making e-mail smarter: evaluating and improving this imperfect science
DESCRIPTION
Matt Spielman, Chief Marketing Officer, Return Path. Fórum E-Commerce Brasil 2013.TRANSCRIPT
Making Email Smarter: evaluating and
improving this imperfect science
Matt Spielman, Global Chief Marketing Officer
August 3, 2013
The Inbox has changed
Implications for your business
Capitalizing on opportunities
Agenda
1
2
3
Providing Visibility that never existed before to
thousands of clients
Today’s inbox
is changing …
… it’s more interactive
Email’s Renaissance
Companies are providing services enabling you to do
more in the email itself.
… it’s more organized
Automatically sort
and filter mail…
… it’s more secure
Where is Email Read Now? Increasingly Mobile!
… it’s more crowded
This is a global challenge: Brazil: 2 out of every
5 legitimate emails don’t reach the inbox!
Full report:
br.returnpath.com/email-intelligence-2013
Source: Microsoft
Graymail should be a Primary Focus
Let’s Review - Evolution (Renaissance) in email
- Increase in utility and value
- Account for mobile
- Can be crowded, Graymail
- Requires constant vigilance
- Get into the inbox
What do these trends
mean for you?
?
Good News!
Email Generates Great ROI
The inbox provides invaluable
customer information
“Email Is Crushing for Selling Stuff Online”
July 2013
If you want to succeed online you need to use email.
Not getting into the inbox has meaningful implications
Email Generates Great ROI but you also need to
know your competitors’ activity and performance
Is Big Data the Answer?
Sort of….
DATA
INSIGHTS
ANALYTICS
Email Intelligence which equals for you…
Customer Intelligence
Knowledge is Power Companies who understand their customers
Outpace Those Who Do Not
29% 88% 89
21% 65%
46
Return Path Clients
Other Marketers
READ RATE INBOX PLACEMENT
RATE SENDER SCORE
Royal Caribbean
Partnership in Action: More Engagement Insight
Beyond Opens And Clicks…
• Decreased opt-out rates
• No negative impact to engagement or
deliverability
65%
Increased sending
frequency by 65%
x2
DOUBLED their
conversions
30%
Decreased time spent
on Competitive
Intelligence by 30%
Summary
Understand and anticipate changes in
consumer behavior
Need to have visibility into your own
activity and that of your competitors
Need to translate into actionable insights
1. Strengthened relationships
2. Opportunity to establish new ones
3. Protection for yourselves and your
customers
The Result:
Email Intelligence + Customer Intelligence =
APPENDIX
APPENDIX