Contenu connexe Similaire à Return Path Academy on 7 September 2016 (20) 1. Welcome to the Academy
Alice Spencer
Technical Account Manager
Dale Langley
Director, Professional Services
2. Let’s talk about trust
Persuading consumers to opt-in to your
email marketing program
3. Which are most effective in encouraging consumers
to sign up for emails?
Source: 2015 DMA National Client Email Report
4. Trust creates more responsive lists
Source: Return Path “Frequency Matters – the key to optimizing email send frequency”
6. What drives inbox placement?
77%
17%
6%
Sender Reputation
Content
Domains in Content
7. What defines sender reputation?
Complaints List Quality Infrastructure
Length of Sending
History
Message Quality Subscriber
Engagement
11. It’s all about engagement
Inbox Engagement
• Regularly logs-in
• Reads and sends email
• Files email
• Complaints/This is Not Spam
Email Engagement
• Opens
• Clicks
• Shares
• Purchases
15. The read rate
Subject line:
Whatever the weather Tesco can help you have a great bank holiday
This campaign
17%
Benchmark
24%
20. • They didn’t ask to receive your email
• They don’t recognise the sender
• The email wasn’t what they expected to receive
• The email isn’t of interest or relevant
• They are receiving too much mail
• There isn’t an easy way to unsubscribe
Why do subscribers complain?
24. “This is Not Spam” and deliverability
Source: Return Path “This is Not Spam” Report
34. Let’s talk about it…
• Hyper personalisation
• Kinetic emails
• Contextual content
• Machine learning
36. Thank You!
See you at the Return Path World Tour on the
afternoon of Monday 10th October.
Register: www.returnpath.com/events/rpwt-london/
