2/16 presentation

1. Green Eggs and Spam Breakfast
February 16, 2017
Jen Buehring & Kristina Ek

2. 18 Years of Experience
(Founded in 1999)
• 400+ dedicated professionals
• 12 offices in 7 countries worldwide
About Return Path
Proven Data
Infrastructure
• Over 2.5 billion Certification inboxes
• Scoring 26 million IP addresses daily
• Nearly 300 global partners
• Processing millions of transactions
per day
• We can see more email data than
any other company in the world
Over 3000 Email
Optimization Customers
• Industries include:
• Retail
• Technology
• Finance
• Entertainment
• And more

3. Collecting All The Data
Provider Data
Streams
Consumer Data
Streams
Inbox
Contactually Molto ParibusGetAirHelpMessage Finder UnsubscriberOrganizer

4. 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 300+ providers
representing 2.5 billion email accounts.
• In-depth behavioral insights from the
inboxes of more than 2 million
individual consumers.

5. Your Inbox Knows All About You

6. We have unprecedented visibility into the inbox
CONSUMERS & DEVELOPERS
and
3M+
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
300+
Providers
2.5B
Inboxes
with

7. Return Path
Inbox Placement Rate
IP Reputation Metrics
Engagement & Read %
Subject line metrics
Competitive Intelligence
Email Client data
Delivery Rate
Bounce Rates
Opens, Clicks, Unsubscribes & Complaints
SMTP Codes & Bounce Reasons
Subscriber Email Activity Data
Email Reporting – Return Path vs. ESP
ESP

8. Email is Still the Most Effective Channel…
…but only if your email is getting into the inbox!
Email Searc
h
Social Email Social Paid Search
Statista DMA’s Annual Response Rate Report
Ecommerce Conversion Rates Median ROI
3.31%
2.27%
1.08%
22%
16%
8%

9. Measure What
Matters
9

10. Measure More than Delivered
Monitor your Inbox Placement Rate
Globally 12% of promotional emails are delivered to the spam folder
Monitor your Read Rate
Average Read Rate is 14%
Monitor your Complaint Rate
Average Complaint Rate is .18% Industry prefers around .10%
Monitor your “Deleted Without Reading” Rate
Average Deleted without reading” Rate is 9%
10

11. 11
I do not like it,
Sam-I-am
I do not like your email,
Sam-I-am

12. Maintain Subscriber
List Quality
12

13. Maintain Subscriber Quality
Select Data Sources Carefully
o Quarantine New Data
o Provide Easy Update Options
o Consider Double Opt-In
o Select Data Sources Carefully
o Email Your List Regularly
o Monitor Subscriber Activity
o Run Basic List Hygiene Services
13

14. Reduce Spam
Complaints
14

15. Reduce Spam Complaints
o Welcome the Subscriber
o Positively reinforce the new relationship
o Adjust Frequency
o Don’t default to all email / all the time
o Set expectation on how much mail user
will receive and allow them to adjust
o Sign up for Feedback Loops
o Removes complainers
o Identify problematic campaigns & acquisition
15

16. Supercharge Your
Subject Lines
16

17. Subject Line Best Practices
o Check the Length of your Subject Lines
o The most common length is 41 – 50 characters.
o Subject lines 61 – 70 characters have the highest open rate.
o What Keywords increase read rate and what don’t?
o Subject Lines that create a sense of urgency
o Subject Lines that demonstrate benefit
o Test, Test, Test!
17

18. Improve Your
Content
18

19. Content is Key
o Test Email Rendering Before Deployment
Know what devices users are reading your email on and test
o Verify HTML Before Every Send
70% of people will delete an email if it doesn’t render well
Focus on fixing HTML issues for the email clients
and MBPs important to you
o Test Content Against Spam Filters
Prioritize based on your list
Verify if spam filter issue is due to links in email or content
19

20. Monitor Your
Sending Reputation

21. Know your Reputation
o Sign up for Google Postmaster Tools
o Sign up for Microsoft Smart Network Data Services
o Sign up for AOL whitelisting
o What is your SenderScore
21

22. Dealing with
Blacklists
22

23. Get to Know the most Important Blacklists
• Spamhaus
• Spamcop
• URIBL
23

24. 24
Questions?