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
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/
