The document discusses strategies for effective email marketing. It begins with Scott Roth introducing that 96% of email campaigns fail and how Return Path helps companies improve their email marketing. Shar VanBoskirk then discusses how contextual understanding of customers allows personalizing emails. She provides examples of companies increasing engagement through personalized and localized content. James DeStefano discusses Gilt City's email marketing successes, including personalized campaigns to reengage lapsed customers, creating urgency through limited-time sales, and testing different onboarding emails. He also discusses challenges of inbox placement and working with Return Path to resolve issues.
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96% of Email Campaigns Fail - Don't Let Yours Be One of Them
1. 96% of Email Campaigns Fail –
Don’t Let Yours Be One of Them
September 10, 2015
2. Today’s Presenters
Scott Roth
Chief Marketing Officer
Return Path
Shar VanBoskirk
Vice President &
Principal Analyst
Forrester Research
James DeStefano
Director of Email
Marketing and CRM
Gilt City
6. We help the world’s leading companies
promote and protect their brand.
About Return Path
2,000+
Customers
Partnered with
ESP’s/ISP’s
480+
Employees
12 Global
Offices
38. We have unprecedented visibility into the inbox
CONSUMERS & DEVELOPERS
and
2M+
Consumers
eCommerce receipts
from over
5,000
Retailers
Data Examples:
Message arrived, message read,
message deleted, subject line, creative,
purchase receipts, travel notifications
PROVIDERS
Data Examples:
Mail logs, spam traps, complaints,
deliverability stats, IP authentication,
SPF/DKIM/DMARC records
70+
Providers
2.5B
Inboxes
with
39.
40. Return Path Email Optimization Suite
With The Right
Message
• Inbox Preview
• Subject Line Optimizer
• Email Client Monitor
• Inbox Insight
Reach The Right
Inbox
• Certification
• Inbox Monitor
• Reputation Monitor
At The Right
Time
• Send Time
Optimization
Return Path’s Email Optimization Suite helps companies build better relationships, drive
more responses, and increase revenue from their email marketing efforts.
42. Who We Are: Gilt
Gilt City offers its 3.7M+ members coveted access to exclusive experiences in
select U.S. cities, all at insider prices.
CityWomen Men
KidsHome DuJour
Gilt is a members-only lifestyle destination and e-commerce site
that provides insider access to today’s top designer labels.
43. September 2010
Gilt City Launches
Gilt City Quick Facts
160
Sales Launch Weekly
Beauty, Retail, Dining, Spa, & Fitness
Largest Revenue Driving Categories
$60K Virgin America Charter Flight
Most Expensive Experience Sold
13
Local Markets
44. The Power of Email at Gilt City
Over 50M promotional emails
sent per month
Most cost efficient marketing
channel
RP Certified since November 2011
Primary means of
communication with our
members
Largest driver of traffic and
revenue
46. Delivering Relevant Content
Challenge
• How to maintain fresh copy and creative
• Waning engagement
• Lapsed purchase behavior
• Increased inbox competition
Solution
• Hyper personalized campaign
• Use witty and playful copy
• Walk each lapsed customer through their own unique journey from
registration through last purchase
• Capturing his/her attention
• Reigniting their passion for the brand
13% Conversion Rate Lift
44% CTO Lift
48. Creating Urgency
Goal
• Drive excitement and urgency
• Create a more nimble franchise that is agnostic of seasons, holidays,
cultural events, etc.
159% Conversion Rate Lift
Concept
• “The Rush” franchise plays off the idea of getting a rush from shopping
• Urgency of a rush
• Deep discount for a limited period of time
Results
• RP Certification allows us to bypass certain filters and so reach our
members’ inboxes at the start of the redemption window
49. Merchandise Authority
Goal
• Establish Gilt City as the go-to
destination for can’t miss local
experiences
Concept
• Editorialized content that tells a
story
Learnings
• Most relevant for members with
brand/category affinity AND who
have purchased before
Conversion Rate Lifts of Up to 11%
CTO Lifts of Up to 20%
From: To:
50. Onboarding Experience Optimization
Goal
• Educate
• Reinforce the value prop
• Deepen the relationship w/ our members
• Increase activation rate while driving incremental
revenue
Solution – TEST, TEST, TEST!
• Copy and creative
• Incentive
• Incentive max redemption
• Responsive design vs. mobile friendly
• Banner vs. dedicated email
• Timing
Sets frequency
expectations
Speaks to value
proposition
52. Inbox Placement
Overview
• GC relies heavily on Inbox Monitor – alerts go to
senior management
Challenge
• Seeds for smaller transactional emails and our
welcome email showed sporadic bulking at Gmail
• Tried to resolve, but were unsuccessful –
• Updated creative
• Updated SL and copy
• Recoded the HTML
Solution
• Worked closely with our account team
• After reviewing the volume, it became apparent
we had too many IPs
• Reduced the number of IPs and issue resolved