The document discusses email marketing strategies and trends. It highlights that email volume is growing, email drives purchases for 66% of consumers, and email marketing can yield a 222% ROI. It also notes that many marketers are drowning in email data and need help futureproofing their marketing and understanding how to best leverage email data insights. The document promotes the services of Return Path in helping marketers unlock value from their email data and improve campaign performance through tools like domain certification and send frequency optimization.
How to keep_your_lists_clean_and_improve_deliverabilityReturn Path
How to Keep Your Lists Clean and Improve Deliverability
Ideally, your email list would be populated exclusively with the email addresses of people who are actively engaged with your brand and want to receive your emails. However, this is impossible to achieve if your list is comprised of invalid, unverified email addresses. Mistakes happen, people mistype email addresses. But this can lead to increased bounces, which can have a tremendous impact on your deliverability.
Mailbox providers monitor the addresses to which you are sending and will filter or ultimately block your mail if you send to invalid addresses and experience high bounce rates. So what can you do to ensure you maintain a high quality list and inbox placement?
In this webinar, you will learn:
• The importance of maintaining a clean and validated subscriber list
• How to monitor your unknown user rates to gauge your list quality
• Why cleaning your list at point of capture can have a big impact on deliverability
• How Real-Time Email Validation can help ensure you send only to verified subscribers and beat the bounce for good
How to keep_your_lists_clean_and_improve_deliverabilityReturn Path
How to Keep Your Lists Clean and Improve Deliverability
Ideally, your email list would be populated exclusively with the email addresses of people who are actively engaged with your brand and want to receive your emails. However, this is impossible to achieve if your list is comprised of invalid, unverified email addresses. Mistakes happen, people mistype email addresses. But this can lead to increased bounces, which can have a tremendous impact on your deliverability.
Mailbox providers monitor the addresses to which you are sending and will filter or ultimately block your mail if you send to invalid addresses and experience high bounce rates. So what can you do to ensure you maintain a high quality list and inbox placement?
In this webinar, you will learn:
• The importance of maintaining a clean and validated subscriber list
• How to monitor your unknown user rates to gauge your list quality
• Why cleaning your list at point of capture can have a big impact on deliverability
• How Real-Time Email Validation can help ensure you send only to verified subscribers and beat the bounce for good
What You Should Do Before Becoming Data Drivendigital-tonic
Everyone knows data is important yet not everyone knows how to understand the meaning behind this data. The slidedeck is from a talk given about how to get a better understanding of your data.
This unique geo-location technology produces a highly accurate customer profile which allows our clients to place advertisements directly on an individual computer by utilizing only that individual's home/business address.
Recent dealer chat webinar presentation for DealersEdge covering how to leverage live chat at your dealership to actively engage and sell more dealership website shoppers. Car chat is fast becoming the best way to connect with shoppers while they are on your website.
How to remove net.portalsepeti.com pop upcoseanonans
Are you annoyed by a terrible trouble that your start page of Mozilla Firefox or Google Chrome has been replaced by Net.portalsepeti.com? What should you do when you are encountering such situation and can not get rid of the unexpected pop up ads and random redirection when you are searching information on the internet?
"The staff was so great when I was renting here, but I haven't heard from them since! And now they want me to renew my lease?" This webinar will provide insights and strategies you can implement today to increase resident retention, boost net operating income, and minimize dissatisfaction in surprisingly easy ways!
This was a free webinar originally recorded on July 21st at 2pm ET (11am PT), where you will learn:
* How to tweak your leasing presentation to demonstrate value for each individual prospect
* What one maintenance turnover practice to implement to achieve the perfect move-in experience
* Who really sets the stage for successful service request resolution
* When to check in with your residents to dramatically increase renewal likelihood
-----------------------------------------------------------------------------------
Since the mid 1980s Doug Miller, President of SatisFacts Research, has been involved with the marketing, research and training functions for over one million units nationwide. Doug is the multifamily industry's leading authority on resident satisfaction research and retention - surveying hundreds of thousands of residents nationally to determine what is impacting satisfaction and the likelihood to renew...and how to use this information to reduce controllable turnover.
Jen Piccotti, VP - Consulting Services Group, has over a decade of resident loyalty and process efficiency experience. A noted author and keynote speaker in the multifamily industry, she has served as chair of the Service Quality Division for the American Society for Quality (ASQ), and has been MC for their Annual Service Quality Conference for several years running.
This webinar would not be possible without the support of our amazing sponsors, Property Solutions and CallSource!
The Good, the Bad and the Ugly of Networking for Microservices by Mathew Lodg...Docker, Inc.
Ugly connectivity challenges in your development and production environments.
The good: Advances in container networking in the past year, including the emergence of “Micro SDNs” as the way to simplify Docker deployments
The bad: Understanding live network behavior and troubleshooting
The ugly: Multicast, security, robustness and resiliency at scale
In this talk you will learn how to weave Dockerized microservices together without tying yourself in knots or putting your head in a noose. You’ll learn how to effectively use micro SDNs, service discovery and request routing. You'll also see how to solve the bad and the ugly connectivity challenges in your development and production environments.
RPWT Sydney Summary - Using Data to Connect with CustomersReturn Path
In today’s digital age it is important to discover how your company and trusted brands can use data to stand out in an increasingly competitive marketplace. Return Path will show you the latest in how our data can work to promote and protect your brand.
What You Should Do Before Becoming Data Drivendigital-tonic
Everyone knows data is important yet not everyone knows how to understand the meaning behind this data. The slidedeck is from a talk given about how to get a better understanding of your data.
This unique geo-location technology produces a highly accurate customer profile which allows our clients to place advertisements directly on an individual computer by utilizing only that individual's home/business address.
Recent dealer chat webinar presentation for DealersEdge covering how to leverage live chat at your dealership to actively engage and sell more dealership website shoppers. Car chat is fast becoming the best way to connect with shoppers while they are on your website.
How to remove net.portalsepeti.com pop upcoseanonans
Are you annoyed by a terrible trouble that your start page of Mozilla Firefox or Google Chrome has been replaced by Net.portalsepeti.com? What should you do when you are encountering such situation and can not get rid of the unexpected pop up ads and random redirection when you are searching information on the internet?
"The staff was so great when I was renting here, but I haven't heard from them since! And now they want me to renew my lease?" This webinar will provide insights and strategies you can implement today to increase resident retention, boost net operating income, and minimize dissatisfaction in surprisingly easy ways!
This was a free webinar originally recorded on July 21st at 2pm ET (11am PT), where you will learn:
* How to tweak your leasing presentation to demonstrate value for each individual prospect
* What one maintenance turnover practice to implement to achieve the perfect move-in experience
* Who really sets the stage for successful service request resolution
* When to check in with your residents to dramatically increase renewal likelihood
-----------------------------------------------------------------------------------
Since the mid 1980s Doug Miller, President of SatisFacts Research, has been involved with the marketing, research and training functions for over one million units nationwide. Doug is the multifamily industry's leading authority on resident satisfaction research and retention - surveying hundreds of thousands of residents nationally to determine what is impacting satisfaction and the likelihood to renew...and how to use this information to reduce controllable turnover.
Jen Piccotti, VP - Consulting Services Group, has over a decade of resident loyalty and process efficiency experience. A noted author and keynote speaker in the multifamily industry, she has served as chair of the Service Quality Division for the American Society for Quality (ASQ), and has been MC for their Annual Service Quality Conference for several years running.
This webinar would not be possible without the support of our amazing sponsors, Property Solutions and CallSource!
The Good, the Bad and the Ugly of Networking for Microservices by Mathew Lodg...Docker, Inc.
Ugly connectivity challenges in your development and production environments.
The good: Advances in container networking in the past year, including the emergence of “Micro SDNs” as the way to simplify Docker deployments
The bad: Understanding live network behavior and troubleshooting
The ugly: Multicast, security, robustness and resiliency at scale
In this talk you will learn how to weave Dockerized microservices together without tying yourself in knots or putting your head in a noose. You’ll learn how to effectively use micro SDNs, service discovery and request routing. You'll also see how to solve the bad and the ugly connectivity challenges in your development and production environments.
RPWT Sydney Summary - Using Data to Connect with CustomersReturn Path
In today’s digital age it is important to discover how your company and trusted brands can use data to stand out in an increasingly competitive marketplace. Return Path will show you the latest in how our data can work to promote and protect your brand.
96% of Email Campaigns Fail - Don't Let Yours Be One of ThemReturn Path
No channel can match email's ROI, and yet email marketers routinely leave money on the table by failing to fully optimize their campaigns.
Guest Speaker, Forrester Research's Shar VanBoskirk and Return Path's Scott Roth will present the state of email marketing today and outline the common failures that prevent the majority of email marketing efforts from delivering their full potential. Gilt City’s Director of CRM and Email Marketing James DeStefano will discuss how multi-dimensional email data helped his company develop and optimize a highly innovative email program to build and grow a popular consumer brand.
From reaching the right audience to identifying the right message and finding the right time to send, this webinar will give attendees the tools they need to begin optimizing their campaigns and benchmarking their programs to drive better customer relationships, greater response, and increased revenue.
Email Marketing Metrics That Matter WebinarSilverpop
In this 60-minute Webinar, you'll learn the difference between process and output metrics, gain insight in how to more effectively communicate email success to management, examples of how to use metrics to drive email improvement, the impact of social media on email metrics and discover how one marketer measures and communicates email success. Will Stacy, director of marketing for Santander Consumer USA / Drive®, will explore key metrics and sample emails that are delivering substantial results, such as reduced call center volume, increased data quality, lower customer communication costs and increased online customer payments.
How to Get the Most Out of Your Email CampaignSparkPost
Email marketing continues to be the foundation of the digital marketing toolkit, yet marketers could still use the medium more effectively. In fact, 96% of campaigns evaluated failed Forrester’s email user experience best practices review.*
If you are sending more and more emails, but are not seeing corresponding increases in engagement and revenue, you could be losing out on a golden opportunity to benefit from email marketing’s high success rates.
Attend this Webinar to learn:
• Current consumer attitudes toward email marketing
• How marketers can respond to end user needs
• Where existing email programs fall short
• How to increase engagement and ROI
*Source: The Best And Worse Of Email Marketing, Forrester Research, Inc., June 20, 2014
Featuring guest speaker Shar VanBoskirk of Forrester Research and Jose Santa Ana of Message Systems
Practical marketing automation from BMANEO eventBMANEO
Rick Neiman presents Avery Dennison’s road map to Marketing Automation--one that took them to the intersection of content management and lead generation.
As inboxes get more crowded, your jobs, as email marketers, get harder and harder. How can you make sure your email campaign will stand out in your subscribers’ inboxes? Recent studies have found that increasing subscriber engagement is a top priority for the majority of email marketers in 2014. This webinar addresses this important topic and shows you how you can use Return Path’s Inbox Insight to stand out in the inbox. It covered how to use consumer and competitive data to see what drives the best engagement. We also showed you how to apply these tactics to your own program via real life success stories and examples.
How to Market to, Sell and Service the Connected Consumer and Grow Your Busin...asTech
The version of How to Market to, Sell and Service Today's Connected Consumer was presented to the AKZO Acoat group at the Northeast Experts event on May 5, 2016.
Similar to Return Path World Tour Keynote - New York (20)
The Hidden Metrics of Email Deliverability WebinarReturn Path
Are your marketing emails ending up in the spam folders at Gmail, Yahoo or Outlook.com? It could be due to subscriber engagement. Check our webinar to learn about the engagement metrics mailbox providers use - and don’t use - to determine if an email should be delivered to the inbox or spam folder.
Increase Open Rates by Sending at the Best TimeReturn Path
When is the best time for your customers to receive your email? When they are in their inbox.
Return Path’s Send Time Optimization helps you accomplish this by pinpointing the best time to connect with each individual on your subscriber list -- and easily segments your list accordingly.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
10. #RPWT#RPWT
2.5 billion+
Mailboxes in the
provider cooperative
2.5 million+
Consumers
in the end-user panel
50 billion+
Messages
scanned and parsed
The Return Path
Data Platform
We curate exclusive
information and
translate it into
unexpected insights,
empowering clients and
partners to make great
decisions.
37. #RPWT#RPWT
• They don't whitelist, they're on a shared
IP
• Apply for public whitelist, if even
available
• Fill out whitelist requests for every new
IP address
• Hope they remain whitelisted
• They don't whitelist. "We don't need it,
we have a great reputation.”
How Marketers Handle Whitelisting
38. #RPWT
Domain Certification
With the addition of Domain Certification, senders can
now receive benefits at the domain level.
Why is this important?
• Domain Certification allows senders on shared IP
addresses to become certified
• Major mailbox providers are now making filtering
decisions based on domain reputation
41. #RPWT
Significant drop in
deliverability leading
up to Black Friday
And again on
Cyber Monday
Significant drop in
deliverability leading
up to Black Friday
And again on
Cyber Monday
Industry: Deals and Rewards
42. #RPWT
Certification Benefits
Get unique data insights
directly from mailbox
providers
Continual monitoring to
ensure you stay in
compliance
Reduced volume filtering
and throttling
44. #RPWT#RPWT
“Return Path Certification makes it possible for us
to know that we are reaching our subscribers. We
are able to see where we have gaps in delivery,
which allows us to be much more certain our email
is ending up in the inbox rather than the spam
folder”.
Kevin Conroy
Chief Product Officer
GlobalGiving
46. #RPWT#RPWT
Common Questions
Am I sending
too much?
Am I sending
enough?
How many
subscribers could
be saved?
What are the
consequences?
47. #RPWT
Under-sending causes:
• Missed open, click, and
revenue opportunities
• Low inbox presence vs.
competition
Consequences of Mismanaging Frequency
Over-sending causes:
• Reduced engagement and
subscriber tune out
• High complaints and
unsubscribes
• Poor inbox placement
Under-sending + Over-sending = Sub-optimal lifetime value
48. #RPWT#RPWT
• Ignored completely
• One-size-fits-all suppression policy
based on recency of engagement
• Long testing cycles
• Inconclusive results
How It’s Done Today
49. #RPWT
Not all subscribers want to
receive email at the same
frequency.
Preferences depend on:
• Length of brand relationship
• Types of content / mail streams
• Personal habits and preferences
• Seasonality
• And many more factors…
One Size Does NOT Fit All
50. #RPWT
Customer Scenario
Historical Metrics
Avg. Promo Campaign Frequency 4 times per week
Total List Size 3,000,000
Avg. Campaign Unsubscribe Rate 0.13%
Total Annual Unsubscribes 811,000
What is your save rate?
51. #RPWT
Every subscriber has an “ideal” frequency
based on how often they received emails
in the past and on the following
behaviors.
• Opens, Clicks, Conversions
• Complaints, Unsubscribes
• Interaction with other brands
Subscriber-level Analysis
52. #RPWT
For all possible frequency options, Return
Path predicts each subscriber’s:
• Likelihood to engage
• Likelihood to unsubscribe
Then we find the frequency that best
balances the two.
Balance Risk and Reward
53. #RPWT
Data Inputs
Historical subscriber
behavior data
Overlay behavior of
subscribers from
Consumer Network
Frequency
Recommendations
Reinforcement
Learning Model
New
Subscribers
Seasonal
Changes
Behavior
Changes
Overlay behavior of
subscribers from
Data Co-op
Solution Framework
54. #RPWT
Use Case
Retailer’s current high frequency caused:
• Low engagement rates
• High unsubscribes and complaints
• High sending costs
Challenges with reducing frequency:
• Across-the-board reduction in frequency hurt revenue
• Limited time to develop in-house solution
Solution:
• Custom frequency recommendations
• Four-week test
Transition slide showing speaker and title to bridge between RPWT Welcome and the 2020 content
There has never been a better time to be in the email business.
After 45 years, email is still central to people’s lives. There are more than 4.35 billions email accounts in the world.
Email is consumers’ preferred channel for interaction with brands. 72% say that email is their favored method of communication with companies they do business with.
And it shows no sign of slowing down. In fact...
[BUILDS AUTOMATICALLY NO CLICKS NEEDED]
Email volume is growing! Daily email volumes have grown about 4.6% every year, and are expected to grow from 215 billion emails sent and received today to 258 billion emails sent and received by 2020.
[CHARTS BUILD AUTOMATICALLY NO CLICKS NEEDED]
And most importantly, email gets results.
- Marketers report an average of 222% ROI on their email programs—more than any other channel.
- 66% of consumers have made a purchase as a direct result of an email marketing message.
- And email drives nearly 20% of all ecommerce sales, up from 17% in 2015.
Oh, and just for comparison — social accounts for only 2% of online sales. Keep that in mind when you’re talking to your boss about increasing your budget for next year.
[BUILDS AUTOMATICALLY NO CLICKS NEEDED]
What are email marketers thinking about today?
Reaching more people.
Cutting through the noise.
Connecting with customers on a deeper level.
Improving deliverability.
Increasing conversions.
Keeping up with technology.
Performing better with limited resources.
[BUILDS AUTOMATICALLY NO CLICKS NEEDED]
What is the key to helping marketers accomplish all of these goals? Data.
But at the same time, businesses are drowning in data. It’s a matter of finding the right data, identifying tools that can distill this data into actionable insights, and then using those insights to make smart business decisions. And we all know that’s a tall order.
[BUILDS AUTOMATICALLY NO CLICKS NEEDED]
In the future, marketers will worry about the same things. They will still struggle to keep up with the pace and of technological changes and worry about the performance of their email programs,
In fact, these problems will be compounded. In 2020, businesses will face an influx of even more data. Technological changes will occur even faster and marketing teams will have a harder time adapting. And marketing teams will still worry about increasing open and clickthrough rates, growing their lists, improving deliverability, and optimizing conversions.
But it is possible today for marketers to futureproof their marketing programs. How? 67% of marketers believe data analytics and insight is the most critical for success by 2020. Marketers will need to move from being data-blind to being data smart. When data is not used intelligently, it can result in making bad decisions with high confidence.
[BUILDS AUTOMATICALLY NO CLICKS NEEDED]
The inbox is a nearly limitless source of data. With visibility into a single consumer’s inbox, you’d have unprecedented insight into their lives—which brands they trust, where they shop, what they buy, where they travel… Now imagine having visibility into not one, but millions of consumer inboxes. That’s the power of email data.
[BUILDS AUTOMATICALLY NO CLICKS NEEDED]
At Return Path, we analyze the world’s largest and most diverse collection of email data to help email marketers and organizations be “data smart.” In just the past year, we’ve analyzed and categorized the reputations of trillions of IP addresses. We curate this exclusive information and translate it into unexpected insights, empowering our clients and partners to make great business decisions.
Here are a few things we what found when analyzing all those emails.
[BUILDS AUTOMATICALLY NO CLICKS NEEDED]
Not surprisingly, most email senders have poor reputations, which resulted in nearly all of their email being classified as spam or blacklisted. Using Sender Score, Return Path’s scoring system that represents an email sender’s overall reputation, we can see that that email providers do a really good job of rejecting the bad stuff. Senders with a Sender Score of 80 or below only had 16% of their emails delivered.
And while email providers are doing a great job of stopping spam from reaching our inboxes, emails that people sign up for and actually want—these are the emails that all of you in the audience are sending—are often the casualties in the war on spam. Analyzing trillions emails to find the the good stuff in a sea of spam can be like looking for a needle in a stack of needles.
[BUILDS AUTOMATICALLY NO CLICKS NEEDED]
[Statement: On average, 24% of promotional emails land in spam or get blocked] (Dave - rather than this statement on the slide, can we just include 24% on the page with some design indicating it’s spam folder placement?)
The problem is so bad that, on average, 24% of promotional emails were filtered to spam or blocked in according to our 2016 Deliverability Benchmark report. In a potentially concerning trend, we found that deliverability rates declined every quarter over the past year. Part of this decline is due to engagement spam filtering. To find the emails that people want, email providers train their filters to look for signals from subscribers—things like whether they are opening the message, replying to it, or deleting it without ever opening it or marking it as spam. Without the right data or solution, engagement filtering makes it more difficult for email marketers to resolve deliverability issues.
[BUILDS AUTOMATICALLY NO CLICKS NEEDED]
“We knew this idea was dead in the water if we couldn’t be excellent at delivering e-mail so with our extremely limited budget, that was where we put $10,000 really early on.”
James Hirschfeld, Co-founder and CEO, Paperless Post
A startup seller of custom, online cards and invitations recognized early on that landing in the spam folder would destroy their user experience and virtually eliminate the potential for repeat customers. One of their first business investments was a contract with Return Path, to ensure the custom-designed cards their customers created would arrive safely in the inbox.
By looking ahead, this company was able to see this potential pitfall and devote the necessary resources to making sure their business could deliver on its promises—and deliver its customers’ invitations.
[BUILDS AUTOMATICALLY NO CLICKS NEEDED]
A lot of deliverability problems can be attributed to the quality of one’s subscriber list. And so it should be no surprise that one of the top worries of email marketers today is increasing the quality of their lists. According to a survey Return Path conducted with Ascend2, 71% of marketers find that increasing email list quality is the most important goal of their email list strategy. Today, marketers are worried about increasing the quality of their email lists. This won’t change in the future.
Automatically clean your subscriber list to ensure you’re sending to only valid email addresses.
Reduce bounce emails and improve deliverability to the inbox.
Our partnership with BriteVerify ensures an easy, smooth process to keep your subscriber list clean.
We’ll hear some success stories later from Briteverify.
[BUILDS AUTOMATICALLY NO CLICKS NEEDED]
And even the quality of your email list can have an effect on global politics.
In Trump’s first large-scale fundraising email received complaints from politicians in Iceland to Australia that were oddly and perhaps illegaly on his list.
About four in five of those messages were flagged by spam filters and never reached subscribers’ inboxes.
To make matter worse, Trump’s mass email service provider said “you’re fired!” since "the email in question has raised serious security and legal concerns" so the company exercised its "contractual option to suspend the Trump campaign from sending email.”
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[Statement: The average consumer receives more than 500 marketing messages in a given month… and opens fewer than 1 in 15.]
Today, organizations face an immense amount of competition in the inbox. On average, subscribers receives over 500 messages, but open fewer than 1 in 15. The amount of emails that people receive for is only going to grow, making it more challenging to earn a response as email volumes increase and subscriber attention spans decline. So organizations need to do more than just get permission to email people. They need to cultivate relationships with their subscribers, gather data about their behaviors and preferences, and use that data make their emails so amazing that they’re irresistible.
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Client 1 is an online retailers that was sending email at 7x per week. Return Path analyzed their engagement data and recommended frequency treatments of 7x / Week
3x / Week, 2x / Week, 1x / Week, 2x / Month and conducted a 4 week test. We tested a control group against the RP recommended frequency treatment options. Based on the test results we build out projections to show what the marketers can expect if they applied the Return Path recommendations to their entire list for 12 months. As you can see, Client 1 could expect a 20% growth in their list size, a 13% increase in opens, an 18% increase in clicks and a 10% increase in revenue from email.
[Speaker Notes]
An online retailer was struggling to connect with its intended audience — email opens, clicks, and conversions were lagging, while unsubscribes were spiking. Working with their Return Path service professional, the retailer looked at subscriber engagement data and implemented a send frequency test based on engagement data. Subscribers were given a personalized frequency everywhere from once a day to twice a month and conducted a 4 week test. The results were better than expected: 20% list growth, a 13% increase in opens, an 18% increase in clicks and a 10% increase in revenue from email.
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A major online gift retailer was struggling to connect with its intended audience — email opens, clicks, and conversions were lagging, while unsubscribes were spiking. Working with their Return Path service professional, the retailer looked at subscriber engagement data and implemented a send frequency test.
By following Return Path’s send frequency recommendations, the retailer was able to dramatically improve subscriber engagement. Open rate increased by 126%, click-through rate by 85%, and conversion rate by 200%. In addition, unsubscribes were cut in half. By reducing volume for certain segments of their list, they were able to increase lifetime value of these subscribers.
A global financial services company was having the same problem. In this case, the solution was to increase volume for certain segments to stand out and grab the attention of subscribers that receive a lot mail in their inbox.
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[Speaker Notes]
Client 3, a financial services company, was a bit different. Their challenge was that wanted to send more email but wanted to do so safely in a way that would not jeopardize deliverability. Their frequency was just 2x a month. After applying our frequency model, we recommended treatments 2x/week, 1x/week or 2x/month. Here in their projections you can see that their list size decreased just a very small amount - this was anticipated since some subscribers were receiving more messages and would therefore unsubscribe or complain more. However, the small decrease in list size was very much offset by the large projected increase in opens and clicks.
All together, this business saw the lifetime value of their subscribers increase substantially by ignoring the taboo of “sending more” and being data driven with their question of frequency.
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[From Tom’s Deck]
The Art of Persuasion
And in the future, like today, content will still matter. But thanks to data, email marketers can In the case of Waitrose, they use extremely compelling language (“Richly Warming Reds”) and evocative imagery (see the cosy fire burning in the background) to create very vivid mental pictures with their subscribers. This is just a single example, but it forms a regular part of their strategy. For the analysis that is shown in the graph I categorized 3-months of Waitrose campaigns by whether each promotion was more or less emotive in its approach (This was admittedly subjective!). What we can see is that Read rates to the more emotive approach were typically about 10% higher, and we can also see User-Marked Spam rates were much lower – around half of the rate for the less emotive promotions.
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Now is the time for companies to decide how they will use data and analytic power to promote and protect their brand. The tools are available—and the future is coming—but many organizations have not yet made the commitment to think differently about their marketing approach and investments. When they do, they will realize the opportunity to futureproof their programs for tomorrow and beyond.
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Whitelisting of good senders is more difficult that one would think. Today, most email providers no longer offer public whitelists, so there’s little recourse for known good senders to avoid spam filters. And you are on a shared IP address with your ESP, you’re out of luck since most whitelists are IP-based. Not only that, it can be a nightmare to manage. Anytime a new IP addresses is added, one needs to fill out the whitelisting form again. After all that work, there’s no guarantee that you’ll remain whitelisted. And if you’re kicked off the whitelist, there’s no transparency as to why you were removed. You need to waste more time filling out a form, and corresponding with the postmaster team where it’s likely they’ll just say “it was due to your reputation.” Speaking of reputation, maybe you don’t even bother with whitelisting since you’ve been told that having a great reputation means you’ll never, ever have any deliverability issues.
It’s important for senders to be Certified at both the IP address and domain level as ISP filtering decisions are being made based on the reputation of both.
Read more here: https://blog.returnpath.com/why-is-domain-reputation-important/
Certification is not a guarantee of inbox placement, results will vary from sender to sender since certification is just one data point MBPs look at. But on average, we do see higher inbox placement rates for certified senders versus non-certified senders.
Inbox placement rates from 2015 holiday season
Beauty retailer – Microsoft only
Story: Certified sender saw consistent 100% IPR at Microsoft throughout the holiday season. Similar non-Certified senders saw inconsistent delivery, and most dramatically, saw a huge drop in IPR in early December – prime shopping time. What would a 10 percentage point drop at Microsoft mean to your email ROI?
Inbox placement rates from 2015 holiday season
Deals and Rewards category – Overall IPR
Story: On average, Certified senders in the Deals and Rewards category saw an IPR over the holiday season of between 93 and 95%. In comparison, non-Certified senders saw an average of anywhere from 75 to 93% IPR. Non-Certified senders in this category saw dramatic drops in IPR right before Black Friday and again on Cyber Monday. What would dropping to 76% IPR on Cyber Monday mean for your business?
Unlike public whitelists, Return Path Certification provides transparency of where you stand in the Certification program by providing data directly from the ISPs. These daily performance report shows complaint rates, spam trap hits, Microsoft Sender Reputation Data (SRD), and more. Providing this data to certified senders allow them to stay in compliance and ensure they are following email best practices. And, if something goes wrong, they are alerted to it immediately so they can quickly resolve.
Here’s an example of the dashboard with the data.
We often get asked by our clients: how much can I send? We worry that we send too often but we’re afraid if we send less often revenue will decline. We’re always getting pressured to send more. This product was built in response to this challenge. There has to be a way to send email at a frequency that maximizes engagement without driving subscribers away.
There are consequences to sending at the wrong frequency for both undersending and oversending - you’ll be familiar with many of these.
Ultimately, both under-sending and over-sending add up to less than optimal lifetime value of your subscribers. If you are under-sending, you are missing the opportunity to connect. If you are over-sending you may drive potentially valuable subscribers off your list - you lose them forever.
Add graphic representation of a sub waiting and an overwhelmed sub (raining mail). How to distinguish the two?
How do you save subscribers today?
Although many marketers think frequency is an issue for their program, addressing it has been a challenge.
Some just ignore it - it just takes too much time and too many resources to tackle
Many use a simple suppression policy such as “ send daily to those who have opened a message in the last 90 days and send 3 times a week to everyone else”. While this is a start, it is not personalized enough to be truly effective.
When marketers do tackle frequency, they’ve told us that the testing takes a long time since frequency must be evaluated over significant time periods and they ultimately end up with inconclusive results.
Possible other graphics:
asleep at the wheel
diverse group of individuals in the suppression policy
data scientist with ? mark -hard problem to solve - for those of you who have tried this
Many factors play into the right frequency - one size does not fit all.
If you haven’t already I encourage you to read this study from Marketing Sherpa. They asked consumers “In which of the following ways, if any, would you like company emails to change?” The results show that people’s preference vary widely. While 20% said they would prefer to receive fewer promotional messages, 28% of people actually want more. So how do you figure out who wants more and who wants less?
The right frequency for each subscriber depends on:
Length of brand relationship
Types of content / mail streams
Personal habits and preferences
Seasonality
Marketing Sherpa survey quote about how much email subscribers want.
https://www.marketingsherpa.com/article/chart/how-customers-want-you-to-change-emails
Unfortunately, email marketers today have grown accustomed to seeing thousands or even millions of subscribers walk out the door and some marketers feel powerless to address it. Just think what your save rate might be. If you could find the right frequency and reduce unsubscribes and complaints, how many subscriber could you retain each year? What would this mean for your list size? How would it reduce your list acquisition costs?
Here is an example of a marketer we have worked with. You can see that on a campaign basis, the unsubscribe rate doesn’t look too bad and they were not overly concerned by it. BUT at 4 times a week, that adds up over the course of a year to over a million unsubscribes! Think what retaining even a fraction of your list would mean for your overall list size over time. Not only do you keep subscribers on the file, you can reduce your list acquisition costs.
To calculate your own total unsubscribes per year, go to the Free Tools section of returnpath.com.
So how do we do this.
We look at a marketer’s engagement data for their subscribers for the past 6 months and going forward. We look at open, clicks, conversions, complaints and unsubscribes.
Then we look at how those same subscribers behave with other brands. We do this by layering on two additional data sources: our Consumer Network and our Data Co-op.
Return Path has the unique advantage of insight into inboxes and overall behavior across brands.
Then we find the right balance between likelihood to engage and likelihood to unsubscribe.
We use a reinforced learning model. It updates weekly based most recent subscriber behaviors. For example, if we get a prediction wrong, the model picks up on that and improves. This means the engine adapts for seasonal changes, changes in in behavior and helps us quickly categorize new subscribers.
This diagram shows at a high level how Send Frequency Optimization works.
You can see on the left our three data sources that feed into the Frequency Recommendations
The Recommendations are not static. There is a reinforced learning model that constantly looks for new behaviors and updated recommendations.
This means the engine adapts for seasonal changes, changes in in behavior and helps us quickly categorize new subscribers.
This retailer was sending email to its subscriber base 7x per week. They were aware that their frequency was high but were unsure of how to reduce it without losing revenue. This practice has resulted in a significant list retention problem due to people unsubscribing and complaining. This drives high list acquisition costs simply to maintain their list size and has also caused deliverability problems. In addition, the high message frequency has caused increases in their ESP costs. Pressure from executives who view email as a cheap way to hit numbers. What executives miss, but email and CRM teams are painfully aware of, is that they are degrading the long-term health of their list and creating a less than ideal subscriber experience.
Return Path analyzed their engagement data and recommended frequency treatments of 7x/week, 3x/week, 2x/week, 1x /week, 2x /month and conducted a 4-week test. We tested a control group against the RP recommended frequency treatment options.
Based on the results of a 4-week test, here are the projections for one client. The client an online retailers that was sending email at 7x per week. Return Path analyzed their engagement data and recommended frequency treatments of 7x/week, 3x/week, 2x/week, 1x /week, 2x /month and conducted a 4-week test. We tested a control group against the RP recommended frequency treatment options. Based on the test results we build out projections to show what the marketer could expect if they applied the Return Path recommendations to their entire list for 12 months. As you can see, this client could expect a 20% growth in their list size.
Based on cumulative effective of retaining more subscribers the client will see a 13% increase in opens, an 18% increase in clicks and a 10% increase in revenue from email.
If you’re facing any of the challenges we covered today, and are interested in hearing more of the solutions you’ve learned about, contact your account manager or your sales rep.
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