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Today’s Presenters
Scott Roth
Chief Marketing Officer
Return Path
Shar VanBoskirk
Vice President &
Principal Analyst
Forrester Research
James DeStefano
Director of Email
Marketing and CRM
Gilt City
We help the world’s leading companies
promote and protect their brand.
About Return Path
2,000+
Customers
Partnered with
ESP’s/ISP’s 480+
Employees
12 Global
Offices
Shar VanBoskirk
Vice President, Principal Analyst
Forrester Research
The Future of Email Marketing How Context Will Make Email Even More Valuable
10 © 2015 Forrester Research, Inc. Reproduction Prohibited
Theme
› Email is the best marketing tool
for building brand relationships
11 © 2015 Forrester Research, Inc. Reproduction Prohibited
Agenda
• Why is it so important to do email well?
• How can improve your current email efforts?
• How can you put email to better use?
11
12 © 2015 Forrester Research, Inc. Reproduction Prohibited
Agenda
• Why is it so important to do email well?
• How can improve your current email efforts?
• How can you put email to better use?
12
© 2015 Forrester Research, Inc. Reproduction Prohibited 13
Customers are empowered
Base: 58,583 US online adults (18+)
Source: Forrester's North American Consumer Technographics® Online Benchmark Survey, 2014
Number of connected devices used:
© 2015 Forrester Research, Inc. Reproduction Prohibited 14
Tech gets used in very intimate places
Base: 58,583 US online adults (18+)
Source: Forrester's North American Consumer Technographics® Online Benchmark Survey, 2014
Bathroom??
© 2015 Forrester Research, Inc. Reproduction Prohibited 15
Source: Forrester’s North American Consumer Technographics Online Benchmark Survey (part 2), 2014; Forrester's North American Technographics Online
Benchmark Survey (Part 2), Q3 2012 (US, Canada_; and Forrester’s North American Technographics Omnibus Online Survey, Q1 2010 (US)
Attitudes toward email continue to improve
© 2015 Forrester Research, Inc. Reproduction Prohibited 16
Note: All numbers rounded down
Source: Forrester Research Email Marketing Forecast, 2014 To 2019 (US)
Email continues to grow at a 9% CAGR
© 2015 Forrester Research, Inc. Reproduction Prohibited 17
Most emails could be better
Base: 98 emails
Source: The Best And Worst of Email Marketing, 2014, June 20, 2014
© 2015 Forrester Research, Inc. Reproduction Prohibited 18
Most emails could be better
Base: 98 emails
Source: The Best And Worst of Email Marketing, 2014, June 20, 2014
19 © 2015 Forrester Research, Inc. Reproduction Prohibited
Agenda
• Why is it so important to do email well?
• How can improve your current email efforts?
• How can you put email to better use?
19
© 2015 Forrester Research, Inc. Reproduction Prohibited 20
Balance user need with business goals
1) What do my users need?
2) What is my business goal for email?
© 2015 Forrester Research, Inc. Reproduction Prohibited 21
Forrester’s email user experience review evaluates four dimensions
▪ Subscription
▪ Value
▪ Presentation
▪ Trust
22 © 2015 Forrester Research, Inc. Reproduction Prohibited
Good: inviting
registration front
and center on the
home page
Better: collecting
email address
directly
Make email registration easy
© 2015 Forrester Research, Inc. Reproduction Prohibited 23
HP’s registration is clear and explanatory
HP provides
explanations
and benefits
associated
with data
collection . . .
. . .At each step in
the registration
process
© 2015 Forrester Research, Inc. Reproduction Prohibited 24
Poor targeting keeps this email from providing essential content
25 © 2015 Forrester Research, Inc. Reproduction Prohibited
Kraft includes peer reviews in its email
Best practices:
•Includes social
content in the email
•Encourages
interactivity by inviting
users to review
recipes
•Makes sharing easy
© 2015 Forrester Research, Inc. Reproduction Prohibited 26
Citi Cards emails make sense with no images
And it has
several, above-
the-fold calls to
action
© 2015 Forrester Research, Inc. Reproduction Prohibited 27
The NY Times uses headlines to ease content navigation
28 © 2015 Forrester Research, Inc. Reproduction Prohibited
McKinsey provides a user-centric footer
Footer reminds subscribers:
•What emails they get, why
•How to change email address
or preferences
•Of privacy policies
29 © 2015 Forrester Research, Inc. Reproduction Prohibited
Agenda
• Why is it so important to do email well?
• How can improve your current email efforts?
• How can you put email to better use?
29
© 2015 Forrester Research, Inc. Reproduction Prohibited 30
› Fails to differentiate
› Creates crippling complexity
› Doesn’t guarantee relevance
Email for CRM isn’t enough
It:
© 2015 Forrester Research, Inc. Reproduction Prohibited 31
A contextual understanding of
consumers allows companies to deliver
on the promise of customer-centricity
© 2015 Forrester Research, Inc. Reproduction Prohibited 32
What this is right now
Triggered emails are
contextual by nature:
Shopping cart
abandonment emails tap
a $4 trillion opportunity
© 2015 Forrester Research, Inc. Reproduction Prohibited 33
AIMIA showed locations
nearby at time of email open
where Nectar Rewards could
be redeemed
Open rates increased by
67%
Geo-targeted content:
© 2015 Forrester Research, Inc. Reproduction Prohibited 34
• Conversion rates by 375%
• Bookings by 60%
• Share of voice by 650%
…with no incremental investment
Red Roof Inn
applied weather
in another way:
© 2015 Forrester Research, Inc. Reproduction Prohibited 35
What this will become › A business traveler receives an email from a retail chain to
which she is a loyal shopper.
› Email technology shows that the customer is traveling when
she opens the email.
› The chain has stores in the city where she is traveling and
makes the logical leap that she is staying at a
› The retailer personalizes email content at open time to
promote items such as water, snacks, or umbrella; or room
delivery
© 2015 Forrester Research, Inc. Reproduction Prohibited 36
To summarize
› Your customer relationships are your primary
competitive differentiator
› Email is a key way to build customer
relationships
› Apply best practices to improve email
performance
› Context will take email beyond CRM
We have unprecedented visibility into the inbox
CONSUMERS & DEVELOPERS
and 2M+ Consumers
eCommerce receipts
from over
5,000 Retailers
Data Examples:
Message arrived, message read,
message deleted, subject line, creative,
purchase receipts, travel notifications
PROVIDERS
Data Examples:
Mail logs, spam traps, complaints,
deliverability stats, IP authentication,
SPF/DKIM/DMARC records
70+ Providers
2.5B Inboxes
with
Return Path Email Optimization Suite
With The Right
Message
• Inbox Preview
• Subject Line Optimizer
• Email Client Monitor
• Inbox Insight
Reach The Right
Inbox
• Certification
• Inbox Monitor • Reputation Monitor
At The Right
Time
• Send Time
Optimization
Return Path’s Email Optimization Suite helps companies build better relationships, drive
more responses, and increase revenue from their email marketing efforts.
Who We Are: Gilt
Gilt City offers its 3.7M+ members coveted access to exclusive experiences in
select U.S. cities, all at insider prices.
City Women Men
Kids Home DuJour
Gilt is a members-only lifestyle destination and e-commerce site
that provides insider access to today’s top designer labels.
September 2010 Gilt City Launches
Gilt City Quick Facts
160 Sales Launch Weekly
Beauty, Retail, Dining, Spa, & Fitness Largest Revenue Driving Categories
$60K Virgin America Charter Flight Most Expensive Experience Sold
13 Local Markets
The Power of Email at Gilt City
Over 50M promotional emails
sent per month
Most cost efficient marketing
channel
RP Certified since November 2011
Primary means of
communication with our
members
Largest driver of traffic and
revenue
Delivering Relevant Content
Challenge
• How to maintain fresh copy and creative
• Waning engagement
• Lapsed purchase behavior
• Increased inbox competition
Solution
• Hyper personalized campaign
• Use witty and playful copy
• Walk each lapsed customer through their own unique journey from
registration through last purchase
• Capturing his/her attention
• Reigniting their passion for the brand
13% Conversion Rate Lift
44% CTO Lift
Creating Urgency
Goal
• Drive excitement and urgency
• Create a more nimble franchise that is agnostic of seasons, holidays,
cultural events, etc.
159% Conversion Rate Lift
Concept
• “The Rush” franchise plays off the idea of getting a rush from shopping
• Urgency of a rush
• Deep discount for a limited period of time
Results
• RP Certification allows us to bypass certain filters and so reach our
members’ inboxes at the start of the redemption window
Merchandise Authority Goal
• Establish Gilt City as the go-to
destination for can’t miss local
experiences
Concept
• Editorialized content that tells a
story
Learnings
• Most relevant for members with
brand/category affinity AND who
have purchased before
Conversion Rate Lifts of Up to 11% CTO Lifts of Up to 20%
From: To:
Onboarding Experience Optimization
Goal
• Educate
• Reinforce the value prop
• Deepen the relationship w/ our members
• Increase activation rate while driving incremental
revenue
Solution – TEST, TEST, TEST!
• Copy and creative
• Incentive
• Incentive max redemption
• Responsive design vs. mobile friendly
• Banner vs. dedicated email
• Timing Sets frequency
expectations
Speaks to value
proposition
Inbox Placement Overview
• GC relies heavily on Inbox Monitor – alerts go to
senior management
Challenge
• Seeds for smaller transactional emails and our
welcome email showed sporadic bulking at Gmail
• Tried to resolve, but were unsuccessful –
• Updated creative
• Updated SL and copy
• Recoded the HTML
Solution
• Worked closely with our account team
• After reviewing the volume, it became apparent
we had too many IPs
• Reduced the number of IPs and issue resolved