent of time spent with email by category
Source: Merkle, “View from the Digital Inbox,” (2011)
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What’s the best way to get promoted?
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Consumers are in control of what marketing messages they consume
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Once upon a time ….
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Inbox Place Rate (IPR) Averages in USA
Source: Return Path
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Not all industries are “average”
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Your Reputation Determines Your Inbox Placement
Complaints
Infrastructure
List Quality
IP PermanenceEmail Creative
Engagement
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Consumers are in control of how they consume marketing messages
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BEHOLD! Gmail Tabs
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Engagement Level
Read Rate Before Tabs
Read Rate After Tabs
High 58.6% 60%
Medium 10.6% 10%
Low 2.2% 0.4%
Source: Return Path
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“Move Me” Doesn’t Move Anything
.1%
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But wait!
There’s
more!
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Consumers Have More Automated Ways to Tune Out
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Consumers are increasingly aware of security risks
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Around the world, 16 million phishing messages arrive in inboxes every single daySource: Symantec Security Technology and Response Group, August 2012
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50% of them are opened
10% of them are clicked on
Source: Symantec Security Technology and Response Group, August 2012
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It takes a trained eye…Message A Message B
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It takes a trained eye…Phishing MessageAuthentic Message
You got
PHISHED!
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Decline in Trust = Decline in Engagement
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Consumers are consuming more information on mobile devices
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Source: Return Path
Webmail 48%
Mobile 16%
Desktop 36% Webmail 37%
Mobile 29%
Desktop 34% Webmail 24%
Mobile 49%
Desktop 27%
20112012Today
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Where is your audience reading email?
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Source: Return Path Mobile Study
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So W
hat?
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Consumers are empowered, and they know it
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Inbox Share: How Much Your Email Customer List Overlaps and Engages with Your Competitor
Little overlap may indicate opportunity to increase your market share
Substantial overlap in combination with high engagement indicates a healthy customer base
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6%
17%
77%
Home/DIY
Source: Return Path
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6%
17%
77%
Retail
Source: Return Path
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6%
17%
77%
Restaurants
Source: Return Path
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Q: WHO ARE LIKELY ADVERTISING/CROSS PROMOTIONAL PARTNERS?
A: Based on this chart, this could be a valuable partnership
Using Data From Email to Find New Valuable Customers
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Q: SHOULD I BUY ADS ON FACEBOOK?
A: Based on this chart – absolutely.
Use Data from Email to Get Insight into Other Marketing Channels
Company A Facebook
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Source: Direct Marketing Association, October 2011
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Let’s Connect!
Margaret FarmakisVP, Professional Services
@ReturnPath @MFarmakis
margaret.farmakis@returnpath.comwww.returnpath.comblog.returnpth.com
Contact Us!http://www.returnpath.com/contact-us/