![Page 1: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/1.jpg)
How Smart Marketers Grow Revenue with Email Data
Tami M. FormanVP, Corporate Marketing & CommunicationsMay 2014
![Page 2: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/2.jpg)
The Global Leader in Email IntelligenceOver a Decade of Email Expertise• Worldwide leader in email intelligence
• 350+ dedicated email professionals
• Offices in New York, Denver, San Francisco, Toronto, London, Paris, Hamburg, Sydney, and Sao Paolo
Proven Data Infrastructure• Over 2 billion inboxes comprise our
certification program
• 26 million IPs scored daily by Return Path
• Nearly 300 ISP partners globally
Delivering Measurable ROI• Over 12 years of shaping and driving
the email ecosystem
• Serving over 2,000 leading brands across retail/eCommerce, publishing, social media and financial services sectors
![Page 3: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/3.jpg)
A theory: Email marketers are poised to be the marketing leaders of the future
![Page 4: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/4.jpg)
The future of marketing is all about data
![Page 5: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/5.jpg)
The future of marketing is also all about consumer choice
![Page 6: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/6.jpg)
The inbox is the consumer information hub
![Page 7: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/7.jpg)
![Page 8: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/8.jpg)
Percent of time spent with email by category
Source: Merkle, “View from the Digital Inbox,” (2011)
![Page 9: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/9.jpg)
What’s the best way to get promoted?
![Page 10: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/10.jpg)
Consumers are in control of what marketing messages they consume
![Page 11: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/11.jpg)
Once upon a time ….
![Page 12: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/12.jpg)
![Page 13: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/13.jpg)
But now …
![Page 14: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/14.jpg)
![Page 15: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/15.jpg)
Inbox Place Rate (IPR) Averages in USA
Source: Return Path
![Page 16: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/16.jpg)
Not all industries are “average”
Appar
el
Busine
ss S
ervic
es
Charit
ies, F
ound
ation
s & N
on-P
rofit
s
Compu
ters
& E
lectro
nics
Consu
mer
Ser
vices
Health
care
Med
ia & E
nter
tainm
ent
Real E
stat
e & C
onst
ruct
ionRet
ail
Techn
ology
Teleco
mm
unica
tions
Trave
l, Rec
reat
ion, a
nd L
eisur
e0
20
40
60
80
100
9087 86
58
7176
74
9488
79 82
88
8 8 11
1914
10
17
38
1512
62 53
23
15 149
3 36 6 6
Inbox % Missing % Spam %
86
![Page 17: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/17.jpg)
Consumers are in control of how they consume marketing messages
![Page 18: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/18.jpg)
BEHOLD! Gmail Tabs
![Page 19: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/19.jpg)
Engagement Level
Read Rate Before Tabs
Read Rate After Tabs
High 58.6% 60%
Medium 10.6% 10%
Low 2.2% 0.4%
Source: Return Path
![Page 20: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/20.jpg)
![Page 21: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/21.jpg)
![Page 22: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/22.jpg)
But wait!
There’s
more!
![Page 23: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/23.jpg)
“Move Me” Doesn’t Move Anything
.1%
![Page 24: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/24.jpg)
Consumers are aware of security risks
![Page 25: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/25.jpg)
![Page 26: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/26.jpg)
![Page 27: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/27.jpg)
Around the world, 16 million phishing messages arrive in inboxes every single daySource: Symantec Security Technology and Response Group, August 2012
![Page 28: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/28.jpg)
50% of them are opened
10% of them are clicked on
Source: Symantec Security Technology and Response Group, August 2012
![Page 29: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/29.jpg)
It takes a trained eye…Message A Message B
![Page 30: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/30.jpg)
It takes a trained eye…Phishing MessageAuthentic Message
You got
PHISHED!
![Page 31: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/31.jpg)
Consumers are consuming more information on mobile devices
![Page 32: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/32.jpg)
Source: Return Path
Webmail 48%
Mobile 16%
Desktop 36% Webmail 37%
Mobile 29%
Desktop 34% Webmail 24%
Mobile 49%
Desktop 27%
20112012Today
![Page 33: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/33.jpg)
Where is your audience reading email?
![Page 34: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/34.jpg)
Consumers are empowered, and they know it
![Page 35: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/35.jpg)
Inbox Share: How Much Your Email Customer List Overlaps and Engages with Your Competitor
Little overlap may indicate opportunity to increase your market share
Substantial overlap in combination with high engagement indicates a healthy customer base
![Page 36: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/36.jpg)
6%
17%
77%
Home/DIY
Source: Return Path
![Page 37: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/37.jpg)
6%
17%
77%
Retail
Source: Return Path
![Page 38: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/38.jpg)
6%
17%
77%
Restaurants
Source: Return Path
![Page 39: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/39.jpg)
Source: Direct Marketing Association, October 2011
![Page 40: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/40.jpg)
Q: WHO ARE LIKELY ADVERTISING/CROSS PROMOTIONAL PARTNERS?
A: Based on this chart, this could be a valuable partnership
Using Data From Email to Find New Valuable Customers
![Page 41: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/41.jpg)
Q: SHOULD I BUY ADS ON FACEBOOK?
A: Based on this chart – absolutely.
Use Data from Email to Get Insight into Other Marketing Channels
Company A Facebook
![Page 42: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/42.jpg)
![Page 43: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/43.jpg)
![Page 45: How Smart Marketers Grow Revenue with Email Data](https://reader037.vdocument.in/reader037/viewer/2022110306/554ce91ab4c90513118b466e/html5/thumbnails/45.jpg)
Let’s Connect!
Tami Monahan FormanVP, Corporate Marketing & Communications
@ReturnPath @TamiMForman
www.returnpath.com
Contact Us!http://www.returnpath.com/contact-us/