Increase Open Rates by Sending at the Best Time

Increase Open Rates

by Sending at the Best Time

Today’s Speakers

Karen Lewison

Manager, Event Marketing

Return Path

Stephanie Colleton

Sr. Director of Business Development

Innovation Labs

Return Path

• The Value of Email Personalization

• Send Messages at the Right Time

• Send Time Optimization - How it Works

• Q&A

Today’s Agenda

The Value of Email

Personalization

Source: Econsultancy - Quarterly Digital Intelligence Briefing: 2015 Digital Trends

Personalization – Marketers’ Priority

30%

29%

27%

24%

22%

20%

17%

16%

15%

Targeting and personalization

Content optimization

Social media engagement

Brand building / viral marketing

Multichannel campaign management

Converstion rate optimisation

Search engine marketing

Mobile optimisation

Video content

Personalization Challenges

Source: Experian Data Quality

40%

39%

38%

32%

28%

28%

24%

23%

Gain insight quickly enough

Having enough data

Inaccurate data

Lack of internal resources

Having too much data

Lack of budget

Unable to gain insight from data

Unable to access information

Personalization is Key

Personalized promotional

mailings had 29% higher

unique open rates and 41%

higher unique click rates

Source: Experian Marketing Services Email Marketing Study (2013)

Personalized emails

improve conversion rates

by 10%

Source: Aberdeen

How Do I Send at the Best Time

for Each of My Subscribers?

The Right Time

Earn more response and revenue by having your

email arrive when customers are in their inbox.

Optimize the

Send Time

by Subscriber

Pinpoint the Best

Day and Time

to Connect

See Higher Opens,

Clicks, and

Conversions

24% of email opens occur

during the first hour after

delivery.

The Right Time

Source: GetResponse

• Long testing cycles

• Guesswork

• Random segmentation

• Inaccurate results

How it’s Done Today

How to Do it Better

Send Time Optimization

from Return Path allows

senders to easily optimize

their email sends to target

their subscribers at the right

time.

• Higher engagement = higher propensity for

improved deliverability rates

• Send Time Optimization allows you to send

emails when subscribers are most likely to open

them, regardless of the time zone

How Does Send Time Optimization Help You?

• On average, Send Time Optimization customers see a

25% increase in open rates

• Improved opens, clicks and conversions = better ROI

Case Study | Major Resort

“Send time optimized campaigns perform much better than our

control group.”

Open rates were Click-thru rates were Click to conversion was

higher higher higher

Case Study | AAA of Ohio

“We saw a 35 percentage point increase in the open rate (from 7% no

Send Time Optimization to 42% with Send Time Optimization), and

sales in some categories were up over 4000% over the previous year.”

Open rates were Increase in sales

higher higher

Case Study | Dell

“This test is ‘genius’ in its construction...This is a great example of an

organization analyzing big data sets and segmenting appropriately to come

out with major wins for their organization. Bravo!” –WhichTestWon, judges

Open rates were Click-thru rates were

higher higher

• Send Time Optimization is currently

available for Salesforce Marketing

Cloud users

• Available in the future for marketers

using other email service providers

Can Anyone Use This Tool?

How Does it Work?

Send Time Optimization

Salesforce Marketing Cloud HubExchange

Home Screen

Archived Campaigns

Active Campaigns

Campaign Set-up

Date & Time Range

Campaign Spread

Reports

30-minute call with Return Path

Download the SFMC app

Choose campaign timeframe

Campaign is automatically optimized

Easy Setup Steps

• Simple, fast -- adds only one step to SFMC workflow

• Send the campaign when you want and it will arrive when

subscribers are most likely to view it

• Immediately see how many emails will be sent each hour

throughout specified timeframe

• Pause a campaign to fix a typo or broken link before it sends

• Simple reports to quickly and easily see campaign results

• Send times are always up-to-date – the solution recalibrates

weekly

Send Time Optimization Highlights

Send Time Optimization improves opens, clicks

and conversions, which leads to better ROI.

Making Time Personalization Possible

Questions? Please use the box in the lower left-hand corner to

submit any questions you may have for us.

Join Us on the Return Path World Tour

Resources

Send Time Optimization Fact Sheet

www.returnpath.com

Thank You!

Stephanie Colleton

stephanie.colleton@returnpath.com

www.returnpath.com