Download to read offline
Uploaded bySparkPost
Unlocking Email’s Hidden Opportunities to Create a Competitive Advantage
The document discusses strategies for enhancing email deliverability and competitive intelligence in marketing, particularly during the pandemic. It highlights the importance of understanding competitors’ email performance and adapting messaging to remain relevant amidst a crowded inbox. Key insights include the need for proactive strategies to improve deliverability and analyzing competitors’ engagement metrics for better campaign outcomes.
More Related Content
Similar to Unlocking Email’s Hidden Opportunities to Create a Competitive Advantage
Unlocking Email’s Hidden Opportunities to Create a Competitive Advantage
- 1. Unlocking Email’s HiddenOpportunities to Create a Competitive Advantage
- 2. How We’re Coping! April’slist: • Snacks • Online workouts • Fun headbands • Playing with my dogs Nick’s list: • Cooking • Disney+ • Bike rides (with a mask) • Reddit
- 4. 52% Managing Shifting Priorities and Strategies Source:Crayon Sirkin Research and News Cred: How Marketers are Managing During the Pandemic
- 6. Get to theInbox Size up Direct Competition Look Outside of Your Vertical for Inspiration
- 7. Get to theInbox
- 8. 20%+ of all permissionedmail ends up in the spam folder
- 9. The Upside isHuge
- 10. Client with 4%open rate was given a nearly perfect “Sender Score” when in reality they had a 45% spam rate
- 11. For a classicunderperforming major retail emailer, improving spam rate by just 1% put over $1,000,000 in annual revenue on the books
- 13. The Journey tothe Inbox Begins segmenting New tech systems being architected - uses deliverability analytics Nick joins Smart & Final team Email program increases in volume Sees deliverability issues with increased volume Introduces lifecycle including reengagement
- 14. Being More ProactiveWhen it Comes to Deliverability
- 15. Size Up DirectCompetition
- 16. 78% Say competitive intelligence is veryimportant or important 87% Say competition has grown steeper over the last year Source: Crayon 2019 Competitive Intelligence Study
- 17. Competitive Intelligence Simplified TacticalIntel Sending domains Targeting Cadence Volume What is the competition doing? Context and Relevance Current conditions Messaging Engagement What are consumers responding to? Executive Decisions Adapting strategy and tactics to stay relevant no matter what. What role can we play in the market and with current conditions?
- 18. Insights helped usin real time
- 19. Look Outside ofYour Vertical for Inspiration
- 20. You’re Competing WithMore Than Your Direct Competitors
- 21. The Promotions Tabis Especially Crowded! Source: SparkPost Panel Data Calculation Across U.S. Gmail Inboxes
- 22. Definition of CompetitionExpands Not just grandma and the grocer, but now new entrants that are pivoting
- 23. Inspiration throughout thejourney
- 24.
- 25. Questions to AskYourself 1. What is the overlap between my send list and my competitors? 2. What campaigns and offers is my competition sending and which are performing well in terms of engagement? 3. What is the frequency of sends and when are they happening? 4. How are my competitors doing from a deliverability standpoint as compared to my company? 5. How do I want to apply the information learned from competitive intelligence to my own program?
- 26. Thank You and EverForward april.mullen@sparkpost.com