Don't be a last minute holiday marketer
It’s never too early to start gearing up for the holiday season. People are already dreaming of getting holiday emails from favorite brands or businesses with deals, promotions and gift ideas neatly wrapped inside. But you’re more worried about making sure that those messages get delivered without any hiccups. The cost of bad emails far outweighs the cost of preventing bad emails. The number of emails being collected is on the rise; unfortunately, so are the inaccuracies. In the past year, almost 80 percent of companies have suffered from poor customer service, lost revenue and unnecessary costs as consequences of bad email addresses. And when the holiday shopping season is starting earlier and earlier every year, bad emails can cost you the big bucks. Check out this slidedeck and learn how to avoid major email marketing challenges to keep your holiday campaigns running smoothly, fill your database with accurate emails you can use with confidence and ultimately, make the 2015 holiday season a lucrative one. You’ll find out: - The top email collection challenges faced by businesses today - Ways to leverage email validation and deliverability techniques - How real-time verification solutions are the best line of defense against a poor email database—no matter what season it is
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Don't be a last minute holiday marketer
- 1. ©2015 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public. Don’t be a last minute holiday marketer Stop poor email deliverability from costing big bucks August 5, 2015
- 2. 2©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 2 Introducing our speakers Shirley Zhao Content Marketer, Experian Data Quality Spencer Kollas VP of Global Deliverability, Experian Marketing Services
- 3. 3©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 3 Top email collection challenges Consequences of bad emails to your business Leveraging verification and deliverability techniques How to prepare for holiday success Today’s agenda
- 6. 6©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 6 Too many channels On average, U.S. companies use 3.6 channels to collect contact data 73% 59% 58% 53% 48% 32% 0% 10% 20% 30% 40% 50% 60% 70% 80% Website Sales team Mobile Call centers Physical stores or branch locations Catalog or mail order *Data taken from Experian Data Quality 2015 Global Research Survey
- 7. 7©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 7 The POS challenge …of emails collected at point-of-sale are invalid 40percent… …of shoppers utilize emails to keep track of deals35percent… and
- 8. 8©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 8 High degree of data inaccuracies On average, U.S. organizations believe 32 percent of their data is inaccurate, up from 25 percent just a year ago 47% 42% 47% 39% 33% 23% 19% 4% 3% 1% 0% 10% 20% 30% 40% 50% Most common data errors Incomplete or missing data Inaccurate data Outdated information Duplicate data Data entered in the incorrect field Typos Spelling mistakes Other None Don’t know
- 9. 9©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 9 ? Unknown Users Spamtraps Complaints Engagement Deliverability can be simple
- 10. 10©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 10 Today’s customer is engaging across channels Over half of all customer interactions involve more than one channel or brand touchpoint Multi- Channel Single Channel
- 11. 11©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 11 Personal Example
- 13. Polling question
- 14. 14©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 14 Deliverability issues know no bounds 85% 81% 79% 79% 76% 77% 78% 79% 80% 81% 82% 83% 84% 85% 86% Deliverability issues across industries Financial Manufacturing Retail Utilities
- 15. 15©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 15 The deal with deliverability
- 16. 16©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 16 The cost of bad emails 100,000 Net-new emails during holidays 5% Email conversation rate $60 Average order value $300,000 (Potential revenue) X X = 20% Invalid emails $300,000 Potential revenue $60,000 Loss in potential revenueX = $720,000 in additional revenue per year!
- 17. 17©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 17 It is all about Brand Management
- 18. Personalize!
- 19. 19©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 19 Bad database quality
- 20. Main consequences of bad emails 1. Lowered email deliverability 2. Lost opportunity 3. Poor brand or business experience 4. Bad database quality
- 21. How to prepare for holiday success
- 22. 22©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 22 Organize the chaos
- 23. 23©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 23 Lessen the POS stress through verification
- 24. 24©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 24 Focus on deliverability
- 25. Key takeaways 1. Improve email deliverability through POS verification 2. Prevention costs < costs of failure 3. Lost opportunities are costly
- 26. 26©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 26 It’s not as daunting as you think We’ll help you test your email database
- 27. 2727 Thank you! Questions? Stay connected with us for up-to-date insights: dataquality.info@experian.com @ExperianDQ www.edq.com/blog/ or call us at (888) 727-8822