email data quality research: roundtable on industry trends

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Email data quality research: Roundtable on industry trends

Sarah Herlihy Product Marketing Director

Spencer Kollas VP of Global Deliverability

Holly Prescott Premier Customer Account Manager

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Introducing our speakers

Sarah Herlihy Product Marketing Director,

Experian Data Quality

Spencer Kollas VP of Global Deliverability,

Experian Marketing Services

Holly Prescott Premier Customer Account Manager,

Experian Data Quality

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Key 2015 email trends and challenges

Email data management: Deliverability

Customer email challenges

Dealing with email data quality

Today’s agenda

Key 2015 email trends and challenges

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The multi-channel consumer

Over half of all customer

interactions involve

more than one

channel or brand

touch point Multi-

Channel

Single

Channel

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Email collection and database maintenance challenges

Duplicate customer data

Purchasing email lists

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How companies manage email databases

Validating new email addresses

Engaging in reactivation campaigns

Suppressing inactive email subscribers

Following CAN-SPAM requirements

Removing hard bounces from campaigns

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Key trends

Email volume rose 16% over the past year

*Data taken from Experian Marketing Services Q2 Benchmark Report

Unique open and click rates remained the same (17% and 2%)

Average order value is $187

Email data management:

Deliverability

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Common deliverability consequences

Consequences of

poor

deliverability

Inability to communicate

with subscribers

Poor customer

service

Regulatory hurdles

Unnecessary costs

Lost revenue

Spam trap hits

Trouble reaching the

inbox

Customer complaints

Sender reputation

problems

Low deliverability

rates Black listing

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Deliverability

Unknown Users Spamtraps

Complaints Engagement

Deliverability can be simple

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A story with Redbox

Customer email challenges

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A lesson in email database management

POS collection is often the least accurate

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A lesson in lost opportunity

Validation is particularly important for re-engagement campaigns

Polling question

Dealing with email data quality

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Cost of bad emails

100,000 Net-new emails

during holidays

5% Email

conversation rate

$170 Average order

value

$850,000

Potential revenue X X =

20% Invalid emails

$850,000

Potential revenue

$170,000 Loss in potential revenue X =

Over 2 million lost in additional revenue per year!

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Tackling bad email data quality

21% Daily batch processing

20% Real time at point of capture

16% Monthly batch processing

11% Dependent on channel data was collected

5% No data cleansing

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Tracking email marketing success

Bounce rates

List growth rates

Click through rates

Conversion rates

Email sharing rates

ROI per email

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Roundtable discussion

Discussion time

22 22

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