Jos Burger, general manager van Goodmail Systems Europe, gaat in op de rol van ISP’s bij e-mailmarketing. De ISP bepaalt of de deur open of dicht is en voor hoelang dit dan het geval is.

1. Event: DDMA Seminar
Thema: Datakwaliteit in Emailmarketing
Spreker: Jos Burger - Goodmail
Datum: 2 april 2008 – Pakhuis de Zwijger, A’dam

2. Introducing
CertifiedEmail™
Jos Burger
International GM, Goodmail Systems
March 2008

3. The State of Email Today
§ European ISP’s send more than 20% of permission
based emails to the junk/bulk folder* matching US
ISP rates
§ European ISPs had the highest percentage increase in
junk/bulk filter delivery at 20.4% over the previous
quarter at 7.6%
§ ISPs are moving towards blocking images by
default
§ Phishing schemes are increasingly sophisticated –
subtle differences make it difficult for consumers to
tell legitimate apart from the fake
Source: Lyris ISP Deliverability Report Card Q2 2007
CONFIDENTIAL & PROPRIETARY Page 2
© 2008 Goodmail Systems, Inc

4. Consumer Perception of Email
70% of consumers are concerned about
email scams and fraud
69% of consumers regularly delete email
without reading it
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3 d CONFIDENTIAL & PROPRIETARY
© 2008 Goodmail Systems, Inc
Page 3

5. Introducing CertifiedEmail™
§ CertifiedEmail: The industry’s first trusted-class email that
positively identifies good email
§ Individually accredited, permission based, qualified volume senders
§ Use software to specially mark CertifiedEmail
§ Partner with ISPs and mailbox providers to specially handle
§ Visually mark messages as authentic, legitimate, and safe
§ The result?
§ 100% assured inbox delivery
§ Links and images automatically rendered by default
§ Non-spoofable inbox and message labeling conveys trust
§ Improved program metrics
CONFIDENTIAL & PROPRIETARY Page 4
© 2008 Goodmail Systems, Inc

6. CertifiedEmail – Sender Benefits
CertifiedEmail icon
§ Conveys trust
§ Differentiates message / brand
§ 71% of consumers more likely to
open, 54% more likely to buy from a
CertifiedEmail (2007 survey)
Users see links and images
§ No blocking of links and images
100% delivery of all messages
§ Bypass all spam filters: content,
volume, rate limiters
No restrictions on copy
§ Can use words like “free”
Delivery confirmation
CONFIDENTIAL & PROPRIETARY Page 5
© 2008 Goodmail Systems, Inc

7. Blocked Images Impact Results
86.9%
See Images
Blocked
14.1%
68%
Delete
Immediately “ If you’re a retailer
and you’re doing
all-image email,
23% you're in for a rude
9%
Vizu/GMS, 0906
Open
Ignore awakening.
Michael Della Penna
Epsilon Interactive
”
CONFIDENTIAL & PROPRIETARY Page 6
© 2008 Goodmail Systems, Inc

8. Images are Worth a Thousand Words
With CertifiedEmail, turn blocked images into a thing of the past.
The difference is clear.
CertifiedEmail
messages with images
active are more
effective!
CONFIDENTIAL & PROPRIETARY Page 7
© 2008 Goodmail Systems, Inc

9. Blue Trust Seal Difference
CONFIDENTIAL & PROPRIETARY Page 8
© 2008 Goodmail Systems, Inc

10. CertifiedEmail Is Good For Business
§ 71% of consumers said they’re more likely to
open a CertifiedEmail.
§ 59% of consumers said they’re more likely to
sign-up to receive email from companies that
use CertifiedEmail.
§ 54% of consumers said they’re more likely to
purchase from companies that use
CertifiedEmail.
Results based on 2007 survey of AOL, Yahoo! and Comcast customers.
customers.
CONFIDENTIAL & PROPRIETARY Page 9
© 2008 Goodmail Systems, Inc

11. Key Benefits to Marketers
§ Assured 100% delivery
§ No revenue loss due to undeliverability of up to 20% of
list (avg)
§ Regain control of copy
§ Use same copy @ site, print, packaging, and POS
§ Maintain brand integrity
§ Brand identity mirrors offline presentation
§ Enhanced message effectiveness
§ Links & images enabled = proven lift on CTR and
revenue per email
§ Stand out at the inbox
§ Blue ribbon icon provides immediate visual differentiation
CONFIDENTIAL & PROPRIETARY Page 10
© 2008 Goodmail Systems, Inc

12. Key Benefits to Financial Services
§ Reliable delivery = lowered paper delivery back-up
§ 100% list coverage means lower cost of having to provide paper
backup delivery (e.g., eLynx delivery of mortgage papers)
§ Enhance conversion to electronic transactions
§ Trusted class email = reliable platform for paper suppression
§ Reduced cost in post-phishing support costs
§ Fewer successful phishing attacks = reduced telephone support
§ Enhanced message effectiveness
§ Greater chance customers can complete email-based transactions if
links and images are presented and operational
CONFIDENTIAL & PROPRIETARY Page 11
© 2008 Goodmail Systems, Inc

13. Key Benefits to Consumers
§ Easily identify real email messages that are
safe to open and act upon
§ The Blue Trust Seal tells them it’s real
§ Feel more secure opening messages
§ All CertifiedEmail senders must go through a 10-
step accreditation process
CONFIDENTIAL & PROPRIETARY Page 12
© 2008 Goodmail Systems, Inc

14. Case Study: PETCO
§ Increase of 38% in
click-though rate during CertifiedEmail provides
trial us with this flexibility
because we can be sure
§ Increase of 40.5% in that every message is
delivered promptly and
click-through rate after completely intact .
launch
§ Increase of 3.54¢ in John Lazarchic
Vice President of e-Commerce
PETCO Animal Supplies, Inc.
profit per email
CONFIDENTIAL & PROPRIETARY Page 13
© 2008 Goodmail Systems, Inc

15. Time Inc. Overstock.com
Case Studies: Time Inc.
Controlled tests prove dramatic value creation
Click Business
Through Results
“ Trusted CertifiedEmail
messages result in
Increase Increase
higher click-through
rates and improved
program response 32% 30%
rates.
”
Ernie Vickroy, Time Inc.
CONFIDENTIAL & PROPRIETARY Page 14
© 2008 Goodmail Systems, Inc

16. Case Study: KeyBank
Accelerating paper suppression and im proving custom er security
§ Email campaign educating customers
about CertifiedEmail
§ Use of CE branding elements at site
§ Doing longitudinal customer survey
§ What is tendency of customers to be
phished pre-CertifiedEmail exposure
§ What is tendency of customers to be
phished post-CertifiedEmail exposure
CONFIDENTIAL & PROPRIETARY Page 15
© 2008 Goodmail Systems, Inc