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How Smart Marketers Grow Revenue with Email Data
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How Smart Marketers Grow Revenue with Email Data Tami M. Forman VP, Corporate Marketing & Communications May 2014
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The future of marketing is all about data and consumer choice. And the email inbox is the hub of information.
Transcript of How Smart Marketers Grow Revenue with Email Data
How Smart Marketers Grow Revenue with Email Data
Tami M. FormanVP, Corporate Marketing & CommunicationsMay 2014
The Global Leader in Email IntelligenceOver a Decade of Email Expertise• Worldwide leader in email intelligence
• 350+ dedicated email professionals
• Offices in New York, Denver, San Francisco, Toronto, London, Paris, Hamburg, Sydney, and Sao Paolo
Proven Data Infrastructure• Over 2 billion inboxes comprise our
certification program
• 26 million IPs scored daily by Return Path
• Nearly 300 ISP partners globally
Delivering Measurable ROI• Over 12 years of shaping and driving
the email ecosystem
• Serving over 2,000 leading brands across retail/eCommerce, publishing, social media and financial services sectors
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
Percent of time spent with email by category
Source: Merkle, “View from the Digital Inbox,” (2011)
What’s the best way to get promoted?
Consumers are in control of what marketing messages they consume
Once upon a time ….
But now …
Inbox Place Rate (IPR) Averages in USA
Source: Return Path
Not all industries are “average”
Appar
el
Busine
ss S
ervic
es
Charit
ies, F
ound
ation
s & N
on-P
rofit
s
Compu
ters
& E
lectro
nics
Consu
mer
Ser
vices
Health
care
Med
ia & E
nter
tainm
ent
Real E
stat
e & C
onst
ruct
ionRet
ail
Techn
ology
Teleco
mm
unica
tions
Trave
l, Rec
reat
ion, a
nd L
eisur
e0
20
40
60
80
100
9087 86
58
7176
74
9488
79 82
88
8 8 11
1914
10
17
38
1512
62 53
23
15 149
3 36 6 6
Inbox % Missing % Spam %
86
Consumers are in control of how they consume marketing messages
BEHOLD! Gmail Tabs
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
But wait!
There’s
more!
“Move Me” Doesn’t Move Anything
.1%
Consumers are aware of security risks
Around the world, 16 million phishing messages arrive in inboxes every single daySource: Symantec Security Technology and Response Group, August 2012
50% of them are opened
10% of them are clicked on
Source: Symantec Security Technology and Response Group, August 2012
It takes a trained eye…Message A Message B
It takes a trained eye…Phishing MessageAuthentic Message
You got
PHISHED!
Consumers are consuming more information on mobile devices
Source: Return Path
Webmail 48%
Mobile 16%
Desktop 36% Webmail 37%
Mobile 29%
Desktop 34% Webmail 24%
Mobile 49%
Desktop 27%
20112012Today
Where is your audience reading email?
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
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
Q: SHOULD I BUY ADS ON FACEBOOK?
A: Based on this chart – absolutely.
Use Data from Email to Get Insight into Other Marketing Channels
Company A Facebook
Let’s Connect!
Tami Monahan FormanVP, Corporate Marketing & Communications
@ReturnPath @TamiMForman
www.returnpath.com
Contact Us!http://www.returnpath.com/contact-us/
