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Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
Return Path at Connections EMEA 2013
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Return Path at Connections EMEA 2013

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Email is the workhorse of the modern marketing mix. It returns more revenue per dollar invested than any other channel. It’s inherently trackable and measurable. But it is not without a few formidable …

Email is the workhorse of the modern marketing mix. It returns more revenue per dollar invested than any other channel. It’s inherently trackable and measurable. But it is not without a few formidable challenges. Across the globe more than 25% of messages, on average, don’t make it to the inbox. And changes in frequency – brought on by revenue pressure – result in subscriber disengagement and long-term revenue erosion. And in the back of every marketer’s mind are the questions, “What are my competitors doing? Is it working? How can I stay ahead of them?”

So why do some marketers coast through email challenges that hamper so many programs? The answer is email intelligence. Email intelligence means staying ahead of the curve on email innovations to understand and take advantage of the way consumer behaviour is shifting. The savviest marketers use email intelligence to make faster, smarter decisions that optimise email programmes, staying ahead of the curve to smash the competition and grow revenues. You can, too.

Published in: Marketing, Technology, Business
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  • 1. Email Intelligence: How the Savviest Marketers are Winning Subscriber Mindshare 05th November 2013 Guy Hanson Kevin Kovarsky  guy.hanson@returnpath.com  www.returnpath.com uk.linkedin.com/in/guyhanson @GuyHanson, @ReturnPath  kevin@betway.com
  • 2. Email Intelligence Overview
  • 3. Email is Still Growing Strongly . . . Experian Marketing Services, September 2013 Return Path, August 2013
  • 4. . . . and Generating Great ROI . . .
  • 5. . . . But It’s Also Not Getting Any Easier!
  • 6. Scaling the Email Intelligence Summit Insight Competitive Intelligence Subscriber Engagement Inbox Placement Sender Reputation Clicks & Opens
  • 7. Email Intelligence Basics
  • 8. Reputation Metrics Subscriber Engagement Unknown Users Spam Traps Infrastructure Spam Complaints IP Address Permanence
  • 9. Reputation Metrics
  • 10. Reputation Metrics: Poor Sender Visit www.senderscore.org to find out your reputation score.
  • 11. Reputation Metrics: Good Sender Visit www.senderscore.org to find out your reputation score.
  • 12. Subscriber Engagement Metrics        ?  ? ?
  • 13. Subscriber Engagement Metrics
  • 14. Mobile Metrics
  • 15. Fraud Metrics
  • 16. And Even More Metrics! Trap Monitoring Blacklist Alerts Web Analytics Social Media Sentiment
  • 17. The Helicopter View
  • 18. Email Intelligence Kevin Kovarsky Head Of Retention Betway
  • 19. TV ROI
  • 20. In the beginning 100% 80% 98% 60% 40% 20% 0% Deliverability
  • 21. Deliverability 2% 98% Did not bounce Bounced
  • 22. “Ignorance is bliss.” - Thomas Gray
  • 23. Beyond Deliverability Inbox Junk
  • 24. Inbox delivery CAMPAIGN 1 CAMPAIGN 2 INBOX 10% 95% JUNK 88% 3% TOTAL 98% 98%
  • 25. “80% of life is just showing up.” - Woody Allen
  • 26. Inbox Measurement Tools
  • 27. Inbox Monitor – Overall Placement
  • 28. ISP Domain Variations
  • 29. Prevention Techniques How to prevent deliverability issues from arising
  • 30. Data management Capture Data Hygiene Engagement
  • 31. Engagement
  • 32. Engagement
  • 33. Data Hygiene Complaints Bounces Spam Traps Unsubscribes
  • 34. Is your unsubscribe as easy as this?
  • 35. Prevention Tools Tools to help prevent deliverability issues from arising
  • 36. Return Path Certification • Top senders who meet rigorous requirements • Performance-based list that is monitored for compliance
  • 37. Reputation Monitor
  • 38. Microsoft SNDS
  • 39. Take Aways  Inbox is King – measure it  Prevention techniques  Data management – hygiene & engagement  Email best practice eg. 1 click unsubscribe  Prevention tools  Get Certified  Reputation Monitor  SNDS
  • 40. “Intellectuals solve problems. Geniuses prevent them.” - Albert Einstein
  • 41. Email Intelligence Provides a Digital Mosaic of Your Customers
  • 42. Email Intelligence: Trends Analysis Competitor 1 Competitor 2 Competitor 3
  • 43. Email Intelligence: Trends Analysis
  • 44. Email Intelligence: Subscriber Overlap Competitor 1 Competitor 1 Competitor 2 Competitor 1 Competitor 3 Competitor 2 Competitor 3
  • 45. Email Intelligence: Subscriber Overlap
  • 46. Email Intelligence: How the Savviest Marketers are Winning Subscriber Mindshare 05th November 2013 Guy Hanson Kevin Kovarsky  guy.hanson@returnpath.com  www.returnpath.com uk.linkedin.com/in/guyhanson @GuyHanson, @ReturnPath  kevin@betway.com

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