responsys interact emea guy hanson suzannah hartenash 28june12
DESCRIPTION
Is your legitimate email ending up in Gmail, Yahoo! or Hotmail junk folders? Delivery is not a sure thing. More than 25% of opt-in emails end up in junk or spam folders. This session will explore the critical factors that affect your inbox placement rate, plus some simple steps to improving email deliverability, for maximum return on your programmes.TRANSCRIPT
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Hey, don’t call our email junk!Your guide to reaching the inbox.Guy HansonDirector, Response Consulting, Return Path
Suzannah Harten-AshEmail Marketing Manager, VoucherCodes.co.uk
3Return Path/ Confidential
Agenda
Introduction Email Deliverability Matters Watch Your Reputation! The Rise of Mobile Email Impact of Engagement Case Study - VoucherCodes
4Return Path / Confidential
Making email better on a global scale
Over a Decade of Email Expertise
Proven Data Infrastructure
Delivering Measurable ROI
“Reports of my demise have been greatly exaggerated!”
6Return Path / Confidential
Email is certainly popular…
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…and email is still key for marketers
87% of companies include email as part of overall marketing strategy
Source: Social Media Examiner – 2012 Social Media Marketing Industry Report
72% of companies rate email as 'excellent’ or 'good' for return on investment
Source: Econsultancy "Email Marketing Census 2011" (2011)
Email marketing generates an ROI of 28:1
Source: DMA (US) “Response Rate Report" (2012)
No Inbox. No Click.No ROI.
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Email deliverability: latest benchmark
Europe
North America
Asia Pacific
Central/Latin America
Global
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
86.4
79.3
66.5
71.6
75.9
5.6
7.4
5.2
18.1
9.1
8.0
13.3
28.3
10.3
15.0
InboxBulkMissing
Source: Return Path Deliverability Benchmark Report, 2H11
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Email deliverability: Europe average
Nearly 14% of legitimate email never reaches European consumer
inboxes
That’s almost 3 out of every 20
emails sent!
Source: Return Path Deliverability Benchmark Report, 2H11
12Return Path / Confidential
Email deliverability: by country
France
Germany
Italy
Spain
UK
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
91.1
81.3
90.0
77.8
83.0
5.7
13.7
4.4
4.6
7.0
3.2
5.0
5.7
17.7
10.0
INBOXBULKMISSING
European Deliverability, 2H11
Source: Return Path Deliverability Benchmark Report, 2H11
13Return Path / Confidential
Learn more
Email that is being blocked and flagged as spam increases by 24%
Europe, Middle East and Africa still seeing over 15% of emails not reaching the inbox
1 in 7 UK commercial emails are not being delivered to the inbox
Reputation, overload and confusion take their toll on deliverability rates
www.Return Path.net/landing/globaldeliverability2h11
Why do my good emails get blocked?
ISPs use your sender reputation to make filtering decisions. A poor reputation means your email will get
blocked.
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Impacting factors for email filtering
IP Permanenc
e
Spam Complaints
Unknown Users
Infrastructure
Spam Traps
Subscriber Engagemen
t
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Learn more
Over 85% of email messages received by ISPs are classified as spam
Tougher standards on email sender reputation metrics are resulting in decreased Inbox Placement Rates (IPR)
The majority of businesses scored between 60 and 89, and saw only 68% of their messages delivered on average
IPR for senders with scores over 90 are as much as 33% better than for those with scores between 81-90
http://landing.Return Path.net/SSreport
Mobile EmailMatters
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The growth of mobile
Source: Return Path Mobile Study 2011/12
21Return Path / Confidential
Learn more
Year-on-year email opens on mobile devices grew 82.4%
On track to surpass both desktop and webmail email views by midyear
Apple devices account for 85% of all mobile email opens
Time of day influences which device people read emails
www.Return Path.net/landing/mobilestudyQ212
The Increasing Importance of Engagement
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The increasing importance of engagement
The value of the fair exchange currency has appreciated – in favour of email
subscribers
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The increasing importance of engagement
£0.10£1.00
£3.00 *
* www.economist.com
£0.01
CommoditiesGoods
ServicesExperiences
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Test what subscribers like
My Campaigns
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Creating personal touches
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Creating participation
VoucherCodes.co.uk and Return Path Certification
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Get certified - Benefits
Improved deliverability to major ISPs
Automatic image enablement at Hotmail & Yahoo!
Preferential spam filter treatment
Reduced volume throttling restrictions
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Get certified - Outcomes
The average uplift in email deliverability for all RP Certification clients is 27%
Case study RP Certification clients have averaged the following uplifts in their email program metrics:
Inbox Placement = 34%
Open Rates = 20%
Click Rates = 23%
VoucherCodes.co.uk
Introduction
VoucherCodes.co.uk / Confidential
• Established in 2008• Part of WhaleShark Media• Winner of 6 A4U Performance in Marketing
Awards – including Best Use of Email in 2012• Over 5.7 million visits to the site every month• 5.5 million active email subscribers• 220K Facebook fans and 15K twitter followers• Over 1 million iPhone App users
The importance of the newsletter
VoucherCodes.co.uk / Confidential
• Significant driver of traffic and revenue for VoucherCodes.co.uk
• Strong differentiator from competitors• Compelling product for pushing discounts
to users• Growth based around ensuring email was
user-focused• Rapid and steady growth of list• Main selling point with the brands we work with
Certification
VoucherCodes.co.uk / Confidential
No previous deliverability problems
But…
Images enabledSecurityCredibility
What Certification has meant to us
VoucherCodes.co.uk / Confidential
Increase volume of sendswithout backlash
Spam Assassin score reduction
Feb Mar Apr
VoucherCodes.co.uk Monthly Email Broadcast Volumes
Month
What Certification has meant to us
VoucherCodes.co.uk / Confidential
6% increase in Click Through Rates
18% increase in Click to Open Rates
Pre-Certification Post-Certification0
20
40
60
80
100
120
100 106
VoucherCodes Click-Through Rates
Comparison
Ind
ex
Pre-Certification Post-Certification0
20
40
60
80
100
120
140
100
118
VoucherCodes Click-to-Open Rates
Comparison
Ind
ex
Thank you!
Any questions?
41Return Path / Confidential
Let’s connect!
Guy HansonReturn Pathguy.hanson@Return Path.netwww.Return Path.nethttp://uk.linkedin.com/in/guyhanson@Return Path, @GuyHanson
Suzannah [email protected]@suzannah86
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