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

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

#RPWT#RPWT
Little Data, Big Decisions:
The Path to Data Enlightenment Keynote
3:45 - 4:15
Using Return Path Data to Promote Your Brand:
Marketing/Research Breakout Session
5:00 - 5:45
Scott Roth, Chief Marketing
Officer, Return Path
Speakers:
Guy Hanson, Sr. Director,
Professional Services,
Return Path
Rob Holmes, General Manager,
Email Fraud Protection,
Return Path
4:15- 4:45
Real Data, Real Results:
Customer Showcase & Panel Discussion
5:00 - 5:45
Using Return Path Data to Protect Your Brand:
Security Breakout Session
5:45 - 7:00
Networking and cocktails
Please join us as we wrap up the day!
Opening Remarks
Guest Speaker
3:00 - 3:45
Sara Murray, Entrepreneur &
Founder of confused.com &
Buddi
4:45 - 5:00
Coffee break

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

#RPWT
Supercharge Your
Subject Lines
Secrets & Best Practices for
Subject Lines
Download now at
returnpath.com/resources

#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#RPWT
Scott Roth
Return Path
Chief Marketing Officer
@rothscott

#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
The inbox knows a lot about consumer behaviour

#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#RPWT
Promote Your Brand
Awareness
Understanding what
happens after you hit send
1 OUT OF 5
commercial emails fail to reach
the inbox
Clarity
Determining the root
cause of problems and
opportunities for consumer
engagement
Engaged subscribers can
tolerate up to
5 MESSAGES
PER WEEK
Connection
Deriving unique
insights from data and
delivering amazing
customer experiences
Optimizing send time
for each subscriber can
INCREASE READ
RATE BY +25%

#RPWT#RPWT
Protect Your Brand
Connection
Proactively blocking threats
before they reach your
customers
Customers are
42% LESS LIKELY
to interact with your brand
after being phished
Awareness
Gaining visibility into
vulnerabilities your brand
and customers face
Average consumers can only
SPOT 1 IN 4
FRAUDULENT
EMAILS
Clarity
Understanding the extent
and methods through which
fraud is happening
Over 40 days, 40 top brands saw
750,000+
FRAUDULENT EMAILS
spoofing their brand

#RPWT
We have unprecedented visibility into the inbox

#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 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#RPWT
Real Data, Real Results
Thomas Bäcker
Head of Customer Security
Blocket
Joshna Patel
Head of Online
Red Letter Days

#RPWT
Using Return Path Data to Promote Your Brand
Marketing/Research Breakout Session
Guy Hanson, Senior Director, Professional Services

#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, DMA UK
Consumers who receive
marketing emails spend
83% more when shopping
ROI = £38
for every dollar spent
in 2014, compared to
£24.93 in 2013
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
• Attention
• Relevancy
• Advantage
• 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
Optimise 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
Click rates
Complaint rates
Inbox placement rate
Personalised delivery

#RPWT#RPWT
Red Letter Days increases
attributable revenue from email by
10% and leapfrogs competitors in the
battle for the inbox with Return Path
Certification.

#RPWT
Opportunity:
Gain 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
Optimising Subject Lines
Subject Line and
Body Copy are
Important
Optimise for the
Action, Not Just
the Open
Test Everything

#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
“We undertook a competitive review by Return Path to
enable us to receive credible benchmarking versus our
competitive set. Not only did this provide a clear view
of where our strengths lie, but the findings have also
assisted us in prioritising areas for improvement. What
particularly impressed was the ability of the
Professional Services team to really get to grips with
the nuances of our business, and the depth of the
insight generated as a result.”
Fiona Rigby
Head of Marketing
Jobsite

#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
• Personalise 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.
Optimise 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 optimised campaigns perform much better than our control
group as well as the default hour.”
Open rates were Click-thru rates were Click to conversion was
higher higher higher

#RPWT
• In-depth visibility into consumer
spending and behavior.
• Powered by email data from more
than 2 million consumers.
• Actionable insight to measure
impact, understand trends, and
make decisions.

#RPWT
Opportunity:
Gain 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 prioritise
• 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
Amy Macgregor
Head of eCRM
MyVoucherCodes
“We knew there were opportunities to strengthen our
email program, but we couldn’t identify them
specifically enough to take action. Return Path showed
us precisely where we could achieve better
performance and how to do it. Their solutions provided
extraordinary insight into our competitive situation and
our subscribers’ behaviour, and their consultants
brought the strategic expertise we needed to develop
new approaches.”

#RPWT
Opportunity:
Gaining 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
From: service@paypal.com <paypal@service.com>
From: PayPal <paypal@e.paypal.co.uk>

#RPWT
Solution: Data
• “DMARC protects almost two-thirds
of the world’s consumer mailboxes
and 75% of UK 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

#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 - Global Financial Services Leader
Challenge:
• Cybercriminals launched
phishing and malware
attacks from legitimate
sending domains,
tricking customers and
gaining access to their
passwords.
Solution:
• Implemented DMARC to
authenticate email from
sending domains.
• Employed Return Path’s
Email Threat
Intelligence to detect
and take down malicious
“brand spoofing”
messages.
Result:
• Blocked millions of
phishing emails in a two-
day period
• With visibility into
unaffiliated domain
threats, they can protect
their customers
• The percent of
suspicious messages
blocked grew from 13%
to 96% — a 600%
increase.

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

#RPWTSydney • London • São Paulo • Chicago • New York • San Francisco • Los Angeles • Paris
Join us for cocktails &
networking!

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

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

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