email data quality research: roundtable on industry trends
TRANSCRIPT
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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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