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RE:Think Marketing Tour: Grow Relationships and Revenue with Email Data
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RE:Think Marketing Tour Seattle August 21, 2014 Return Path
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Learn more about how email can provide you with deeply insightful data about consumer behavior and how it can be used to create action. You will leave with information on how the latest in email marketing trends are shaping the industry. Additional topics covered include: - Optimizing your email marketing efforts to drive revenue, engage consumers, and protect your brand. - Understanding how rapid changes in consumer behavior have changed the marketing landscape and how you can leverage data from email to stay ahead of the curve. - Receiving a glimpse of a future where the consumer information hub – the inbox – provides insights that inform your company’s integrated media strategy, product innovation, and other key business decisions.
Transcript of RE:Think Marketing Tour: Grow Relationships and Revenue with Email Data
RE:Think Marketing Tour Seattle
August 21, 2014
Return Path
The Global Leader in Email Intelligence
Over a Decade of Email Expertise
• Worldwide leader in email intelligence
• 400+ dedicated email professionals
• Offices in New York, Denver, San Francisco, Toronto,
London, Paris, Hamburg, Sydney, and Sao Paulo
Proven Data Infrastructure
• More than 2.5 billion inboxes supported by our
certification program
• 26 million IPs scored daily by Return Path
• Nearly 300 ISP partners globally
Delivering Measurable ROI
• Over 13 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?
TODAY’S INBOX IS...
• Hard to reach
• Mobile
• Competitive
• Lucrative
TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM
REPUTATION SPAM FILTERING IS EFFECTIVE
Spam in the Inbox
< 3%
BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG
Delivered ≠ Inbox
In the future email reputation will be portable.
In the future, placement and position will all be
about engagement.
ACTIVE VS. INACTIVE MAILBOXES MATTER MORE
In the future, the inbox will be even more
fragmented.
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
More information
is consumed on
mobile devices
Source: Return Path
Webmail 48%
Mobile 16%
Desktop 36% Webmail 37%
Mobile 29%
Desktop 34% Webmail 24%
Mobile 49%
Desktop 27%
2011 2012 Today
Consumers are
aware of security
risks
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 Source: Symantec Security Technology and Response Group, August 2012
Consumers are
empowered, and
they know it
READ RATE FOR HOME DEPOT’S
CAMPAIGNS IS HIGHER BY
Source: Return Path
VS
80%
WINNER: HOME DEPOT!
15%
READ RATE FOR KOHL’S
CAMPAIGNS IS HIGHER BY
VS
13%
WINNER: KOHL’S!
34%
Source: Return Path
READ RATE FOR PIZZA HUT’S
CAMPAIGNS IS HIGHER BY
VS
41%
WINNER: PIZZA HUT!
20%
Source: Return Path
Show me the
money …
Source: Direct Marketing Association, October 2011
Corner office slide
Now, let’s talk about that corner office …
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!
Tom Sather
Sr. Director, Research
@ReturnPath
@Tom_Sather
www.returnpath.com
Contact Us!
http://www.returnpath.com/contact-us/
