Little Data, Big Decisions: The Path to Data Enlightenment Keynote - Chicago

#RPWTSydney • London • São Paulo • Chicago • New York • San Francisco • Los Angeles • Paris

#RPWT#RPWT
Little Data, Big Decisions:
The Path to Data Enlightenment Keynote
3:30 - 4:00
Using Return Path Data to Promote Your Brand:
Marketing/Research Breakout Session
4:45 - 5:30
Tami Forman, Vice President of Corporate
Marketing & Communications, Return Path
Speakers:
Casey Swanton, Director Response
Consulting, Return Path
Brandon Dingae, Director, Sales
Enablement, Return Path
4:00 - 4:45
Real Data, Real Results:
Customer Showcase & Panel Discussion
4:45 - 5:30
Using Return Path Data to Protect Your Brand:
Security Breakout Session
5:30
Networking and cocktails
Please join us as we wrap up the day!

#RPWT
Email Threat
Intelligence Report
Insights Into Brand Spoofing
Tactics
Download now at
returnpath.com/resources

#RPWT | @returnpath

#RPWT
Path to Data
Enlightenment Webinar
Wednesday, November 11, 2015
1 PM EST/11 AM MST
Learn how email data builds
customer connections for Return
Path clients.
Register now at
returnpath.com/webinars

#RPWT#RPWT
Tami Forman
Return Path
Vice President of Corporate
Marketing & Communications
@TamiMForman

#RPWT#RPWT
Sao Paulo
October 14, 2015
London
October 13, 2015
Paris
November 5, 2015
Sydney
October 8, 2015
Los Angeles
November 5, 2015
San Francisco
November 3, 2015
New York
October 29, 2015
Chicago
October 27, 2015

#RPWT
We are a global data solutions provider
that helps the world’s leading companies
promote and protect their brand.
2,500+
Clients
100+ ESP &
ISP Partners
500
Employees
12 Global
Offices

#RPWT
Today’s Consumer
WHO DO
YOU
TRUST?WHO DO
YOU
TRUST?
WHO
DO
YOU
TRUST?

#RPWT#RPWT
Today’s Marketer
How do you build stronger,
safer connections with
your customers?
Today’s Security Professional

#RPWT#RPWT
The Path to Data Enlightenment
Today Awareness Clarity Connection

#RPWT
The inbox knows a lot about consumer behavior

#RPWT#RPWT
Promote Your Brand
• Awareness through understanding what happens to
marketing messages after you hit send and consumer
behavior based on what reaches their inboxes.
• Clarity through data-driven analysis into performance
and relevancy to inform decision making.
• Connection through the use of data to optimize email
campaigns and deliver an exceptional experience to
engage with customers like never before.

#RPWT#RPWT
Promote Your Brand
One in five commercial
emails fails to reach
the inbox
In-app purchases for
games declined an
average of 24% after
Super Bowl promotion
December 25 is
expected to be the
biggest day for gift
card purchases
Optimizing send time
for each subscriber can
increase read rate by
+25%

#RPWT#RPWT
“Certification from Return Path helped
Citrix Online achieve email delivery to the
inbox exceeding 95% increasing response
rates and revenue, and greatly reducing
inquiries from customers and prospects
about undelivered transactional emails.”
Scott Barnett
Director of CRM Marketing Programs
Citrix

#RPWT#RPWT
Protect Your Brand
• Awareness through visibility into your email
ecosystem and its vulnerabilities.
• Clarity through the most extensive source of
email threat intelligence data in the world.
• Connection through faster response to
increasingly complex email fraud attacks to better
maintain your customer’s trust.

#RPWT#RPWT
Protect Your Brand
760,000 malicious
emails were identified
over a 40-day period
Those fraudulent
emails targeted just
40 top-tier brands
Customers are 42%
less likely to interact
with your brand after
being phished.
Average consumers
can only spot 1 in 4
fraudulent emails

#RPWT#RPWT
“We are very concerned about the online safety of
our guests. We never want them to get a malicious
message purporting to be from our brand. Return
Path’s Email Fraud Protection solution protects
our brand reputation from abuse by phishers and
spoofers. The revenue loss that would be incurred
if our customers didn’t feel safe responding to our
emails is impossible to calculate.”
Kevin Hickey
Global Manager Email Marketing
IHG

#RPWT
We have unprecedented visibility into the inbox
PROVIDER NETWORK
Data Examples:
Mail logs, spam traps, complaints,
deliverability stats, IP authentication,
SPF/DKIM/DMARC records
70
Providers
2.5B
Inboxes
with
CONSUMER & DEVELOPER NETWORK
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

#RPWT
• One of the most comprehensive sources
of data from the email ecosystem
• Consists of inputs from more than 70
mailbox and security providers
representing 2.5 billion email accounts
• Offers in-depth behavioral insights from
the inboxes of more than 2 million
individual consumers
#RPWT

Reach the Right Inbox: Reach the
maximum number of consumers by
avoiding costly delivery and
reputation problems
With the Right Message: Build
relationships and trust with
consumers through the right strategy,
creative, content, and subject lines
At the Right Time: Better engage
with consumers by controlling the
timing and frequency of
communications
#RPWT

Email Governance: Minimize the
time and effort required to
implement authentication across
your legitimate email channels
Advanced Threat Detection: Real-
time detection of spoofing and
phishing attacks targeting your
brand
Managed Services: Additional
insights and proactive fraud
blocking in partnerships with ISP’s
and and takedown vendors
#RPWT

Behavioral Insights: Consumer
preferences and purchase
behavior from millions of real
email users
Purchase Insights: SKU-level
purchase data from over 5,000
global retailers
Travel Insights: Bookings data
for airlines, hotels, and ground
transportation (Uber, Lyft, etc)
#RPWT

#RPWT
Real Data, Real Results
Eric Livingston
Senior Manager,
Marketing Operations
American Red Cross
Kevin O’Malley
Senior Vice President,
Core Content Insights
iRi
Brian Doman
Information Security
Analyst
Ameriprise

#RPWT
Using Return Path Data to Promote Your Brand
Marketing/Research Breakout Session
Casey Swanton
Director Response Consulting, Return Path

#RPWT
Email addresses in
the world.
Facebook users in
the world.
Twitter users in the
world.

#RPWT
Email
53% of marketers state
email produces significant
or some ROI.
Only 29% of marketers say
the same for social.
Social

#RPWT
How Effective is Email Marketing?
Source: Sikich, 2013
Consumers who receive
marketing emails spend
83% more when shopping
ROI = $44.25
for every dollar spent
They order
28% more often
Their orders are
44% larger
70% of digital marketers
see email as the top
medium for ROI
And here’s why…

#RPWT
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

#RPWT
2.5 billion+
Mailboxes in the
provider cooperative
4 million+
Consumers
in the end-user panel
50 billion+
Messages
scanned and parsed
The Return Path
Data Cloud
We curate exclusive
information and
translate it into
unexpected insights,
empowering clients
and partners to make
great decisions.

#RPWT#RPWT
What a Marketer Worries About Before Hitting Send

#RPWT
Opportunities for Email Marketing
• Reach the Inbox
• Grab Their Attention
• Be Relevant
• Gain a Competitive
Advantage
• Earn and Maintain Trust

#RPWT
Opportunity:
Reach the Inbox

#RPWT#RPWT
On average 21% of
commercial emails land in
spam or get blocked.

#RPWT
Reach The Right Inbox
Optimize email visibility by getting more email
delivered.
Get on the Best
Certified Whitelist
Assess Your Inbox
Placement
Know Your Sender
Reputation

#RPWT
Solution: Data
• Using data, we can analyze many aspects preventing organizations
from reaching their customers, grabbing their attention, and being
relevant.
Open rates
Complaint rates
Inbox placement rate
Personalized delivery

#RPWT
Deliverability is Like a Roller Coaster
• Low Inbox Placement Rates
• Comcast delivery issues
• Sending behaviors resemble spam signals

#RPWT#RPWT
“Certification was huge for us. Yahoo and
Comcast account for a big part of our file, and
our email campaigns reached more people this
year because our messages are getting through
almost all of the time.”
Daryle Powers
VP of CRM
Cedar Fair

#RPWT
Opportunity:
Grab Their Attention

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

#RPWT
Capture Attention
With the Right
Subject Line
Know How You’re
Being Viewed
See What Your
Competitors are
Doing
The Right Message

#RPWT
Optimizing Subject Lines
Subject Line and
Body Copy are
Important
Optimize for the
Action, Not Just
the Open
Test Everything

#RPWT
What Are Words Worth?
Actual If Sending Average If Sending Worst
Full Send in Millions
Obama: Best vs. Worst

#RPWT
• Did you get one of these yet?
• Don't miss your (free) limited edition
sticker
• Thanks for getting one of these, Tom
• You'll think these are pretty cool:
Emails from Hillary

#RPWT
46%
23%
27%
24%
Thanks for Getting One of These,
Tom
Did you get one of these yet? Don't miss your (free) limited
edition sticker
You'll think these are pretty cool:
Winner: Thanks for Getting one of These, Tom

#RPWT#RPWT
“Return Path is definitely challenging us to get
better every day and the new Subject Line
Optimizer is a new innovation which we use
regularly.”
Jodie Dunkley
eCommerce Director
Identity Direct

#RPWT
Opportunity:
Be More Relevant

#RPWT
Relevancy and Personalization are Key
Have a secondary
email address to
get away from
spam and
marketing emails.
Said email was
their preferred
channel to receive
marketing offers
from brands.
39% said they
wanted to receive
fewer emails.
32% said they
wanted fewer
repetitive emails.

#RPWT
Solution: Data
• Personalize email frequency
and send time of day
messages based on
customer behavioral data.

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

#RPWT
The Right Time
Earn more response and revenue by having your email
arrive when customers are in their inbox.
Optimize the
Send Time
by Subscriber
Pinpoint the Best
Day and Time
to Connect
See Higher Opens,
Clicks, and
Conversions

#RPWT
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

#RPWT
Case Study | Major Resort
“Send time optimized campaigns perform much better than our control
group as well as the default hour.”
Open rates were Click-thru rates were
higher higher

#RPWT
Opportunity:
Gain a Competitive
Advantage

#RPWT
Solution: Data
• Know your competitors and how your brand performs against theirs
• Use engagement data from your campaigns to know where to focus and
what to prioritize
• Know how subscribers read your email (clients, devices, and inboxes)
• Use performance data to create more effective subject lines and content

#RPWT
READ RATE FOR
WINNER’S CAMPAIGNS
IS HIGHER BY
19%*
VS
29%
WINNER: STARBUCKS
* Shared subscribers are 6% of Starbucks’ total list size.

#RPWT
READ RATE FOR
WINNER’S CAMPAIGNS
IS HIGHER BY
10%*
VS
11%
WINNER: REI
* Shared subscribers are 7% of Sports Authority’s total list size.

#RPWT#RPWT
Daryle Powers
Vice President CRM
Cedar Fair
“Using Inbox Insight we found some great ideas
that were working for other companies in our
space. Our messages started looking more like
theirs. Now when we look at the top campaigns,
more and more we see other companies’
messages look like ours. It’s the sincerest form
of flattery.”

#RPWT
Opportunity:
Earning and
Maintaining Trust

#RPWT
Source: RSA Fraud Report (October 2014), EMC
The Average Uptime
For Phishing Attacks
Source: APWG Global Phishing Report 2H2014
Email Threat Trends
Phishing Is Up
29hours
162%
since 2010

#RPWT
• “DMARC protects almost two-thirds
of the world’s consumer mailboxes
and 85% of US customers.”
• DMARC protects your brand from
direct domain phishing attacks
• Instructs mailbox providers on how to
handle unauthenticated messages
Source: Return Path DMARC Intelligence Report, Feb 2015
Solution: Data

#RPWT
Source: DMARC.org, press release, February 2015
Anti-phishing standard today, inbox placement factor tomorrow
DMARC
“If your domain doesn’t protect itself with DMARC, you
will be increasingly likely to see your messages sent
directly to a spam folder or even rejected.”
John Rae-Grant
Product Manager, Google

#RPWT
Case Study - Blocket
70%
Drop in Support Tickets
99%
Drop in Phishing Messages

#RPWT
Reach the
Right Inbox
With the Right
Message
At the Right
Time

Fill out the survey to
be entered into the
running to win a prize.

Little Data, Big Decisions: The Path to Data Enlightenment Keynote - Chicago

Little Data, Big Decisions: The Path to Data Enlightenment Keynote - Chicago

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Little Data, Big Decisions: The Path to Data Enlightenment Keynote - Chicago