Email is the bedrock in which all other digital channels rely on to meet their goals and objectives, whether that’s increasing traffic to your website, increasing your social followers, creating a cohesive customer journey, or turning prospects into qualified leads. Only by optimizing the email customer experience will a brand be able to increase its online sales overall. Guy Hanson, Senior Director Professional Services at Return Path has summarized 10 tactics every email marketer should use today.

1. Increase Online Sales by
Optimising Your Email
Customer Experience
Guy Hanson
 guy.hanson@returnpath.com
 www.returnpath.com
uk.linkedin.com/in/guyhanson
@GuyHanson, @ReturnPath

2. 15+ Years of
Experience
• 450+ dedicated professionals
• 14 offices in 7 countries worldwide
• Backed by Union Square
Ventures, Foundry Group,
Costanoa Ventures, Vista Equity
Partners, SAP Ventures
Proven Data
Infrastructure
• Over 2 billion Certification inboxes
• Scoring 26 million IP addresses daily
• Nearly 300 global partners
• Processing millions of transactions
per day
Over 2,500 Email
Optimization Customers
• Industries include:
• Retail
• Technology
• Finance
• Entertainment
• And more
Return Path About Us

3. Return Path Email Optimisation
With The Right
Message
• Inbox Preview
• Subject Line Optimizer
• Email Client Monitor
• Inbox Insight
Reach The Right
Inbox
• Certification
• Inbox Monitor
• Reputation Monitor
At The Right
Time
• Send Time
Optimization
Return Path’s Email Optimisation solutions helps companies build better relationships,
drive more responses, and increase revenue from their email marketing efforts.

4. Email Benchmarks

5. Source: Econsultancy Email Marketing Industry Census 2014
3 out of every 5
respondents
attribute at least
10% of total sales
to their email
programs

6. Why is email core
to your business?
• Our business’ primary revenue source is directly
linked to email operations (20%)
• Email is a critical enabler of our products and
services (60%)
• Email indirectly impacts our business
performance (20%)
Source: SFMC State of Marketing Report 2015

7. Source: DMA Response Rate Report 2015
Part of the reason
behind the
continuing popularity
of email must be its
ROI, which is the
highest of all the
channels reviewed
in this study

8. Source: Econsultancy Email Marketing Industry Census 2014
66% of email
program
owners rank
email as
Excellent or
Good for ROI
effectiveness

9. Source: DMA National Client Email Report 2015
Almost 50% of email program
owners aren’t confident they
can calculate revenue
from their email
marketing
activities . . .

10. Source: Econsultancy Marketing Budgets Report 2015
. . . and the inability to
measure ROI is the third
largest barrier to securing
digital investment

11. Source: DMA National Client Email Report 2015
Over 50% of email
revenue is generated by
segmentation
Another 30% is being
produced by triggered
emails – almost doubling
in just 12 months!

12. Source: DMA Email Tracking Report 2014
Just under half of
consumers (48%)
now say they will
click-through from an
interesting email,
compared to 64%
only 3 years ago!

13. Source: DMA Email Tracking Report 2014
3 out of every 4 mobile email subscribers will
either occasionally/regularly read the subject
line and then delete

14. Source: DMA Email Tracking Report 2014
Almost 20% of email
subscribers will register a
spam complaint as a result
of a bad customer
experience, or loss of trust
in the brand

15. Effectiveness & ROI The Conversion Pipeline

16. Strategies to Grow
Your Email ROI

17. IP Address
Permanence
Spam
Complaints
Unknown
Users
Infrastructure
Spam Traps
Subscriber
Engagement
#1GetDelivered

18. Source: Fastmap Consumer Attitudes to Data
#2 List Growth
Source: DMA National Client Email Report 2015

19. Source: DMA National Client Email Report 2015
Discounts are the single
biggest reason
subscribers sign up to
receive emails (38%)
#3 Meet Your Subscribers’ Needs

20. Source: Marketing Charts - Low Click-Through Rates A Top Challenge For Email Marketers
A meaningful call-to-action
offer is rated by 65% of
program owners as the
most effective driver of
email click-throughs
#4 Optimise Messaging for Click Throughs

21. #5 Mobile is the New Norm
Source: Yesmail
Emails that make use of responsive design
techniques see an average uplift in click-to-open
rates of 21% for mobile subscribers

22. Source: Epsilon Q3 2014 Email Trends & Benchmarks
“Triggered open rates were 76.7% higher than BAU emails,
with triggered click rates reporting 151.9% higher”
#6 Pull the Trigger

23. #7 It’s Cheaper to Retain Customers . . .
Source: Econsultancy Cross-Channel Marketing Report 2014
70% of companies say it’s cheaper to retain a customer
than acquire one and 49% say that, pound for pound,
they achieve better ROI by investing in relationship
marketing over acquisition marketing.
“The overall Read
rate for win-back
emails was 14%”
Metric Actives Inactives
Subscribers 100,000 100,000
Revenue per Email €0.08 $0.00
Email Frequency 2 x per week 0 x per week
Revenue per Year €832,000 $0
Revenue Opportunity €116,480

24. Source: E-Mail Tipps - What’s your best email frequency? Here’s the math
: Mailchimp - Sending Frequency: More Is Not Always Better!
#8 Send More Email . . . Maybe!

25. Source: Return Path EFP Security Report
#9 Watch out for the Bad Guys!

26. #10 Life After Clicks
Industry research shows
conversion from email is
typically between 2.5% and
3.5% - on average, more
than 19 out of every 20
clickers don’t go on to
transact.
Source: DMA Response Rate Report 2015

27. Increase Online Sales by
Optimising Your Email
Customer Experience
Guy Hanson
 guy.hanson@returnpath.com
 www.returnpath.com
uk.linkedin.com/in/guyhanson
@GuyHanson, @ReturnPath