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The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
The 5 Things You Need to Know About Email Data and Consumer Behavior
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The 5 Things You Need to Know About Email Data and Consumer Behavior

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  • It was just 17% in 2005 -- 75% increase in 5 years
  • What’s the best way to get promoted?Do today’s job really, really, really wellAt the same time, do tomorrow’s jobToday I’m going to walk you through 5 changes to consumer behavior and what their implications are for you in terms of tactically executing your current job and how you can begin to think about them in terms of their strategic implications
  • Shift from last year: Less to the inbox (82 vs. 84), slightly less missing (9 vs. 13), but much more in spam (9 vs. 3)WW IPR is 83.15%, Missing = 11, Bulk = 6%
  • Source Return Path
  • Source Return PathRead rates for a set of messages from J. Crew and the Gap
  • 61 of 65,507 Source Return Path
  • Desktop vs. webmail vs. mobile
  • Shopittome knows that Ruelala is in a complementary space. Both in fashion and providing discounts. Similar customers but business not entirely competitive. One tracks various fashion sales across multiple vendors and the other provides daily deals for fashion. Shopittome thought they would have a much higher subscriber overlap with ruelala. Now, knowing that they have little overlap, they are going to approach ruelala to do a cross-promotional campaign and FIND NEW VALUABLE CUSTOMERS.
  • By looking at how your current subscribers overlap with large social media networks like Facebook or Twitter, you can determine whether or not you should by ad space on these networks.Example: Company A thought that their overlap with Facebook was not significant because 40% of their list were 50+ females and they did not think they would be on Facebook. Turns out they had an 80% overlap with Facebook. This told them that they should test out ads on Facebook because they could find new valuable customers similar to who they currently have on their list.Facebook has an ad type which RETARGETS visitors BACK TO YOUR SITE. So if someone visits your site and then goes on Facebook, Facebook will display an AD to send them back to your site. By knowing that a large percentage of your list overlaps with FACEBOOK should give you a vote of confidence to purchase the rertargeting ads on FB. Same concept applies to Twitter.
  • Transcript

    • 1. The 5 Things You Need to Know About Email Data & Consumer Behavior Tami M. Forman Sr. Director, Marketing Strategy and Communications March 2014
    • 2. Return Path: The Global Leader in Email Intelligence • Over a Decade of Email Expertise • Proven Data Infrastructure • Delivering Measurable ROI
    • 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. What’s the best way to get promoted?
    • 9. Consumers are in control of what marketing messages they consume
    • 10. Once upon a time ….
    • 11. But now …
    • 12. Inbox Place Rate (IPR) Averages in Canada 82% 9% 9% inbox bulk missing Source: Return Path
    • 13. Not all industries in Canada are “average” Source: Return Path
    • 14. Consumers are in control of how they consume marketing messages
    • 15. BEHOLD! Gmail Tabs 18
    • 16. 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
    • 17. 0% 13% 25% 23% J.Crew Gap Primary Promotions
    • 18. “Move Me” Doesn’t Move Anything .1%
    • 19. Consumers are aware of security risks
    • 20. Around the world, 16 million phishing messages arrive in inboxes every single daySource: Symantec Security Technology and Response Group, August 2012
    • 21. 50% of them are opened 10% of them are clicked on Source: Symantec Security Technology and Response Group, August 2012
    • 22. It takes a trained eye… Message A Message B
    • 23. It takes a trained eye… Phishing MessageAuthentic Message
    • 24. Consumers are consuming more information on mobile devices
    • 25. 20 35 64 71 27 59 74 62 Games console Wireless handheld device Laptop computer Desktop computer How Canadians Access the Internet 2012 2010 Source: 2012 Canadian Internet Use Survey
    • 26. webmail 48% mobile 16% desktop 36% 2011 Source: Return Path
    • 27. webmail 37% mobile 29% desktop 34% 2012 Source: Return Path
    • 28. webmail 24% mobile 49% desktop 27% today Source: Return Path
    • 29. Where is your audience reading email?
    • 30. Consumers are empowered, and they know it
    • 31. Inbox Share: How Much Your Email Customer List Overlaps and Engages with Your Competitor Little overlap may indicate opportunity to increase your market share Substantial overlap in combination with high engagement indicates a healthy customer base
    • 32. 6% 17 % 77 % Home/DIY Source: Return Path
    • 33. 6% 17 % 77 % Retail Source: Return Path
    • 34. 6% 17 % 77 % Restaurants Source: Return Path
    • 35. Source: Direct Marketing Association, October 2011
    • 36. 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
    • 37. 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
    • 38. Want a copy of these slides? Share your business card or email me at tami.forman@returnpath.com
    • 39. Let’s Connect! Tami Monahan Forman Sr. Director, Global Corporate Communications @ReturnPath @TamiMForman tami.forman@returnpath.com www.returnpath.com Contact Us! http://www.returnpath.com/contact-us/

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