SlideShare a Scribd company logo
Prove Your ROI:
Measuring Performance to
Maximize Email Investment
Guy Hanson
 guy.hanson@returnpath.com
 www.returnpath.com
uk.linkedin.com/in/guyhanson
@GuyHanson, @ReturnPath
Current Email
Benchmarks
Source: DMA National Client Email Report 2015
90% of program owners said
email marketing performs a
very important / important
strategic role for their
businesses
Source: DMA Response Rate Report 2015
82% of marketing programs employ email for
promotional campaigns
Source: DMA Response Rate Report 2015
Almost 2/3 of marketing budget holders will be
increasing their email spend in 2015
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
Source: Econsultancy Email Marketing Industry Census 2014
3 out of every 5
respondents
attribute at least
10% of total sales
to their email
programs
Source: DMA Response Rate Report 2015
When house lists
are used, email has
the lowest Cost per
Acquisition (CPA) of
the media types in
this study
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 the
media investigated
in this study
Source: Econsultancy Email Marketing Industry Census 2014
66% of email
program
owners rank
email as
Excellent or
Good for ROI
effectiveness
Measuring Email
Performance Metrics
“If you can’t
measure it,
you can’t
manage it”
Peter Drucker
Source: Econsultancy Marketing Budgets Report 2015
2 out of every 5 email
program owners rate
their ability to measure
ROI from email as
Good . . .
Source: DMA National Client Email Report 2015
. . . but almost 50% aren’t
confident they can
calculate revenue
from their email
marketing
activities . . .
Source: Econsultancy Marketing Budgets Report 2015
. . . and the inability to
measure ROI is the third
largest barrier to securing
digital investment
What are the
key metrics you
use to evaluate
effectiveness
of your email
programs?
DMA National Client Email Report 2015
Source: SFMC State of Marketing Report 2015
Average
Order Value
$182
Revenue
per Email
$0.08
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!
“Does the majority of
your email marketing
revenue and
engagement come from
triggered emails?
Anecdotally, marketers
tend to hit this mile-
marker when more than
5% of their email volume
is triggered emails”
Source: Mediapost,
Source: DMA National Client Email Report 2015
Driving sales,
acquisition, and lead
generation is the
primary objective for
54% of email
programs
Engagement, retention, and brand
awareness accounts of a further 40%
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% 3
years ago
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
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
Calculating Email
Effectiveness & ROI
Source: DMA Response Rate Report 2015
Prove Your ROI
Prove Your ROI
Prove Your ROI
Prove Your ROI
Metric Baseline Uplift
Hard Bounces 0.3% 0.27%
Unsubscribes 0.125% 0.113%
Complaints 0.075% 0.068%
Disaffection Index 0.50% 0.45%
Metric Baseline Uplift
List Size 1,000,000 1,000,000
Sends Per Annum 104 104
Total Emails Sent 104,000,000 104,000,000
List Churn 520,000 468,000
CLV of Address $8 $8
Depreciation $4.16M $3.74M
Effectiveness & ROI The Disaffection Index
Effectiveness & ROI Brand Value
• Companies are spending . . . 38% of their
total marketing budgets on digital
• On average, 12% of digital marketing
budgets are allocated to email
• Almost $4 in every $10 spent on digital . . .
has a brand-focused objective
• An email program that supports a $10M
brand is likely contributing ± $200K
Sources: Marketing Charts /eMarketerSource: Econsultancy Marketing Budgets Report 2015
Effectiveness & ROI External Measurements
Strategies to Grow
Email ROI
Source: DMA National Client Email Report 2015
Discounts are the
single biggest
reason subscribers
sign up to receive
emails (38%)
Strategies to Grow Email ROI
List Growth
Source: DMA Response Rate Report 2015
Strategies to Grow Email ROI List Growth
Source: Fastmap Consumer Attitudes to Data
Strategies to Grow Email ROI List Growth
Source: DMA National Client Email Report 2015
Strategies to Grow Email ROI List Growth
Source: RP Labs Frequency Finder
Strategies to Grow Email ROI List Growth
Source: Experian Marketing Services - 4 Tips to Smarter Email Marketing
Source % Primary % Secondary Dead
A 17% 60% 23%
B 18% 59% 23%
C 8% 30% 62%
D 11% 44% 45%
E 39% 43% 18%
F 19% 64% 17%
Revenue
$7,520
$7,600
$3,680
$5,280
$9,680
$8,160
Strategies to Grow Email ROI
Get Delivered
IP Address
Permanence
Spam
Complaints
Unknown
Users
Infrastructure
Spam Traps
Subscriber
Engagement
Strategies to Grow Email ROI Get Delivered
Source: Return Path Case Study Red Letter Days
Strategies to Grow Email ROI
Frequency Optimization
Prove Your ROI
Strategies to Grow Email ROI Frequency
Optimization
Source: E-Mail Tipps - What’s your best email frequency? Here’s the math
: Mailchimp - Sending Frequency: More Is Not Always Better!
Strategies to Grow Email ROI
Triggered Emails
Strategies to Grow Email ROI Triggered Emails
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”
Strategies to Grow Email ROI Triggered Emails
Source: RP Labs Strategy Mapper
Source: SFMC State of Marketing Report 2015
Strategies to
Grow Email ROI
Win-Back
Strategies to Grow ROI Email Win-Back
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.
Source: Experian Marketing Services – 4 Tips to Smarter Email Marketing
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
“The overall Read
rate for win-back
emails was 14%”
Strategies to Grow Email ROI Win-Back
Strategies to
Grow Email ROI
Think Mobile
Strategies to Grow Email ROI Think Mobile
Source: Yesmail
Emails that make
use of responsive
design techniques
see an average
uplift in click-to-
open rates of 21%
for mobile
subscribers
Strategies to Grow Email ROI Think Mobile
Source: Knotice
Strategies to Grow
Email ROI
Eliminate Fraud
Strategies to Grow Email ROI Eliminate Fraud
Source: Return Path EFP Security Report
Strategies to Grow Email ROI Eliminate Fraud
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
Resources
• Return Path Placement Benchmarks
• Return Path Email Win-Back Programs
• Return Path EFP Security Report
• DMA (UK) Email Tracking Report 2014
• DMA (UK) National Client Email Report 2015
• DMA (US) Response Rate Report 2015
• Econsultancy Email Marketing Industry Census 2014
• Econsultancy Marketing Budgets Report 2015
• Econsultancy Cross-Channel Marketing Report 2014
• Experian Marketing Services Quarterly Email Benchmark Report Q1 2015
• Experian Marketing Services 4 Tips to Smarter Email Marketing
• Salesforce Marketing Cloud State of Marketing Report 2015
• Epsilon Q3 2014 Email Trends & Benchmarks
• Fastmap Consumer Attitudes to Data
Prove Your ROI:
Measuring Performance to
Maximize Email Investment
Guy Hanson
 guy.hanson@returnpath.com
 www.returnpath.com
uk.linkedin.com/in/guyhanson
@GuyHanson, @ReturnPath

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Prove Your ROI

  • 1. Prove Your ROI: Measuring Performance to Maximize Email Investment Guy Hanson  guy.hanson@returnpath.com  www.returnpath.com uk.linkedin.com/in/guyhanson @GuyHanson, @ReturnPath
  • 3. Source: DMA National Client Email Report 2015 90% of program owners said email marketing performs a very important / important strategic role for their businesses
  • 4. Source: DMA Response Rate Report 2015 82% of marketing programs employ email for promotional campaigns
  • 5. Source: DMA Response Rate Report 2015 Almost 2/3 of marketing budget holders will be increasing their email spend in 2015
  • 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: Econsultancy Email Marketing Industry Census 2014 3 out of every 5 respondents attribute at least 10% of total sales to their email programs
  • 8. Source: DMA Response Rate Report 2015 When house lists are used, email has the lowest Cost per Acquisition (CPA) of the media types in this study
  • 9. 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 the media investigated in this study
  • 10. Source: Econsultancy Email Marketing Industry Census 2014 66% of email program owners rank email as Excellent or Good for ROI effectiveness
  • 12. “If you can’t measure it, you can’t manage it” Peter Drucker
  • 13. Source: Econsultancy Marketing Budgets Report 2015 2 out of every 5 email program owners rate their ability to measure ROI from email as Good . . .
  • 14. Source: DMA National Client Email Report 2015 . . . but almost 50% aren’t confident they can calculate revenue from their email marketing activities . . .
  • 15. Source: Econsultancy Marketing Budgets Report 2015 . . . and the inability to measure ROI is the third largest barrier to securing digital investment
  • 16. What are the key metrics you use to evaluate effectiveness of your email programs? DMA National Client Email Report 2015 Source: SFMC State of Marketing Report 2015
  • 18. 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!
  • 19. “Does the majority of your email marketing revenue and engagement come from triggered emails? Anecdotally, marketers tend to hit this mile- marker when more than 5% of their email volume is triggered emails” Source: Mediapost,
  • 20. Source: DMA National Client Email Report 2015 Driving sales, acquisition, and lead generation is the primary objective for 54% of email programs Engagement, retention, and brand awareness accounts of a further 40%
  • 21. 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% 3 years ago
  • 22. 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
  • 23. 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
  • 25. Source: DMA Response Rate Report 2015
  • 30. Metric Baseline Uplift Hard Bounces 0.3% 0.27% Unsubscribes 0.125% 0.113% Complaints 0.075% 0.068% Disaffection Index 0.50% 0.45% Metric Baseline Uplift List Size 1,000,000 1,000,000 Sends Per Annum 104 104 Total Emails Sent 104,000,000 104,000,000 List Churn 520,000 468,000 CLV of Address $8 $8 Depreciation $4.16M $3.74M Effectiveness & ROI The Disaffection Index
  • 31. Effectiveness & ROI Brand Value • Companies are spending . . . 38% of their total marketing budgets on digital • On average, 12% of digital marketing budgets are allocated to email • Almost $4 in every $10 spent on digital . . . has a brand-focused objective • An email program that supports a $10M brand is likely contributing ± $200K Sources: Marketing Charts /eMarketerSource: Econsultancy Marketing Budgets Report 2015
  • 32. Effectiveness & ROI External Measurements
  • 34. Source: DMA National Client Email Report 2015 Discounts are the single biggest reason subscribers sign up to receive emails (38%)
  • 35. Strategies to Grow Email ROI List Growth
  • 36. Source: DMA Response Rate Report 2015 Strategies to Grow Email ROI List Growth
  • 37. Source: Fastmap Consumer Attitudes to Data Strategies to Grow Email ROI List Growth Source: DMA National Client Email Report 2015
  • 38. Strategies to Grow Email ROI List Growth Source: RP Labs Frequency Finder
  • 39. Strategies to Grow Email ROI List Growth Source: Experian Marketing Services - 4 Tips to Smarter Email Marketing Source % Primary % Secondary Dead A 17% 60% 23% B 18% 59% 23% C 8% 30% 62% D 11% 44% 45% E 39% 43% 18% F 19% 64% 17% Revenue $7,520 $7,600 $3,680 $5,280 $9,680 $8,160
  • 40. Strategies to Grow Email ROI Get Delivered
  • 42. Strategies to Grow Email ROI Get Delivered Source: Return Path Case Study Red Letter Days
  • 43. Strategies to Grow Email ROI Frequency Optimization
  • 45. Strategies to Grow Email ROI Frequency Optimization Source: E-Mail Tipps - What’s your best email frequency? Here’s the math : Mailchimp - Sending Frequency: More Is Not Always Better!
  • 46. Strategies to Grow Email ROI Triggered Emails
  • 47. Strategies to Grow Email ROI Triggered Emails 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”
  • 48. Strategies to Grow Email ROI Triggered Emails Source: RP Labs Strategy Mapper
  • 49. Source: SFMC State of Marketing Report 2015
  • 50. Strategies to Grow Email ROI Win-Back
  • 51. Strategies to Grow ROI Email Win-Back 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.
  • 52. Source: Experian Marketing Services – 4 Tips to Smarter Email Marketing 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 “The overall Read rate for win-back emails was 14%” Strategies to Grow Email ROI Win-Back
  • 53. Strategies to Grow Email ROI Think Mobile
  • 54. Strategies to Grow Email ROI Think Mobile Source: Yesmail Emails that make use of responsive design techniques see an average uplift in click-to- open rates of 21% for mobile subscribers
  • 55. Strategies to Grow Email ROI Think Mobile Source: Knotice
  • 56. Strategies to Grow Email ROI Eliminate Fraud
  • 57. Strategies to Grow Email ROI Eliminate Fraud Source: Return Path EFP Security Report
  • 58. Strategies to Grow Email ROI Eliminate Fraud
  • 59. 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
  • 60. Resources • Return Path Placement Benchmarks • Return Path Email Win-Back Programs • Return Path EFP Security Report • DMA (UK) Email Tracking Report 2014 • DMA (UK) National Client Email Report 2015 • DMA (US) Response Rate Report 2015 • Econsultancy Email Marketing Industry Census 2014 • Econsultancy Marketing Budgets Report 2015 • Econsultancy Cross-Channel Marketing Report 2014 • Experian Marketing Services Quarterly Email Benchmark Report Q1 2015 • Experian Marketing Services 4 Tips to Smarter Email Marketing • Salesforce Marketing Cloud State of Marketing Report 2015 • Epsilon Q3 2014 Email Trends & Benchmarks • Fastmap Consumer Attitudes to Data
  • 61. Prove Your ROI: Measuring Performance to Maximize Email Investment Guy Hanson  guy.hanson@returnpath.com  www.returnpath.com uk.linkedin.com/in/guyhanson @GuyHanson, @ReturnPath

Editor's Notes

  1. Strategic importance of email 2014 (54% very important, 36% important, 4% neither, 3% unimportant, 3% very unimportant) 2013 (29% very important, 47% important, 14% neither, 5% unimportant, 6% very unimportant)
  2. Email is widely utilised Email 82% (83% in 2012) Direct Mail 50% (79% in 2012) Social Media 34% Paid Search 30% (48% in 2012) Online Display 29% (32% in 2012) Telephone 17% (32% in 2012) Mobile 10% (11% in 2012) Email (63% increase, 33% same, 4% decrease) Direct Mail (36% increase, 46% same, 18% decrease) Online Display (47% increase, 36% same, 17% decrease) Telephone (57% increase, 39% same, 4% decrease) Paid Search (62% increase, 33% same, 5% decrease) Social Media (64% increase, 30% same, 6% decrease) Mobile (73% increase, 23% same, 4% decrease)
  3. Email is widely utilised Email 82% (83% in 2012) Direct Mail 50% (79% in 2012) Social Media 34% Paid Search 30% (48% in 2012) Online Display 29% (32% in 2012) Telephone 17% (32% in 2012) Mobile 10% (11% in 2012) Email (63% increase, 33% same, 4% decrease) Direct Mail (36% increase, 46% same, 18% decrease) Online Display (47% increase, 36% same, 17% decrease) Telephone (57% increase, 39% same, 4% decrease) Paid Search (62% increase, 33% same, 5% decrease) Social Media (64% increase, 30% same, 6% decrease) Mobile (73% increase, 23% same, 4% decrease)
  4. Unless they use holdout tests, organisations often underestimate the volume of sales attributable to email marketing. Consumer research tells us that many people respond to email in a way that is not typically captured in email campaign reports. For example, subscribers might be prompted to visit the website directly without clicking on a link. They might keep the information in mind for a later website visit, or respond offline. Which is why retailers can see a post-email spike in sales from subscribers who aren’t recorded as having opened or clicked on the message. And that’s before we get into the long-term email impacts on branding and awareness. (Mark Brownlow).
  5. “Email ROI is the highest surveyed. Email retains the top spot in terms of the number or organizations that report using it. Compared to the 2012 study, its usage is holding steady. Part of the reason behind the continuing popularity of email must be its Return on Investment (ROI), which is the highest of the media investigated in this study. No doubt the higher ROI is in large part due to the low cost of using email. When house lists are used, email has the lowest Cost per Acquisition (CPA) of the media types in this study.”
  6. SEO/Organic Search (Excellent=27%, Good=46%, Average=23%, Poor=4%) Email Marketing (Excellent=22%, Good=44%, Average=27%, Poor=7%) PPC/Paid Search (Excellent=18%, Good=45%, Average=25%, Poor=12%) Content Marketing (Excellent=16%, Good=42%, Average=32%, Poor=11%) Affiliate Marketing (Excellent=8%, Good=36%, Average=32%, Poor=23%) Social Media (Excellent=7%, Good=28%, Average=35%, Poor=30%) Offline Direct Marketing (Excellent=6%, Good=33%, Average=36%, Poor=25%) Mobile Marketing (Excellent=4%, Good=31%, Average=40%, Poor=24%) Online Display Advertising (Excellent=4%, Good=30%, Average=40%, Poor=26%)
  7. Paid Search/PPC (Good=52%, Okay=35%, Poor=13%) Email Marketing/Acquisition (Good=44%, Okay=41%, Poor=15%) Email Marketing/Retention (Good=39%, Okay=42%, Poor=19%) Lead Generation (Good=37%, Okay=45%, Poor=18%) SEO/Natural Search (Good=35%, Okay=43%, Poor=22%) Affiliate Marketing (Good=32%, Okay=42%, Poor=26%) Display Advertising/Acquisition (Good=30%, Okay=44%, Poor=27%) Marketing Analytics (Good=24%, Okay=54%, Poor=23%) Webinars/Virtual Events (Good=24%, Okay=43%, Poor=34%) Data Management (Good=23%, Okay=47%, Poor=31%)
  8. Lack of understanding about digital (48%) Company culture (43%) Inability to measure ROI (39%) Restricted budget for all types of marketing (36%) Lack of staff to make the most of any digital investment (31%) Reliance on traditional marketing (23%) Lack of business case/case studies around digital (21%)
  9. Targeted email to specific segments (2012 = 30%, 2013 = 39%, 2014 = 36%) Emails to different segments across the whole list (2012 = 25%, 2013 = 21%, 2014 = 22%) Activity-based triggers (2012 = 13%, 2013 = 11%, 2014 = 18%) Unsegmented email to whole list (2012 = 23%, 2013 = 23%, 2014 = 14%) Lifecycle-based triggers (2012 = 6%, 2013 = 6%, 2014 = 12%)
  10. Sales = 26% Engagement = 22% Acquisition = 16% Lead generation = 12% Retention = 11% Bran awareness = 7% Other = 5%
  11. Click-through from email (2012 – 64%, 2014 – 48%) Go to website via another route (2012 – 22%, 2014 – 35%) Go to comparison website (2012 – 14%, 2014 – 15%) Go to social network blog (2012 – 5%, 2014 – 5%) Go to shop (2012 – 27%, 2014 – 30%) Call the company (2012 – 6%, 2014 – 5%) Save email for later (2012 – 55%, 2014 – 45%) Bear information in mind for later (2012 – 40%, 2014 – 38%)
  12. Read subject line and ignore (2013 = 28%, 2014 = 28%) Read subject line and delete (2013 = 38%, 2014 = 39%) Read subject line, open & keep (2013 = 20%, 2014 = 27%) Read subject line, open & delete (2013 = 37%, 2014 = 40%)
  13. Don’t recognise sender (2013 = 44%, 2014 = 49%) Too many emails (2013 = 38%, 2014 = 36%) Don’t remember signing up (2013 = 36%, 2014 = 35%) Content/brand no longer relevant (2013 = 27%, 2014 = 27%) Bad customer experience (2013 = 20%, 2014 = 19%) Don’t like the brand (2013 = 16%, 2014 = 17%) Loss of trust in the brand (2013 = 13%, 2014 = 15%) Unsubscribe mechanism too hard (2013 = 10%, 2014 = 13%) Not marked any as spam recently (2013 = 11%, 2014 = 10%) Lack of time to go through opt out process (2013 = 9%, 2014 = 8%)
  14. Discounts (e.g. £/$ off) – 38% Free samples/gifts – 35% Discounts (e.g. % off) – 33% Free delivery – 33% Loyalty programs – 26% Competitions – 26%
  15. One aspect of the Best-in-Class programs that does not necessarily hold true for all email programs is that the very high levels of subscriber engagement mean that more emails can be sent without damaging engagement metrics. In the chart above frequency has been classified as Low (1 email per week), Medium (2-3 emails per week) and high (4 or more emails per week). It can be seen that Read Rates are greater for the Medium and High segments, while ISP-Marked Spam rates decrease as frequency increases. This behaviour is atypical of more regular email campaigns, and reflects the highly engaged nature of the subscribers who receive these emails.
  16. Quick overview: - Talk about making sure IP addresses are properly warmed. - Infrastructure is often first thing ISP knows about a sender. - Do people actually want to receive email from the sender? - How well maintained is the list? - What’s their list hygiene like, are they removing old and unknown addresses? - How do people actually interact with the email, are they showing signs of engagement with the brand? Guy will cover this in more detail shortly.
  17. Welcome (very effective/effective = 72%, somewhat effective = 21%, not effective/don’t know = 5%, using/planning to use = 29%) Post-purchase (very effective/effective = 67%, somewhat effective = 25%, not effective/don’t know = 6%, using/planning to use = 28%) Re-engagement (very effective/effective = 63%, somewhat effective = 26%, not effective/don’t know = 9%, using/planning to use = 33%) Win-back (very effective/effective = 64%, somewhat effective = 26%, not effective/don’t know = 8%, using/planning to use = 30%) Birthday (very effective/effective = 75%, somewhat effective = 21%, not effective/don’t know = 6%, using/planning to use = 24%) Anniversary (very effective/effective = 74%, somewhat effective = 18%, not effective/don’t know = 7%, using/planning to use = 23%) Browse retargeting (very effective/effective = 73%, somewhat effective = 20%, not effective/don’t know = 5%, using/planning to use = 30%) Abandoned cart (very effective/effective = 72%, somewhat effective = 20%, not effective/don’t know = 5%, using/planning to use = 22%)
  18. Meaningful call-to-action offer (65% - most effective, 35% most difficult) List segmentation for targeting (47% - most effective, 41% most difficult) Message personalization (42% - most effective, 31% most difficult) Testing & optimization (35% - most effective, 31% most difficult) Mobile friendly design (33% - most effective, 17% most difficult) Triggered campaigns (22% - most effective, 32% most difficult) Video email (10% - most effective, 28% most difficult) Social sharing (6% - most effective, 20% most difficult)