email na caixa de entrada, proxxima 2012, louis bucciarelli
TRANSCRIPT
Email na caixa de entrada – Fortaleça sua marca e aumente seu lucro optimizando seus investimentos digitais
Louis BucciarelliCountry ManagerReturn Path Brasil
May 9, 2012
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Introduction The State of Email Today The Role of Email in eCommerce Challenges for Email marketers today Top 10 tips to increase ROI on your
email programs Real-life successes
Making Email Better on a Global Scale
Sampling of our clientsOver a Decade of Email Expertise Leader in email monitoring, deliverability,
certification, and anti-phishing solutions 300+ dedicated email professionals Offices in New York, Denver, San Francisco,
London, Paris, Hamburg, Sydney, and São Paulo
Proven Data Infrastructure Over 2 billion inboxes comprise our
certification program 26 million IPs scored daily by Return Path Nearly 300 ISP partners globally
Delivering Measurable ROI Over 12 years of shaping and driving the
email ecosystem Serving over 2,000 leading brands across
retail / eCommerce, publishing, social media and financial services sectors
Unparalleled Virtual Network of ISP Partners
The State of Email Today
Email is still key for marketers
Source: Social Media Examiner – 2012 Social Media Marketing Industry Report
Email is the #1 channel among marketers with 50:1 return.Source: DMA
Email delivers great ROI
72%Percentage of companies rate email as 'excellent' or 'good' for return on investment.
Source: Econsultancy "Email Marketing Census 2011" (2011)
Email Has Gone Mobile!
Source: Return Path
Mobile - Make or Break Email Marketing
Source: Return Path
eMail and eCommerce: The Trends
In 2011, 74 million US consumers shopped from their mobile devices
In 2011, global holiday sales through eCommerce reached $35.3 billion, shattering previous records
32 million Brazilians used eCommerce at least once in 2011
eCommerce in Brazil is expected to grow 25% in 2012
Estimated 2011 eCommerce revenues are R$18.7 billion
Black Friday – a US import– saw an 88% increase in Brazilian eCommerce sales in 2011
What does all this mean?
OPPORTUNITY
And email is a key tactic for accessing the eCommerce opportunity
Challenges for Email Marketers Today
Brazil Lags in Terms of Email Deliverability
Source: Return Path
7 out of 20 Legitimate Emails Are Lost!
Source: Return Path Deliverability Benchmark Report, 2H11
35% of legitimate email never reaches Brazilian inboxes
The Metric That Matters
IPR = Inbox Placement RateImpacto IPR = 100% IPR = 65%Envio 1.000.000 1.000.000 IPR 100% 65%Caxa de Entrada 1.000.000 650.000 Conversão 1% 1%Compras 10.000 6.500 Ticket Médio 10,00 10,00 Receita (campanha) 100.000 65.000 Receita (annual) 20.800.000 13.520.000 7.280.000 54%
But what happens if your email never
arrives?
No Inbox. No Click.No ROI.
Why do my good emails get blocked?
ISPs use your sender reputation to make filtering decisions. A
poor reputation means, your email will get
blocked.
Impacting Factors for Email Filtering
It’s All About Reputation (and Sender Behaviour)!
List Hygiene
Complaints
IP PermanenceEngagement
Message Quality
Infrastructure
Keep complaints to a minimum
Have a solid infrastructure
Don’t send to spam trap addresses
Don’t email the dead
Maintain a permanent home
Test your content for spam filter fitness
Think of your subscribers as an audience, not targets
You’re in Control of Your Reputation
The Good News: YOU Control Your Destiny
ComplaintsList Hygiene InfrastructureSending PermanenceContentEngagement
Top 10 Tips for Improving Deliverability
Improve data collectionImplement authenticationMonitor your sender reputationManage your IP address carefullyPractice good list hygieneUse complaint feedback loopsMonitor blacklistsReduce spam complaintsConduct pre-broadcast testingGet Return Path Certified!
Real-Life Success Stories…
Leading Deal-of-the Day Site
Challenge Solution Results
Subscribers who don't receive a timely morning email announcing that day's deals have less opportunity to take advantage of Groupon's limited-time offers.
Due to volume (over 1 billion emails sent monthly in North America alone), throttling (e.g. delivery speeds were slowed down by receiving servers) at some major ISPs.
Return Path Certification Test
Selected a small market and used two different IPs to send email to 70,000 subscribers each day for two weeks
Measured impact on ensuring the delivery of email to subscribers' inboxes during key times and to measure any increase in open rate, click rate and impact on purchases
2% better open rates
Increased click-through rates of 6%
Certified mail send speed was 40% faster, translating into lower operation costs realized by a smaller number of deferrals caused by throttling, and better control over the time its subscribers receive their daily offers.
“Sending our mail through Return Path Certified IPs allows us to know 98%+ of our emails are being delivered to inboxes on time. There is no question in our mind – Return Path Certification is an investment with a significant return for our business.”
John BecvarSr. Dir. Relationship Management
Groupon
40 % Increase in Delivery Speed; Increased Response Rates
Largest Perfume Retailer in Latin America
Challenge Solution Results
Minimizing impact of transitioning to new email sending environment; implement new infrastructure
Seeking higher engagement and ROI from its email campaigns
Improve customer engagement
Return Path Certification
Worked with their partner, e-mail service provider, All In Mail to qualify for Return Path Certification
Measured impact on ensuring the delivery of email to subscribers' inboxes during key times and to measure any increase in open rate, click rate and impact on purchases
20% increase in open rates
Increased click-through rates of 40%
Overall online sales saw a 44% increase post Certification
"With Return Path Certification, we generated a 20% increase in open rate and a 40% increase in click-through rate. More importantly, we saw a 44% increase in overall sales. There is no question in our mind that Return Path Certification is well worth our investment.”
Carlos André Montenegro, CEO Sack's Perfumery
44% increase in overall online sales; 20% Increase in Open Rates
