the 5 things you need to know about email data and consumer behavior
TRANSCRIPT
The 5 Things You Need to Know About Email Data & Consumer Behavior
Tami M. FormanSr. Director, Marketing Strategy and CommunicationsMarch 2014
Return Path: The Global Leader in Email Intelligence
•Over a Decade of Email Expertise
•Proven Data Infrastructure
•Delivering Measurable ROI
A theory: Email marketers are poised to be the marketing leaders of the future
The future of marketing is all about data
The future of marketing is also all about consumer choice
The inbox is the consumer information hub
Percent of time spent with email by category
Source: Merkle, “View from the Digital Inbox,” (2011)
What’s the best way to get promoted?
Consumers are in control of what marketing messages they consume
Once upon a time ….
But now …
Inbox Place Rate (IPR) Averages in Canada
82%
9%
9%
inbox
bulk
missing
Source: Return Path
Not all industries in Canada are “average”
Source: Return Path
Consumers are in control of how they consume marketing messages
18
BEHOLD! Gmail Tabs
19
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
J.Crew Gap0%
13%
25%23%
Primary Promotions
Tami
“Move Me” Doesn’t Move Anything
.1%
Consumers are aware of security risks
Around the world, 16 million phishing messages arrive in inboxes every single daySource: Symantec Security Technology and Response Group, August 2012
50% of them are opened
10% of them are clicked on
Source: Symantec Security Technology and Response Group, August 2012
It takes a trained eye…Message A Message B
It takes a trained eye…Phishing MessageAuthentic Message
You got
PHISHED!
Consumers are consuming more information on mobile devices
Games console
Wireless handheld device
Laptop computer
Desktop computer
20
35
64
71
27
59
74
62
How Canadians Access the Internet2012 2010
Source: 2012 Canadian Internet Use Survey
webmail48%
mobile16%
desktop36%
2011
Source: Return Path
webmail37%
mobile29%
desktop34%
2012
Source: Return Path
webmail24%
mobile49%
desktop27%
today
Source: Return Path
Where is your audience reading email?
Consumers are empowered, and they know it
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
6%
17%
77%
Home/DIY
Source: Return Path
6%
17%
77%
Retail
Source: Return Path
6%
17%
77%
Restaurants
Source: Return Path
Source: Direct Marketing Association, October 2011
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
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
Let’s Connect!
Tami Monahan FormanSr. Director, Global Corporate Communications
@ReturnPath @TamiMForman
www.returnpath.com
Contact Us!http://www.returnpath.com/contact-us/