return path symposium - san francisco, may 2014

How Smart Marketers Grow Relationships & Revenue with Email Data

Margaret Farmakis

VP, Professional Services

May 1, 2014

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

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 ….

Inbox Place Rate (IPR) Averages in USA

Source: Return Path

Not all industries are “average”

Your Reputation Determines Your Inbox Placement

Complaints

Infrastructure

List Quality

IP PermanenceEmail Creative

Engagement

Consumers are in control of how they consume marketing messages

BEHOLD! Gmail Tabs

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

“Move Me” Doesn’t Move Anything

.1%

But wait!

There’s

more!

Consumers Have More Automated Ways to Tune Out

Consumers are increasingly 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!

Decline in Trust = Decline in Engagement

Consumers are consuming more information on mobile devices

Source: Return Path

Webmail 48%

Mobile 16%

Desktop 36% Webmail 37%

Mobile 29%

Desktop 34% Webmail 24%

Mobile 49%

Desktop 27%

20112012Today

Where is your audience reading email?

Source: Return Path Mobile Study

So W

hat?

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

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

Source: Direct Marketing Association, October 2011

Want a copy of these slides?

Share your business card or email me at margaret.farmakis@returnpath.com

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/