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1 WELCOME! @AllenNance WhatCounts @tom_sather Return Path @johnengler LiveIntent Lalit Chopra Movable Ink
158

San Francisco We Love Email Innovation Tour '14 (presentation)

Aug 20, 2015

Download

Marketing

WhatCounts, Inc.

email content

email delivery

email client

cloudizing of email

agile email

best email marketers

email best practices

rules of engagement

Welcome message from author
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Transcript
Page 1: San Francisco We Love Email Innovation Tour '14 (presentation)

1

WELCOME

AllenNance

WhatCounts

tom_sather

Return Path

johnengler

LiveIntent

Lalit Chopra

Movable Ink

2

LETrsquoS TALK SOCIAL

WeLoveEmail

WhatCounts ReturnPath MovableInk LiveIntent

3

AGENDA AND GOALS FOR OUR TIME TOGETHER

bull The future of email What does email look like in 5 years

bull The cutting edge Whorsquos innovating email today

bull Pixels vs peoplehellipthe future of CRM retargeting ndash LiveIntent

bull Whatrsquos new in email delivery ndash Return Path

bull Did you say agile email ndash Movable Ink

bull Email Marketing Scorecard Whatrsquos your grade

bull QampA

4

RULES OF ENGAGEMENT

5

RULES OF ENGAGEMENT

6

RULES OF ENGAGEMENT

7

RULES OF ENGAGEMENT

8

THE FUTURE OF EMAIL

9

THE FUTURE OF EMAIL

There will be a new ldquomobile-onlyrdquo email client that has greater than 100M users

10

THE FUTURE OF EMAIL

Email addresses get fully integrated into Google Wallet Windows and payment gateways (Square) to create a global payments phenomena

11

THE FUTURE OF EMAIL

The idea of a ldquospam folderrdquo goes away and the introduction of IPv6 leads to a ldquocredit scorerdquo of engagement that drives all inbox delivery

12

THE FUTURE OF EMAIL

The ldquoinboxrdquo gets smart No more ldquonewest at the toprdquo Instead itrsquos replaced with an algorithm that learns who you interact with most often and how

13

THE FUTURE OF EMAIL

No more attachments (ever) The cloudizing of email is complete and everything is referenced to a cloud document and completely trackable

14

THE FUTURE OF EMAIL

Email becomes 4D Driven by wide adoption of HTML5 embedded Java video and other programming languages email comes to life

15

THE CUTTING EDGE

16

THE CUTTING EDGE

Data-driven email marketing has become real and the best email marketers are leveraging a wide spectrum of data

17

THE CUTTING EDGE

Social media logins are driving more data opportunities for email marketers and creating more dynamic preferences and less friction

18

THE CUTTING EDGE

Website and other online as well as offline interactions are leading to more personalized email marketing experiences

19

EMAIL BEST PRACTICES

20

EMAIL BEST PRACTICES

21

EMAIL BEST PRACTICES

22

EMAIL BEST PRACTICES

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 2: San Francisco We Love Email Innovation Tour '14 (presentation)

2

LETrsquoS TALK SOCIAL

WeLoveEmail

WhatCounts ReturnPath MovableInk LiveIntent

3

AGENDA AND GOALS FOR OUR TIME TOGETHER

bull The future of email What does email look like in 5 years

bull The cutting edge Whorsquos innovating email today

bull Pixels vs peoplehellipthe future of CRM retargeting ndash LiveIntent

bull Whatrsquos new in email delivery ndash Return Path

bull Did you say agile email ndash Movable Ink

bull Email Marketing Scorecard Whatrsquos your grade

bull QampA

4

RULES OF ENGAGEMENT

5

RULES OF ENGAGEMENT

6

RULES OF ENGAGEMENT

7

RULES OF ENGAGEMENT

8

THE FUTURE OF EMAIL

9

THE FUTURE OF EMAIL

There will be a new ldquomobile-onlyrdquo email client that has greater than 100M users

10

THE FUTURE OF EMAIL

Email addresses get fully integrated into Google Wallet Windows and payment gateways (Square) to create a global payments phenomena

11

THE FUTURE OF EMAIL

The idea of a ldquospam folderrdquo goes away and the introduction of IPv6 leads to a ldquocredit scorerdquo of engagement that drives all inbox delivery

12

THE FUTURE OF EMAIL

The ldquoinboxrdquo gets smart No more ldquonewest at the toprdquo Instead itrsquos replaced with an algorithm that learns who you interact with most often and how

13

THE FUTURE OF EMAIL

No more attachments (ever) The cloudizing of email is complete and everything is referenced to a cloud document and completely trackable

14

THE FUTURE OF EMAIL

Email becomes 4D Driven by wide adoption of HTML5 embedded Java video and other programming languages email comes to life

15

THE CUTTING EDGE

16

THE CUTTING EDGE

Data-driven email marketing has become real and the best email marketers are leveraging a wide spectrum of data

17

THE CUTTING EDGE

Social media logins are driving more data opportunities for email marketers and creating more dynamic preferences and less friction

18

THE CUTTING EDGE

Website and other online as well as offline interactions are leading to more personalized email marketing experiences

19

EMAIL BEST PRACTICES

20

EMAIL BEST PRACTICES

21

EMAIL BEST PRACTICES

22

EMAIL BEST PRACTICES

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 3: San Francisco We Love Email Innovation Tour '14 (presentation)

3

AGENDA AND GOALS FOR OUR TIME TOGETHER

bull The future of email What does email look like in 5 years

bull The cutting edge Whorsquos innovating email today

bull Pixels vs peoplehellipthe future of CRM retargeting ndash LiveIntent

bull Whatrsquos new in email delivery ndash Return Path

bull Did you say agile email ndash Movable Ink

bull Email Marketing Scorecard Whatrsquos your grade

bull QampA

4

RULES OF ENGAGEMENT

5

RULES OF ENGAGEMENT

6

RULES OF ENGAGEMENT

7

RULES OF ENGAGEMENT

8

THE FUTURE OF EMAIL

9

THE FUTURE OF EMAIL

There will be a new ldquomobile-onlyrdquo email client that has greater than 100M users

10

THE FUTURE OF EMAIL

Email addresses get fully integrated into Google Wallet Windows and payment gateways (Square) to create a global payments phenomena

11

THE FUTURE OF EMAIL

The idea of a ldquospam folderrdquo goes away and the introduction of IPv6 leads to a ldquocredit scorerdquo of engagement that drives all inbox delivery

12

THE FUTURE OF EMAIL

The ldquoinboxrdquo gets smart No more ldquonewest at the toprdquo Instead itrsquos replaced with an algorithm that learns who you interact with most often and how

13

THE FUTURE OF EMAIL

No more attachments (ever) The cloudizing of email is complete and everything is referenced to a cloud document and completely trackable

14

THE FUTURE OF EMAIL

Email becomes 4D Driven by wide adoption of HTML5 embedded Java video and other programming languages email comes to life

15

THE CUTTING EDGE

16

THE CUTTING EDGE

Data-driven email marketing has become real and the best email marketers are leveraging a wide spectrum of data

17

THE CUTTING EDGE

Social media logins are driving more data opportunities for email marketers and creating more dynamic preferences and less friction

18

THE CUTTING EDGE

Website and other online as well as offline interactions are leading to more personalized email marketing experiences

19

EMAIL BEST PRACTICES

20

EMAIL BEST PRACTICES

21

EMAIL BEST PRACTICES

22

EMAIL BEST PRACTICES

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 4: San Francisco We Love Email Innovation Tour '14 (presentation)

4

RULES OF ENGAGEMENT

5

RULES OF ENGAGEMENT

6

RULES OF ENGAGEMENT

7

RULES OF ENGAGEMENT

8

THE FUTURE OF EMAIL

9

THE FUTURE OF EMAIL

There will be a new ldquomobile-onlyrdquo email client that has greater than 100M users

10

THE FUTURE OF EMAIL

Email addresses get fully integrated into Google Wallet Windows and payment gateways (Square) to create a global payments phenomena

11

THE FUTURE OF EMAIL

The idea of a ldquospam folderrdquo goes away and the introduction of IPv6 leads to a ldquocredit scorerdquo of engagement that drives all inbox delivery

12

THE FUTURE OF EMAIL

The ldquoinboxrdquo gets smart No more ldquonewest at the toprdquo Instead itrsquos replaced with an algorithm that learns who you interact with most often and how

13

THE FUTURE OF EMAIL

No more attachments (ever) The cloudizing of email is complete and everything is referenced to a cloud document and completely trackable

14

THE FUTURE OF EMAIL

Email becomes 4D Driven by wide adoption of HTML5 embedded Java video and other programming languages email comes to life

15

THE CUTTING EDGE

16

THE CUTTING EDGE

Data-driven email marketing has become real and the best email marketers are leveraging a wide spectrum of data

17

THE CUTTING EDGE

Social media logins are driving more data opportunities for email marketers and creating more dynamic preferences and less friction

18

THE CUTTING EDGE

Website and other online as well as offline interactions are leading to more personalized email marketing experiences

19

EMAIL BEST PRACTICES

20

EMAIL BEST PRACTICES

21

EMAIL BEST PRACTICES

22

EMAIL BEST PRACTICES

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 5: San Francisco We Love Email Innovation Tour '14 (presentation)

5

RULES OF ENGAGEMENT

6

RULES OF ENGAGEMENT

7

RULES OF ENGAGEMENT

8

THE FUTURE OF EMAIL

9

THE FUTURE OF EMAIL

There will be a new ldquomobile-onlyrdquo email client that has greater than 100M users

10

THE FUTURE OF EMAIL

Email addresses get fully integrated into Google Wallet Windows and payment gateways (Square) to create a global payments phenomena

11

THE FUTURE OF EMAIL

The idea of a ldquospam folderrdquo goes away and the introduction of IPv6 leads to a ldquocredit scorerdquo of engagement that drives all inbox delivery

12

THE FUTURE OF EMAIL

The ldquoinboxrdquo gets smart No more ldquonewest at the toprdquo Instead itrsquos replaced with an algorithm that learns who you interact with most often and how

13

THE FUTURE OF EMAIL

No more attachments (ever) The cloudizing of email is complete and everything is referenced to a cloud document and completely trackable

14

THE FUTURE OF EMAIL

Email becomes 4D Driven by wide adoption of HTML5 embedded Java video and other programming languages email comes to life

15

THE CUTTING EDGE

16

THE CUTTING EDGE

Data-driven email marketing has become real and the best email marketers are leveraging a wide spectrum of data

17

THE CUTTING EDGE

Social media logins are driving more data opportunities for email marketers and creating more dynamic preferences and less friction

18

THE CUTTING EDGE

Website and other online as well as offline interactions are leading to more personalized email marketing experiences

19

EMAIL BEST PRACTICES

20

EMAIL BEST PRACTICES

21

EMAIL BEST PRACTICES

22

EMAIL BEST PRACTICES

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 6: San Francisco We Love Email Innovation Tour '14 (presentation)

6

RULES OF ENGAGEMENT

7

RULES OF ENGAGEMENT

8

THE FUTURE OF EMAIL

9

THE FUTURE OF EMAIL

There will be a new ldquomobile-onlyrdquo email client that has greater than 100M users

10

THE FUTURE OF EMAIL

Email addresses get fully integrated into Google Wallet Windows and payment gateways (Square) to create a global payments phenomena

11

THE FUTURE OF EMAIL

The idea of a ldquospam folderrdquo goes away and the introduction of IPv6 leads to a ldquocredit scorerdquo of engagement that drives all inbox delivery

12

THE FUTURE OF EMAIL

The ldquoinboxrdquo gets smart No more ldquonewest at the toprdquo Instead itrsquos replaced with an algorithm that learns who you interact with most often and how

13

THE FUTURE OF EMAIL

No more attachments (ever) The cloudizing of email is complete and everything is referenced to a cloud document and completely trackable

14

THE FUTURE OF EMAIL

Email becomes 4D Driven by wide adoption of HTML5 embedded Java video and other programming languages email comes to life

15

THE CUTTING EDGE

16

THE CUTTING EDGE

Data-driven email marketing has become real and the best email marketers are leveraging a wide spectrum of data

17

THE CUTTING EDGE

Social media logins are driving more data opportunities for email marketers and creating more dynamic preferences and less friction

18

THE CUTTING EDGE

Website and other online as well as offline interactions are leading to more personalized email marketing experiences

19

EMAIL BEST PRACTICES

20

EMAIL BEST PRACTICES

21

EMAIL BEST PRACTICES

22

EMAIL BEST PRACTICES

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 7: San Francisco We Love Email Innovation Tour '14 (presentation)

7

RULES OF ENGAGEMENT

8

THE FUTURE OF EMAIL

9

THE FUTURE OF EMAIL

There will be a new ldquomobile-onlyrdquo email client that has greater than 100M users

10

THE FUTURE OF EMAIL

Email addresses get fully integrated into Google Wallet Windows and payment gateways (Square) to create a global payments phenomena

11

THE FUTURE OF EMAIL

The idea of a ldquospam folderrdquo goes away and the introduction of IPv6 leads to a ldquocredit scorerdquo of engagement that drives all inbox delivery

12

THE FUTURE OF EMAIL

The ldquoinboxrdquo gets smart No more ldquonewest at the toprdquo Instead itrsquos replaced with an algorithm that learns who you interact with most often and how

13

THE FUTURE OF EMAIL

No more attachments (ever) The cloudizing of email is complete and everything is referenced to a cloud document and completely trackable

14

THE FUTURE OF EMAIL

Email becomes 4D Driven by wide adoption of HTML5 embedded Java video and other programming languages email comes to life

15

THE CUTTING EDGE

16

THE CUTTING EDGE

Data-driven email marketing has become real and the best email marketers are leveraging a wide spectrum of data

17

THE CUTTING EDGE

Social media logins are driving more data opportunities for email marketers and creating more dynamic preferences and less friction

18

THE CUTTING EDGE

Website and other online as well as offline interactions are leading to more personalized email marketing experiences

19

EMAIL BEST PRACTICES

20

EMAIL BEST PRACTICES

21

EMAIL BEST PRACTICES

22

EMAIL BEST PRACTICES

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 8: San Francisco We Love Email Innovation Tour '14 (presentation)

8

THE FUTURE OF EMAIL

9

THE FUTURE OF EMAIL

There will be a new ldquomobile-onlyrdquo email client that has greater than 100M users

10

THE FUTURE OF EMAIL

Email addresses get fully integrated into Google Wallet Windows and payment gateways (Square) to create a global payments phenomena

11

THE FUTURE OF EMAIL

The idea of a ldquospam folderrdquo goes away and the introduction of IPv6 leads to a ldquocredit scorerdquo of engagement that drives all inbox delivery

12

THE FUTURE OF EMAIL

The ldquoinboxrdquo gets smart No more ldquonewest at the toprdquo Instead itrsquos replaced with an algorithm that learns who you interact with most often and how

13

THE FUTURE OF EMAIL

No more attachments (ever) The cloudizing of email is complete and everything is referenced to a cloud document and completely trackable

14

THE FUTURE OF EMAIL

Email becomes 4D Driven by wide adoption of HTML5 embedded Java video and other programming languages email comes to life

15

THE CUTTING EDGE

16

THE CUTTING EDGE

Data-driven email marketing has become real and the best email marketers are leveraging a wide spectrum of data

17

THE CUTTING EDGE

Social media logins are driving more data opportunities for email marketers and creating more dynamic preferences and less friction

18

THE CUTTING EDGE

Website and other online as well as offline interactions are leading to more personalized email marketing experiences

19

EMAIL BEST PRACTICES

20

EMAIL BEST PRACTICES

21

EMAIL BEST PRACTICES

22

EMAIL BEST PRACTICES

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 9: San Francisco We Love Email Innovation Tour '14 (presentation)

9

THE FUTURE OF EMAIL

There will be a new ldquomobile-onlyrdquo email client that has greater than 100M users

10

THE FUTURE OF EMAIL

Email addresses get fully integrated into Google Wallet Windows and payment gateways (Square) to create a global payments phenomena

11

THE FUTURE OF EMAIL

The idea of a ldquospam folderrdquo goes away and the introduction of IPv6 leads to a ldquocredit scorerdquo of engagement that drives all inbox delivery

12

THE FUTURE OF EMAIL

The ldquoinboxrdquo gets smart No more ldquonewest at the toprdquo Instead itrsquos replaced with an algorithm that learns who you interact with most often and how

13

THE FUTURE OF EMAIL

No more attachments (ever) The cloudizing of email is complete and everything is referenced to a cloud document and completely trackable

14

THE FUTURE OF EMAIL

Email becomes 4D Driven by wide adoption of HTML5 embedded Java video and other programming languages email comes to life

15

THE CUTTING EDGE

16

THE CUTTING EDGE

Data-driven email marketing has become real and the best email marketers are leveraging a wide spectrum of data

17

THE CUTTING EDGE

Social media logins are driving more data opportunities for email marketers and creating more dynamic preferences and less friction

18

THE CUTTING EDGE

Website and other online as well as offline interactions are leading to more personalized email marketing experiences

19

EMAIL BEST PRACTICES

20

EMAIL BEST PRACTICES

21

EMAIL BEST PRACTICES

22

EMAIL BEST PRACTICES

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 10: San Francisco We Love Email Innovation Tour '14 (presentation)

10

THE FUTURE OF EMAIL

Email addresses get fully integrated into Google Wallet Windows and payment gateways (Square) to create a global payments phenomena

11

THE FUTURE OF EMAIL

The idea of a ldquospam folderrdquo goes away and the introduction of IPv6 leads to a ldquocredit scorerdquo of engagement that drives all inbox delivery

12

THE FUTURE OF EMAIL

The ldquoinboxrdquo gets smart No more ldquonewest at the toprdquo Instead itrsquos replaced with an algorithm that learns who you interact with most often and how

13

THE FUTURE OF EMAIL

No more attachments (ever) The cloudizing of email is complete and everything is referenced to a cloud document and completely trackable

14

THE FUTURE OF EMAIL

Email becomes 4D Driven by wide adoption of HTML5 embedded Java video and other programming languages email comes to life

15

THE CUTTING EDGE

16

THE CUTTING EDGE

Data-driven email marketing has become real and the best email marketers are leveraging a wide spectrum of data

17

THE CUTTING EDGE

Social media logins are driving more data opportunities for email marketers and creating more dynamic preferences and less friction

18

THE CUTTING EDGE

Website and other online as well as offline interactions are leading to more personalized email marketing experiences

19

EMAIL BEST PRACTICES

20

EMAIL BEST PRACTICES

21

EMAIL BEST PRACTICES

22

EMAIL BEST PRACTICES

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 11: San Francisco We Love Email Innovation Tour '14 (presentation)

11

THE FUTURE OF EMAIL

The idea of a ldquospam folderrdquo goes away and the introduction of IPv6 leads to a ldquocredit scorerdquo of engagement that drives all inbox delivery

12

THE FUTURE OF EMAIL

The ldquoinboxrdquo gets smart No more ldquonewest at the toprdquo Instead itrsquos replaced with an algorithm that learns who you interact with most often and how

13

THE FUTURE OF EMAIL

No more attachments (ever) The cloudizing of email is complete and everything is referenced to a cloud document and completely trackable

14

THE FUTURE OF EMAIL

Email becomes 4D Driven by wide adoption of HTML5 embedded Java video and other programming languages email comes to life

15

THE CUTTING EDGE

16

THE CUTTING EDGE

Data-driven email marketing has become real and the best email marketers are leveraging a wide spectrum of data

17

THE CUTTING EDGE

Social media logins are driving more data opportunities for email marketers and creating more dynamic preferences and less friction

18

THE CUTTING EDGE

Website and other online as well as offline interactions are leading to more personalized email marketing experiences

19

EMAIL BEST PRACTICES

20

EMAIL BEST PRACTICES

21

EMAIL BEST PRACTICES

22

EMAIL BEST PRACTICES

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 12: San Francisco We Love Email Innovation Tour '14 (presentation)

12

THE FUTURE OF EMAIL

The ldquoinboxrdquo gets smart No more ldquonewest at the toprdquo Instead itrsquos replaced with an algorithm that learns who you interact with most often and how

13

THE FUTURE OF EMAIL

No more attachments (ever) The cloudizing of email is complete and everything is referenced to a cloud document and completely trackable

14

THE FUTURE OF EMAIL

Email becomes 4D Driven by wide adoption of HTML5 embedded Java video and other programming languages email comes to life

15

THE CUTTING EDGE

16

THE CUTTING EDGE

Data-driven email marketing has become real and the best email marketers are leveraging a wide spectrum of data

17

THE CUTTING EDGE

Social media logins are driving more data opportunities for email marketers and creating more dynamic preferences and less friction

18

THE CUTTING EDGE

Website and other online as well as offline interactions are leading to more personalized email marketing experiences

19

EMAIL BEST PRACTICES

20

EMAIL BEST PRACTICES

21

EMAIL BEST PRACTICES

22

EMAIL BEST PRACTICES

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 13: San Francisco We Love Email Innovation Tour '14 (presentation)

13

THE FUTURE OF EMAIL

No more attachments (ever) The cloudizing of email is complete and everything is referenced to a cloud document and completely trackable

14

THE FUTURE OF EMAIL

Email becomes 4D Driven by wide adoption of HTML5 embedded Java video and other programming languages email comes to life

15

THE CUTTING EDGE

16

THE CUTTING EDGE

Data-driven email marketing has become real and the best email marketers are leveraging a wide spectrum of data

17

THE CUTTING EDGE

Social media logins are driving more data opportunities for email marketers and creating more dynamic preferences and less friction

18

THE CUTTING EDGE

Website and other online as well as offline interactions are leading to more personalized email marketing experiences

19

EMAIL BEST PRACTICES

20

EMAIL BEST PRACTICES

21

EMAIL BEST PRACTICES

22

EMAIL BEST PRACTICES

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 14: San Francisco We Love Email Innovation Tour '14 (presentation)

14

THE FUTURE OF EMAIL

Email becomes 4D Driven by wide adoption of HTML5 embedded Java video and other programming languages email comes to life

15

THE CUTTING EDGE

16

THE CUTTING EDGE

Data-driven email marketing has become real and the best email marketers are leveraging a wide spectrum of data

17

THE CUTTING EDGE

Social media logins are driving more data opportunities for email marketers and creating more dynamic preferences and less friction

18

THE CUTTING EDGE

Website and other online as well as offline interactions are leading to more personalized email marketing experiences

19

EMAIL BEST PRACTICES

20

EMAIL BEST PRACTICES

21

EMAIL BEST PRACTICES

22

EMAIL BEST PRACTICES

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 15: San Francisco We Love Email Innovation Tour '14 (presentation)

15

THE CUTTING EDGE

16

THE CUTTING EDGE

Data-driven email marketing has become real and the best email marketers are leveraging a wide spectrum of data

17

THE CUTTING EDGE

Social media logins are driving more data opportunities for email marketers and creating more dynamic preferences and less friction

18

THE CUTTING EDGE

Website and other online as well as offline interactions are leading to more personalized email marketing experiences

19

EMAIL BEST PRACTICES

20

EMAIL BEST PRACTICES

21

EMAIL BEST PRACTICES

22

EMAIL BEST PRACTICES

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 16: San Francisco We Love Email Innovation Tour '14 (presentation)

16

THE CUTTING EDGE

Data-driven email marketing has become real and the best email marketers are leveraging a wide spectrum of data

17

THE CUTTING EDGE

Social media logins are driving more data opportunities for email marketers and creating more dynamic preferences and less friction

18

THE CUTTING EDGE

Website and other online as well as offline interactions are leading to more personalized email marketing experiences

19

EMAIL BEST PRACTICES

20

EMAIL BEST PRACTICES

21

EMAIL BEST PRACTICES

22

EMAIL BEST PRACTICES

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 17: San Francisco We Love Email Innovation Tour '14 (presentation)

17

THE CUTTING EDGE

Social media logins are driving more data opportunities for email marketers and creating more dynamic preferences and less friction

18

THE CUTTING EDGE

Website and other online as well as offline interactions are leading to more personalized email marketing experiences

19

EMAIL BEST PRACTICES

20

EMAIL BEST PRACTICES

21

EMAIL BEST PRACTICES

22

EMAIL BEST PRACTICES

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 18: San Francisco We Love Email Innovation Tour '14 (presentation)

18

THE CUTTING EDGE

Website and other online as well as offline interactions are leading to more personalized email marketing experiences

19

EMAIL BEST PRACTICES

20

EMAIL BEST PRACTICES

21

EMAIL BEST PRACTICES

22

EMAIL BEST PRACTICES

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 19: San Francisco We Love Email Innovation Tour '14 (presentation)

19

EMAIL BEST PRACTICES

20

EMAIL BEST PRACTICES

21

EMAIL BEST PRACTICES

22

EMAIL BEST PRACTICES

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 20: San Francisco We Love Email Innovation Tour '14 (presentation)

20

EMAIL BEST PRACTICES

21

EMAIL BEST PRACTICES

22

EMAIL BEST PRACTICES

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 21: San Francisco We Love Email Innovation Tour '14 (presentation)

21

EMAIL BEST PRACTICES

22

EMAIL BEST PRACTICES

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 22: San Francisco We Love Email Innovation Tour '14 (presentation)

22

EMAIL BEST PRACTICES

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 23: San Francisco We Love Email Innovation Tour '14 (presentation)

23

EMAIL BEST PRACTICES

Letrsquos agree on this Yes BIG DATA has 7 letters but what is cool is actually doing something with it Yes PERSONALIZATION has 15 letters and yes it is true if you send someone a message they want they will respond more Yes AUTOMATION has 10 letters but a bad message that is automated is still bad

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 24: San Francisco We Love Email Innovation Tour '14 (presentation)

24

EMAIL BEST PRACTICES

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 25: San Francisco We Love Email Innovation Tour '14 (presentation)

25

EMAIL BEST PRACTICES

The math of PERSONALIZATION Right Data + Content + Automation Why these three Without them --- personalization does not scale

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 26: San Francisco We Love Email Innovation Tour '14 (presentation)

26

EMAIL BEST PRACTICES

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 27: San Francisco We Love Email Innovation Tour '14 (presentation)

27

EMAIL BEST PRACTICES

SweetJack pulls in email content from many different sources and places different deals for each subscriber bullMain Deal and Secondary Deals populated from XML feed via smartGET Subscribers get different deals based on preferences and propensity to purchase

bullBlog content pulled from website

bullFacebook content pulled via XML feed

bullAlso has static content

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 28: San Francisco We Love Email Innovation Tour '14 (presentation)

CRM Retargeting for Publishers

PIXELS OR PEOPLE

johnengler liveintent

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 29: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent

John Engler Vice President Sales LiveIntent

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 30: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent johnengler

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 31: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent johnengler

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 32: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent johnengler

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 33: San Francisco We Love Email Innovation Tour '14 (presentation)

johnengler liveintent

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 34: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent johnengler

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 35: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 36: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent liveintent

Email is the Most Popular Mobile Activity

johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 37: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 38: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 39: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 40: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent liveintent johnengler

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 41: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent johnengler

Opens per device

000

1000

2000

3000

4000

5000

6000

7000

18-20 21-24 25-34 35-44 45-54

MobilePC

Opens

Age

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 42: San Francisco We Love Email Innovation Tour '14 (presentation)

Retargeting Flow Chart

johnengler liveintent

① Customer visits your site

② Customer views a specific product

③ Customer leaves site without converting

④ They see your ad on another site

⑤ Customer returns to your site to convert

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 43: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent

September 19th 2013

$116M IPO

October 29th 2013

$250M IPO $119 M

October 30th 2013

$350 M

February 14th 2014

johnengler

May 14th 2014

$310 M

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 44: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent

Average Web Display Ads (07 CTR)

Retargeted Web Display Ads (7 CTR)

johnengler

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 45: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent liveintent johnengler

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 46: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent johnengler

Circa 1994

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 47: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent

Circa 1994 Present Day

johnengler

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 48: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent

Circa 1994 Present Day

johnengler

By 2017 there will be

5 DevicesConnections for Every Internet User

Cisco VNI Global IP Traffic Forecast

2012-2017

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 49: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent johnengler

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 50: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent

- Surpassed PCs - Growth Accelerating

Source Gartner IDC Enders Analysis

liveintent johnengler

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 51: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent

Is that a Phablet

liveintent johnengler

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 52: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent liveintent johnengler

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 53: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent liveintent johnengler

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 54: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 55: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent

jenglerliveintentcom

johnengler

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 56: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent

jenglerliveintentcom

johnengler

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 57: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent

Kyle kbrownliveintentcom

johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 58: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 59: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 60: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 61: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent johnengler

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 62: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent johnengler

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 63: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent johnengler

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 64: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent

Custom Audience

Tailored Audience

Active Audience

LiveAudience

johnengler

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 65: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent

43307bb5a669b247270a4d81cce6f3ff

15 OFF Just for you John

Wersquove missed you John

Donrsquot tell John

Retention Re-activation Alternative

johnengler

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 66: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent johnengler

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 67: San Francisco We Love Email Innovation Tour '14 (presentation)

= jenglerliveintentcom = 43307bb5a669b247270a4d81cce6f3ff

liveintent johnengler

Whatrsquos an MD5 Hash

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 68: San Francisco We Love Email Innovation Tour '14 (presentation)

Onboard 1st Party Data Segments

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 69: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent johnengler

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 70: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent

or

johnengler

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 71: San Francisco We Love Email Innovation Tour '14 (presentation)

1 The logged in audience is more valuable than the

anonymous audience 2 The email address is an inherently cross device ID 3 The hash of the email is a safe reliable matching ID

liveintent johnengler

Sohellip

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 72: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent johnengler liveintent

Email Marketing Manager (aka the senderrdquo)

Publisher (aka the ldquosellerrdquo)

VP of Marketing (aka the ldquobuyerrdquo)

bull Acquire Subscribers bull Reach Current Subscribers in

3rd Party Media

bull Become a CRM Retargeting

Platform bull Data-Rich Audience Segments

bull Increase Reach and

Frequency bull Personalize Campaigns

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 73: San Francisco We Love Email Innovation Tour '14 (presentation)

liveintent

For More on the Mobile Nature of Email Download Our Q1 2014 Report

Email Everywhere Adapting to the Mobile Nature of Email Email jenglerliveintentcom Visit httpinfoliveintentcomQ1-Report

johnengler

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 74: San Francisco We Love Email Innovation Tour '14 (presentation)

Tom Sather Sr Director Research

Return Path

THE FUTURE OF DELIVERY

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 75: San Francisco We Love Email Innovation Tour '14 (presentation)

Return Path The Global Leader in Email Intelligence bull Over a Decade of Email Expertise

bull Proven Data Infrastructure

bull Delivering Measurable ROI

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 76: San Francisco We Love Email Innovation Tour '14 (presentation)

A theory Email marketers are poised to be the marketing leaders of the future

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 77: San Francisco We Love Email Innovation Tour '14 (presentation)

The future of marketing is all about data

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 78: San Francisco We Love Email Innovation Tour '14 (presentation)

The future of marketing is also all about consumer choice

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 79: San Francisco We Love Email Innovation Tour '14 (presentation)

The inbox is the consumer information hub

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 80: San Francisco We Love Email Innovation Tour '14 (presentation)

80

TODAYrsquoS INBOX IS hellip bull Hard to reach bull Mobile bull Competitive

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 81: San Francisco We Love Email Innovation Tour '14 (presentation)

81

TRILLIONS OF EMAILS ARE SENT YEARLY AND MOST ARE SPAM

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 82: San Francisco We Love Email Innovation Tour '14 (presentation)

82

REPUTATION SPAM FILTERING IS EFFECTIVE

Spam in the Inbox

lt 3

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 83: San Francisco We Love Email Innovation Tour '14 (presentation)

83

BUT DELIVERABILITY RATES FOR MARKETERS STILL LAG

Inbox 86

Spam 5

Missing 9

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 84: San Francisco We Love Email Innovation Tour '14 (presentation)

More information is consumed on mobile devices

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 85: San Francisco We Love Email Innovation Tour '14 (presentation)

webmail 48

mobile 16

desktop 36

2011

Source Return Path

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 86: San Francisco We Love Email Innovation Tour '14 (presentation)

webmail 37

mobile 29

desktop 34

2012

Source Return Path

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 87: San Francisco We Love Email Innovation Tour '14 (presentation)

webmail 24

mobile 49

desktop 27

Today

Source Return Path

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 88: San Francisco We Love Email Innovation Tour '14 (presentation)

Consumers are in control of how they consume marketing messages

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 89: San Francisco We Love Email Innovation Tour '14 (presentation)

BEHOLD Gmail Tabs

89

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 90: San Francisco We Love Email Innovation Tour '14 (presentation)

90

Engagement Level

Read Rate Before Tabs

Read Rate After Tabs

High 586 60

Medium 106 10

Low 22 04

Source Return Path

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 91: San Francisco We Love Email Innovation Tour '14 (presentation)

0

13

25 23

JCrew Gap

Primary Promotions

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 92: San Francisco We Love Email Innovation Tour '14 (presentation)

Consumers are aware of security risks

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 93: San Francisco We Love Email Innovation Tour '14 (presentation)

Source Symantec Security Technology and Response Group August 2012

Around the world 16 million phishing messages arrive in inboxes every single day

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 94: San Francisco We Love Email Innovation Tour '14 (presentation)

Source Symantec Security Technology and Response Group August 2012

50 of them are opened 10 of them are clicked on

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 95: San Francisco We Love Email Innovation Tour '14 (presentation)

Consumers are empowered and they know it

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 96: San Francisco We Love Email Innovation Tour '14 (presentation)

Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor

Little overlap may indicate opportunity to increase your market share

Substantial overlap in combination with high engagement indicates a healthy customer base

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 97: San Francisco We Love Email Innovation Tour '14 (presentation)

6

17

77

HomeDIY

Source Return Path

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 98: San Francisco We Love Email Innovation Tour '14 (presentation)

6

17

77

Retail

Source Return Path

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 99: San Francisco We Love Email Innovation Tour '14 (presentation)

6

17

77

Restaurants

Source Return Path

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 100: San Francisco We Love Email Innovation Tour '14 (presentation)

The Future of Deliverability isnrsquot About Optimizing Inbox Placement but Performance

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 101: San Francisco We Love Email Innovation Tour '14 (presentation)

102

ACTIVE VS INACTIVE MAILBOXES MATTER MORE

Mailbox Type Definitions

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 102: San Francisco We Love Email Innovation Tour '14 (presentation)

Source Direct Marketing Association October 2011

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 103: San Francisco We Love Email Innovation Tour '14 (presentation)

Q WHO ARE LIKELY ADVERTISINGCROSS PROMOTIONAL PARTNERS

A Based on this chart this could be a valuable partnership

Using Data From Email to Find New Valuable Customers

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 104: San Francisco We Love Email Innovation Tour '14 (presentation)

Use Data from Email to Get Insight into Other Marketing Channels

Company A Facebook

Q SHOULD I BUY ADS ON FACEBOOK

A Based on this chart ndash absolutely

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 105: San Francisco We Love Email Innovation Tour '14 (presentation)

106

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 106: San Francisco We Love Email Innovation Tour '14 (presentation)

Letrsquos Connect

Tom Sather Sr Director Research

ReturnPath Tom_Sather

TomSatherreturnpathcom

wwwreturnpathcom

Contact Us httpwwwreturnpathcomcontact-us

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 107: San Francisco We Love Email Innovation Tour '14 (presentation)

AGILE EMAIL MARKETING

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 108: San Francisco We Love Email Innovation Tour '14 (presentation)

109

AGENDA

bull Introduction to Movable Ink and Agile Email Marketing

bull The Mobile Takeover a 4 Year Transformation in the Making

bull New Ideas for Email Marketing in a Mobile Dominant World

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 109: San Francisco We Love Email Innovation Tour '14 (presentation)

110

MOVABLE INK AGILE EMAIL MARKETING

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 110: San Francisco We Love Email Innovation Tour '14 (presentation)

111

EMAIL MARKETING HAS COME A LONG WAY

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 111: San Francisco We Love Email Innovation Tour '14 (presentation)

112

BUT PREDICTIVE MARKETING CAN ONLY GO SO FAR

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 112: San Francisco We Love Email Innovation Tour '14 (presentation)

113

THE FINAL FRONTIER IS AGILE MARKETING

BATCHED SEGMENTED

DYNAMIC PREDICTIVE

AGILE

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 113: San Francisco We Love Email Innovation Tour '14 (presentation)

114

AGILE MARKETING IS ACTUALITY-BASED MARKETING

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 114: San Francisco We Love Email Innovation Tour '14 (presentation)

115

MARKETING THAT KNOWS YOUR TIME

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 115: San Francisco We Love Email Innovation Tour '14 (presentation)

116

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 116: San Francisco We Love Email Innovation Tour '14 (presentation)

117

MARKETING THAT KNOWS WHERE YOU ARE

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 117: San Francisco We Love Email Innovation Tour '14 (presentation)

118

OR WHERE YOUR CLOSEST STORE IS

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 118: San Francisco We Love Email Innovation Tour '14 (presentation)

119

MARKETING THAT KNOWS YOUR DEVICE

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 119: San Francisco We Love Email Innovation Tour '14 (presentation)

120

MARKETING THAT KNOWS YOUR NAME

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 120: San Francisco We Love Email Innovation Tour '14 (presentation)

121

MARKETING THAT KNOWS WHICH SEATS ARE LEFT

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 121: San Francisco We Love Email Innovation Tour '14 (presentation)

122

MARKETING THAT AUTOMATICALLY UPDATES

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 122: San Francisco We Love Email Innovation Tour '14 (presentation)

123

MARKETING YOU SHARE WITH FRIENDS

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 123: San Francisco We Love Email Innovation Tour '14 (presentation)

124

MARKETING YOU CAN MEASUREhellip IN REAL-TIME

OPENS BY LOCATION

OPENS SECOND

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 124: San Francisco We Love Email Innovation Tour '14 (presentation)

125

THINK OF ALL THE POSSIBILITIES

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 125: San Francisco We Love Email Innovation Tour '14 (presentation)

126

THE MOBILE TAKEOVER

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 126: San Francisco We Love Email Innovation Tour '14 (presentation)

127

MOBILE MOVED OUR CHEESEhellip FAST

Sources bull Silverpop amp Unica ldquoOptimizing for the Small Screenrdquo August 2010 bull Movable Ink ldquoUS Consumer Device Preference Reportrdquo May 2014

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 127: San Francisco We Love Email Innovation Tour '14 (presentation)

128

MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 128: San Francisco We Love Email Innovation Tour '14 (presentation)

129

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q2 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 129: San Francisco We Love Email Innovation Tour '14 (presentation)

130

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q3 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 130: San Francisco We Love Email Innovation Tour '14 (presentation)

131

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q4 2013

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 131: San Francisco We Love Email Innovation Tour '14 (presentation)

132

THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR

Q1 2014

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 132: San Francisco We Love Email Innovation Tour '14 (presentation)

133

DESKTOP OPENS ARE DECLINING

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 133: San Francisco We Love Email Innovation Tour '14 (presentation)

134

SMARTPHONE OPENS LEVELING OUT

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 134: San Francisco We Love Email Innovation Tour '14 (presentation)

135

TABLETS SHOWING STRONGEST GROWTH

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 135: San Francisco We Love Email Innovation Tour '14 (presentation)

136

SO WHY ARE YOU STILL DESIGNING FOR DESKTOPS FIRST

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 136: San Francisco We Love Email Innovation Tour '14 (presentation)

137

MOBILE DEVICES DO CAPTURE REVENUE

Source Movable Ink May 2014

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 137: San Francisco We Love Email Innovation Tour '14 (presentation)

138

SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES

11 of purchasers open on a smartphone first then convert on a different device

Source Movable Ink May 2014

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 138: San Francisco We Love Email Innovation Tour '14 (presentation)

139

MOBILE OPENERS SPEND MORE MONEY

Source Movable Ink May 2014

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 139: San Francisco We Love Email Innovation Tour '14 (presentation)

140

IOS OPENERS OUTSPEND ANDROID OPENERS

Source Movable Ink May 2014

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 140: San Francisco We Love Email Innovation Tour '14 (presentation)

141

AND THERE ARE A LOT MORE IOS OPENERS

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 141: San Francisco We Love Email Innovation Tour '14 (presentation)

142

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 142: San Francisco We Love Email Innovation Tour '14 (presentation)

143

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 143: San Francisco We Love Email Innovation Tour '14 (presentation)

144

DEVICE USAGE OVER THE COURSE OF A DAY

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 144: San Francisco We Love Email Innovation Tour '14 (presentation)

145

TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC

Source Movable Ink ldquoUS Consumer Device Preference Report Q1 2014rdquo May 2014

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 145: San Francisco We Love Email Innovation Tour '14 (presentation)

146

DESKTOP GIANTS ARENrsquoT BEING SHY ABOUT IT

ldquoItrsquos the tablet that can replace your laptop It is the most powerful thinnest and lightest

Surface Pro yet It is a full PC and a brilliant tabletrdquo

- Panos Panay corporate vice president Microsoft Surface

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 146: San Francisco We Love Email Innovation Tour '14 (presentation)

147

FINAL THOUGHTS ON THE RESEARCH

bull Smartphone opens might have peaked at slightly below 50

bull Tablets will continue to eat away at desktop market share

bull The ldquotap-through raterdquo is the new click-through rate

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 147: San Francisco We Love Email Innovation Tour '14 (presentation)

148

NEW IDEAS FOR EMAIL MARKETING IN THE MOBILE WORLD

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 148: San Francisco We Love Email Innovation Tour '14 (presentation)

149

RESPONSIVE DESIGN IS GREAT

Desktop Version Responsive Version

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 149: San Francisco We Love Email Innovation Tour '14 (presentation)

150

BUT NOT WITHOUT AN END-TO-END MOBILE EXPERIENCE

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 150: San Francisco We Love Email Innovation Tour '14 (presentation)

151

EBAY MAKES THE USER JOURNEY EASY WITH DEEP LINKING

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 151: San Francisco We Love Email Innovation Tour '14 (presentation)

152

THE KNOT LETS YOU TAP TO CALL

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 152: San Francisco We Love Email Innovation Tour '14 (presentation)

153

EXPRESS MAKES IT EASY TO SHOP IN STORE

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 153: San Francisco We Love Email Innovation Tour '14 (presentation)

154

COMEDY CENTRAL MAKES SHARING A CINCH

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 154: San Francisco We Love Email Innovation Tour '14 (presentation)

155

AND IT WORKS

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 155: San Francisco We Love Email Innovation Tour '14 (presentation)

156

THANK YOU

Lalit Chopra Director Strategic Partnerships

lchopramovableinkcom wwwmovableinkcom

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 156: San Francisco We Love Email Innovation Tour '14 (presentation)

157

EMAIL MARKETING SCORECARD

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard
Page 157: San Francisco We Love Email Innovation Tour '14 (presentation)

158

EMAIL MARKETING SCORECARD

1 Strategy and Goals 2 Data Collection Integration and Hygiene 3 Acquisition Subscriber Growth 4 Segmentation and Targeting 5 Content Development and Automation 6 Message Creative and Personalization 7 Testing and Optimization 8 Channel Integration 9 Inbox Delivery 10 Insights and Analytics

wwwwhatcountscomscorecard

  • Welcome
  • Letrsquos Talk Social
  • Agenda and goals for our time together
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • Rules of engagement
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The future of email
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • The cutting edge
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Email best practices
  • Pixels or People
  • John EnglerVice President SalesLiveIntent
  • Slide Number 30
  • Slide Number 31
  • Slide Number 32
  • Slide Number 33
  • Slide Number 34
  • Slide Number 35
  • Slide Number 36
  • Slide Number 37
  • Slide Number 38
  • Slide Number 39
  • Slide Number 40
  • Slide Number 41
  • Retargeting Flow Chart
  • September 19th 2013
  • Slide Number 44
  • Slide Number 45
  • Slide Number 46
  • Slide Number 47
  • Slide Number 48
  • Slide Number 49
  • Slide Number 50
  • Slide Number 51
  • Slide Number 52
  • Slide Number 53
  • Slide Number 54
  • Slide Number 55
  • Slide Number 56
  • Slide Number 57
  • Slide Number 58
  • Slide Number 59
  • Slide Number 60
  • Slide Number 61
  • Slide Number 62
  • Slide Number 63
  • Slide Number 64
  • Slide Number 65
  • Slide Number 66
  • Whatrsquos an MD5 Hash
  • Onboard 1st Party Data Segments
  • Slide Number 69
  • Slide Number 70
  • Sohellip
  • Slide Number 72
  • Slide Number 73
  • The future of delivery
  • Return Path The Global Leader in Email Intelligence
  • Slide Number 76
  • Slide Number 77
  • Slide Number 78
  • The inbox is the consumer information hub
  • Todayrsquos inbox is hellip
  • Trillions of emails are sent yearLY and most are spam
  • Reputation spam filtering is effective
  • But deliverability rates for marketers still lag
  • Slide Number 84
  • Slide Number 85
  • Slide Number 86
  • Slide Number 87
  • Slide Number 88
  • BEHOLD Gmail Tabs
  • Slide Number 90
  • Slide Number 91
  • Slide Number 92
  • Slide Number 93
  • Slide Number 94
  • Slide Number 95
  • Slide Number 96
  • Inbox Share How Much Your Email Customer List Overlaps and Engages with Your Competitor
  • HomeDIY
  • Retail
  • Restaurants
  • Slide Number 101
  • Active vs inactive mailboxes matter more
  • Slide Number 103
  • Using Data From Email to Find New Valuable Customers
  • Use Data from Email to Get Insight into Other Marketing Channels
  • Slide Number 106
  • Letrsquos Connect
  • Slide Number 108
  • Agenda
  • Movable ink agile email marketing
  • Email marketing has come a long way
  • But predictive marketing can only go so far
  • The final frontier is agile marketing
  • Agile marketing is actuality-based marketing
  • Marketing that knows your time
  • Slide Number 116
  • Marketing that knows where you are
  • Or where your closest store is
  • MARKETING THAT KNOWS YOUR DEVICE
  • Marketing that knows your name
  • Marketing that knows which seats are left
  • Marketing that AUTOMATICALLY UPDATes
  • Marketing you share with friends
  • Marketing you can measurehellip in real-time
  • Think of all the possibilities
  • The mobile takeover
  • Mobile moved our cheesehellip fast
  • More email is opened on iphones than desktops
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • This is how the map has changed in just one year
  • Desktop opens are declining
  • Smartphone opens leveling out
  • Tablets showing strongest growth
  • So why are YOU still designing for desktops first
  • Mobile devices do capture revenue
  • Smartphone opens drive sales on other devices
  • Mobile openers spend more money
  • Ios openers outspend android openers
  • And there are a lot more ios openers
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Device usage over the course of a day
  • Tablets replacing desktops as household pc
  • Desktop giants arenrsquot being shy about it
  • Final thoughts on the research
  • New ideas for email marketingin the mobile world
  • Responsive design is great
  • But not without an end-to-end mobile experience
  • Ebay makes the user journey easy with deep linking
  • The knot lets you tap to call
  • Express makes it easy to shop in store
  • Comedy central makes sharing a cinch
  • AND IT WORKS
  • Thank you
  • Email marketing scorecard
  • Email marketing scorecard

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