success factors for email marketing in interactive entertainment

Success factors for email marketing

in interactive entertainment Useful tips for more cash from better email performance

Jan Niggemann

Regional Director Central Europe

Return Path Deutschland GmbH

EUROWEBTAINMENT, Majorca, 22 May 2014

A selection from our client portfolio:

The Worldwide Leader in

Email Intelligence

Over a Decade of Experience

• Worldwide leader in email intelligence

• 350+ specialist email professionals

• Nine offices worldwide

Proven Data Infrastructure

• Email whitelist covering 2 billion inboxes

• Scoring 26 million IPs daily

• Nearly 300 global ISP partners

Delivering Measurable ROI

• Over 12 years of shaping

and driving the email ecosystem

• Serving over 2,500 leading brands

Isn’t

Email

dead and gone?

On the contrary: Email is bigger than ever!

Source: Return Path, 2013

Global growth of email volume is accelerating!

Source: Experian Marketing Services, September 2013

Email sells much better than Social and Display!

Source: June 2013

If you want to make money online

you can’t go without email

That‘s why EMail Marketers will do even more

Email Marketing

Source: ExactTarget,

2014 State of Marketing

What makes or

breaks email

performance?

Email performance requires optimization in

three areas that are very intransparent to

email senders

CONNECT Inbox

Placement

No optimized

Inbox Placement

Rates (IPR)

ENGAGE Inbox

Competition

Declining relevance

or preference for

competing emails

PROTECT Inbox

Abuse

Loss of user trust and brand reputation

from Phishing

3

2

1

100% of Email Marketing budget ROI

Email

Open Rate:

10-30%

Emails not

being

opened:

70-90%

Inbox Placement

is mission #1!

No Inbox

No click

No ROI

22% of all legitimate email globally never

reaches the inbox – cash is left on the table!

Less and less emails

are reaching the

inbox

Inbox placement is

down by 4%

compared to the

first half of 2013

Low email

placement is eating

up revenue

generation

200.000 emails in a million are not making it

to the inbox in Europe (220.000 in Germany)

Mailbox Providers

use your sender

reputation to make

filtering decisions. A

poor reputation

means your email

will get blocked.

Email senders need to focus on excellent sender

reputation (reputation of sending IP addresses)

Get your sender score for free at www.senderscore.org!

Average Inbox Placement Rates

Complaint Rate: Percentage of email delivered to the inbox that

susbcribers mark email as “spam” or “junk”

GOAL: <.1%

Unknown User Rate: Percentage of email addresses sent that do not

exist and are undeliverable

GOAL: <2%

Spam Trap Rate: How many decoy accounts that are sent to, or are

present on one’s active email database

GOAL: 0

Sender Score: A 0-100 scale that measures your email sending

reputation using complaint rate, unknown user rate, spam trap hits,

volume, IP stability and frequency.

GOAL: 100

Killer advice: Try to achieve (and stick to!)

benchmarks for reputation factors

Inbox Placement can be improved a lot,

especially at Gmail and in Germany

Download recommended!

Engagement

is challenge #2!

50 Shades of Grey in the Inbox

Source: Microsoft Corp. 2013

Gmail Promotions Tab: Grid View off

Gmail Promotions Tab: Grid View G

mail P

rom

otio

ns T

ab: G

rid V

iew

on

What Else is in Your Subscribers’ Inbox?

Source: Return Path “Battle of the Brands” Infographic

6%

17%

77%

Restaurants

6%

17%

77%

Airlines

From Inbox Placement to Inbox Positioning

User Engagement metrics are available to

marketers since last year

Intelligent Engagement Monitoring requires

Performance Data from Real Subscribers

Return Path has built a

consumer panel of over

3 million email users

These subscriber data

show where you can

tweak your programs

for optimal

performance

Perfect solution when

combined with seed

data

How about

starting with a

Subscriber

Overlap

Analysis to

understand

who else is

sending to

your

subscribers?

Expecting that in

2014 mobile will

surpass the 50 %

mark and account

for MOST email

opens. Fullstop!

Apple devices most

popular still but

others are gaining

momentum. Which

devices do YOUR

subscribers use?

If you want an

engaged audience

you need to be

mobile savvy!

Our Competitive Benchmark Analysis delivers

engagement insights without requiring resource

from you

http://www.returnpath.com/case-study/myvouchercodes/

Case

Study!

Email Security

is a challenge for

Marketing,

not for IT!

One reason for that: The Internet of Things

One reason for that: The Internet of Things

What email marketers can do today to ensure

good domain reputation:

1. Ensure ALL IP addresses and email streams they deploy have a great

IP reputation (not only SOME!)

2. Implement SPF AND DKIM for email authentication

3. Consider issuing a DMARC record: The new standard enables effective

protection against spoofing and phishing and boosts your domain

reputation

4. Continuous monitoring of Domain Blacklists

5. Performance Monitoring of Domains used at Service Providers

6. Apply highest level of precaution with Affiliate Marketing

Email Marketers need to start protecting their

brand from Domain Abuse:

Example monthly Vodafone online bill

After the Phishing attacks Vodafone’s brand

reputation was severely damaged

Download recommended!

Homework:

How well do you

know your email

performance?

Checklist of email metrics

Inbox Placement Rate (IPR)

Sender Score

Complaint Rate

Unknown User Rate

Spam Trap Hits

Open Rate (per device or email client)

Read Rate

‘TINS’ Rate

Deleted Unread Rate

Protect.EQ Protect Your Users and Your Brand against Phishing

The Return Path E-Mail Intelligence Solutions

Certification.EQ Get whitelisted globally and boost Inbox Impact

Inbox Monitor & Reputation Monitor Maximize Inbox Placement Rates

Inbox Preview & Email Client Monitor Make Your Email Program Best in Class

The

Return Path

E-Mail

Intelligence

Suite

Inbox Insight Get Unique Inbox Metrics for Your Emails and the Competition

Jan Niggemann Regional Director Central Europe jan.niggemann@returnpath.com T: +49 (0)40 822 138-238 M: +49 (0)172 45 88 051

www.returnpath.de/blog

@ReturnPath_DE

www.xing.com/net/inboxinsider

Return Path Deutschland GmbH Neuer Wall 80 20354 Hamburg www.returnpath.de rpinfo-germany@returnpath.com

Thank you – let’s keep in touch!