the 5 things you need to know about email data and consumer behavior
TRANSCRIPT
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The 5 Things You Need to Know About Email Data & Consumer Behavior
Tami M. FormanSr. Director, Marketing Strategy and CommunicationsMarch 2014
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Return Path: The Global Leader in Email Intelligence
•Over a Decade of Email Expertise
•Proven Data Infrastructure
•Delivering Measurable ROI
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A theory: Email marketers are poised to be the marketing leaders of the future
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The future of marketing is all about data
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The future of marketing is also all about consumer choice
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The inbox is the consumer information hub
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Percent of time spent with email by category
Source: Merkle, “View from the Digital Inbox,” (2011)
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What’s the best way to get promoted?
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Consumers are in control of what marketing messages they consume
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Once upon a time ….
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But now …
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Inbox Place Rate (IPR) Averages in Canada
82%
9%
9%
inbox
bulk
missing
Source: Return Path
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Not all industries in Canada are “average”
Source: Return Path
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Consumers are in control of how they consume marketing messages
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18
BEHOLD! Gmail Tabs
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19
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
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J.Crew Gap0%
13%
25%23%
Primary Promotions
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Tami
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“Move Me” Doesn’t Move Anything
.1%
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Consumers are aware of security risks
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Around the world, 16 million phishing messages arrive in inboxes every single daySource: Symantec Security Technology and Response Group, August 2012
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50% of them are opened
10% of them are clicked on
Source: Symantec Security Technology and Response Group, August 2012
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It takes a trained eye…Message A Message B
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It takes a trained eye…Phishing MessageAuthentic Message
You got
PHISHED!
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Consumers are consuming more information on mobile devices
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Games console
Wireless handheld device
Laptop computer
Desktop computer
20
35
64
71
27
59
74
62
How Canadians Access the Internet2012 2010
Source: 2012 Canadian Internet Use Survey
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webmail48%
mobile16%
desktop36%
2011
Source: Return Path
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webmail37%
mobile29%
desktop34%
2012
Source: Return Path
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webmail24%
mobile49%
desktop27%
today
Source: Return Path
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Where is your audience reading email?
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Consumers are empowered, and they know it
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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
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6%
17%
77%
Home/DIY
Source: Return Path
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6%
17%
77%
Retail
Source: Return Path
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6%
17%
77%
Restaurants
Source: Return Path
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Source: Direct Marketing Association, October 2011
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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
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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
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Let’s Connect!
Tami Monahan FormanSr. Director, Global Corporate Communications
@ReturnPath @TamiMForman
www.returnpath.com
Contact Us!http://www.returnpath.com/contact-us/