eDataSource Sponsored Lunch Presentation
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Email Insider Summit, Deer Valley, Utah, Day 2 - eDataSource Sponsored Lunch Presentation, G.B Heidarsson and April Mullen
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eDataSource Sponsored Lunch Presentation
- 1. Measurement Myopia is Eroding Email’s Potential
- 2. G.B. Heidarsson @heidarsson CEO, eDataSource, a SparkPost Company April Mullen @aprildmullen Director of Strategic Insights, SparkPost
- 4. Together, We Have the Largest Footprint 37% of the world’s commercial email sends 90% view of the world’s commercial email analytics landscape
- 5. EMAIL SENDING PREDICTIVE ANALYTICS ENTERPRISE PLATFORM REST API and SMTP Median Delivery Time: 1.1 sec Automated IP Warmup Recipient Validation HTML, Text, and AMPHTML MIME Part Support IntelliSeed Inbox Analytics Spam Trap Monitoring DMARC Management Sender Reputation Advisor Real-time Alerts Message Events Search Expert Customer Success Team Metrics via UI, API, and Webhooks SOC2 Type 2 Certification GDPR and CCPA Compliance Burst and uptime SLAs SparkPost is the World’s Only Unified Sending and Analytics Platform
- 10. Inbox Success Requires Delivery Best Practices • Technology and infrastructure to maintain and improve sender reputations, to get marketers past spam filters Engagement Best Practices • Create relevance, trust, and purposeful interactions with email subscribers through messages they want to receive, open, and engage with
- 11. We Have Some Blind Spots Keeping Us From Our Silver
- 12. Blind Spot #1
- 13. Conversions Clicks Opens Delivered Deliverability… A Pandora’s Box of Confusion
- 14. The Inbox Business Case • Even the most brilliant email drives no revenue if it doesn’t reach an inbox • 20% average spam rates for permissioned, marketing email • For the very worst performers, it jumps to 40% Upside opportunity? Not trivial… For a classic underperforming major retail emailer, improving spam rate by just 1% could put over $1,000,000 in annual revenue on the books.
- 15. But The Upside May Be Bigger Than That • Inbox measurement inaccuracies can understate the performance shortfall • Leaving even more money on the table than you thought • Client with 4% open rate was given a nearly perfect “Sender Score” when in reality they had a 45% spam rate What you don’t know could hurt you.
- 16. What You Need: Inbox Intelligence Know What’s Happening Deliverability tracking, monitoring and reporting: • By campaign, ISP, day • Campaign engagement • Audience inactivity • Average time to receive by domain/ISP Know Why ISP feedback Spam complaints by message issue type Trap and blacklist monitoring Authentication monitoring (SPF/DKIM/DMARC) Compete Intelligently Performance benchmarking Journey mapping Competitive deliverability & creative Competitive engagement monitoring Send Strategically Reputation assessment Whitelist accreditation
- 17. Blind Spot #2
- 19. Not Always
- 21. Clicks - Unsubscribes = True Clicks* *Check with your ESP to see if unsubscribe clicks count toward clicks
- 22. Blind Spot #3
- 23. Conversions Clicks Opens Delivered Unsubscribe Rate is Pretty Straightforward, Right?
- 24. Not Always
- 25. Unsubscribe Rates May Not Vary Substantively
- 26. Unsubscribes/Unique Clicks = Disengagement Rate
- 27. Create a Wider Variance to Spot Attrition Problems More Easily Unsubscribe Rate (Delivered as Denominator) Disengagement Rate (Clicks as Denominator) .02% 1.8% .05% 2.6% .03% 9.5% .04% 3.9%
- 28. Let Us Help You Find Your Silver!
- 29. 37%We deliver 37% of the world’s B2C & B2B email. 10+Years of experience across delivery & analytics. 4000+Happy customers worldwide. 90%View of the world’s commercial email analytics landscape
Editor's Notes
- GB and April
- GB: Message on selling the value we drive up front. The acquisition is about investing further to bring insights into execution on a deeper level. This is moving us forward by miles in the short term. Industry is too reactive and not proactive. We can get ahead of it through our combined sending and analytics. Precision matters and the combined intelligence with best in class delivery means we’re offering a suite of products that don’t just help you have the tools relevant for 2020, but years from now. 100% of our focus and R&D is on email.
- GB:
- GB
- April I’m so grateful to the MediaPost organizers for having this great tradition of hosting this event in beautiful Park City at the Stein Erikson lounge. Isn’t this a lovely venue and town? April In 1868, a group of prospecting soldiers stationed near Salt Lake City discovered silver in the hills surrounding what is today Park City, with sizeable strikes following shortly thereafter. In 1872, a trio of prospectors tapped into an extremely rich silver vein in Ontario Canyon. Word of the strikes spread quickly and adventurers from around the world flocked to the area, turning the tiny camp into a boomtown. The new population soon put down roots. Wooden mining shacks were quickly constructed, the weekly Park Record newspaper was launched, and schools, churches and businesses were established. In 1884, Park City was incorporated as a town. The town's residents enjoyed great prosperity for half a century. The mountains surrendered over $400 million in silver and established many fortunes, including those of Utah's Silver Queen Susanna Bransford and George Hearst, father of newspaper publisher William Randolph Hearst.
- April Like many wonderful ski resort towns in the U.S.--Park City’s success began in the mining industry. Prior to the discovery of silver, Park City wasn’t even a blip on the map. We can thank this discovery for the incredible experience we have here today.
- April Speaking of mining, the tools to efficiently work have changed over time. What used to be pick axes and manual effort of panning for silver has now been replaced by massive trucks and sophisticated conveyer systems. I think we can consider the email industry a lot like mining. We’re looking to extract as much silver as we can for our companies, but we’re doing it with the tools of yesterday. Today’s strategies require us to manage a lot of complexity and our jobs as email marketers are getting harder and harder, yet we continue to use the equivalent of pans and pick axes--especially when it comes to analytics.
- April Today’s strategies require us to manage a lot of complexity and our jobs as email marketers are getting harder and harder. The email funnel is inverted, because subscribers are already in your funnel and each micro-conversion is all about preventing them from falling out.
- April And the best practices to deliver on inbox success requires us to have technology and infrastructure to get past the spam filters. We have to do this while also understanding what drives recipient engagement.
- April Yet, we have some blind spots that are keeping us from our silver.
- GB
- GB The email funnel is inverted, because subscribers are already in your funnel and each micro-conversion is all about preventing them from falling out.
- GB Here’s a typical major retail example: Given informed assumptions on campaign deployment rates, send sizes, conversion rates, and average order value . . . For every 1% improvement in spam rate, the revenue upside is $1.8 million per year. AN IMPROVEMENT OF FIVE PERCENTAGE POINTS WOULD DRIVE $9 MILLION ANNUALLY.
- GB
- GB Average Time to Receive by Domain & ISP Detailed Deliverability: Sends & Reads Per Hour Complaint Monitor Trap & Blacklist Monitor DKIM & SPF Monitor
- April
- April By show of hands how many of you believe that clicks equate to engagement?
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- GB