You Can't Fix What You Can't See: Avoiding the Pitfalls of Poor Email Performance Visibility

Copyright © 2019, Oracle and/or its affiliates. All rights reserved.2/27/2020 1Copyright © 2019, Oracle and/or its affiliates. All rights reserved.June 2019 1
You Can’t Fix
What You Can’t See
Avoiding the Pitfalls of
Poor Email Performance Visibility
On-Demand Webinar

Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Email marketing
is complex.
2
1
June 2019
@ChadSWhite

You can’t fix what
you can’t measure.
3
2
June 2019
@ChadSWhite

Copyright © 2019, Oracle and/or its affiliates. All rights reserved. 4
Poor email performance
visibility is jeopardizing
customer experiences and
email program profitability.
June 2019
@ChadSWhite

Copyright © 2019, Oracle and/or its affiliates. All rights reserved.June 2019 5
We’ll discuss how performance visibility is affecting…
Email
deliverability
Email marketing
return on investment
Email marketing
quality assurance
@ChadSWhite

Copyright © 2019, Oracle and/or its affiliates. All rights reserved. 6June 2019
@ChadSWhite

Chad S. White
Head of Research
Oracle Marketing Cloud Consulting
7
A Little About Me…
June 2019
• Author of Email Marketing Rules and more
than 3,000 blog posts on email marketing
best practices and trends
• Email Experience Council’s 2018 Email
Marketer Thought Leader of the Year
@ChadSWhite

500+ leading marketing minds helping you to achieve more with
the leading marketing cloud
Oracle.com/MarketingCloud/Digital-Services
• Training
• Creative & Coding
• Deliverability
• Reporting
• Strategy
• Campaign QA & Deployment
• Implementation

Email Marketing
Quality Assurance

8% 13% 29% 50%
Apology Emails Sent
June 2019 10
During the past 12 months
3+ Two One None
@ChadSWhite

Not sending any apology
emails is a noble goal, but
you want to send them
when they’re appropriate.
June 2019
@ChadSWhite

There are some worrisome
characteristics among
email programs that don’t
send any apology emails…
June 2019
@ChadSWhite

18%
24%
Consider Their Email Program
Well-Resourced
13
Brands sending 1+ apologies
Brands sending 0 apologies
June 2019
@ChadSWhite

18%
25%
Use an Extensive Pre-Send
Quality Assurance Checklist
14
June 2019
@ChadSWhite

41%
54%
Test the Rendering and Functionality
of All of Their Marketing Emails
15
June 2019
@ChadSWhite

3.4 hours
3.8 hours
Time Spent Reviewing and
Approving Each Marketing Email
16
June 2019
@ChadSWhite

Email programs that send
apology emails have
better QA processes than
programs that don’t.
June 2019
Fact:
@ChadSWhite

Some brands aren’t
able to recognize the
apology-worthy mistakes
they’re making.
June 2019
Conclusion:
@ChadSWhite

Consulting Client: Retailer
“We had one client that used an external
marketing team and the HTML assets weren’t
coded to industry standard. That meant
campaigns rendered poorly on mobile and in
some webmail clients, creating a poor
customer experience.”
”
— Simone Edmonds
@ChadSWhite
Senior Director of QA and Campaign Services,

Consulting Client: Retailer
Instituted HTML coding best practices
Added code review to build process
Incorporated email rendering checks
Cut development costs and improved the
customer experience
@ChadSWhite

Common Email QA Issues
Spelling and grammar mistakes
Rendering issues and broken images
Links pointed at missing web content or the
wrong web content
Incorrect pricing integrated into images
@ChadSWhite

Rare and Tricky Email QA Issues
Broken HTML tags
Body copy doesn’t match envelope copy
Offer expires before email launch date
Coupon code is incorrect
@ChadSWhite

Email Deliverability

Deliverability problems
have gone from falling
off a cliff to slipping down
a very gradual slope.
June 2019
@ChadSWhite

26%
36%
Blocked at Least Once
25
Brands that monitor deliverability
Brands that don’t monitor deliverability
June 2019
@ChadSWhite

16%
18%
Blacklisted at Least Once
26
Brands that monitor deliverability
Brands that don’t monitor deliverability
June 2019
@ChadSWhite

Research suggests that
advanced software and
consulting have a huge impact
on uncovering deliverability
problems.
June 2019
@ChadSWhite

Consulting Client: Media Company
“They came to us for a deliverability audit. After
some digging, we realized their account
configuration was wrong. We fixed it and their
unique open rate increased 270% and their
unique click rate increased 90%.”
”
@ChadSWhite
— Kent McGovern
Senior Strategic Consultant for Deliverability Services,

Email Deliverability Advice
Scrutinize subscriber acquisition sources
Actively manage your inactive subscribers
Warm up your IP addresses properly
Understand content filtering
Seek expert help when you need it!
@ChadSWhite

Email Marketing
Return on Investment

Email marketing is touted as
being highly measurable.
Relatively speaking, that’s true.
But in absolute terms, it’s not.
June 2019
@ChadSWhite

30% 32% 38%
32
Well Adequately Poorly
Here’s How Well Brands Can
Measure Their Email Marketing ROI
June 2019
@ChadSWhite

Where are the gaps in
email marketing ROI
measurement?
June 2019
@ChadSWhite

Short-Term,
Tactical Metrics
Long-Term, Strategic Metrics
June 2019
@ChadSWhite

Indirect Impact
Omnichannel Metrics
Inbox Provider
Relationship Metrics
Subscriber Relationship
Metrics
Short-Term,
Tactical Metrics
Direct Impact
Email Metrics
June 2019
@ChadSWhite

Increasing visibility allows
you to better translate
success into performance.
June 2019
@ChadSWhite

33:1
46:1
Email Marketing Return
on Investment
37
Brands that can measure their email ROI very well
Brands that can measure their email ROI adequately
June 2019
@ChadSWhite

Higher email marketing
ROI for brands that can
measure it very well rather
than just adequately
June 2019
39%
@ChadSWhite

Consulting Client: Telecommunications Company
“Their subscription business model has a long
sales cycle, so direct attribution often looks
poor. They realize email plays a bigger role than
the numbers indicate. The challenge has been
helping them measure it.”
”
@ChadSWhite
— Kaiti Livermore
Director of Strategic Services,

Consulting Client: Telecommunications Company
Maintain a universal holdout group
Measure the “email impact” on other channels
Examine last-touch vs. first-touch vs. multi-touch
attribution models
@ChadSWhite

Better performance can help
you argue for more budget.
And…
June 2019
@ChadSWhite

Bigger budgets translate
into more resources, and
more resources drive
more success.
June 2019
@ChadSWhite

More Resources = More Success
43June 2019
@ChadSWhite

Break the cycle of your
email marketing status quo
by increasing your email
performance visibility.
June 2019
@ChadSWhite

If you do that, you’ll know that you are…
Maximizing
deliverability
Getting credit
for your email
marketing success
Creating
great customer
experiences
@ChadSWhite

oracle.com/marketingcloud/digital-services
To learn more, visit:
June 2019 47

You Can't Fix What You Can't See: Avoiding the Pitfalls of Poor Email Performance Visibility

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You Can't Fix What You Can't See: Avoiding the Pitfalls of Poor Email Performance Visibility