Email's Power & Responsibility: Fireside Chat with Return Path
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Transcript of Email's Power & Responsibility: Fireside Chat with Return Path
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Email's Power & Responsibility: Fireside Chat with 1-800-Flowers, Bank of America and Publishers Clearing House
Tami Forman, VP Corporate Marketing & Communications
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Consumers Love Email
Email Text Facebook Twitter Pinterest Instagram Foursquare
Consumers with a smartphone Consumers without a smartphone
Source: ExactTarget© 2013 Marketers from Mars, September 2012
Consumers with a Smartphone = 675, Consumers without a Smartphone = 526, Marketers = 411 US Online Population, age 18 or older
Who uses email? Everyone. (Literally. Everyone.)
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Source: The Radicati Group, Email Statistics Report, 2015 -2019 (Published in 2015)
Over 1/3 of the
worldwide
population will be
using email by the
end of 2019.
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Email Wins on Mobile Devices
Email Text Search Social News Games Videos
Percent of consumers doing activities at least one time a
day on smartphone
Source: ExactTarget© “Mobile Behavior report” 2014
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The inbox knows us:
What we buy, what we watch, what we care about.
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It’s also where we take action.
We engage with email.
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Marketers Love Email
Email: Most Effective, Least Difficult
Email Website/Blogs SEO Social Media Content Paid Search/PPC Mobile/SMS E-commerce
Most Effective Most Difficult
Source: MarketingCharts.com | Data Source: Ascend2 and Research Partners
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How Effective is Email Marketing?
Source: Sikich, 2013
Consumers who receive
email marketing spend
83% more when shopping
ROI = $44.25
for every dollar spent
They order
28% more often
Their orders are
44% larger
70% of digital marketers
see email as the top
medium for ROI
And here’s why…
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The inbox is a powerful
marketing hub.
Opportunity
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Three Challenges to Success
• Gaining access
• Gaining trust
• Gaining advantage
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Challenge:
Gaining Access
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The inbox is
hard to reach
Source: Return Path Inbox Placement data, 2015
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Solution: Data
• Using data, we can analyze many aspects preventing inbox
placement and correct major deliverability issues.
• Open rates
• Click rates
• Complaint rates
• Inbox placement rate
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Delivered ≠ Inbox
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Challenge:
Gaining Trust
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Source: RSA Fraud Report (October 2014), EMC
Email Threat Trends
The average uptime for phishing attacks
Source: APWG Global Phishing Report 2H2014
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Solution: Data
“DMARC protects almost two-thirds of the world’s consumer mailboxes and 85% of US customers.”
• DMARC protects your brand from direct domain phishing attacks
• Instructs mailbox providers on how to handle unauthenticated messages
Source: Return Path DMARC Intelligence Report, Feb 2015
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Source: DMARC.org, press release, February 2015
“If your domain doesn’t protect itself with DMARC,
you will be increasingly likely to see your messages
sent directly to a spam folder or even rejected.”
John Rae-Grant
Product Manager, Google
Anti-phishing standard today, inbox placement factor tomorrow
DMARC
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DMARC Secure Email Gateway Coverage
Provider (latest versions) Supports DMARC blocking? Supports DMARC reporting?
Cisco Yes Yes
Symantec Yes No
Dell Sonicwall Yes Yes
Microsoft Exchange Online Protect No No
Proofpoint No No
McAfee No No
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Challenge:
Gaining Advantage
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Today’s Inbox
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The Crowded Inbox
On average, subscribers receive …
…a month
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Solution: Data
• Know your competitors and how your brand performs against theirs
• Use engagement data from your campaigns to know where to focus and
what to prioritize
• Know how subscribers read your email (clients, devices, and inboxes)
• Use performance data to create more effective subject lines and content
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READ RATE FOR
WINNER’S CAMPAIGNS
IS HIGHER BY
19%*
VS
29%
WINNER: STARBUCKS
* Shared subscribers are 6% of Starbucks’ total list size.
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READ RATE FOR
WINNER’S CAMPAIGNS
IS HIGHER BY
10%*
VS
11%
WINNER: REI
* Shared subscribers are 7% of Sports Authority’s total list size.
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READ RATE FOR
WINNER’S CAMPAIGNS
IS HIGHER BY
15%*
VS
33%
WINNER: JCREW
* Shared subscribers are 14% of Anne Taylor’s total list size.
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Jeff Riesenberg Vice President,
eCommerce Channel Consultant
Bank of America
Sal Tripi AVP Digital Operations
and Compliance
Publishers Clearing House
Panelists
Sandeep Varma Enterprise Vice President,
CRM & Loyalty
1-800 Flowers
Tami M. Forman Vice President, Corporate
Marketing & Communications
Return Path