World Tour Keynote Presentation - London
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The keynote presentation from the London stop of our 2016 World Tour
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World Tour Keynote Presentation - London
- 1. #RPWT#RPWT Matt Blumberg Chairman and CEO, Return Path Email in 2020: Getting More from Email Data
- 2. #RPWT#RPWT
- 3. #RPWT#RPWT Email Volume is Growing!
- 4. #RPWT#RPWT 222% ROI 66% of Consumers 20% of Sales Email Drives Purchases
- 5. #RPWT#RPWT Email Marketing Goals Today
- 8. #RPWT#RPWT Your Inbox Knows All About You
- 9. #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.
- 12. #RPWT#RPWT
- 13. #RPWT#RPWT Client Success: Paperless Post
- 16. #RPWT#RPWT My email campaign went to spam. Sad!YUGE Drop in Opens
- 18. #RPWT#RPWT Total List Size Total Opens Total Clicks Total Revenue Client Success: Major Online Gift Retailer
- 20. #RPWT#RPWT Total List Size Total Opens Total Clicks Client Success: Financial Services Company
- 21. #RPWT#RPWT Content Matters: The Art of Persuasion
- 22. #RPWT#RPWT The Time is NOW
Editor's Notes
- 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...
- 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.
- 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.
- 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.
- 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.
- 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]
- 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.” [BUILD NOTES: ALL ANIMATIONS OCCUR AUTOMATICALL. NO CLICKS REQUIRED]
- [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. [BUILDS AUTOMATICALLY NO CLICKS NEEDED]
- [NOTES FROM SLIDE 5 OF SFO DECK] 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. [ORIGINAL NOTES FOR 1800 FLOWERS] 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. [BUILDS AUTOMATICALLY NO CLICKS NEEDED]
- [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. [BUILDS AUTOMATICALLY. CAN BE INITIATED BY CLICK IF YOU WANT]
- [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. [BUILDS AUTOMATICALLY. CAN BE INITIATED BY CLICK IF YOU WANT]
- 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. [BUILDS AUTOMATICALLY NO CLICKS NEEDED]