We recently saw an Uber Eats driver in Melbourne caught taking a chip from a customer’s delivery. This example uncovered that this situation wasn’t unique and that just because something is sent, doesn’t mean that it is all always delivered.
This got me thinking about businesses sending their invoices and statements to customers simply “expecting” them to arrive because it was sent…but this isn’t always the case!
I was recently reading through the 2018 Deliverability Benchmark report published by Return Path. I know I know, this is something that is probably already bedtime reading for you…right?
But if the title (let alone the content) doesn’t tickle your fancy enough to dig deeper, this report gives an analysis of Worldwide Inbox Placement Rates for the 12 months July 2017 to June 2018.
Again, I know, not too sexy, but these numbers are extremely important to understand when dealing with the delivery of your essential communications to your customers, such as your bills, statements, invoices, policy documents, etc.
In this report, Return Path tells us that Australia actually has one of the highest deliverability rates in the world at 89%, with New Zealand hitting 90%. Australia shares this with a number of countries such as Russia, Canada, and the UK, our regional neighbour Singapore joins NZ at 90%, and for reference, the USA comes in at 83%.
When someone is looking to run a marketing campaign, then deliverability in the 80% to 90% band is about normal and expected, but when you are sending essential customer communications that HAVE TO arrive, anything less than 100% is a problem.
E-delivery is not new news but the way that many organisations have implemented their e-delivery has caused major issues around deliverability (i.e. the end customer actually receiving what they were sent).
If you send 100,000 customer communications by email, but only 90% get delivered, that’s 10,000 communications that you have to roll back into your production workflow, most likely to be printed and mailed.
Let’s say that costs you $1 in postage, plus another (even conservatively) 20 to 50 cents per item for the production.
That’s an extra $12,000+ of hard cost (maybe twice that or more depending on the communication type and the hours of staff that are needed). And that’s not including the cost of the extra time of the customer not having the communication to action (e.g. pay their bill!).
The variety of methods used in implementing digital replacements for print and mail have caused various levels of uptake. This is something I have covered previously in my article The Biggest Challenge for Moving to e-Delivery in Australia but regardless of the method in getting the document to the customer, EVERY organisation NEEDS 100% deliverability.
Let’s say you are a financial services, utility, government, or other business using a marketing engine-based solution to deliver your essential customer communications by email. You spend nearly $10K every month to ensure that you get the best deliverability possible (staff and technology costs) and are still only just hitting 90% deliverability. Once you determine these business emails haven’t been delivered, you then spend another $10K+ every month in additional staff and production costs to produce these undelivered emails via a different method (plus on average 3 days delay in getting communications to nearly 10% of your customers).
Changing to an appropriate e-delivery solution with over 99% deliverability out of the box, you are now saving most of this $20K+ every month with savings nearing $250K per year.
Cumulo9 can help you with your goal of reaching 100% deliverability and at the same time save you significant time and money.
So, if you are yet to pull the trigger on your e-delivery project, or have implemented an e-delivery solution and sick and tired of it not having acceptable deliverability, let’s arrange a time to discuss your specific environment and needs and determine the best way we can help.
If you’d like to discover how Cumulo9 can help you achieve improved deliverability for your essential email communications, email us at support@cumulo9.com or phone:
Alternatively – check out the Cumulo9 Deliverability Calculator to see how much extra revenue your business can earn!
Based in Melbourne, Australia, Brett Dashwood edp is a Global Expert in Customer Communications and the New Science of Customer Retention. He is the founder and Principal Instructor and Consultant at The Document Institute and frequently consults for Cumulo9.
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