Using Consumer and Competitive Data to Create Engaging Emails
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Using Consumer & Competitive Data to Create Engaging Emails and an Unfair Advantage May 8 th , 2014
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As inboxes get more crowded, your jobs, as email marketers, get harder and harder. How can you make sure your email campaign will stand out in your subscribers’ inboxes? Recent studies have found that increasing subscriber engagement is a top priority for the majority of email marketers in 2014. This webinar addresses this important topic and shows you how you can use Return Path’s Inbox Insight to stand out in the inbox. It covered how to use consumer and competitive data to see what drives the best engagement. We also showed you how to apply these tactics to your own program via real life success stories and examples.
Transcript of Using Consumer and Competitive Data to Create Engaging Emails
Using Consumer & Competitive Data to Create Engaging Emails and an Unfair Advantage
May 8th, 2014
Agenda
• Inactives and Win-back Campaigns
• Increasing Your Subscriber Engagement
• Client Uses and Successes
Inactives and Win-back Campaigns
Tom SatherSr. Director, Research, Return Path
65% of marketers said driving subscriber engagement is their primary lifecycle challenge.
Increasing Subscriber Engagement
Margarita GolodDirector, Product Marketing, Return Path
Return Path, August 2013
The Inbox Is A Battlefield
Receives between 400 and 500 commercial
messages per month
From over 150 different senders
<30% of that mail gets read
What are Your Subscribers Reading?
Retailer A’s Audience is 2.4x higher than Retailer B
Retailer B shares 59% of their Audience with Retailer A
Retailer A’s campaigns are read 21% more than Retailer B
Retailer A Retailer B
Your Data Alone Can’t Maximize Engagement
More Revenue
More Clicks
More Opens
List Growth
Privacy
Win Back
List Acquisition
Optimization
Engagement
Offers
Subject Lines
Creative
Segmentation
Frequency
Competitive Analysis
Tracking & Reporting
How Do You Stand Out?
To Increase Subscriber Engagement You Need
Understand if these email campaigns are read, deleted unread, forwarded, etc.
Real Performance
Data
Know where to focus (volume, cadence, creative, list size, or subject line)
Actionable Insights
See all email campaigns competing for your subscribers attention
Complete Visibility
• See all email campaigns competing for your subscribers attention
• Get real performance data on these campaigns
• Optimize your own email program based on what is resonating with your subscribers
Inbox Insight
Full Visibility
Real Performance Metrics
Actionable Insights
Get Data and Insights on What Drives Engagement
• Subject Line Performance
• Results of A/B Testing
• Day of Week Analysis
• Frequency, Volume, Segmentation
• Creative Repository
• List Size and Subscriber Overlap
Macys.com Amazon.com
Tax Software for Consumers“Inbox Insight provides us with email performance data that we cannot get anywhere else. This product fills a big gap we had in gathering competitive intelligence and allows us to see where we could be doing better in driving the engagement we need to win.”
—Timothy O’BrienGroup Manager
Digital Communications, Intuit
“Cannot Get This Data Anywhere Else”
• Stiff competition for subscriber attention against H&R Block
• Incomplete visibility despite expensive competitive intelligence strategy
Challenge• Used INBOX INSIGHT to
benchmark their performance versus H&R Block
Solution• Full visibility into H&R Block
Email Programs• Campaigns• Performance
• Increased speed of competitive findings and reduced expense required to capture
• Drove optimization strategy
Result
Large National Department Store“The competitive intelligence in Inbox Insight allows me to see what my real subscribers will do if I change frequency, cadence, subject line, targeting, etc., and this lets me make a more informed business decision.”
—Mike Hodapp Director, Digital Marketing
Dillard’s Inc.
“Predict How Email Campaigns Will Perform”
• Internal pressure to expand email programs without data
• Unknown impact of proposed actions on current subscribers
Challenge• Used INBOX INSIGHT to
understand engagement of similar email campaigns sent by competitors
Solution• Use competitive insight to inform
business strategy
• Created optimized email program strategy
• Able to answer department requests with data
Result
Online Website and Publisher“Inbox Insight should have a direct impact on our revenue because the data from the tool will increase our advertising sales. As a publishing business, we can now use our email performance data and that of our competitors to show our advertisers exactly why they should advertise with us versus competition.” —Jack Hogan
Co-Founder and Chief Technology Officer, Lifescript
“Direct Impact On Revenue”
• Advertising model demanded measurability and performance of email
• Insufficient data to address this
Challenge• Used INBOX INSIGHT
benchmark their email engagement against othersin the industry
Solution• Grew advertising sales based
on data driven analysis of performance
• Achieved competitive advantage in use of email channel
Result
Inbox Insight: Client ExamplesLarge Entertainment Resort
• Promotional Planning and Testing
• Subject Line Planning and Testing
Retail Clothing Chain• Weekly Competitive Snapshot
• Flash Sale Strategy Implementation
Home Furnishings and Décor Chain• Seasonal Offer Planning
• Reporting for Senior Management
Global Online Travel Brand• Subject Line Testing
• Competitive Analysis
Client Details − Large Entertainment Resort
• Use Inbox Insight to identify where to put offers/discounts in subject lines for highest performance
• Use competitive performance data for monthly planning
Client Details − Retail Clothing Chain
• Use Inbox Insight to create executive report on their performance vs. competitors
• Look at Flash Sales campaigns from other brands to determine their own Flash Sales strategy: length of flash sales, timing, day of week, etc.
Inbox Insight Highlights − Retail Clothing Chain
Client Details − Home Furnishings and Décor Chain
• Use Inbox Insight data to validate email marketing strategy to upper management
• Develop seasonal offers based on what is working and not working for others
Inbox Insight Highlights − Home Furnishings and Décor chain
Client Details – Global Online Travel Brand
• Use Inbox Insight to understand subject line fatigue, effectiveness of symbols, and promotional calendars
• Gather insight and data on their sister brand
Inbox Insight Highlights− Global Online Travel Brand
• Inbox Insight product information:
returnpath.com/solution-content/inbox-insight
• Benchmark your email program:
benchmark.returnpath.com/etpromotion
• Email us questions:
Resources
Empower Your Email MarketingText “EMAIL” to 38767
Tips | Strategies | Trends
*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/
Upcoming Webinars:
http://www.exacttarget.com/resource-center/webinars Register:
May 22nd Best Practices of Guided Selling
May 14th Introducing the Next Version of ExactTarget Salesforce Integration
June 12thBringing You Close to Your Social Customers
Ignite yourDigital Marketing
Text “SPARK” to 38767
*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/
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