Deliverability, Data Reporting, And Analysis 1
Global inbox placement is at 75.9%. 1 out of 4 emails do not get placed into the inbox.* 2 18% of all commercial email in North America never reaches the inbox. 5% landed in spam traps 13% was blocked or went missing.** *DMA "Take outs from the Email Deliverability Masterclass" (2012) **Return Path "The Email Intelligence Report Q3 2012" (2012)
What Recipient's Get In Their Inbox: 85.7% of emails sent to Gmail 85.3% of emails sent to Yahoo 81.8% of emails sent to AOL* Graymail or "bacn," emails represent 50% of all inbox traffic, and are the source of 75% of all spam complaints.** 3 *IBM "Email Deliverability: Use 2011 Benchmarks to Ensure 2012 Results" (2012) **DMA "Email Deliverability Review" (2012)
80% of problems are attributable to poor sender reputation 4 *DMA "Email Deliverability Review" (2012)
You can't build a reputation on what you are going to do. Henry Ford Give a man a reputation as an early riser and he can sleep 'til noon. Mark Twain 5
Deliverability And Getting Email Messages To Your Target: Complex process/algorithm Advanced delivery platform Valuable content that engages Subscribers that open emails Relies on sender reputation 6
Reputation And Deliverability: Abide by CAN-SPAM Keep list current & clean Send emails regularly Clear and concise subject lines Remind recipients to add to contact list or address book 7
Reputation And Deliverability: Segment Lists Target Content Personalize Avoid SPAM traps Manage SPAM score (SpamAssassin) 8
Avoid Spam Traps: Don t send to inactive users Email providers release inactive accounts Program is often communicated to allow email senders a chance to clean database All campaigns should be monitored and inactive accounts eventually deleted Continued emailing to non-responders will have negative impact on deliverability 9
SpamAssassin: Examines emails code, headers, Footers, content and phrases Assigns points for each offending item A value of 7 or higher is marked SPAM Adds report and routes to junk-mail 10
SpamAssassin: HTML with nonwhite backgrounds: 1.346 The "reply to" form is empty: 2.595 Auto-executing JavaScript code: 3.338 Talking about checks/money orders: 4.465 11
SpamAssassin: Detects emails that are likely newsletters Subtracts scores from the overall total Sending from known software: -5 Subject includes "news," "newsletter," "list," or indicates daily, weekly or monthly: -4 Date in subject: -4 12 *Rules: http://spamassassin.apache.org/tests_3_3_x.html
What Activity Is Tracked By ISPS? Negative Engagement Ignoring the email (no action) Reporting as spam Deleting without reading Moving to trash Marking as read Positive Engagement Opening the message Adding address to safe list Turning images on Scrolling through the message Clicking through links 13
What Should You Analyze? Opens and clicks Clicks relative to purchases Success rate (deliverability) Came from code data (matchback) Increased effectiveness and ROI Anomalies and unusual activity Wins, fails, and trends 14
Email A: Email B: Deliverability, Data Reporting, Data Reporting And Analysis A/B Tests Distinct opens 30.40% (3,497) Distinct opens 27.60% (3,178) Distinct clicks 7.97% (917) Distinct clicks 5.88% (677) Opt outs 0.17% (19) Opt outs 0.12% (14) EMAIL A B % Difference Distinct Opens 3,497 3,178 10.04% Distinct Clicks 917 677 35.45% Matchback ROI Revenue* $1,439.75 $465.75 209.13% 15
Data Reporting And Analysis Retargeting Campaign Email: Email 1 Email 2A Email 2B Email 3 Date Deployed: 2/21/13 3/6/13 3/6/13 3/11/13 Messages Sent: 25,163 accounts 7,042 accounts 17,928 accounts 25,955 accounts Distinct Opens: 28.74% 64.34% 10.51% 26.16% Distinct Clicks: 1.05% 1.08% 0.45% 1.07% Campaign Performance & ROI: Estimated revenue is based on FanOne s match-back ROI report. Event Email 1 Email 2A Email 2B Email 3 103 tickets 24 tickets 7 tickets 56 tickets Main Event $3,688 in revenue $467 in revenue $128 in revenue $6,657 in revenue Total Ticket Sales: 190 Total Attributed Revenue: $10,940 2a and 2b email: ticket sales increased 30% and revenue was raised 16% 2 nd and 3 rd emails: ticket sales increased 84% and revenue was raised 197% (beyond initial Email 1 communication) 16
Data Reporting And Analysis ROI INVESTMENT RETURN PROFIT $ 1,300.00 $ 4,500.00 $ 3,200.00 2 to 1 + 246% $ 450.00 $ 700.00 $ 250.00 --- 56% Return - Investment (or cost) Divided by Investment $ 450.00 $ 900.00 $ 450.00 1 to 1 100% 17
Challenge: We don t always have time to analyze campaign data. Solution: Let FanOne handle the campaign summary just contact! Idea: FanOne can send you an Excel based campaign calculator. 18
Key Take Away Action Items Abide by CAN-SPAM Manage email SPAM scores Target, Segment, Personalize Analyze Campaigns and Data Clean and Delete Inactive Accounts Connect with your FanOne Digital Strategist to assist with deliverability questions recommendations 19
12:00 pm to 12:20 pm Presentation 1 12:20 pm to 12:40 pm Presentation 2 12:40 pm to 1:00 pm Presentation 3 FANONE MARKETING PARTNER SUMMIT AGENDA THURSDAY, JULY 25, 2013 (Schedule Below in Eastern Time) WEBINAR-PRESENTATION WELCOME & INTRODUCTION, Howard Elgart, Director of Partnerships MARKETING AUTOMATION OVERVIEW Mark DiMaurizio, VP Technology Solutions SUBSCRIPTION MANAGEMENT. PERSONALIZATION & SEGMENTATION (INCLUDING SURVEYS & FORMS) Kristin Esteghlalian, Account Director 20 1:00 pm to 1:20 pm Presentation 4 1:20 pm to 1:40 pm Presentation 5 1:40 pm to 2:00 pm Presentation 6 2:00 pm to 2:20 pm Break 2:20 pm to 2:40 pm Presentation 7 2:40 pm to 3:00 pm Presentation 8 3:00 pm to 3:20 pm Presentation 9 3:20 pm to 3:40 pm Presentation 10 3:40 pm to 4:00 pm Closing EMAIL CREATIVE, CONTENT, AND USABILITY (INCLUDING A/B TESTING) Crystal Baird, Digital Marketing Specialist WEBSITE VISITOR TRACKING AND FOLLOW-UP CAMPAIGNS, RETARGETING ACTIVITES (INLCUDING STADIUM WELCOME, BEHAVIOR BASED, AND CART ABONDONMENT CAMPAIGNS) Kyle Murphy, Digital Marketing Specialist BREAK AND Q&A LEAD NURTURING, INACTIVE SUBSCRIBER RE-ENGAGEMENT AND ACTIVATION CAMPAIGNS Kyle Murphy, Digital Marketing Specialist PREMIUM AND GROUP SALES TACTICS, SEASON TICKETS, PERSONALIZED INVOICES, AND PURLs Kristin Esteghlalian, Account Director SOCIAL MEDIA INTEGRATION, SHARING, AND MOBILE MARKETING Crystal Baird, Digital Marketing Specialist DELIVERABILITY, DATA REPORTING, & ANALYSIS, CLOSING AND Q&A