Participate or Dominate? Email is a luxurious channel for marketers. You really can’t lose. Almost anything you do will make you some money, and following some basic principals will make you even more. That’s what we call participating. Email can also be an extremely lucrative channel if you really focus your efforts and resources on maximizing its potential. It’s not as easy as just participating, but with the right tactics and relevant 3rd party data about your program as well as deep insight into your actual competitor’s behaviors, rather than generic industry information, you can build a winning strategy and stay on top of the most important tactics in the market. Now that’s what we call Dominating. eDataSource will introduce their new Inbox Tracker and Delivery Tracker tools, as well as introduce critical consumer behavior and business attributes in email and ecommerce analytics for a few chosen retailers, showcasing winning strategies and tactical ways to utilize competitive analytics to outsmart your competition. Presenters: Carter Nicholas, CEO, eDataSource G.B. Heidarsson, SVP Sales and Marketing, eDataSource

2. Competitive Advantage
 …gained with eDataSource..
 Verified monitoring of one’s own results that
enables maximum efficiency and success
 A more accurate picture of the competitive landscape
allowing insight and countermeasures to competitors
strategy and tactics
 Understanding of successes and failures across
industries and industry segments

3. Tools for the Task
 eDataSource pioneered monitoring of email
deployments through consumers inboxes in 2010. This
service is now offered in a free version as InboxTracker
 eDataSource just launched a seed based monitoring
platform, DeliveryTracker
 eDataSource pioneered monitoring of promotional
email and social media deployments and now has an
archive of messages reaching back as far as 2005
 eDataSource aggregates and reports on revenue and
sales information from order confirmations sent by
dozens of large ecommerce players

4. eDataSource’s Focus
 Internal efficiency control
 Control real inbox delivery through an organically grown
panel
 Deploy and monitor email seeds
 Verify 3rd party deployments and social media messages
sent on the company’s behalf

5. eDataSource’s Focus
 Strategic Monitoring/Competitive Analytics
 Know your competitors email list sizes and segmentation
strategies, offers and creative
 Monitor deployments in Email and Social media
 Benchmark your own successes to competitors results

6. Internal Revenue Maximization
 Clear view of your own performance
 Inbox Tracker – Real tracking of consumers interaction
with you emails – And It’s FREE
 Delivery Tracker – Delivery monitoring, duration analysis
and Spam Filter control
 Affiliate Quality Tracking

7. Leg up on the competition
 Clear view Competitors Actions
 Promotional Creative, current and historical
 Segmentation, Personalization, Promotions and
Merchandizing
 External traffic drivers, social media activity, affiliates

8. Know what you are up against
 Competitors Metrics
 What is working for your competition and what is not
 Understand approximate list sizes and deployment sizes
 Monitor Read Rates, Inbox Placement and Deletion Rates

9. How It Works in Email
 Search for any Email Marketer to view
 Detailed information about the emails and their performance
 Image of Email
 Email HTML
 Subject line
 Third party emails
 Domain owner
 Link report
 Overview of other links
 Analytics for the specific email
 Or search by any
Word or Phrase
 In subject line or copy

10. Learning from others
 Proflowers.com challenges with Gmail
 Increased frequency reduces inbox placement before
Valentines Day
 Inbox Delivery needs to be improved by
Easter
 Action:
 Do whatever it takes
to increase activity
amongst Gmail
Subscribers

11. Learning from others
 Cigars International Challenges with Gmail
 Copied Proflowers approach with Gmail specials
 Saw immediate and sustained improvement in email
activity
 Results
 Improvement in
activity lead to
sustained
improvement in
inbox delivery for
Gmail

12. Keyword usage in Subject Lines
 Usage of “Black Friday” in Retailers Subject
Lines
2.47%
13.20
%
31.89%
68.11%
86.80
% 97.53
%

13. List Overlap Analysis
 Who else is influencing your customers

14. - Competition in Email
Largest Marketers sharing inboxes with J. Crew Department Stores sharing inboxes with J. Crew
52% 18%
60% 20%
48%
50% 15% 14%
15% 12% 12%
40% 31%
28% 27% 9% 9%
30% 24% 23% 22% 22% 10%
5%
20%
5%
10%
0% 0%
Other Clothing Brands sharing inboxes with J. Crew
20% 18%
15%
14% 13%
15%
10% 9%
8%
10%
5%
0%

15. - Competition in Email
(Dell Home USA)
Audio and Video Streaming Providers Sharing Common Online Services Sharing Inboxes
Inboxes with Dell with Dell
29%
25% 22% 30%
19%
22% 21%
20% 25%
12% 20% 14%
15%
15%
10% 6% 5% 10% Series1
5% 2%
5%
0% 0%
Electronics Brands and Vendors Sharing Inboxes with Dell
50% 45%
41%
40%
30%
21%
17%
20% 12% 10% 9% 8%
10% 6% 5% 4% 4% 2% 2%
0%

16. - Competition in Email
Travel Sites Sharing inbox with Beauty and Intimates sharing inbox
Victoria's Secret with Victoria's Secret
17%
19.6%
20% 16% 15% 20.0%
13% 13% 13.7%
15% 11% 11% 15.0%
10%
10% 10.0% 6.2%
4.4% 4.3% 4.2% 3.3%
5% 5.0% 2.5%
0% 0.0%
Flash Sales Sites sharing Inbox with
Victoria's Secret
9.0%
10.0%
8.0% 5.9% 5.9% 5.5% 5.1% 4.9%
6.0%
4.0%
2.0%
0.0%
Zulilly Rue la la Gilt Ideeli Myhabit Haute
Look

17. Presidential Candidates
Who’s Sharing Inboxes?
Political Senders Sharing Inbox with Political Senders Sharing Inboxes with
BarackObama.com MittRomney.com
19.6%
20.0% 42%
50%
11.3% 10.4% 40%
15.0% 8.7%
10.0% 30% 17% 17% 15% 13% 12%
0.9% 20%
5.0% 10%
0.0% 0%
Brand affinity between Romney and Obama
campaign subscribers
25% 22% 22%
22%
20%
20% 17%
MittRomney.com
16% 15% BarackObama.com
15%
15% 12%
10% 10%
10% 8% 7%
5% 5%
5% 3% 2%
3% 2%
0%
0%

18. More on the Presidential Campaigns

19. The first Presidential Debate

20. The Finale

21. ECommerce Monitoring and Benchmarks
 Keeping up with Amazon
 Over 20% increase in AOV from September to November
 Almost 15% increase in number of orders
 Almost 30% increase in Revenue in the period

22. Example: Competitive Insights
Amazon’s Avg Daily Sales are Daily Total $ Sales Index
4.28x that of Walmart.com
Walmart.com’s Black Friday
and Cyber Monday sales
events resulted in a higher
boost in sales than Amazon’s
week long approach.
Staples Office Depot
Staples AOV and Avg Average Order $ $156.53 $104.30
Price per Item is
significantly higher than Items Per Order 5.42 5.39
Office Depot. Avg. Price per Item $28.88 $19.35

23. Data Accuracy
•Data is gathered from an organically grown
panel of around 800,000 active email subscribers.
•eDataSource has never used targeted
promotions, toolbars, co-registration or other
tactics to grow its panel size. This prevents
inaccuracy’s and imbalance in subscriber
demographics
•No other analytical platform
can make this claim