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Your emails are spam? Get it? Sort it out

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'Your emails are spam? Get it? Sort it out' …

'Your emails are spam? Get it? Sort it out'
Guy Hanson, Director Response Consulting, Return Path

Presentation at Internet World UK, 26 April 2012

Published in Technology , Business
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  • 1. Your emails are spam?Get it? Sort it outGuy HansonDirector, Response Consulting, Return Path
  • 2. Agenda  Introduction  Email Deliverability Matters  Mobile Email Also Matters  Watch Your Reputation!  Impact of Engagement Open v Complaint Rate Insight
  • 3. Making Email Better on a Global Scale Over a Decade of Email Expertise Proven Data Infrastructure Delivering Measurable ROI
  • 4. Email is still key for marketersSource: Social Media Examiner – 2012 Social Media Marketing Industry Report
  • 5. Email is great for developing loyalcustomers and active subscribers. 72% Percentage of companies rate email as excellent or good for return on investment. Source: Econsultancy "Email Marketing Census 2011" (2011)
  • 6. No Inbox. No Click. No ROI.
  • 7. Email Deliverability: Latest Benchmark Global 75.9 9.1 15.0 Central/Latin America 71.6 18.1 10.3 Inbox Asia Pacific 66.5 5.2 28.3 Bulk Missing North America 79.3 7.4 13.3 Europe 86.4 5.6 8 0% 20% 40% 60% 80% 100%Source: Return Path Deliverability Benchmark Report, 2H11
  • 8. Email Deliverability: Europe Average Nearly 14% of legitimate email never reaches European consumer inboxes That’s almost 3 out of every 20 emails sent!Source: Return Path Deliverability Benchmark Report, 2H11
  • 9. Email Deliverability: by Country European Deliverability, 2H11 UK 83.0 7.0 10.0 Spain 77.8 4.6 17.7 INBOX Italy 90.0 4.4 5.7 BULK MISSING Germany 81.3 13.7 5.0 France 91.1 5.7 3.2 0% 20% 40% 60% 80% 100%Source: Return Path Deliverability Benchmark Report, 2H11
  • 10. Why do my goodemails get blocked?
  • 11. It’s All About Reputation (and Sender Behaviour)!
  • 12. ISPs use your sender reputation to make filtering decisions. Apoor reputation means, your email will get blocked.
  • 13. Impacting Factors for Email Filtering
  • 14. Mobile Email Matters
  • 15. The Growth of Mobile 2011 2012Source: Return Path Mobile Study 2011/12
  • 16. The Growth of MobileSource: Return Path Mobile Study 2012
  • 17. Mobile Opens: where are they happening?Source: Return Path Mobile Study 2012
  • 18. Mobile can make or break email marketingSource: Return Path Mobile Study 2012
  • 19. The IncreasingImportance of Engagement
  • 20. EmailDeliverability Subscriber Response
  • 21. The Increasing Importance of Engagement The value of the fair exchange currency has appreciated – in favour of email subscribers
  • 22. The Increasing Importance of Engagement £3.00 * £1.00 £0.10 £0.01 Experiences Services GoodsCommodities * www.economist.com
  • 23. Open v Complaint Rate Insight
  • 24. Behavioural Measurement My Campaigns Competitor 1 Competitor 2
  • 25. Subject Lines: By Vertical
  • 26. Subject Lines: Message Types
  • 27. Subject Lines: Optimum Length
  • 28. Subject Lines: Special Characters
  • 29. In Summary
  • 30. Don’t take our word for it… Transmission speed • 55% increase in clicks increased by 40% • 200% increase in campaign revenue Average Return Path client • 29% increase in opens improvement rates: • 29% increase in clicks• 50% increase in IPR IPR = 34%• 30% increase in clicks Open = 20% Click = 23% 21.9% increase in IPR 100% increase in IPR 15% increase in opens
  • 31. Let’s Connect!Guy HansonDirector, Response Consulting guy.hanson@returnpath.net www.returnpath.net http://uk.linkedin.com/in/guyhanson @ReturnPath, @GuyHanson