Return Path World Tour Keynote - New York

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Return Path World Tour Keynote - New York

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Return Path World Tour Keynote - New York

#RPWTLondon • Paris • Sydney • São Paulo • New York City • San Francisco
#RPWT#RPWT Matt Blumberg Chairman and CEO, Return Path Email in 2020: Getting More from Email Data
#RPWT#RPWT
#RPWT#RPWT Email Volume is Growing!
#RPWT#RPWT 222% ROI 66% of Consumers 20% of Sales Email Drives Purchases
#RPWT#RPWT Email Marketing Goals Today
#RPWT#RPWT Drowning in Data
#RPWT#RPWT Futureproof Your Marketing
#RPWT#RPWT Your Inbox Knows All About You
#RPWT#RPWT 2.5 billion+ Mailboxes in the provider cooperative 2.5 million+ Consumers in the end-user panel 50 billion+ Messages scanned and parsed The Return Path Data Platform We curate exclusive information and translate it into unexpected insights, empowering clients and partners to make great decisions.
#RPWT#RPWT Sender Reputation Matters
#RPWT#RPWT Deliverability Matters
#RPWT#RPWT
#RPWT#RPWT Client Success: Paperless Post
#RPWT#RPWT List Quality Matters
#RPWT#RPWT Real-Time Email Validation
#RPWT#RPWT My email campaign went to spam. Sad!YUGE Drop in Opens
#RPWT#RPWT Clutter Matters
#RPWT#RPWT Total List Size Total Opens Total Clicks Total Revenue Client Success: Major Online Gift Retailer
#RPWT#RPWT Affinity Matters
#RPWT#RPWT Total List Size Total Opens Total Clicks Client Success: Financial Services Company
#RPWT#RPWT Content Matters: The Art of Persuasion
#RPWT#RPWT The Time is NOW
#RPWT#RPWT Thank You
#RPWTLondon • Paris • Sydney • São Paulo • New York City • San Francisco
Social Media Awareness # R P W T The Value of an Email
P a g e © 2016 BRITEVERIFY LLC. ALL RIGHTS RESERVED. • In four years, 42% of sales made at brick-and-mortar locations in U.S., will be influenced by Digital. – Forrester Data • For every $1 spent, email marketing generates $38 in ROI. – DMA • Email is 40 times more effective at acquiring new customers than Facebook or Twitter. – McKinsey The Value of Email
P a g e © 2016 BRITEVERIFY LLC. ALL RIGHTS RESERVED. • Where are your emails coming from? • 49% from mobile with a 2x mistake rate • Average invalid rates by industry: - All Forms Users: 6.9% Invalid (range of 1.9% to 15%) - e-Commerce and Retail: 12.86% invalid (range of 3% to 31%) - Insurance, Finance, Health: 7.3% invalid (range of 1.9% to 8.2%) Point of Collection – Trends & Benefits
P a g e © 2016 BRITEVERIFY LLC. ALL RIGHTS RESERVED. • List quality and campaign performance • All emails don’t act alike • 20.1% Invalid over 195,861 files verified in 2016 Clean Lists are Happy Lists
evan@briteverify.com P R E S E N T E D B Y The Value of an Email E v a n F r e y B R I T E V E R I F Y U S A
#RPWTLondon • Paris • Sydney • São Paulo • New York City • San Francisco
#RPWT#RPWT Stephanie Colleton Sr. Director, Innovation Labs, Return Path Email Heroes
#RPWT#RPWT Client Use Case: Domain Certification
#RPWT#RPWT • They don't whitelist, they're on a shared IP • Apply for public whitelist, if even available • Fill out whitelist requests for every new IP address • Hope they remain whitelisted • They don't whitelist. "We don't need it, we have a great reputation.” How Marketers Handle Whitelisting
#RPWT Domain Certification With the addition of Domain Certification, senders can now receive benefits at the domain level. Why is this important? • Domain Certification allows senders on shared IP addresses to become certified • Major mailbox providers are now making filtering decisions based on domain reputation
#RPWT Certification Benefits Increase inbox placement across more than 2.5 billion mailboxes worldwide.
#RPWT December 6: Prime Christmas Shopping Day Certified Sender: Beauty Retailer
#RPWT Significant drop in deliverability leading up to Black Friday And again on Cyber Monday Significant drop in deliverability leading up to Black Friday And again on Cyber Monday Industry: Deals and Rewards
#RPWT Certification Benefits Get unique data insights directly from mailbox providers Continual monitoring to ensure you stay in compliance Reduced volume filtering and throttling
#RPWT
#RPWT#RPWT “Return Path Certification makes it possible for us to know that we are reaching our subscribers. We are able to see where we have gaps in delivery, which allows us to be much more certain our email is ending up in the inbox rather than the spam folder”. Kevin Conroy Chief Product Officer GlobalGiving
#RPWT#RPWT Client Use Case: Send Frequency Optimization
#RPWT#RPWT Common Questions Am I sending too much? Am I sending enough? How many subscribers could be saved? What are the consequences?
#RPWT Under-sending causes: • Missed open, click, and revenue opportunities • Low inbox presence vs. competition Consequences of Mismanaging Frequency Over-sending causes: • Reduced engagement and subscriber tune out • High complaints and unsubscribes • Poor inbox placement Under-sending + Over-sending = Sub-optimal lifetime value
#RPWT#RPWT • Ignored completely • One-size-fits-all suppression policy based on recency of engagement • Long testing cycles • Inconclusive results How It’s Done Today
#RPWT Not all subscribers want to receive email at the same frequency. Preferences depend on: • Length of brand relationship • Types of content / mail streams • Personal habits and preferences • Seasonality • And many more factors… One Size Does NOT Fit All
#RPWT Customer Scenario Historical Metrics Avg. Promo Campaign Frequency 4 times per week Total List Size 3,000,000 Avg. Campaign Unsubscribe Rate 0.13% Total Annual Unsubscribes 811,000 What is your save rate?
#RPWT Every subscriber has an “ideal” frequency based on how often they received emails in the past and on the following behaviors. • Opens, Clicks, Conversions • Complaints, Unsubscribes • Interaction with other brands Subscriber-level Analysis
#RPWT For all possible frequency options, Return Path predicts each subscriber’s: • Likelihood to engage • Likelihood to unsubscribe Then we find the frequency that best balances the two. Balance Risk and Reward
#RPWT Data Inputs Historical subscriber behavior data Overlay behavior of subscribers from Consumer Network Frequency Recommendations Reinforcement Learning Model New Subscribers Seasonal Changes Behavior Changes Overlay behavior of subscribers from Data Co-op Solution Framework
#RPWT Use Case Retailer’s current high frequency caused: • Low engagement rates • High unsubscribes and complaints • High sending costs Challenges with reducing frequency: • Across-the-board reduction in frequency hurt revenue • Limited time to develop in-house solution Solution: • Custom frequency recommendations • Four-week test
#RPWT Actual Customer Projections 20%
#RPWT Actual Customer Projections 10%
#RPWT Want to tackle the frequency challenge?
#RPWTLondon • Paris • Sydney • São Paulo • New York City • San Francisco

Editor's Notes

Transition slide showing speaker and title to bridge between RPWT Welcome and the 2020 content
There has never been a better time to be in the email business. After 45 years, email is still central to people’s lives. There are more than 4.35 billions email accounts in the world. Email is consumers’ preferred channel for interaction with brands. 72% say that email is their favored method of communication with companies they do business with. And it shows no sign of slowing down. In fact... [BUILDS AUTOMATICALLY NO CLICKS NEEDED]
Email volume is growing! Daily email volumes have grown about 4.6% every year, and are expected to grow from 215 billion emails sent and received today to 258 billion emails sent and received by 2020. [CHARTS BUILD AUTOMATICALLY NO CLICKS NEEDED]
And most importantly, email gets results. - Marketers report an average of 222% ROI on their email programs—more than any other channel. - 66% of consumers have made a purchase as a direct result of an email marketing message. - And email drives nearly 20% of all ecommerce sales, up from 17% in 2015. Oh, and just for comparison — social accounts for only 2% of online sales. Keep that in mind when you’re talking to your boss about increasing your budget for next year. [BUILDS AUTOMATICALLY NO CLICKS NEEDED]
What are email marketers thinking about today? Reaching more people. Cutting through the noise. Connecting with customers on a deeper level. Improving deliverability. Increasing conversions. Keeping up with technology. Performing better with limited resources. [BUILDS AUTOMATICALLY NO CLICKS NEEDED]
What is the key to helping marketers accomplish all of these goals? Data. But at the same time, businesses are drowning in data. It’s a matter of finding the right data, identifying tools that can distill this data into actionable insights, and then using those insights to make smart business decisions. And we all know that’s a tall order. [BUILDS AUTOMATICALLY NO CLICKS NEEDED]
In the future, marketers will worry about the same things. They will still struggle to keep up with the pace and of technological changes and worry about the performance of their email programs, In fact, these problems will be compounded. In 2020, businesses will face an influx of even more data. Technological changes will occur even faster and marketing teams will have a harder time adapting. And marketing teams will still worry about increasing open and clickthrough rates, growing their lists, improving deliverability, and optimizing conversions. But it is possible today for marketers to futureproof their marketing programs. How? 67% of marketers believe data analytics and insight is the most critical for success by 2020. Marketers will need to move from being data-blind to being data smart. When data is not used intelligently, it can result in making bad decisions with high confidence. [BUILDS AUTOMATICALLY NO CLICKS NEEDED]
The inbox is a nearly limitless source of data. With visibility into a single consumer’s inbox, you’d have unprecedented insight into their lives—which brands they trust, where they shop, what they buy, where they travel… Now imagine having visibility into not one, but millions of consumer inboxes. That’s the power of email data. [BUILDS AUTOMATICALLY NO CLICKS NEEDED]
At Return Path, we analyze the world’s largest and most diverse collection of email data to help email marketers and organizations be “data smart.” In just the past year, we’ve analyzed and categorized the reputations of trillions of IP addresses. We curate this exclusive information and translate it into unexpected insights, empowering our clients and partners to make great business decisions. Here are a few things we what found when analyzing all those emails. [BUILDS AUTOMATICALLY NO CLICKS NEEDED]
Not surprisingly, most email senders have poor reputations, which resulted in nearly all of their email being classified as spam or blacklisted. Using Sender Score, Return Path’s scoring system that represents an email sender’s overall reputation, we can see that that email providers do a really good job of rejecting the bad stuff. Senders with a Sender Score of 80 or below only had 16% of their emails delivered.
And while email providers are doing a great job of stopping spam from reaching our inboxes, emails that people sign up for and actually want—these are the emails that all of you in the audience are sending—are often the casualties in the war on spam. Analyzing trillions emails to find the the good stuff in a sea of spam can be like looking for a needle in a stack of needles. [BUILDS AUTOMATICALLY NO CLICKS NEEDED]
[Statement: On average, 24% of promotional emails land in spam or get blocked] (Dave - rather than this statement on the slide, can we just include 24% on the page with some design indicating it’s spam folder placement?) The problem is so bad that, on average, 24% of promotional emails were filtered to spam or blocked in according to our 2016 Deliverability Benchmark report. In a potentially concerning trend, we found that deliverability rates declined every quarter over the past year. Part of this decline is due to engagement spam filtering. To find the emails that people want, email providers train their filters to look for signals from subscribers—things like whether they are opening the message, replying to it, or deleting it without ever opening it or marking it as spam. Without the right data or solution, engagement filtering makes it more difficult for email marketers to resolve deliverability issues. [BUILDS AUTOMATICALLY NO CLICKS NEEDED]
“We knew this idea was dead in the water if we couldn’t be excellent at delivering e-mail so with our extremely limited budget, that was where we put $10,000 really early on.” James Hirschfeld, Co-founder and CEO, Paperless Post A startup seller of custom, online cards and invitations recognized early on that landing in the spam folder would destroy their user experience and virtually eliminate the potential for repeat customers. One of their first business investments was a contract with Return Path, to ensure the custom-designed cards their customers created would arrive safely in the inbox. By looking ahead, this company was able to see this potential pitfall and devote the necessary resources to making sure their business could deliver on its promises—and deliver its customers’ invitations. [BUILDS AUTOMATICALLY NO CLICKS NEEDED]
A lot of deliverability problems can be attributed to the quality of one’s subscriber list. And so it should be no surprise that one of the top worries of email marketers today is increasing the quality of their lists. According to a survey Return Path conducted with Ascend2, 71% of marketers find that increasing email list quality is the most important goal of their email list strategy. Today, marketers are worried about increasing the quality of their email lists. This won’t change in the future.
Automatically clean your subscriber list to ensure you’re sending to only valid email addresses. Reduce bounce emails and improve deliverability to the inbox. Our partnership with BriteVerify ensures an easy, smooth process to keep your subscriber list clean. We’ll hear some success stories later from Briteverify. [BUILDS AUTOMATICALLY NO CLICKS NEEDED]
And even the quality of your email list can have an effect on global politics. In Trump’s first large-scale fundraising email received complaints from politicians in Iceland to Australia that were oddly and perhaps illegaly on his list. About four in five of those messages were flagged by spam filters and never reached subscribers’ inboxes. To make matter worse, Trump’s mass email service provider said “you’re fired!” since "the email in question has raised serious security and legal concerns" so the company exercised its "contractual option to suspend the Trump campaign from sending email.” [BUILD NOTES: ALL ANIMATIONS OCCUR AUTOMATICALL. NO CLICKS REQUIRED]
[Statement: The average consumer receives more than 500 marketing messages in a given month… and opens fewer than 1 in 15.] Today, organizations face an immense amount of competition in the inbox. On average, subscribers receives over 500 messages, but open fewer than 1 in 15. The amount of emails that people receive for is only going to grow, making it more challenging to earn a response as email volumes increase and subscriber attention spans decline. So organizations need to do more than just get permission to email people. They need to cultivate relationships with their subscribers, gather data about their behaviors and preferences, and use that data make their emails so amazing that they’re irresistible. [BUILDS AUTOMATICALLY NO CLICKS NEEDED]
[NOTES FROM SLIDE 5 OF SFO DECK] Client 1 is an online retailers that was sending email at 7x per week. Return Path analyzed their engagement data and recommended frequency treatments of 7x / Week 3x / Week, 2x / Week, 1x / Week, 2x / Month and conducted a 4 week test. We tested a control group against the RP recommended frequency treatment options. Based on the test results we build out projections to show what the marketers can expect if they applied the Return Path recommendations to their entire list for 12 months. As you can see, Client 1 could expect a 20% growth in their list size, a 13% increase in opens, an 18% increase in clicks and a 10% increase in revenue from email. [Speaker Notes] An online retailer was struggling to connect with its intended audience — email opens, clicks, and conversions were lagging, while unsubscribes were spiking. Working with their Return Path service professional, the retailer looked at subscriber engagement data and implemented a send frequency test based on engagement data. Subscribers were given a personalized frequency everywhere from once a day to twice a month and conducted a 4 week test. The results were better than expected: 20% list growth, a 13% increase in opens, an 18% increase in clicks and a 10% increase in revenue from email. [ORIGINAL NOTES FOR 1800 FLOWERS] A major online gift retailer was struggling to connect with its intended audience — email opens, clicks, and conversions were lagging, while unsubscribes were spiking. Working with their Return Path service professional, the retailer looked at subscriber engagement data and implemented a send frequency test. By following Return Path’s send frequency recommendations, the retailer was able to dramatically improve subscriber engagement. Open rate increased by 126%, click-through rate by 85%, and conversion rate by 200%. In addition, unsubscribes were cut in half. By reducing volume for certain segments of their list, they were able to increase lifetime value of these subscribers.
A global financial services company was having the same problem. In this case, the solution was to increase volume for certain segments to stand out and grab the attention of subscribers that receive a lot mail in their inbox. [BUILDS AUTOMATICALLY NO CLICKS NEEDED]
[Speaker Notes] Client 3, a financial services company, was a bit different. Their challenge was that wanted to send more email but wanted to do so safely in a way that would not jeopardize deliverability. Their frequency was just 2x a month. After applying our frequency model, we recommended treatments 2x/week, 1x/week or 2x/month. Here in their projections you can see that their list size decreased just a very small amount - this was anticipated since some subscribers were receiving more messages and would therefore unsubscribe or complain more. However, the small decrease in list size was very much offset by the large projected increase in opens and clicks. All together, this business saw the lifetime value of their subscribers increase substantially by ignoring the taboo of “sending more” and being data driven with their question of frequency. [BUILDS AUTOMATICALLY. CAN BE INITIATED BY CLICK IF YOU WANT]
[From Tom’s Deck] The Art of Persuasion And in the future, like today, content will still matter. But thanks to data, email marketers can In the case of Waitrose, they use extremely compelling language (“Richly Warming Reds”) and evocative imagery (see the cosy fire burning in the background) to create very vivid mental pictures with their subscribers. This is just a single example, but it forms a regular part of their strategy. For the analysis that is shown in the graph I categorized 3-months of Waitrose campaigns by whether each promotion was more or less emotive in its approach (This was admittedly subjective!). What we can see is that Read rates to the more emotive approach were typically about 10% higher, and we can also see User-Marked Spam rates were much lower – around half of the rate for the less emotive promotions. [BUILDS AUTOMATICALLY. CAN BE INITIATED BY CLICK IF YOU WANT]
Now is the time for companies to decide how they will use data and analytic power to promote and protect their brand. The tools are available—and the future is coming—but many organizations have not yet made the commitment to think differently about their marketing approach and investments. When they do, they will realize the opportunity to futureproof their programs for tomorrow and beyond. [BUILDS AUTOMATICALLY NO CLICKS NEEDED]
Whitelisting of good senders is more difficult that one would think. Today, most email providers no longer offer public whitelists, so there’s little recourse for known good senders to avoid spam filters. And you are on a shared IP address with your ESP, you’re out of luck since most whitelists are IP-based. Not only that, it can be a nightmare to manage. Anytime a new IP addresses is added, one needs to fill out the whitelisting form again. After all that work, there’s no guarantee that you’ll remain whitelisted. And if you’re kicked off the whitelist, there’s no transparency as to why you were removed. You need to waste more time filling out a form, and corresponding with the postmaster team where it’s likely they’ll just say “it was due to your reputation.” Speaking of reputation, maybe you don’t even bother with whitelisting since you’ve been told that having a great reputation means you’ll never, ever have any deliverability issues.
It’s important for senders to be Certified at both the IP address and domain level as ISP filtering decisions are being made based on the reputation of both. Read more here: https://blog.returnpath.com/why-is-domain-reputation-important/
Certification is not a guarantee of inbox placement, results will vary from sender to sender since certification is just one data point MBPs look at. But on average, we do see higher inbox placement rates for certified senders versus non-certified senders.
Inbox placement rates from 2015 holiday season Beauty retailer – Microsoft only Story: Certified sender saw consistent 100% IPR at Microsoft throughout the holiday season. Similar non-Certified senders saw inconsistent delivery, and most dramatically, saw a huge drop in IPR in early December – prime shopping time. What would a 10 percentage point drop at Microsoft mean to your email ROI?
Inbox placement rates from 2015 holiday season Deals and Rewards category – Overall IPR Story: On average, Certified senders in the Deals and Rewards category saw an IPR over the holiday season of between 93 and 95%. In comparison, non-Certified senders saw an average of anywhere from 75 to 93% IPR. Non-Certified senders in this category saw dramatic drops in IPR right before Black Friday and again on Cyber Monday. What would dropping to 76% IPR on Cyber Monday mean for your business?
Unlike public whitelists, Return Path Certification provides transparency of where you stand in the Certification program by providing data directly from the ISPs. These daily performance report shows complaint rates, spam trap hits, Microsoft Sender Reputation Data (SRD), and more. Providing this data to certified senders allow them to stay in compliance and ensure they are following email best practices. And, if something goes wrong, they are alerted to it immediately so they can quickly resolve.
Here’s an example of the dashboard with the data.
We often get asked by our clients: how much can I send? We worry that we send too often but we’re afraid if we send less often revenue will decline. We’re always getting pressured to send more. This product was built in response to this challenge. There has to be a way to send email at a frequency that maximizes engagement without driving subscribers away.
There are consequences to sending at the wrong frequency for both undersending and oversending - you’ll be familiar with many of these. Ultimately, both under-sending and over-sending add up to less than optimal lifetime value of your subscribers. If you are under-sending, you are missing the opportunity to connect. If you are over-sending you may drive potentially valuable subscribers off your list - you lose them forever. Add graphic representation of a sub waiting and an overwhelmed sub (raining mail). How to distinguish the two?
How do you save subscribers today? Although many marketers think frequency is an issue for their program, addressing it has been a challenge. Some just ignore it - it just takes too much time and too many resources to tackle Many use a simple suppression policy such as “ send daily to those who have opened a message in the last 90 days and send 3 times a week to everyone else”. While this is a start, it is not personalized enough to be truly effective. When marketers do tackle frequency, they’ve told us that the testing takes a long time since frequency must be evaluated over significant time periods and they ultimately end up with inconclusive results. Possible other graphics: asleep at the wheel diverse group of individuals in the suppression policy data scientist with ? mark -hard problem to solve - for those of you who have tried this
Many factors play into the right frequency - one size does not fit all. If you haven’t already I encourage you to read this study from Marketing Sherpa. They asked consumers “In which of the following ways, if any, would you like company emails to change?” The results show that people’s preference vary widely. While 20% said they would prefer to receive fewer promotional messages, 28% of people actually want more. So how do you figure out who wants more and who wants less? The right frequency for each subscriber depends on: Length of brand relationship Types of content / mail streams Personal habits and preferences Seasonality Marketing Sherpa survey quote about how much email subscribers want. https://www.marketingsherpa.com/article/chart/how-customers-want-you-to-change-emails
Unfortunately, email marketers today have grown accustomed to seeing thousands or even millions of subscribers walk out the door and some marketers feel powerless to address it. Just think what your save rate might be. If you could find the right frequency and reduce unsubscribes and complaints, how many subscriber could you retain each year? What would this mean for your list size? How would it reduce your list acquisition costs? Here is an example of a marketer we have worked with. You can see that on a campaign basis, the unsubscribe rate doesn’t look too bad and they were not overly concerned by it. BUT at 4 times a week, that adds up over the course of a year to over a million unsubscribes! Think what retaining even a fraction of your list would mean for your overall list size over time. Not only do you keep subscribers on the file, you can reduce your list acquisition costs. To calculate your own total unsubscribes per year, go to the Free Tools section of returnpath.com.
So how do we do this. We look at a marketer’s engagement data for their subscribers for the past 6 months and going forward. We look at open, clicks, conversions, complaints and unsubscribes. Then we look at how those same subscribers behave with other brands. We do this by layering on two additional data sources: our Consumer Network and our Data Co-op. Return Path has the unique advantage of insight into inboxes and overall behavior across brands.
Then we find the right balance between likelihood to engage and likelihood to unsubscribe. We use a reinforced learning model. It updates weekly based most recent subscriber behaviors. For example, if we get a prediction wrong, the model picks up on that and improves. This means the engine adapts for seasonal changes, changes in in behavior and helps us quickly categorize new subscribers.
This diagram shows at a high level how Send Frequency Optimization works. You can see on the left our three data sources that feed into the Frequency Recommendations The Recommendations are not static. There is a reinforced learning model that constantly looks for new behaviors and updated recommendations. This means the engine adapts for seasonal changes, changes in in behavior and helps us quickly categorize new subscribers.
This retailer was sending email to its subscriber base 7x per week. They were aware that their frequency was high but were unsure of how to reduce it without losing revenue. This practice has resulted in a significant list retention problem due to people unsubscribing and complaining. This drives high list acquisition costs simply to maintain their list size and has also caused deliverability problems. In addition, the high message frequency has caused increases in their ESP costs. Pressure from executives who view email as a cheap way to hit numbers. What executives miss, but email and CRM teams are painfully aware of, is that they are degrading the long-term health of their list and creating a less than ideal subscriber experience. Return Path analyzed their engagement data and recommended frequency treatments of 7x/week, 3x/week, 2x/week, 1x /week, 2x /month and conducted a 4-week test. We tested a control group against the RP recommended frequency treatment options.
Based on the results of a 4-week test, here are the projections for one client. The client an online retailers that was sending email at 7x per week. Return Path analyzed their engagement data and recommended frequency treatments of 7x/week, 3x/week, 2x/week, 1x /week, 2x /month and conducted a 4-week test. We tested a control group against the RP recommended frequency treatment options. Based on the test results we build out projections to show what the marketer could expect if they applied the Return Path recommendations to their entire list for 12 months. As you can see, this client could expect a 20% growth in their list size.
Based on cumulative effective of retaining more subscribers the client will see a 13% increase in opens, an 18% increase in clicks and a 10% increase in revenue from email.
If you’re facing any of the challenges we covered today, and are interested in hearing more of the solutions you’ve learned about, contact your account manager or your sales rep.
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Return Path World Tour Keynote - New York

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Return Path World Tour Keynote - New York

Editor's Notes