increase open rates by sending at the best time
TRANSCRIPT
Increase Open Rates
by Sending at the Best Time
Today’s Speakers
Karen Lewison
Manager, Event Marketing
Return Path
Stephanie Colleton
Sr. Director of Business Development
Innovation Labs
Return Path
• The Value of Email Personalization
• Send Messages at the Right Time
• Send Time Optimization - How it Works
• Q&A
Today’s Agenda
The Value of Email
Personalization
Source: Econsultancy - Quarterly Digital Intelligence Briefing: 2015 Digital Trends
Personalization – Marketers’ Priority
30%
29%
27%
24%
22%
20%
17%
16%
15%
Targeting and personalization
Content optimization
Social media engagement
Brand building / viral marketing
Multichannel campaign management
Converstion rate optimisation
Search engine marketing
Mobile optimisation
Video content
Personalization Challenges
Source: Experian Data Quality
40%
39%
38%
32%
28%
28%
24%
23%
Gain insight quickly enough
Having enough data
Inaccurate data
Lack of internal resources
Having too much data
Lack of budget
Unable to gain insight from data
Unable to access information
Personalization is Key
Personalized promotional
mailings had 29% higher
unique open rates and 41%
higher unique click rates
Source: Experian Marketing Services Email Marketing Study (2013)
Personalized emails
improve conversion rates
by 10%
Source: Aberdeen
How Do I Send at the Best Time
for Each of My Subscribers?
The Right Time
Earn more response and revenue by having your
email arrive when customers are in their inbox.
Optimize the
Send Time
by Subscriber
Pinpoint the Best
Day and Time
to Connect
See Higher Opens,
Clicks, and
Conversions
24% of email opens occur
during the first hour after
delivery.
The Right Time
Source: GetResponse
• Long testing cycles
• Guesswork
• Random segmentation
• Inaccurate results
How it’s Done Today
How to Do it Better
Send Time Optimization
from Return Path allows
senders to easily optimize
their email sends to target
their subscribers at the right
time.
• Higher engagement = higher propensity for
improved deliverability rates
• Send Time Optimization allows you to send
emails when subscribers are most likely to open
them, regardless of the time zone
How Does Send Time Optimization Help You?
• On average, Send Time Optimization customers see a
25% increase in open rates
• Improved opens, clicks and conversions = better ROI
Case Study | Major Resort
“Send time optimized campaigns perform much better than our
control group.”
Open rates were Click-thru rates were Click to conversion was
higher higher higher
Case Study | AAA of Ohio
“We saw a 35 percentage point increase in the open rate (from 7% no
Send Time Optimization to 42% with Send Time Optimization), and
sales in some categories were up over 4000% over the previous year.”
Open rates were Increase in sales
higher higher
Case Study | Dell
“This test is ‘genius’ in its construction...This is a great example of an
organization analyzing big data sets and segmenting appropriately to come
out with major wins for their organization. Bravo!” –WhichTestWon, judges
Open rates were Click-thru rates were
higher higher
• Send Time Optimization is currently
available for Salesforce Marketing
Cloud users
• Available in the future for marketers
using other email service providers
Can Anyone Use This Tool?
How Does it Work?
Send Time Optimization
Salesforce Marketing Cloud HubExchange
Home Screen
Archived Campaigns
Active Campaigns
Campaign Set-up
Date & Time Range
Campaign Spread
Reports
30-minute call with Return Path
Download the SFMC app
Choose campaign timeframe
Campaign is automatically optimized
Easy Setup Steps
• Simple, fast -- adds only one step to SFMC workflow
• Send the campaign when you want and it will arrive when
subscribers are most likely to view it
• Immediately see how many emails will be sent each hour
throughout specified timeframe
• Pause a campaign to fix a typo or broken link before it sends
• Simple reports to quickly and easily see campaign results
• Send times are always up-to-date – the solution recalibrates
weekly
Send Time Optimization Highlights
Send Time Optimization improves opens, clicks
and conversions, which leads to better ROI.
Making Time Personalization Possible
Questions? Please use the box in the lower left-hand corner to
submit any questions you may have for us.
Join Us on the Return Path World Tour
Resources
Send Time Optimization Fact Sheet
www.returnpath.com
