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Making Email Smarter: evaluating and
improving this imperfect science
Matt Spielman, Global Chief Marketing Officer
August...
The Inbox has changed
Implications for your business
Capitalizing on opportunities
Agenda
1
2
3
Providing Visibility that never existed before to
thousands of clients
Today’s inbox
is changing …
… it’s more interactive
Email’s Renaissance
Companies are providing services enabling you to do
more in the email itself.
… it’s more organized
Automatically sort
and filter mail…
… it’s more secure
Where is Email Read Now? Increasingly Mobile!
… it’s more crowded
This is a global challenge: Brazil: 2 out of every
5 legitimate emails don’t reach the inbox!
Full report:
br.returnpath.c...
Source: Microsoft
Graymail should be a Primary Focus
Let’s Review
- Evolution (Renaissance) in email
- Increase in utility and value
- Account for mobile
- Can be crowded, Gra...
What do these trends
mean for you?
?
Good News!
Email Generates Great ROI
The inbox provides invaluable
customer information
“Email Is Crushing for Selling Stuff Online”
July 2013
If you want to succeed online you need to use email.
Not getting in...
Email Generates Great ROI but you also need to
know your competitors’ activity and performance
Is Big Data the Answer?
Sort of….
DATA
INSIGHTS
ANALYTICS
Email Intelligence
which equals for you…
Customer Intelligence
Knowledge is Power
Companies who understand their customers
Outpace Those Who Do Not
29% 88% 89
21% 65%
46
Return Path Cli...
Royal Caribbean
Partnership in Action: More Engagement Insight
Beyond Opens And Clicks…
• Decreased opt-out rates
• No negative impact to ...
Summary
Understand and anticipate changes in
consumer behavior
Need to have visibility into your own
activity and that of ...
1. Strengthened relationships
2. Opportunity to establish new ones
3. Protection for yourselves and your
customers
The Res...
Obrigado!
Matt Spielman
Global Chief Marketing Officer, Return Path
e: matt.spielman@returnpath.com
APPENDIX
APPENDIX
Making E-Mail Smarter: Evaluating and improving this imperfect science
Making E-Mail Smarter: Evaluating and improving this imperfect science
Making E-Mail Smarter: Evaluating and improving this imperfect science
Making E-Mail Smarter: Evaluating and improving this imperfect science
Making E-Mail Smarter: Evaluating and improving this imperfect science
Making E-Mail Smarter: Evaluating and improving this imperfect science
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Making E-Mail Smarter: Evaluating and improving this imperfect science

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Matt Spielman, Chief Marketing Officer, Return Path.

Fórum E-Commerce Brasil 2013.

Published in: Business, Technology
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Transcript of "Making E-Mail Smarter: Evaluating and improving this imperfect science"

  1. 1. Making Email Smarter: evaluating and improving this imperfect science Matt Spielman, Global Chief Marketing Officer August 3, 2013
  2. 2. The Inbox has changed Implications for your business Capitalizing on opportunities Agenda 1 2 3
  3. 3. Providing Visibility that never existed before to thousands of clients
  4. 4. Today’s inbox is changing …
  5. 5. … it’s more interactive
  6. 6. Email’s Renaissance Companies are providing services enabling you to do more in the email itself.
  7. 7. … it’s more organized
  8. 8. Automatically sort and filter mail…
  9. 9. … it’s more secure
  10. 10. Where is Email Read Now? Increasingly Mobile!
  11. 11. … it’s more crowded
  12. 12. This is a global challenge: Brazil: 2 out of every 5 legitimate emails don’t reach the inbox! Full report: br.returnpath.com/email-intelligence-2013
  13. 13. Source: Microsoft Graymail should be a Primary Focus
  14. 14. Let’s Review - Evolution (Renaissance) in email - Increase in utility and value - Account for mobile - Can be crowded, Graymail - Requires constant vigilance - Get into the inbox
  15. 15. What do these trends mean for you? ?
  16. 16. Good News! Email Generates Great ROI The inbox provides invaluable customer information
  17. 17. “Email Is Crushing for Selling Stuff Online” July 2013 If you want to succeed online you need to use email. Not getting into the inbox has meaningful implications
  18. 18. Email Generates Great ROI but you also need to know your competitors’ activity and performance
  19. 19. Is Big Data the Answer? Sort of….
  20. 20. DATA INSIGHTS ANALYTICS Email Intelligence which equals for you…
  21. 21. Customer Intelligence
  22. 22. Knowledge is Power Companies who understand their customers Outpace Those Who Do Not 29% 88% 89 21% 65% 46 Return Path Clients Other Marketers READ RATE INBOX PLACEMENT RATE SENDER SCORE
  23. 23. Royal Caribbean
  24. 24. Partnership in Action: More Engagement Insight Beyond Opens And Clicks… • Decreased opt-out rates • No negative impact to engagement or deliverability 65% Increased sending frequency by 65% x2 DOUBLED their conversions 30% Decreased time spent on Competitive Intelligence by 30%
  25. 25. Summary Understand and anticipate changes in consumer behavior Need to have visibility into your own activity and that of your competitors Need to translate into actionable insights
  26. 26. 1. Strengthened relationships 2. Opportunity to establish new ones 3. Protection for yourselves and your customers The Result: Email Intelligence + Customer Intelligence =
  27. 27. Obrigado! Matt Spielman Global Chief Marketing Officer, Return Path e: matt.spielman@returnpath.com
  28. 28. APPENDIX APPENDIX
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