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

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