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96% of Email Campaigns Fail –
Don’t Let Yours Be One of Them
September 10, 2015
Today’s Presenters
Scott Roth
Chief Marketing Officer
Return Path
Shar VanBoskirk
Vice President &
Principal Analyst
Forrester Research
James DeStefano
Director of Email
Marketing and CRM
Gilt City
Scott Roth
Chief Marketing Officer
“96% of Email Campaigns Fail”
Your inbox knows a lot about you
We help the world’s leading companies
promote and protect their brand.
About Return Path
2,000+
Customers
Partnered with
ESP’s/ISP’s
480+
Employees
12 Global
Offices
Return Path Business Solutions
Shar VanBoskirk
Vice President, Principal Analyst
Forrester Research
The Future of Email Marketing
How Context Will Make Email Even More Valuable
9
Welcome to The Age Of The Customer
10© 2015 Forrester Research, Inc. Reproduction Prohibited
Theme
› Email is the best marketing tool
for building brand relationships
11© 2015 Forrester Research, Inc. Reproduction Prohibited
Agenda
• Why is it so important to do email
well?
• How can improve your current email
efforts?
• How can you put email to better use?
12© 2015 Forrester Research, Inc. Reproduction Prohibited
Agenda
• Why is it so important to do email
well?
• How can improve your current email
efforts?
• How can you put email to better use?
© 2015 Forrester Research, Inc. Reproduction Prohibited 13
Customers are empowered
Base: 58,583 US online adults (18+)
Source: Forrester's North American Consumer Technographics® Online Benchmark Survey, 2014
Number of connected devices used:
© 2015 Forrester Research, Inc. Reproduction Prohibited 14
Tech gets used in very intimate places
Base: 58,583 US online adults (18+)
Source: Forrester's North American Consumer Technographics® Online Benchmark Survey, 2014
Bathroom??
© 2015 Forrester Research, Inc. Reproduction Prohibited 15
Source: Forrester’s North American Consumer Technographics Online Benchmark Survey (part 2), 2014; Forrester's North American Technographics Online
Benchmark Survey (Part 2), Q3 2012 (US, Canada_; and Forrester’s North American Technographics Omnibus Online Survey, Q1 2010 (US)
Attitudes toward email continue to
improve
© 2015 Forrester Research, Inc. Reproduction Prohibited 16
Note: All numbers rounded down
Source: Forrester Research Email Marketing Forecast, 2014 To 2019 (US)
Email continues to grow at a 9% CAGR
© 2015 Forrester Research, Inc. Reproduction Prohibited 17
Most emails could be better
Base: 98 emails
Source: The Best And Worst of Email Marketing, 2014, June 20, 2014
© 2015 Forrester Research, Inc. Reproduction Prohibited 18
Most emails could be better
Base: 98 emails
Source: The Best And Worst of Email Marketing, 2014, June 20, 2014
19© 2015 Forrester Research, Inc. Reproduction Prohibited
Agenda
• Why is it so important to do email
well?
• How can improve your current email
efforts?
• How can you put email to better use?
© 2015 Forrester Research, Inc. Reproduction Prohibited 20
Balance user need with business goals
1)What do my users need?
2)What is my business goal for email?
© 2015 Forrester Research, Inc. Reproduction Prohibited 21
Forrester’s email user experience
review evaluates four dimensions
▪ Subscription
▪ Value
▪ Presentation
▪ Trust
22© 2015 Forrester Research, Inc. Reproduction Prohibited
Good: inviting
registration front
and center on the
home page
Better: collecting
email address
directly
Make email registration easy
© 2015 Forrester Research, Inc. Reproduction Prohibited 23
HP’s registration is clear and explanatory
HP provides
explanations
and benefits
associated
with data
collection . . .
. . .At each step in
the registration
process
© 2015 Forrester Research, Inc. Reproduction Prohibited 24
Poor targeting keeps this email from
providing essential content
25© 2015 Forrester Research, Inc. Reproduction Prohibited
Kraft includes peer reviews in its email
Best practices:
•Includes social
content in the email
•Encourages
interactivity by inviting
users to review
recipes
•Makes sharing easy
© 2015 Forrester Research, Inc. Reproduction Prohibited 26
Citi Cards emails make sense with no
images
And it has
several, above-
the-fold calls to
action
© 2015 Forrester Research, Inc. Reproduction Prohibited 27
The NY Times uses headlines to ease
content navigation
28© 2015 Forrester Research, Inc. Reproduction Prohibited
McKinsey provides a user-centric footer
Footer reminds subscribers:
•What emails they get, why
•How to change email address
or preferences
•Of privacy policies
29© 2015 Forrester Research, Inc. Reproduction Prohibited
Agenda
• Why is it so important to do email
well?
• How can improve your current email
efforts?
• How can you put email to better use?
© 2015 Forrester Research, Inc. Reproduction Prohibited 30
› Fails to differentiate
› Creates crippling complexity
› Doesn’t guarantee relevance
Email for CRM isn’t enough
It:
© 2015 Forrester Research, Inc. Reproduction Prohibited 31
A contextual understanding of
consumers allows companies to deliver
on the promise of customer-centricity
© 2015 Forrester Research, Inc. Reproduction Prohibited 32
What this is right now
Triggered emails are
contextual by nature:
Shopping cart
abandonment emails tap
a $4 trillion opportunity
© 2015 Forrester Research, Inc. Reproduction Prohibited 33
AIMIA showed locations
nearby at time of email open
where Nectar Rewards could
be redeemed
Open rates increased by
67%
Geo-targeted content:
© 2015 Forrester Research, Inc. Reproduction Prohibited 34
• Conversion rates by 375%
• Bookings by 60%
• Share of voice by 650%
…with no incremental investment
Red Roof Inn
applied weather
in another way:
© 2015 Forrester Research, Inc. Reproduction Prohibited 35
What this will become
› A business traveler receives an email from a retail chain to
which she is a loyal shopper.
› Email technology shows that the customer is traveling when
she opens the email.
› The chain has stores in the city where she is traveling and
makes the logical leap that she is staying at a
› The retailer personalizes email content at open time to
promote items such as water, snacks, or umbrella; or room
delivery
© 2015 Forrester Research, Inc. Reproduction Prohibited 36
To summarize
› Your customer relationships are your primary
competitive differentiator
› Email is a key way to build customer
relationships
› Apply best practices to improve email
performance
› Context will take email beyond CRM
Scott Roth
Chief Marketing Officer
We have unprecedented visibility into the inbox
CONSUMERS & DEVELOPERS
and
2M+
Consumers
eCommerce receipts
from over
5,000
Retailers
Data Examples:
Message arrived, message read,
message deleted, subject line, creative,
purchase receipts, travel notifications
PROVIDERS
Data Examples:
Mail logs, spam traps, complaints,
deliverability stats, IP authentication,
SPF/DKIM/DMARC records
70+
Providers
2.5B
Inboxes
with
96% of Email Campaigns Fail - Don't Let Yours Be One of Them
Return Path Email Optimization Suite
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 Optimization Suite helps companies build better relationships, drive
more responses, and increase revenue from their email marketing efforts.
James DeStefano
Director of Email Marketing and CRM
Gilt City
Who We Are: Gilt
Gilt City offers its 3.7M+ members coveted access to exclusive experiences in
select U.S. cities, all at insider prices.
CityWomen Men
KidsHome DuJour
Gilt is a members-only lifestyle destination and e-commerce site
that provides insider access to today’s top designer labels.
September 2010
Gilt City Launches
Gilt City Quick Facts
160
Sales Launch Weekly
Beauty, Retail, Dining, Spa, & Fitness
Largest Revenue Driving Categories
$60K Virgin America Charter Flight
Most Expensive Experience Sold
13
Local Markets
The Power of Email at Gilt City
Over 50M promotional emails
sent per month
Most cost efficient marketing
channel
RP Certified since November 2011
Primary means of
communication with our
members
Largest driver of traffic and
revenue
Recent Success &
Innovation
Delivering Relevant Content
Challenge
• How to maintain fresh copy and creative
• Waning engagement
• Lapsed purchase behavior
• Increased inbox competition
Solution
• Hyper personalized campaign
• Use witty and playful copy
• Walk each lapsed customer through their own unique journey from
registration through last purchase
• Capturing his/her attention
• Reigniting their passion for the brand
13% Conversion Rate Lift
44% CTO Lift
Delivering Relevant Content
Control Creative:
Creating Urgency
Goal
• Drive excitement and urgency
• Create a more nimble franchise that is agnostic of seasons, holidays,
cultural events, etc.
159% Conversion Rate Lift
Concept
• “The Rush” franchise plays off the idea of getting a rush from shopping
• Urgency of a rush
• Deep discount for a limited period of time
Results
• RP Certification allows us to bypass certain filters and so reach our
members’ inboxes at the start of the redemption window
Merchandise Authority
Goal
• Establish Gilt City as the go-to
destination for can’t miss local
experiences
Concept
• Editorialized content that tells a
story
Learnings
• Most relevant for members with
brand/category affinity AND who
have purchased before
Conversion Rate Lifts of Up to 11%
CTO Lifts of Up to 20%
From: To:
Onboarding Experience Optimization
Goal
• Educate
• Reinforce the value prop
• Deepen the relationship w/ our members
• Increase activation rate while driving incremental
revenue
Solution – TEST, TEST, TEST!
• Copy and creative
• Incentive
• Incentive max redemption
• Responsive design vs. mobile friendly
• Banner vs. dedicated email
• Timing
Sets frequency
expectations
Speaks to value
proposition
Challenges
Inbox Placement
Overview
• GC relies heavily on Inbox Monitor – alerts go to
senior management
Challenge
• Seeds for smaller transactional emails and our
welcome email showed sporadic bulking at Gmail
• Tried to resolve, but were unsuccessful –
• Updated creative
• Updated SL and copy
• Recoded the HTML
Solution
• Worked closely with our account team
• After reviewing the volume, it became apparent
we had too many IPs
• Reduced the number of IPs and issue resolved
Thank You
Questions?
Contact
James DeStefano
jdestefano@giltcity.com
Scott Roth
scott.roth@returnpath.com
Shar VanBoskirk
svanboskirk@forrester.com

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96% of Email Campaigns Fail - Don't Let Yours Be One of Them

  • 1. 96% of Email Campaigns Fail – Don’t Let Yours Be One of Them September 10, 2015
  • 2. Today’s Presenters Scott Roth Chief Marketing Officer Return Path Shar VanBoskirk Vice President & Principal Analyst Forrester Research James DeStefano Director of Email Marketing and CRM Gilt City
  • 4. “96% of Email Campaigns Fail”
  • 5. Your inbox knows a lot about you
  • 6. We help the world’s leading companies promote and protect their brand. About Return Path 2,000+ Customers Partnered with ESP’s/ISP’s 480+ Employees 12 Global Offices
  • 8. Shar VanBoskirk Vice President, Principal Analyst Forrester Research The Future of Email Marketing How Context Will Make Email Even More Valuable
  • 9. 9 Welcome to The Age Of The Customer
  • 10. 10© 2015 Forrester Research, Inc. Reproduction Prohibited Theme › Email is the best marketing tool for building brand relationships
  • 11. 11© 2015 Forrester Research, Inc. Reproduction Prohibited Agenda • Why is it so important to do email well? • How can improve your current email efforts? • How can you put email to better use?
  • 12. 12© 2015 Forrester Research, Inc. Reproduction Prohibited Agenda • Why is it so important to do email well? • How can improve your current email efforts? • How can you put email to better use?
  • 13. © 2015 Forrester Research, Inc. Reproduction Prohibited 13 Customers are empowered Base: 58,583 US online adults (18+) Source: Forrester's North American Consumer Technographics® Online Benchmark Survey, 2014 Number of connected devices used:
  • 14. © 2015 Forrester Research, Inc. Reproduction Prohibited 14 Tech gets used in very intimate places Base: 58,583 US online adults (18+) Source: Forrester's North American Consumer Technographics® Online Benchmark Survey, 2014 Bathroom??
  • 15. © 2015 Forrester Research, Inc. Reproduction Prohibited 15 Source: Forrester’s North American Consumer Technographics Online Benchmark Survey (part 2), 2014; Forrester's North American Technographics Online Benchmark Survey (Part 2), Q3 2012 (US, Canada_; and Forrester’s North American Technographics Omnibus Online Survey, Q1 2010 (US) Attitudes toward email continue to improve
  • 16. © 2015 Forrester Research, Inc. Reproduction Prohibited 16 Note: All numbers rounded down Source: Forrester Research Email Marketing Forecast, 2014 To 2019 (US) Email continues to grow at a 9% CAGR
  • 17. © 2015 Forrester Research, Inc. Reproduction Prohibited 17 Most emails could be better Base: 98 emails Source: The Best And Worst of Email Marketing, 2014, June 20, 2014
  • 18. © 2015 Forrester Research, Inc. Reproduction Prohibited 18 Most emails could be better Base: 98 emails Source: The Best And Worst of Email Marketing, 2014, June 20, 2014
  • 19. 19© 2015 Forrester Research, Inc. Reproduction Prohibited Agenda • Why is it so important to do email well? • How can improve your current email efforts? • How can you put email to better use?
  • 20. © 2015 Forrester Research, Inc. Reproduction Prohibited 20 Balance user need with business goals 1)What do my users need? 2)What is my business goal for email?
  • 21. © 2015 Forrester Research, Inc. Reproduction Prohibited 21 Forrester’s email user experience review evaluates four dimensions ▪ Subscription ▪ Value ▪ Presentation ▪ Trust
  • 22. 22© 2015 Forrester Research, Inc. Reproduction Prohibited Good: inviting registration front and center on the home page Better: collecting email address directly Make email registration easy
  • 23. © 2015 Forrester Research, Inc. Reproduction Prohibited 23 HP’s registration is clear and explanatory HP provides explanations and benefits associated with data collection . . . . . .At each step in the registration process
  • 24. © 2015 Forrester Research, Inc. Reproduction Prohibited 24 Poor targeting keeps this email from providing essential content
  • 25. 25© 2015 Forrester Research, Inc. Reproduction Prohibited Kraft includes peer reviews in its email Best practices: •Includes social content in the email •Encourages interactivity by inviting users to review recipes •Makes sharing easy
  • 26. © 2015 Forrester Research, Inc. Reproduction Prohibited 26 Citi Cards emails make sense with no images And it has several, above- the-fold calls to action
  • 27. © 2015 Forrester Research, Inc. Reproduction Prohibited 27 The NY Times uses headlines to ease content navigation
  • 28. 28© 2015 Forrester Research, Inc. Reproduction Prohibited McKinsey provides a user-centric footer Footer reminds subscribers: •What emails they get, why •How to change email address or preferences •Of privacy policies
  • 29. 29© 2015 Forrester Research, Inc. Reproduction Prohibited Agenda • Why is it so important to do email well? • How can improve your current email efforts? • How can you put email to better use?
  • 30. © 2015 Forrester Research, Inc. Reproduction Prohibited 30 › Fails to differentiate › Creates crippling complexity › Doesn’t guarantee relevance Email for CRM isn’t enough It:
  • 31. © 2015 Forrester Research, Inc. Reproduction Prohibited 31 A contextual understanding of consumers allows companies to deliver on the promise of customer-centricity
  • 32. © 2015 Forrester Research, Inc. Reproduction Prohibited 32 What this is right now Triggered emails are contextual by nature: Shopping cart abandonment emails tap a $4 trillion opportunity
  • 33. © 2015 Forrester Research, Inc. Reproduction Prohibited 33 AIMIA showed locations nearby at time of email open where Nectar Rewards could be redeemed Open rates increased by 67% Geo-targeted content:
  • 34. © 2015 Forrester Research, Inc. Reproduction Prohibited 34 • Conversion rates by 375% • Bookings by 60% • Share of voice by 650% …with no incremental investment Red Roof Inn applied weather in another way:
  • 35. © 2015 Forrester Research, Inc. Reproduction Prohibited 35 What this will become › A business traveler receives an email from a retail chain to which she is a loyal shopper. › Email technology shows that the customer is traveling when she opens the email. › The chain has stores in the city where she is traveling and makes the logical leap that she is staying at a › The retailer personalizes email content at open time to promote items such as water, snacks, or umbrella; or room delivery
  • 36. © 2015 Forrester Research, Inc. Reproduction Prohibited 36 To summarize › Your customer relationships are your primary competitive differentiator › Email is a key way to build customer relationships › Apply best practices to improve email performance › Context will take email beyond CRM
  • 38. We have unprecedented visibility into the inbox CONSUMERS & DEVELOPERS and 2M+ Consumers eCommerce receipts from over 5,000 Retailers Data Examples: Message arrived, message read, message deleted, subject line, creative, purchase receipts, travel notifications PROVIDERS Data Examples: Mail logs, spam traps, complaints, deliverability stats, IP authentication, SPF/DKIM/DMARC records 70+ Providers 2.5B Inboxes with
  • 40. Return Path Email Optimization Suite 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 Optimization Suite helps companies build better relationships, drive more responses, and increase revenue from their email marketing efforts.
  • 41. James DeStefano Director of Email Marketing and CRM Gilt City
  • 42. Who We Are: Gilt Gilt City offers its 3.7M+ members coveted access to exclusive experiences in select U.S. cities, all at insider prices. CityWomen Men KidsHome DuJour Gilt is a members-only lifestyle destination and e-commerce site that provides insider access to today’s top designer labels.
  • 43. September 2010 Gilt City Launches Gilt City Quick Facts 160 Sales Launch Weekly Beauty, Retail, Dining, Spa, & Fitness Largest Revenue Driving Categories $60K Virgin America Charter Flight Most Expensive Experience Sold 13 Local Markets
  • 44. The Power of Email at Gilt City Over 50M promotional emails sent per month Most cost efficient marketing channel RP Certified since November 2011 Primary means of communication with our members Largest driver of traffic and revenue
  • 46. Delivering Relevant Content Challenge • How to maintain fresh copy and creative • Waning engagement • Lapsed purchase behavior • Increased inbox competition Solution • Hyper personalized campaign • Use witty and playful copy • Walk each lapsed customer through their own unique journey from registration through last purchase • Capturing his/her attention • Reigniting their passion for the brand 13% Conversion Rate Lift 44% CTO Lift
  • 48. Creating Urgency Goal • Drive excitement and urgency • Create a more nimble franchise that is agnostic of seasons, holidays, cultural events, etc. 159% Conversion Rate Lift Concept • “The Rush” franchise plays off the idea of getting a rush from shopping • Urgency of a rush • Deep discount for a limited period of time Results • RP Certification allows us to bypass certain filters and so reach our members’ inboxes at the start of the redemption window
  • 49. Merchandise Authority Goal • Establish Gilt City as the go-to destination for can’t miss local experiences Concept • Editorialized content that tells a story Learnings • Most relevant for members with brand/category affinity AND who have purchased before Conversion Rate Lifts of Up to 11% CTO Lifts of Up to 20% From: To:
  • 50. Onboarding Experience Optimization Goal • Educate • Reinforce the value prop • Deepen the relationship w/ our members • Increase activation rate while driving incremental revenue Solution – TEST, TEST, TEST! • Copy and creative • Incentive • Incentive max redemption • Responsive design vs. mobile friendly • Banner vs. dedicated email • Timing Sets frequency expectations Speaks to value proposition
  • 52. Inbox Placement Overview • GC relies heavily on Inbox Monitor – alerts go to senior management Challenge • Seeds for smaller transactional emails and our welcome email showed sporadic bulking at Gmail • Tried to resolve, but were unsuccessful – • Updated creative • Updated SL and copy • Recoded the HTML Solution • Worked closely with our account team • After reviewing the volume, it became apparent we had too many IPs • Reduced the number of IPs and issue resolved
  • 53. Thank You Questions? Contact James DeStefano jdestefano@giltcity.com Scott Roth scott.roth@returnpath.com Shar VanBoskirk svanboskirk@forrester.com