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Slide deck from Return Path seminar 'The Power of Competitive Intelligence' that took place on 24th April 2013 in London.
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Welcome to the Return Path Seminar The Power of Competitive Insight
Today’s Agenda 9.00 – 9.30 Coffee and arrival 9.30 – 9.35 Welcome and Introduction Matt Markham, Regional Director Northern Europe, Return Path 9.35 – 10.10 Email marketing landscape – 10 technologies you should be aware of
Guy Hanson, Director Consulting EMEA & Dale Langley, Senior Professional Services Consultant, Return Path
10.10 – 10.30 Return Path 2013 - the bigger picture Richard Gibson, Director of Client Services Northern Europe, Return Path
10.30 – 10.50 Coffee Break 10.50 – 11.20 The power of competitive insight Greg Gould, Group Product Manager, Return Path
11.20 – 11.45 Insight in action – how to harness the potential of competitive intelligence Guy Hanson, Director Consulting EMEA, Return Path
11.45 – 12.00 Panel Q&A session 12.00 – 13.00 Buffet Lunch
10 Technologies you should be aware of
Dale Langley & Guy Hanson 24th April 2013
Be Creative
• 67% of major desktop clients block images by default • 100% of major webmail clients block images by default • 80% of mobile operating systems block images by default
Mozify
Mozify
Option 1: Design creatively
Mozify
Option 2: Use Technology
Echograph
Bringing real-life to email
Moveable Ink
Keeping content alive
Be Correct
• Criminals are getting smarter and more targeted. • Phishing and spoofing is no longer the preserve of the financial services sector
Protect Your Brand
* Source: APWG
• Increasing list quality, reducing unknown users and spam trap hits.
• Implemented via API or batch process
Real-Time Address Validation
Result Description Result Description
Verified Addresses appear to be deliverable, and not traps or disposable accounts. Unreachable The addresses contain an invalid domain.
Undeliverable Addresses are not deliverable - they don't exist, are suspended, or mailbox is full. Illegitimate The addresses are known traps, monitoring
domains, or black holes
Unknown It is not possible to determine if the addresses are deliverable or not. Disposable Addresses belong to a disposable email
address provider like mailinator.com.
Be Informed
• Which campaign generates most App installs? • Discover how channels (blog, ads, twitter, email) perform
Yozio
Device specific landing pages that can be changed at any time.
• A/B testing for websites • Produce maximum conversion rate or sales
Visual Website Optimizer
• 208% increase in CTR • 62% increase in conversions
• 3 sections • New (SEO friendly) text versus
control text
• Extra Call to action buttons versus no extra buttons
• Large photo of the car versus thumbnails
• Recipients are randomly served with the test images. • Success measured in real time • The winning image (or combination of images) is then shown
to the remaining recipients.
Testing images in email
Vs.
Vs.
Testing images in email
A B C
A B C
C C C
C C C C C
Be prepared
• HTML5 offers huge potential for email marketers • The combination of video and animated Gif’s brings new
depth to email • Peer initiated communication will evolve
Video in email (again!)
• Future subscribers will interact with their emails differently • Wearable technology is nearly here • Digital immersion will be a reality
Mobile is more than mobile
Thank You!
Return Path 2013 – The bigger picture Richard Gibson, Director Client Services Northern Europe, Return Path
What is Email Intelligence?
The answer = Email Intelligence
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Certification/ Whitelist
Summary Score
Domain Registry/ Blacklist
Receivers
Receivers
Certification/ Whitelist
Summary Score
Domain Registry/ Blacklist
Typical email marketing challenges
1. Reaching the inbox and knowing when you’re not
getting there.
2. Understanding your own email engagement
metrics.
3. Mobile.
4. Protecting your brand and customers against
phishing and spoofing.
#1: Reaching the inbox
No Inbox No Click No ROI
Customer filter by ISP & IP
Customer filter by ISP & IP
Improved trend reporting
Quicker troubleshooting
#2: Understanding engagement
Graymail: the new spam
Subscriber data in Inbox Monitor
Subscriber data in Inbox Monitor
Subscriber data in Inbox Monitor
#3: Mobile
Mobile Enables Email
Source: Inbox Marketer client reporting, September-December 2012
Source: Inbox Marketer client reporting, September-December 2012
Subscriber level extracts
#4: Protecting your brand
Unknown unknowns
Anti-Phishing Solutions
Data + Analysis + Insight = Intelligence
The answer = Email Intelligence
Make Your Email Program Best In Class - The Power of Competitive Insight
Greg Gould General Manager, Insight.EQ Return Path
In a 10 Day Period the Average Subscriber Mailbox…
Receives between 400 and 500 commercial messages…
From over 150 different senders
<30% of that mail gets read
Subscribers are Overwhelmed
The Inbox Is Changing
What are your subscribers reading? 60% of Argos’
Subscribers
47% of ASDA’s Subscribers
42% of Groupon’s
Subscribers
Challenge Solution Result
Email Marketers Have Too Much to Do
You Need to Know Exactly What Levers to Pull
Segmentation
Grow My List
Subject Line Testing
Offer Strategy
Win Back Campaign
Introduce A Newsletter
Frequency
Email Still Generates Great ROI
But how do you know if you are you Best in Class?
So What Do You Need?
• Intelligent engagement metrics • Read Rate, Delete without Read, Forward
Real Performance
Data
• Yours versus competitors, and best-in-class
• Standardised Benchmarking any time
Side By Side Benchmarks
• Competitive email campaigns • All campaign types (Transactional, Marketing, Win-Back, etc.)
• Real subscriber activity
Complete Visibility
• See all competitive campaign types through real subscriber activity
• Leverage best in class practices to drive the maximum ROI from your program
• Benchmark your email performance against the industry and competitors that matter most to you
Inbox Insight
• Full Visibility • Real Performance Metrics • Side by Side Benchmarking
• Inbox Insight aggregates and benchmarks data from real subscribers… YOUR subscribers
• Benchmarking based on intelligent engagement metrics to drive optimisation.
Inbox Insight: How it Works
What are the Results?
Top International Cruiseline “We want to be innovative and best in class within our industry and Inbox Insight is the only tool that lets us do that by showing us how competitive email programs are performing”
—Janet Bava Manager, Direct Marketing
Royal Caribbean
“More Engagement Insight Beyond Opens And Clicks”
• Unable to see full picture of engagement with just opens and clicks
• Wanted to see real benchmarking imperative to drive ROI
• Intense business pressure to send more mail
Challenge
• Used INBOX INSIGHT to benchmark their performance versus the competitors that matter most to them
Solution
• Identified marketing opportunity
• No competitors sending out email on Saturdays
• Implemented Saturday campaigns and drove incremental results.
• Increased ROI and Engagement Rates
Result
• Increased sending frequency by 65%
• DOUBLED their conversions
• Decreased time spent on Competitive Intelligence by 30%
• Decreased opt-out rates
• No negative impact to engagement or deliverability
For Royal Caribbean Cruise Lines that Means…
Insight in Action – How to Harness the Power of Competitive Intelligence
Inbox Insight Practical Applications
Guy Hanson Director of Consulting, EMEA
#1 Hotel Chocolat
#1 Hotel Chocolat
#2 Yorkshire Building Society
#3 Firebox
#4 Moshi Monsters
#4 Moshi Monsters
#5 Voyage Privé
100 100 100
6351
240
20
40
60
80
100
120
Deleted Unread Deleted After Reading
ISP Spam
Benc
hmar
k =
100
Engagement Metric
Voyage Privé Subject Line Symbols Test
Campaigns Not Using Symbols
Campaigns Using Symbols
#6 Big Discounts, Small Returns
#7 Valentine’s Day – Love Trumps Lust!
#6 Valentine’s Day – Love Trumps Lust!
#7 Easter Email Eggcellence
1. [Common Name], book your Bank Holiday getaway
2. [Less Common Name], book your Bank Holiday getaway
3. Hi, book your Bank Holiday getaway
1. Easter is coming! Make someone a very happy bunny
2. Easter's coming! And you know how to make someone a very happy bunny
3. Make someone a very happy bunny this Easter
#9 London Olympics
#10 Daily Deals in France
Inbox Insight Practical Applications
Guy Hanson Director of Consulting, EMEA
• [email protected] • www.returnpath.com • uk.linkedin.com/in/guyhanson • @GuyHanson, @ReturnPath