Don't be a last minute holiday marketer

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It’s never too early to start gearing up for the holiday season. People are already dreaming of getting holiday emails from favorite brands or businesses with deals, promotions and gift ideas neatly wrapped inside. But you’re more worried about making sure that those messages get delivered without any hiccups. The cost of bad emails far outweighs the cost of preventing bad emails. The number of emails being collected is on the rise; unfortunately, so are the inaccuracies. In the past year, almost 80 percent of companies have suffered from poor customer service, lost revenue and unnecessary costs as consequences of bad email addresses. And when the holiday shopping season is starting earlier and earlier every year, bad emails can cost you the big bucks. Check out this slidedeck and learn how to avoid major email marketing challenges to keep your holiday campaigns running smoothly, fill your database with accurate emails you can use with confidence and ultimately, make the 2015 holiday season a lucrative one. You’ll find out: - The top email collection challenges faced by businesses today - Ways to leverage email validation and deliverability techniques - How real-time verification solutions are the best line of defense against a poor email database—no matter what season it is

Marketing

©2015 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of
Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.
No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
Experian Public.
Don’t be a last minute
holiday marketer
Stop poor email deliverability
from costing big bucks
August 5, 2015

2©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 2
Introducing our speakers
Shirley Zhao
Content Marketer,
Experian Data Quality
Spencer Kollas
VP of Global Deliverability,
Experian Marketing Services

3©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 3
Top email collection challenges
Consequences of bad emails to your business
Leveraging verification and deliverability techniques
How to prepare for holiday success
Today’s agenda

6©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 6
Too many channels
On average, U.S. companies use 3.6 channels to collect contact data
73%
59% 58%
53%
48%
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Website Sales team Mobile Call centers Physical stores or branch locations Catalog or mail order
*Data taken from Experian Data Quality 2015 Global Research Survey

7©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 7
The POS challenge
…of emails collected at
point-of-sale are invalid
40percent…
…of shoppers utilize
emails to keep track of
deals35percent…
and

8©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 8
High degree of data inaccuracies
On average, U.S. organizations believe 32 percent of their data is
inaccurate, up from 25 percent just a year ago
47%
42%
47%
39%
33%
23%
19%
4% 3% 1%
0%
10%
20%
30%
40%
50%
Most common data errors
Incomplete or missing data Inaccurate data Outdated information
Duplicate data Data entered in the incorrect field Typos
Spelling mistakes Other None
Don’t know

9©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 9
?
Unknown Users Spamtraps
Complaints Engagement
Deliverability can be simple

11©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 11
Personal Example

14©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 14
Deliverability issues know no bounds
85%
81%
79% 79%
76%
77%
78%
79%
80%
81%
82%
83%
84%
85%
86%
Deliverability issues across industries
Financial Manufacturing Retail Utilities

15©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 15
The deal with deliverability

16©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 16
The cost of bad emails
100,000
Net-new emails
during holidays
5%
Email
conversation
rate
$60
Average
order
value
$300,000
(Potential
revenue)
X X =
20%
Invalid emails
$300,000
Potential
revenue
$60,000
Loss in potential
revenueX =
$720,000 in additional revenue per year!

19©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 19
Bad database quality

22©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 22
Organize the chaos

23©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 23
Lessen the POS stress through verification

24©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 24
Focus on deliverability

Key takeaways
1. Improve email deliverability through POS
verification
2. Prevention costs < costs of failure
3. Lost opportunities are costly

26©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 26
It’s not as daunting as you think
We’ll help you test your email database

2727
Thank you! Questions?
Stay connected with us for up-to-date insights:
dataquality.info@experian.com
@ExperianDQ
www.edq.com/blog/ or call us at (888) 727-8822

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually. In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with: • Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes • A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success • Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast

Mastering SEO for Google in the AI Era - Dennis Yu

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business. Key Takeaways: Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.

How to Use a Free Book Funnel to Drive Highly Qualified Buyers Into Your Busi...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.

Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

SEO Master Class - Steve Wiideman, Wiideman Consulting Group

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives. Key Takeaways: Understand how search engines work Be able to find out where your users search Know what is required for each discipline of SEO Feel confident creating an SEO Plan Confidently measure SEO performance

Story Telling Master Class - Jennifer Morilla

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The Strategic Impact of Storytelling in the Age of AI In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.

Grow Your Business Online: Introduction to Digital Marketing

Digital Discovery Institute

In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business. website = https://digitaldiscovery.institute/ address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308

De-risk Your Digital Evolution - Hannah Grap

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Mastering Your Online Visibility - Fernando Angulo

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement. Key Takeaways: 1. Effective techniques to increase your brand's visibility across various online platforms. 2. Strategies for optimizing social media profiles and content to maximize reach and engagement. 3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.

Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The Secret to Engaging Modern Consumers: Journey Mapping and Personalization In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty. Key Takeaways: Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends

Winning local SEO in the Age of AI - Dennis Yu

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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Mastering Your Online Visibility - Fernando Angulo

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Don't be a last minute holiday marketer

1. ©2015 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public. Don’t be a last minute holiday marketer Stop poor email deliverability from costing big bucks August 5, 2015

2. 2©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 2 Introducing our speakers Shirley Zhao Content Marketer, Experian Data Quality Spencer Kollas VP of Global Deliverability, Experian Marketing Services

3. 3©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 3 Top email collection challenges Consequences of bad emails to your business Leveraging verification and deliverability techniques How to prepare for holiday success Today’s agenda

4. Polling question

5. Top email collection challenges

6. 6©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 6 Too many channels On average, U.S. companies use 3.6 channels to collect contact data 73% 59% 58% 53% 48% 32% 0% 10% 20% 30% 40% 50% 60% 70% 80% Website Sales team Mobile Call centers Physical stores or branch locations Catalog or mail order *Data taken from Experian Data Quality 2015 Global Research Survey

7. 7©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 7 The POS challenge …of emails collected at point-of-sale are invalid 40percent… …of shoppers utilize emails to keep track of deals35percent… and

8. 8©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 8 High degree of data inaccuracies On average, U.S. organizations believe 32 percent of their data is inaccurate, up from 25 percent just a year ago 47% 42% 47% 39% 33% 23% 19% 4% 3% 1% 0% 10% 20% 30% 40% 50% Most common data errors Incomplete or missing data Inaccurate data Outdated information Duplicate data Data entered in the incorrect field Typos Spelling mistakes Other None Don’t know

10. 10©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 10 Today’s customer is engaging across channels Over half of all customer interactions involve more than one channel or brand touchpoint Multi- Channel Single Channel

12. Factors that influence deliverability

13. Polling question

14. 14©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 14 Deliverability issues know no bounds 85% 81% 79% 79% 76% 77% 78% 79% 80% 81% 82% 83% 84% 85% 86% Deliverability issues across industries Financial Manufacturing Retail Utilities

16. 16©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 16 The cost of bad emails 100,000 Net-new emails during holidays 5% Email conversation rate $60 Average order value $300,000 (Potential revenue) X X = 20% Invalid emails $300,000 Potential revenue $60,000 Loss in potential revenueX = $720,000 in additional revenue per year!

18. Personalize!

20. Main consequences of bad emails 1. Lowered email deliverability 2. Lost opportunity 3. Poor brand or business experience 4. Bad database quality

21. How to prepare for holiday success

25. Key takeaways 1. Improve email deliverability through POS verification 2. Prevention costs < costs of failure 3. Lost opportunities are costly

27. 2727 Thank you! Questions? Stay connected with us for up-to-date insights: dataquality.info@experian.com @ExperianDQ www.edq.com/blog/ or call us at (888) 727-8822

Don't be a last minute holiday marketer

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