4 tips to better engage consumers through email
 

4 tips to better engage consumers through email

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Connecting with subscribers - 4 tips to better engage consumers through email. Learn the current state of email engagement, trends in deliverability, and how to connect with subscribers.

Connecting with subscribers - 4 tips to better engage consumers through email. Learn the current state of email engagement, trends in deliverability, and how to connect with subscribers.

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    4 tips to better engage consumers through email 4 tips to better engage consumers through email Presentation Transcript

    • ©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public. ©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public. Connecting with subscribers 4 tips to better engage consumers through email experian.com/marketingservices @ExperianMkt
    • 2©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 2©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public.  Speakers ► Erin Haselkorn, Senior Marketing Programs Specialist ► Spencer Kollas, Global Director, Delivery Services ► Brad Wyman, Key Account Manager ► Bridgette Darling, Product Marketing Manager  Agenda ► The current state of email engagement ► Trends and headwinds with deliverability ► 4 tips to connect with subscribers Welcome! Introductions and agenda
    • 3©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 3©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. How we view our customers receiving mail
    • 4©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 4©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Email reality
    • 5©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 5©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. The woes of deliverability Managing an email database is complex Spamtraps can be created from abandoned email accounts Point-of-sale acquisition methods are error prone ISPs review user feedback to determine sender reputation
    • 6©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 6©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Email database breakdown Active Emails Active Non-Responders Opt-out Requests Bad Emails Inactive Subscribers Individuals who no longer open or engage with your messages Subscribers that you mail to with no issues Subscribers who have opened email in the past, but have not responded recently Subscribers who no longer wish to receive your messages Emails that bounce, have syntax errors, are loader exceptions, etc.
    • 7©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 7©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public.  “Honeypots” or pristine traps—addresses that have never been used to sign up for any marketing message in the past  Recycled addresses—addresses that once were real but have been shut down for at least 1 year and have sent failure notices during that time  Typo addresses—addresses that are similar to real addresses both before and after the @ (i.e. @homail.com, gmil.com) Old emails can become spamtraps Spamtraps can wreak havoc on a sender’s reputation. But, spamtraps do not just appear from acquiring bad lists. Formerly valid emails can become damaging spamtraps
    • 8©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 8©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public.  Point-of-sale methods are very common, but staff members may frequently enter a generic or inaccurate address  Call center environments have many pressures to take information as quickly as possible, leading to errors  Website collection is plagued by user distraction Acquisition pain points While many organizations collect email across channels, many acquisition methods are error prone
    • 9©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 9©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public.  ISPs view email service as a cost center ► Feedback loops ► Customer service calls ► Abandoned mailboxes ► Hosting costs ISP user feedback How users interact with email ties directly into a company’s ability to send email to all subscribers
    • 10©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 10©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Big lists do not equal big revenue VS
    • 11©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 11©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. What is the opportunity cost of a bad email? According to eMarketer, the median ROI for customer emails was $28.50 per dollar spent, which is half the cost of acquiring a new customer at a mean of $55.24  Calculate the opportunity cost ► What is the average lifetime value of a customer?  Determine the cost of acquiring new customers ► What do you spend on marketing and sales efforts to bring a new customer on board?
    • 12©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 12©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 4 tips to better engage consumers through email  To improve email communication, marketers should: 1. Grow email lists intelligently 2. Maintain a healthy email list 3. Review user activity and tailor messages appropriately 4. Connect across channels To harness the power of email, marketers need to take into account the many challenges of collecting and maintaining a robust email list in order to remain engaged with consumers
    • 13©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 13©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Tip 1: Grow your email list intelligently  Promote email subscription through multiple channels  Validate emails at the time of acquisition  Consider the unique challenges at each point of collection  Encourage social sharing of materials  Make it easy for people to subscribe
    • 14©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 14©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Tip 2: Maintain a healthy email list  Flag bad email addresses and remove them from distribution  Provide an easy way to unsubscribe  Review bounce rates  Perform regular email cleansing On average, 2% of contact data goes bad every month
    • 15©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 15©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Different cleansing methods for different emails Active Emails Active Non-Responders Opt-out Requests Bad Emails Inactive Subscribers After standard hygiene and data enhancement place in a reactivation campaign Regular hygiene Have set period to transfer to inactive subscriber. Follow re-engagement best practices Keep out of campaigns to avoid spam complaints Clean and add back in all emails that can be corrected with software
    • 16©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 16©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Tip 3: Review user activity and tailor messages  Before removing an inactive subscriber, check if: ► No opens/clicks in 90-365 days ► No purchases in 6 months ► Issues with inbox placement rate (sender reputation)  Use engaging subject lines  Re-engage with special offers Marketers should identify user preferences and inactive users to tailor messages and distribute appropriate campaigns
    • 17©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 17©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Tip 4: Connect across channels  Remove users from campaigns if they remain inactive  Utilize social, mobile, point-of-sale, direct mail and other channels  New channels may be the preferred way for users to communicate Even if you are unable to communicate with clients through email, there are many other preferred channels to use for engagement
    • 18©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 18©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public.  Perception is not often reality  Consider the challenges of deliverability and inactivity when engaging in email marketing  Without a clean email list, marketers are left unable to communicate through this valuable channel  Marketers need to utilize multiple channels to communicate with customers Summary
    • 19©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 19©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Email validation Emails corrected by:  Catching and correcting syntax errors  Confirming domains can accept mail  Verifying mailboxes exist  Suppressing spamtraps and risky emails Organizations who implement email validation have seen:  Improved email delivery  Enriched customer satisfaction  Advanced reengagement campaigns Service delivered in:  Real-time  Nightly batch processing  One-time database cleansing