Email marketing is the most efficient and cost effective driver for building customer loyalty, engagement, and revenue. From reaching the right audience to identifying the right message and finding the right time to send, this webinar will give attendees tips and introduce Return Path tools they can use to optimize their email campaigns to drive better customer relationships, greater response, and increased revenue.

1. How to Maximize the Value of
Your Email Program
Presented By:
Wendy Bloechle, Sr. Director, Marketing
Alexandra Braunstein, Director, Response Consulting
Karen Lewison, Manager, Event Marketing

2. Presentation Outline
•The Value of the Inbox
•Email Metrics That Matter
•Troubleshoot Common Email Problems
•Reach the Right Inbox, With the Right Message,
At the Right Time
•New Capabilities in Return Path’s Email
Optimization Suite

3. The inbox is the center of most
consumers’ digital lives.

4. Your inbox knows a lot about you

5. Email Marketing is Alive and Well
72% of consumers
say that email is
their favored
communication with
companies they do
business with
Email marketers in
2015 report an
average ROI of 222%
on their email
investment
66% of consumers
have made a
purchase online as a
direct result of an
email marketing
message

6. Email Optimization
Drive more ROI from
the #1 digital channel
Increase email
spend by 15-20%
by reallocating
budget from lower
performing
channels
Delivered
60 million
more monthly
responses
Got nearly
25 billion
messages to
the inbox
Drove 140%
more customer
interactions
Integrated with
all major delivery
platforms

7. Email Metrics
That Matter

8. •Inbox Placement Rate
• Measures the % of sent email that actually
lands in the subscribers’ inbox
• More accurate than delivery rate
Enhance Your Awareness of Email Performance

9. •Complaint Rate
# of spam complaints
# of emails delivered
• Complaints are a strong indicator of negative
engagement
• This metric is useful for identifying patterns
and sources of complaints
Get Clarity Around Email Performance

10. •Click-to-open Rate
• Total clicks : Total opens
• Best and most accurate of click-based
metrics
• Provides valuable insight into effectiveness
of your email content and design
Evaluate Subscriber Connection

11. Troubleshoot
Common
Email
Problems

12. My subscriber
complaints have
suddenly increased.

13. • Bad list acquisition source
• Poor or unexpected content
• Missing feedback loops
• Compromised email server
Possible Causes

14. • Clean up your list acquisition practices.
• Paid lists, affiliates, and peer-initiated web forms can be bad
sources
• Welcome message can bring subscribers into the fold
• Make sure you’re aware of complaints by enrolling in all
available feedback loops
• Audit your SMTP servers for open relays
Next Steps

15. My response rates (click-
throughs and conversions)
are stagnant, or even
declining.

16. Possible Causes
• List fatigue

17. • Overmailing
• Lapse in list growth
• Irrelevant content
Possible Causes

18. • Different subscribers have different tolerances for email
frequency
• Evaluate the engagement of each subscriber and adjust your
send frequency accordingly
• Win-back campaigns can help re-engage inactive subscribers
Next Steps

20. We have unprecedented visibility into the inbox
CONSUMERS & DEVELOPERS
and
2M+
Consumers
eCommerce receipts
from over
5,000
Retailers
Data Examples:
Message arrived, message read,
message deleted, subject line, creative,
purchase receipts, travel notifications
PROVIDERS
Data Examples:
Mail logs, spam traps, complaints,
deliverability stats, IP authentication,
SPF/DKIM/DMARC records
70+
Providers
2.5B
Inboxes
with

21. Return Path Solutions
Powered by the Return Path Data Cloud
• Unique view of email ecosystem so
clients and partners can make better
business decisions.
• Inputs from 70+ mailbox and
security providers representing 2.5
billion email accounts.
• In-depth behavioral insights from the
inboxes of more than 2 million
individual consumers.

22. Return Path Email Optimization Suite
With The Right
Message
• Inbox Preview
• Subject Line Optimizer
• Email Client Monitor
• Inbox Insight
Reach The Right
Inbox
• Certification
• Inbox Monitor
• Reputation Monit
At The Right
Time
• Send Time
Optimization
Return Path’s Email Optimization Suite helps companies build better relationships, drive
more responses, and increase revenue from their email marketing efforts.

23. Reach the
Right Inbox
What if your message never
gets seen by your customer?

24. On average 17% of
promotional emails land
in spam or get blocked.

25. Return Path helps you optimize email visibility by getting more email
delivered.
The Right Inbox
Get on the Best
Certified Whitelist
Assess Your
Inbox Placement
Know Your
Sender
Reputation

26. With the
Right
MessageHow do you catch and hold
your customers’ attention?

27. The average consumer
receives more than 500
marketing messages in a
given month and opens
fewer than 1 in 15.

28. Return Path helps you drive engagement by being relevant and
getting noticed.
The Right Message
Capture Attention
With the Right
Subject Line
Know
How You’re
Being Viewed
See What Your
Competitors are
Doing

29. At the Right
Time
How can you make sure your
email is at the top of the inbox?

30. An individual is 25% more
likely to open an email within
the first hour that it lands in
their inbox.

31. Return Path helps you earn more response and revenue by having
your email arrive when customers are in their inbox.
The Right Time
Optimize the
Send Time by
Subscriber
Pinpoint the Best
Day and Time
to Connect
See Higher
Opens, Clicks,
and Conversions

32. Initiate
Send
Send Time
Optimization
Shelly
Tanya
Ramón
…the rest of your list
Receives email
At 9:00 am
Receives email
At 3:00 pm
Receives email
At 12:00 am
Subscribers receive
email when they are
typically online

33. What’s New
New Capabilities in Return Path
Email Optimization Suite

34. Certification
Increase inbox
placement across
more than 2.5 billion
mailboxes worldwide.

35. • Improve inbox placement and boost ROI.
• Get preferential email delivery with Yahoo,
Microsoft, AOL, and more.
• Boost response with automatically enabled
images and links at participating mailbox
providers.
• Significantly reduce volume filtering and throttling,
especially during the holiday season.
Certification

36. • Maximizes time for busy marketers
with actionable insights at a glance.
• Sharable reports delivered straight
to your inbox.
• Customizable reports highlight a
marketer’s current issues or
opportunities.
• Reach the right inbox with new data
such as domain blacklist checks and
Consumer Network details.
New Customizable Dashboard

37. Subject Line Optimizer - New
Improve inbox
placement with more
than 2.5 billion
mailboxes worldwide.
Elevate your email
messaging by
comparing subject lines
across thousands of
brands and industries.

38. • Find top performing subject lines for your industry with the click of a
button.
• Includes up to one year of historical data for holiday planning.
• Find inspiration when drafting subject lines.
• Prepare for holiday and seasonal campaigns by looking at subject
lines specific to time of year.
Subject Line Optimizer - New

39. Inbox Preview
Improve inbox
placement with more
than 2.5 billion
mailboxes worldwide.
Maximize campaign
results by ensuring that
every message looks
great on every device,
email client, and browser.

40. • Instantly preview rendering across more than 50 desktop, mobile,
and email clients.
• See your email on the most popular devices.
• Spam filter testing from ISP and mailbox providers.
• Automatically test every URL to identify and fix broken links.
• Find and repair common HTML and CSS errors.
Inbox Preview - Improved

41. • Benchmark your program
against industry averages and
competitive senders to see
what’s working and what’s not.
• Understand how your email
program performs through the
eyes of your subscribers.
• Get valuable insight about
where to invest additional
resources for improved email
ROI.
Executive Scorecard

42. Other Resources
• Guide to Email Marketing Metrics eBook
• Frequency Matters: The Keys to Optimizing Email Send
Frequency
• Upcoming Webinar
• 96% of Email Campaigns Fail, Don’t let yours be one of them
• Date: Sept 10, 2015, 11AM MDT
• Forrester – Shar VanBoskirk
• Gilt Group – James DeStefano
• Return Path – Scott Roth
• Register Here

43. Contacts for more information
Wendy Bloechle
Senior Director, Marketing
wendy.bloechle@returnpath.com
303.999.3264
Alexandra Braunstein
Director, Response Marketing
alexandra.braunstein@returnpath.com
646.367.3811
Karen Lewison
Manager, Event Marketing
karen.lewison@returnpath.com
303.999.3299

44. Thank You