Responsys Interact EMEA Guy Hanson Suzannah HartenAsh 28june12

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Hey, don’t call our email junk!Your guide to reaching the inbox.Guy HansonDirector, Response Consulting, Return Path

Suzannah Harten-AshEmail Marketing Manager, VoucherCodes.co.uk

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Agenda

Introduction Email Deliverability Matters Watch Your Reputation! The Rise of Mobile Email Impact of Engagement Case Study - VoucherCodes

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Making email better on a global scale

Over a Decade of Email Expertise

Proven Data Infrastructure

Delivering Measurable ROI

“Reports of my demise have been greatly exaggerated!”

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Email is certainly popular…

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…and email is still key for marketers

87% of companies include email as part of overall marketing strategy

Source: Social Media Examiner – 2012 Social Media Marketing Industry Report

72% of companies rate email as 'excellent’ or 'good' for return on investment

Source: Econsultancy "Email Marketing Census 2011" (2011)

Email marketing generates an ROI of 28:1

Source: DMA (US) “Response Rate Report" (2012)

No Inbox. No Click.No ROI.

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Email deliverability: latest benchmark

Europe

North America

Asia Pacific

Central/Latin America

Global

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

86.4

79.3

66.5

71.6

75.9

5.6

7.4

5.2

18.1

9.1

8.0

13.3

28.3

10.3

15.0

InboxBulkMissing

Source: Return Path Deliverability Benchmark Report, 2H11

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Email deliverability: Europe average

Nearly 14% of legitimate email never reaches European consumer

inboxes

That’s almost 3 out of every 20

emails sent!

Source: Return Path Deliverability Benchmark Report, 2H11

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Email deliverability: by country

France

Germany

Italy

Spain

UK

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

91.1

81.3

90.0

77.8

83.0

5.7

13.7

4.4

4.6

7.0

3.2

5.0

5.7

17.7

10.0

INBOXBULKMISSING

European Deliverability, 2H11

Source: Return Path Deliverability Benchmark Report, 2H11

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Learn more

Email that is being blocked and flagged as spam increases by 24%

Europe, Middle East and Africa still seeing over 15% of emails not reaching the inbox

1 in 7 UK commercial emails are not being delivered to the inbox

Reputation, overload and confusion take their toll on deliverability rates

www.Return Path.net/landing/globaldeliverability2h11

Why do my good emails get blocked?

ISPs use your sender reputation to make filtering decisions. A poor reputation means your email will get

blocked.

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Impacting factors for email filtering

IP Permanenc

e

Spam Complaints

Unknown Users

Infrastructure

Spam Traps

Subscriber Engagemen

t

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Learn more

Over 85% of email messages received by ISPs are classified as spam

Tougher standards on email sender reputation metrics are resulting in decreased Inbox Placement Rates (IPR)

The majority of businesses scored between 60 and 89, and saw only 68% of their messages delivered on average

IPR for senders with scores over 90 are as much as 33% better than for those with scores between 81-90

http://landing.Return Path.net/SSreport

Mobile EmailMatters

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The growth of mobile

Source: Return Path Mobile Study 2011/12

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Learn more

Year-on-year email opens on mobile devices grew 82.4%

On track to surpass both desktop and webmail email views by midyear

Apple devices account for 85% of all mobile email opens

Time of day influences which device people read emails

www.Return Path.net/landing/mobilestudyQ212

The Increasing Importance of Engagement

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The increasing importance of engagement

The value of the fair exchange currency has appreciated – in favour of email

subscribers

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The increasing importance of engagement

£0.10£1.00

£3.00 *

* www.economist.com

£0.01

CommoditiesGoods

ServicesExperiences

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Test what subscribers like

My Campaigns

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Creating personal touches

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Creating participation

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Creating experiences

VoucherCodes.co.uk and Return Path Certification

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Get certified - Benefits

Improved deliverability to major ISPs

Automatic image enablement at Hotmail & Yahoo!

Preferential spam filter treatment

Reduced volume throttling restrictions

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Get certified - Outcomes

The average uplift in email deliverability for all RP Certification clients is 27%

Case study RP Certification clients have averaged the following uplifts in their email program metrics:

Inbox Placement = 34%

Open Rates = 20%

Click Rates = 23%

VoucherCodes.co.uk

Introduction

VoucherCodes.co.uk / Confidential

• Established in 2008• Part of WhaleShark Media• Winner of 6 A4U Performance in Marketing

Awards – including Best Use of Email in 2012• Over 5.7 million visits to the site every month• 5.5 million active email subscribers• 220K Facebook fans and 15K twitter followers• Over 1 million iPhone App users

The importance of the newsletter

VoucherCodes.co.uk / Confidential

• Significant driver of traffic and revenue for VoucherCodes.co.uk

• Strong differentiator from competitors• Compelling product for pushing discounts

to users• Growth based around ensuring email was

user-focused• Rapid and steady growth of list• Main selling point with the brands we work with

Certification

VoucherCodes.co.uk / Confidential

No previous deliverability problems

But…

Images enabledSecurityCredibility

What Certification has meant to us

VoucherCodes.co.uk / Confidential

Increase volume of sendswithout backlash

Spam Assassin score reduction

Feb Mar Apr

VoucherCodes.co.uk Monthly Email Broadcast Volumes

Month

What Certification has meant to us

VoucherCodes.co.uk / Confidential

6% increase in Click Through Rates

18% increase in Click to Open Rates

Pre-Certification Post-Certification0

20

40

60

80

100

120

100 106

VoucherCodes Click-Through Rates

Comparison

Ind

ex

Pre-Certification Post-Certification0

20

40

60

80

100

120

140

100

118

VoucherCodes Click-to-Open Rates

Comparison

Ind

ex

Thank you!

Any questions?

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Let’s connect!

Guy HansonReturn Pathguy.hanson@Return Path.netwww.Return Path.nethttp://uk.linkedin.com/in/guyhanson@Return Path, @GuyHanson

Suzannah Harten-AshVoucherCodes.co.uksuzannah@vouchercodes.co.uk@suzannah86

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