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

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

3. #RPWT#RPWT
The Path to Data Enlightenment
“Dark Ages” Awareness Clarity Connection
We need visibility and clarity to truly connect with our consumers. That comes from data.

4. #RPWT
The inbox knows a lot about consumer behavior
Email Data can bring broader trends into focus.

5. #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.

6. #RPWT#RPWT
Promote Your Brand
Global inbox
placement decreased
from 83% in 2014 to
79% in 2015
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
Source: Return Path Data

7. #RPWT
Opportunities for Email Marketing
• Reach the Inbox
• Grab Their Attention
• Be Relevant

8. #RPWT#RPWT
Opportunity:
Reach the Inbox
On average 17% of
commercial emails land in
spam or get blocked.

9. #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

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

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

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

13. #RPWT
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Guess which subject line was read the most?

14. #RPWT
Winner: Coast meets country, shades of grey, and gluten free banana bread.
20%
18%
15%
13%
Coast meets country, shades of grey,
and gluten free banana bread.
Up to 50% off seats to suit your style,
plus you could score FREE shipping.
Hit refresh on your bathroom with free
shipping on Aura's new towels.
Free freight Friday is here!

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

16. #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.

17. #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

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

19. #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.

20. #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
Email fraud has up to
a 45% conversion
rate.
Customers are 42%
less likely to interact
with your brand after
being phished.
Source: Return Path Data

21. #RPWT
Email Delivers Business Value…
Increases
Customer Loyalty
Boosts
Revenue
Reduces
Operating Costs

22. #RPWT
…But Its Impact Is Being Eroded
5 out of 6 big
companies
are targeted with
phishing attacks
Phishing costs brands
worldwide $4.5 billion
each year
RSA identifies
a phishing attack
every minute
Email fraud has
up to a 45%
conversion rate
Source: http://www.emc.com/emc-plus/rsa-thought-leadership/online-fraud/index.htm
$4.5 B 1 MIN 5/6 45%

23. #RPWT
Phishing Leads To – Unwanted Media Attention

24. #RPWT
Phishing Leads To – Remediation Costs
Fraud Losses Malware Infection Investigation Remediation

25. #RPWT
Phishing Leads To – Revenue Losses
• Reduced trust in brand:
• Subscribers don’t know what to trust
• Reduced effectiveness of email
• ISPs don’t know what to trust
Customers are 42% less likely to
interact with a brand after being
phished or spoofed.

26. #RPWT
Can You Spot a Spoof?

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

28. #RPWT
Anatomy Of A
Phishing Email
to: You <you@yourdomain.com>
from: Phishing Company <phishingcompany@spoof.com>
subject: Unauthorized login attempt
Dear Customer,
We have recieved noticed that you have recently
attempted to login to your account from an unauthorized
device.
As a saftey measure, please visit the link below to
update your login details now:
http://www.phishingemail.com/updatedetails.asp
Once you have updated your details your account will
be secure from further unauthorized login attempts.
Thanks,
The Phishing Team
1 attachment
Making an email
look legitimate by
spoofing the
company name in
the “Display Name”
field.
Tricking email
servers into
delivering the email
to the inbox by
spoofing the
“envelope from”
address hidden in
the technical header
of the email.
Including logos,
company terms,
and urgent
language in the
body of the email.
Making an email
appear to come
from a brand by
using a legitimate
company domain, or
a domain that looks
like it in the “from”
field.
Creating convincing
subject lines to drive
recipients to open
the message.
Including links to
malicious websites
that prompt users to
give up
credentials
Including
attachments
containing malicious
content.

29. #RPWT
Unite Against Email Fraud
1. Authenticate Your Email - DMARC (Domain-based Message
Authentication Reporting & Conformance):
2. Leverage Email Threat Intelligence - Get visibility into all types of
email threats targeting you today.
3. Educate Your Customers - The more prepared your customers are,
the better.
4. Raise Awareness with Top Executives - Communicate the risks
that result from not taking action and create a sense of urgency.

30. #RPWT
Defend Your Customers, Brand, and Bottom Line
Detect & block fraudulent emails
spoofing your brand before they
hit consumer inboxes
Bolster malicious URL takedown
efforts with real-time email
threat detection
Reduce spend on fraud
reimbursements, phishing
remediation, and customer
service costs

31. #RPWT

32. #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

33. #RPWT
Return Path 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 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

34. #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

35. 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

36. 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

37. 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

38. Sydney • London • São Paulo • Chicago • New York • San Francisco • Los Angeles • Paris
#RPWT | @returnpath