Email Intelligence: How the Savviest Marketers are Winning Subscriber Mindshare
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Email Intelligence: How the Savviest Marketers are Winning Mindshare 09 th October 2013 Guy Hanson [email protected] www.returnpath.com uk.linkedin.com/in/guyhanson @GuyHanson, @ReturnPath
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Presentation from JUMP London 2013. Email is the workhorse of the modern marketing mix. But it is not without some formidable challenges. And in the back of every marketer’s mind are the questions, “What are my competitors doing? Is it working? How can I stay ahead of them?” The savviest marketers use email intelligence to make faster, smarter decisions that optimise email programmes, staying ahead of the curve to smash the competition and grow revenues. You can, too.
Transcript of Email Intelligence: How the Savviest Marketers are Winning Subscriber Mindshare
Email Intelligence: How the Savviest
Marketers are Winning Mindshare
09th October 2013
Guy Hanson
www.returnpath.com
uk.linkedin.com/in/guyhanson
@GuyHanson, @ReturnPath
Get Up to Speed
Email is Still Growing Strongly . . .
Return Path, August 2013 Experian Marketing Services, September 2013
. . . and Generating Great ROI
Challenge Solution Result
Email Marketers Have a Lot To Do . . .
. . . And The Inbox is Constantly Changing . . .
. . . So Doing More With Less is the New Norm
IBM Report: October 2013
DATA
≠
INSIGHT
Sender
Reputation
Inbox
Placement
Subscriber
Engagement
Competitive
Intelligence
Insight
Clicks &
Opens
Scaling the Email Intelligence Summit
Get Delivered
The-Deliverability-Song-Remains-The-Same
IP Address Permanence
Spam Complaints
Unknown Users
Infrastructure
Spam Traps
Subscriber Engagement
Reputation Metrics
Reputation Score
Reputation Data: Poor Metrics
Visit www.senderscore.org to find out your reputation score.
Reputation Data: Good Metrics
Visit www.senderscore.org to find out your reputation score.
Get Engaged
What is Engagement?
?
? ?
Subscriber Engagement & The Weather
Subscriber Engagement & The Weather
Subscriber Engagement & Seasonality
Seasonality & Weather: Prezzo
Subscriber Engagement & Seasonality
Get Competitive
Subscriber Overlap
Competitor 1 Competitor 2
Competitor 1 Competitor 2
Subscriber Overlap: Premier League Football
Subscriber Overlap: Premier League Football
Trends Analysis
Competitor 1 Competitor 2 Competitor 3
Trends Analysis: Subject Line Symbols
Trends Analysis: Subject Line Symbols
Email Fraud
Identifying Email Fraud: Implications
Get Personal
Subscriber Behaviour – Personalisation
Subscriber Behaviour – Transactions
Subscriber Behaviour – Interests
Email Intelligence is the Digital Mosaic
Subscriber Engagement
Leaderboard Competition
• Enter to win an iPad Mini
• #1 at the end of the day wins
• Visit Return Path on Stand 31
Email Intelligence: How the Savviest
Marketers are Winning Mindshare
09th October 2013
Guy Hanson
www.returnpath.com
uk.linkedin.com/in/guyhanson
@GuyHanson, @ReturnPath
