San Francisco We Love Email Innovation Tour '14 (presentation)

1
WELCOME!
@AllenNance
WhatCounts
@tom_sather
Return Path
@johnengler
LiveIntent
Lalit Chopra
Movable Ink

2
LET’S TALK SOCIAL
#WeLoveEmail
@WhatCounts
@ReturnPath
@MovableInk
@LiveIntent

3
AGENDA AND GOALS FOR OUR TIME TOGETHER
• The future of email: What does email look like in 5 years?
• The cutting edge: Who’s innovating email today?
• Pixels vs. people…the future of CRM retargeting – LiveIntent
• What’s new in email delivery? – Return Path
• Did you say agile email? – Movable Ink
• Email Marketing Scorecard: What’s your grade?
• Q&A

9
THE FUTURE OF EMAIL
There will be a new “mobile-
only” email client that has
greater than 100M users.

10
THE FUTURE OF EMAIL
Email addresses get fully
integrated into Google Wallet,
Windows, and payment
gateways (Square) to create a
global payments phenomena.

11
THE FUTURE OF EMAIL
The idea of a “spam folder”
goes away and the
introduction of IPv6 leads to a
“credit score” of engagement
that drives all inbox delivery.

12
THE FUTURE OF EMAIL
The “inbox” gets smart. No
more “newest at the top.”
Instead, it’s replaced with an
algorithm that learns who you
interact with most often and
how.

13
THE FUTURE OF EMAIL
No more attachments (ever).
The cloudizing of email is
complete and everything is
referenced to a cloud
document and completely
trackable.

14
THE FUTURE OF EMAIL
Email becomes 4D. Driven by
wide adoption of HTML5,
embedded Java, video and
other programming languages,
email comes to life.

16
THE CUTTING EDGE
Data-driven email marketing has become real and
the best email marketers are leveraging a wide
spectrum of data.

17
THE CUTTING EDGE
Social media logins are driving
more data opportunities for
email marketers and creating
more dynamic preferences and
less friction.

18
THE CUTTING EDGE
Website and other online, as well as offline,
interactions are leading to more personalized
email marketing experiences.

23
EMAIL BEST PRACTICES
Let’s agree on this....
Yes BIG DATA has 7 letters, but what is cool is actually doing
something with it...
Yes PERSONALIZATION has 15 letters, and yes, it is true, if you send
someone a message they want they will respond more...
Yes AUTOMATION has 10 letters, but a bad message that is
automated is still bad...

25
The math of PERSONALIZATION
Right Data + Content + Automation
Why these three?
Without them --- personalization does not scale!

27
SweetJack pulls in email content from
many different sources and places
different deals for each subscriber.
•Main Deal and Secondary Deals
populated from XML feed via smartGET.
Subscribers get different deals based on
preferences and propensity to purchase.
•Blog content pulled from website
•Facebook content pulled via XML feed.
•Also has static content

CRM Retargeting for Publishers
PIXELS, OR PEOPLE?
@johnengler@liveintent

@liveintent
John Engler
Vice President, Sales
@LiveIntent
@johnengler

@liveintent @johnengler@liveintent
Email Marketing Manager
(aka the "sender”)
Publisher
(aka the “seller”)
VP of Marketing
(aka the “buyer”)

@liveintent@liveintent
Email is
the Most
Popular
Mobile
Activity
@johnengler

@liveintent@liveintent @johnengler

@liveintent @johnengler
Opens per device
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
18-20 21-24 25-34 35-44 45-54
Mobile
PC
Opens
Age

Retargeting Flow Chart
@johnengler@liveintent
① Customer visits your site
② Customer views a specific product
③ Customer leaves site without converting
④ They see your ad on another site
⑤ Customer returns to your site to convert

@liveintent
September 19th, 2013
$116M IPO
October 29th, 2013
$250M IPO $119 M
October 30th, 2013
$350 M
February 14th, 2014
@johnengler
May 14th, 2014
$310 M

@liveintent
Average Web Display Ads
(.07% CTR)
Retargeted Web Display Ads
(.7% CTR)
@johnengler

Circa 1994

@liveintent
Circa 1994 Present Day
@johnengler

@liveintent
Circa 1994 Present Day
@johnengler
By 2017,
there will be
5 Devices/Connections
for Every Internet User
Cisco VNI Global IP Traffic Forecast,
2012-2017

@liveintent
- Surpassed PCs
- Growth Accelerating
Source: Gartner, IDC, Enders Analysis

@liveintent
Is that a
Phablet?

@liveintent
jengler@liveintent.com
@johnengler

@liveintent
Kyle
kbrown@liveintent.com
@johnengler

@liveintent
Custom
Audience
Tailored
Audience
Active
Audience
LiveAudience
@johnengler

@liveintent
43307bb5a669b247270a4d81cce6f3ff
15% OFF
Just for you,
John!
We’ve
missed you,
John!
Don’t tell
John!
Retention Re-activation Alternative
@johnengler

= jengler@liveintent.com = 43307bb5a669b247270a4d81cce6f3ff
What’s an MD5 Hash?

Onboard 1st Party Data Segments

1. The logged in audience is more valuable than the
anonymous audience
2. The email address is an inherently cross device ID
3. The hash of the email is a safe, reliable matching ID
So…

@liveintent @johnengler@liveintent
Email Marketing Manager
(aka the "sender”)
Publisher
(aka the “seller”)
VP of Marketing
(aka the “buyer”)
• Acquire Subscribers
• Reach Current Subscribers in
3rd Party Media
• Become a CRM Retargeting
Platform
• Data-Rich Audience Segments
• Increase Reach and
Frequency
• Personalize Campaigns

@liveintent
For More on the Mobile Nature of Email,
Download Our Q1 2014 Report:
Email Everywhere: Adapting to
the Mobile Nature of Email
Email: jengler@liveintent.com
Visit: http://info.liveintent.com/Q1-
Report
@johnengler

Tom Sather
Sr. Director, Research
Return Path
THE FUTURE OF DELIVERY

Return Path: The Global Leader in
Email Intelligence
• Over a Decade of Email
Expertise
• Proven Data
Infrastructure
• Delivering Measurable
ROI

A theory: Email
marketers are
poised to be the
marketing leaders
of the future.

The future of marketing is
all about data.

The future of marketing is also
all about consumer choice.

The inbox is the consumer
information hub.

80
TODAY’S INBOX IS …
• Hard to reach
• Mobile
• Competitive

81
TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82
REPUTATION SPAM FILTERING IS EFFECTIVE
Spam in the Inbox
< 3%

83
BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG
Inbox
86%
Spam
5%
Missing
9%

More information
is consumed on
mobile devices.

webmail
48%
mobile
16%
desktop
36%
2011
Source: Return Path

webmail
37%
mobile
29%
desktop
34%
2012
Source: Return Path

webmail
24%
mobile
49%
desktop
27%
Today
Source: Return Path

Consumers are in
control of how they
consume marketing
messages.

90
Engagement
Level
Read Rate
Before Tabs
Read Rate
After Tabs
High 58.6% 60%
Medium 10.6% 10%
Low 2.2% 0.4%
Source: Return Path

0%
13%
25%
23%
J.Crew Gap
Primary Promotions

Consumers are
aware of security
risks.

Source: Symantec Security Technology and Response Group, August 2012
Around the world,
16 million phishing
messages arrive in
inboxes every single
day.

Source: Symantec Security Technology and Response Group, August 2012
50% of them are
opened
10% of them are
clicked on

Consumers are
empowered, and
they know it.

Inbox Share: How Much Your Email Customer List
Overlaps and Engages with Your Competitor
Little overlap may indicate opportunity to increase
your market share.
Substantial overlap in combination with high
engagement indicates a healthy customer base.

6%
17
%
77
%
Home/DIY
Source: Return Path

6%
17
%
77
%
Retail
Source: Return Path

6%
17
%
77
%
Restaurants
Source: Return Path

The Future of
Deliverability isn’t
About Optimizing
Inbox Placement but
Performance

102
ACTIVE VS. INACTIVE MAILBOXES MATTER MORE
Mailbox Type Definitions

Source: Direct Marketing Association, October 2011

Q: WHO ARE LIKELY ADVERTISING/CROSS
PROMOTIONAL PARTNERS?
A: Based on this chart, this could be a valuable
partnership.
Using Data From Email to Find
New Valuable Customers

Use Data from Email to Get Insight into
Other Marketing Channels
Company A Facebook
Q: SHOULD I BUY ADS ON FACEBOOK?
A: Based on this chart – absolutely.

Let’s Connect!
Tom Sather
Sr. Director, Research
@ReturnPath
@Tom_Sather
Tom.Sather@returnpath.com
www.returnpath.com
Contact Us!
http://www.returnpath.com/contact-us/

109
AGENDA
• Introduction to Movable Ink and Agile Email Marketing
• The Mobile Takeover: a 4 Year Transformation in the Making
• New Ideas for Email Marketing in a Mobile Dominant World

110
MOVABLE INK
AGILE EMAIL MARKETING

111
EMAIL MARKETING HAS COME A LONG WAY
BATCHED
SEGMENTED
DYNAMIC
PREDICTIVE

112
BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113
THE FINAL FRONTIER IS AGILE MARKETING
BATCHED
SEGMENTED
DYNAMIC
PREDICTIVE
AGILE

114
AGILE MARKETING IS ACTUALITY-BASED MARKETING

115
MARKETING THAT KNOWS YOUR TIME

117
MARKETING THAT KNOWS WHERE YOU ARE

118
OR WHERE YOUR CLOSEST STORE IS

119
MARKETING THAT KNOWS YOUR DEVICE

120
MARKETING THAT KNOWS YOUR NAME

121
MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122
MARKETING THAT AUTOMATICALLY UPDATES

123
MARKETING YOU SHARE WITH FRIENDS

124
MARKETING YOU CAN MEASURE… IN REAL-TIME
OPENS BY LOCATION
OPENS / SECOND

125
THINK OF ALL THE POSSIBILITIES

127
MOBILE MOVED OUR CHEESE… FAST
Sources:
• Silverpop & Unica, “Optimizing for the Small Screen,” August 2010
• Movable Ink, “US Consumer Device Preference Report,” May 2014

128
MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014

129
THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR
Q2 2013

130
Q3 2013

131
Q4 2013

132
Q1 2014

133
DESKTOP OPENS ARE DECLINING

134
SMARTPHONE OPENS LEVELING OUT

135
TABLETS SHOWING STRONGEST GROWTH

136
SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST?

137
MOBILE DEVICES DO CAPTURE REVENUE
Source: Movable Ink, May 2014

138
SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES
11% of purchasers open on a smartphone first, then convert
on a different device

139
MOBILE OPENERS SPEND MORE MONEY

140
IOS OPENERS OUTSPEND ANDROID OPENERS

141
AND THERE ARE A LOT MORE IOS OPENERS

142
DEVICE USAGE OVER THE COURSE OF A DAY

143

144

145
TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

146
DESKTOP GIANTS AREN’T BEING SHY ABOUT IT
“It’s the tablet that can replace your laptop. It is
the most powerful, thinnest, and lightest
Surface Pro yet. It is a full PC and a brilliant
tablet.”
- Panos Panay, corporate vice president, Microsoft Surface

147
FINAL THOUGHTS ON THE RESEARCH
• Smartphone opens might have peaked at slightly below 50%
• Tablets will continue to eat away at desktop market share
• The “tap-through rate” is the new click-through rate

148
NEW IDEAS FOR EMAIL MARKETING
IN THE MOBILE WORLD

149
RESPONSIVE DESIGN IS GREAT
Desktop Version Responsive Version

150
BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151
EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152
THE KNOT LETS YOU TAP TO CALL

153
EXPRESS MAKES IT EASY TO SHOP IN STORE

154
COMEDY CENTRAL MAKES SHARING A CINCH

156
THANK YOU!
Lalit Chopra
Director, Strategic Partnerships
lchopra@movableink.com
www.movableink.com

158
EMAIL MARKETING SCORECARD
1. Strategy and Goals
2. Data Collection, Integration and Hygiene
3. Acquisition Subscriber Growth
4. Segmentation and Targeting
5. Content Development and Automation
6. Message Creative and Personalization
7. Testing and Optimization
8. Channel Integration
9. Inbox Delivery
10. Insights and Analytics
www.whatcounts.com/scorecard

San Francisco We Love Email Innovation Tour '14 (presentation)

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