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© 2015 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of
Experian 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.
Don’t be a last minute holiday marketer
Stop poor email deliverability from costing big bucks
August 5, 2015
2 © 2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 2
Introducing our speakers
Shirley Zhao Content Marketer,
Experian Data Quality
Spencer Kollas VP of Global Deliverability,
Experian Marketing Services
3 © 2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 3
Top email collection challenges
Consequences of bad emails to your business
Leveraging verification and deliverability techniques
How to prepare for holiday success
Today’s agenda
6 © 2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 6
Too many channels
On average, U.S. companies use 3.6 channels to collect contact data
73%
59% 58% 53%
48%
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Website Sales team Mobile Call centers Physical stores or branch locations Catalog or mail order
*Data taken from Experian Data Quality 2015 Global Research Survey
7 © 2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 7
The POS challenge
…of emails collected at
point-of-sale are invalid 40 percent…
…of shoppers utilize
emails to keep track of
deals 35 percent…
and
8 © 2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 8
High degree of data inaccuracies
On average, U.S. organizations believe 32 percent of their data is inaccurate, up from 25 percent just a year ago
47% 42%
47%
39% 33%
23% 19%
4% 3% 1% 0%
10%
20%
30%
40%
50%
Most common data errors
Incomplete or missing data Inaccurate data Outdated information
Duplicate data Data entered in the incorrect field Typos
Spelling mistakes Other None
Don’t know
9 © 2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 9
?
Unknown Users Spamtraps
Complaints Engagement
Deliverability can be simple
10 © 2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 10
Today’s customer is engaging across channels
Over half of all customer
interactions involve
more than one
channel or brand
touchpoint
Multi-
Channel
Single
Channel
11 © 2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 11
Personal Example
14 © 2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 14
Deliverability issues know no bounds
85%
81%
79% 79%
76%
77%
78%
79%
80%
81%
82%
83%
84%
85%
86%
Deliverability issues across industries
Financial Manufacturing Retail Utilities
15 © 2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 15
The deal with deliverability
16 © 2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 16
The cost of bad emails
100,000 Net-new emails
during holidays
5% Email
conversation
rate
$60 Average
order
value
$300,000
(Potential
revenue)
X X =
20% Invalid emails
$300,000
Potential
revenue
$60,000 Loss in potential
revenue X =
$720,000 in additional revenue per year!
17 © 2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 17
It is all about Brand Management
19 © 2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 19
Bad database quality
Main consequences of bad emails
1. Lowered email deliverability
2. Lost opportunity
3. Poor brand or business experience
4. Bad database quality
22 © 2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 22
Organize the chaos
23 © 2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 23
Lessen the POS stress through verification
24 © 2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 24
Focus on deliverability
Key takeaways
1. Improve email deliverability through POS verification
2. Prevention costs < costs of failure
3. Lost opportunities are costly
26 © 2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 26
It’s not as daunting as you think
We’ll help you test your email database
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