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Connecting with subscribers - 4 tips to better engage consumers through email. Learn the current state of email engagement, trends in deliverability, and how to connect with subscribers.
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©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks ofExperian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public.
©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks ofExperian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public.
Connecting with subscribers
4 tips to better engage consumers through email
experian.com/marketingservices
@ExperianMkt
2©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. 2©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Speakers
► Erin Haselkorn, Senior Marketing Programs Specialist
► Spencer Kollas, Global Director, Delivery Services
► Brad Wyman, Key Account Manager
► Bridgette Darling, Product Marketing Manager
Agenda
► The current state of email engagement
► Trends and headwinds with deliverability
► 4 tips to connect with subscribers
Welcome!Introductions and agenda
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How we view our customers receiving mail
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Email reality
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The woes of deliverability
Managing an email database is complex
Spamtraps can be created from abandoned email accounts
Point-of-sale acquisition methods are error prone
ISPs review user feedback to determine sender reputation
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Email database breakdown
Active Emails
Active Non-Responders
Opt-out Requests
Bad Emails
Inactive Subscribers
Individuals who no longer open or engage with your messages
Subscribers that you mail to with no issues
Subscribers who have opened email in the past, but have not responded recently
Subscribers who no longer wish to receive your messages
Emails that bounce, have syntax errors, are loader exceptions, etc.
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“Honeypots” or pristine traps—addresses that have never been used to sign up for any marketing message in the past
Recycled addresses—addresses that once were real but have been shut down for at least 1 year and have sent failure notices during that time
Typo addresses—addresses that are similar to real addresses both before and after the @ (i.e. @homail.com, gmil.com)
Old emails can become spamtraps
Spamtraps can wreak havoc on a sender’s reputation. But, spamtrapsdo not just appear from acquiring bad lists. Formerly valid emails can
become damaging spamtraps
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Point-of-sale methods are very common, but staff members may frequently enter a generic or inaccurate address
Call center environments have many pressures to take information as quickly as possible, leading to errors
Website collection is plagued by user distraction
Acquisition pain points
While many organizations collect email across channels, many acquisition methods are error prone
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ISPs view email service as a cost center
► Feedback loops
► Customer service calls
► Abandoned mailboxes
► Hosting costs
ISP user feedback
How users interact with email ties directly into a company’s ability to send email to all subscribers
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Big lists do not equal big revenue
VS
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What is the opportunity cost of a bad email?
According to eMarketer, the median ROI for customer emails was $28.50 per dollar spent, which is half the cost
of acquiring a new customer at a mean of $55.24
Calculate the opportunity cost
► What is the average lifetime value of a customer?
Determine the cost of acquiring new customers
► What do you spend on marketing and sales efforts to bring a new customer on board?
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4 tips to better engage consumers through email
To improve email communication, marketers should:
1. Grow email lists intelligently
2. Maintain a healthy email list
3. Review user activity and tailor messages appropriately
4. Connect across channels
To harness the power of email, marketers need to take into account the many challenges of collecting and maintaining a robust email list
in order to remain engaged with consumers
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Tip 1: Grow your email list intelligently
Promote email subscription through multiple channels
Validate emails at the time of acquisition
Consider the unique challenges at each point of collection
Encourage social sharing of materials
Make it easy for people to subscribe
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Tip 2: Maintain a healthy email list
Flag bad email addresses and remove them from distribution
Provide an easy way to unsubscribe
Review bounce rates
Perform regular email cleansing
On average, 2% of contact data goes bad every month
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Different cleansing methods for different emails
Active Emails
Active Non-Responders
Opt-out Requests
Bad Emails
Inactive Subscribers
After standard hygiene and data enhancement place in a reactivation campaign
Regular hygiene
Have set period to transfer to inactive subscriber. Follow re-engagement best practices
Keep out of campaigns to avoid spam complaints
Clean and add back in all emails that can be corrected with software
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Tip 3: Review user activity and tailor messages
Before removing an inactive subscriber, check if:
► No opens/clicks in 90-365 days
► No purchases in 6 months
► Issues with inbox placement rate (sender reputation)
Use engaging subject lines
Re-engage with special offers
Marketers should identify user preferences and inactive users to tailor messages and
distribute appropriate campaigns
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Tip 4: Connect across channels
Remove users from campaigns if they remain inactive
Utilize social, mobile, point-of-sale, direct mail and other channels
New channels may be the preferred way for users to communicate
Even if you are unable to communicate with clients through email, there are many other preferred channels to use for engagement
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Perception is not often reality
Consider the challenges of deliverability and inactivity when engaging in email marketing
Without a clean email list, marketers are left unable to communicate through this valuable channel
Marketers need to utilize multiple channels to communicate with customers
Summary
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Email validation
Emails corrected by:
Catching and correcting syntax errors
Confirming domains can accept mail
Verifying mailboxes exist
Suppressing spamtraps and risky emails
Organizations who implement email
validation have seen:
Improved email delivery
Enriched customer satisfaction
Advanced reengagement campaigns
Service delivered in:
Real-time
Nightly batch processing
One-time database cleansing
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