re:think marketing tour: grow relationships and revenue with email data

Download RE:Think Marketing Tour: Grow Relationships and Revenue with Email Data

Post on 01-Nov-2014

108 views

Category:

Marketing

4 download

Embed Size (px)

DESCRIPTION

Learn more about how email can provide you with deeply insightful data about consumer behavior and how it can be used to create action. You will leave with information on how the latest in email marketing trends are shaping the industry. Additional topics covered include: - Optimizing your email marketing efforts to drive revenue, engage consumers, and protect your brand. - Understanding how rapid changes in consumer behavior have changed the marketing landscape and how you can leverage data from email to stay ahead of the curve. - Receiving a glimpse of a future where the consumer information hub – the inbox – provides insights that inform your company’s integrated media strategy, product innovation, and other key business decisions.

TRANSCRIPT

  • 1. RE:Think Marketing Tour Seattle August 21, 2014 Return Path
  • 2. The Global Leader in Email Intelligence Over a Decade of Email Expertise Worldwide leader in email intelligence 400+ dedicated email professionals Offices in New York, Denver, San Francisco, Toronto, London, Paris, Hamburg, Sydney, and Sao Paulo Proven Data Infrastructure More than 2.5 billion inboxes supported by our certification program 26 million IPs scored daily by Return Path Nearly 300 ISP partners globally Delivering Measurable ROI Over 13 years of shaping and driving the email ecosystem Serving over 2,000 leading brands across retail/eCommerce, publishing, social media and financial services sectors
  • 3. A theory: Email marketers are poised to be the marketing leaders of the future
  • 4. The future of marketing is all about data
  • 5. The future of marketing is also all about consumer choice
  • 6. The inbox is the consumer information hub
  • 7. Percent of time spent with email by category Source: Merkle, View from the Digital Inbox, (2011)
  • 8. Whats the best way to get promoted?
  • 9. TODAYS INBOX IS... Hard to reach Mobile Competitive Lucrative
  • 10. TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM
  • 11. REPUTATION SPAM FILTERING IS EFFECTIVE Spam in the Inbox < 3%
  • 12. BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG
  • 13. Delivered Inbox
  • 14. In the future email reputation will be portable.
  • 15. In the future, placement and position will all be about engagement.
  • 16. ACTIVE VS. INACTIVE MAILBOXES MATTER MORE
  • 17. In the future, the inbox will be even more fragmented.
  • 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
  • 20. More information is consumed on mobile devices
  • 21. Source: Return Path Webmail 48% Mobile 16% Desktop 36% 37% 29% 34% 24% 49% 27% 2011 2012 Today
  • 22. Consumers are aware of security risks
  • 23. Around the world, 16 million phishing messages arrive in inboxes every single day Source: Symantec Security Technology and Response Group, August 2012
  • 24. 50% of them are opened 10% of them are clicked on Source: Symantec Security Technology and Response Group, August 2012
  • 25. Consumers are empowered, and they know it
  • 26. READ RATE FOR HOME DEPOTS CAMPAIGNS IS HIGHER BY Source: Return Path VS 80% WINNER: HOME DEPOT! 15%
  • 27. READ RATE FOR KOHLS CAMPAIGNS IS HIGHER BY VS 13% WINNER: KOHLS! 34% Source: Return Path
  • 28. READ RATE FOR PIZZA HUTS CAMPAIGNS IS HIGHER BY VS 41% WINNER: PIZZA HUT! 20% Source: Return Path
  • 29. Show me the money
  • 30. Source: Direct Marketing Association, October 2011
  • 31. Corner office slide Now, lets talk about that corner office
  • 32. 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
  • 33. 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
  • 34. Lets Connect! Tom Sather Sr. Director, Research @ReturnPath @Tom_Sather Tom.Sather@returnpath.com www.returnpath.com Contact Us! http://www.returnpath.com/contact-us/