Marketing Cloud - Partner Office Hour (August 18, 2015)
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This document summarizes a Return Path webinar about how their data and tools can help marketers with digital transformation. The webinar covered Return Path's email optimization and fraud protection solutions, and their consumer insight data. It discussed how their data from over 2 billion inboxes helps improve email performance and protect brands from phishing. The partnership with Salesforce was also highlighted as providing superior integration and more joint clients. Questions from attendees were answered about specific product capabilities and use cases.
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Marketing Cloud - Partner Office Hour (August 18, 2015)
- 1. Partner Office Hours: Return Path - Data & Tools to Help Marketers with Digital Transformation Matt Rausenberger Senior Director, Salesforce Partner Sales Return Path August 18, 2015
- 2. Please post all questions to the chat window addressed to “all panelist” on your right
- 3. Today’s Presenters Greg Gould Sr. Director, Consumer Insight greg.gould@ returnpath.com Matt Rausenberger Sr. Director, Channel Sales SFMC Partnership matt.rausenberger@ returnpath.com Brandon Dingae Director, Email Fraud Protection brandon.dingae@ returnpath.com Eric Stam Channel Sales Manager SFMC Partnership eric.stam@ returnpath.com
- 4. Goals & Objectives • Understand how Return Path can help your clients transform their marketing programs • Understand how the partnership between Return Path and Salesforce Marketing Cloud benefits you
- 5. 15+ years of Experience • 450+ dedicated professionals • 14 offices in 7 countries worldwide • Backed by Union Square Ventures, Foundry Group, Costanoa Ventures, Vista Equity Partners, SAP Ventures Proven Data Infrastructure • Over 2 billion certification inboxes • Scoring 26 million IPs daily • Nearly 300 global partners • Processing millions of transactions per day Over 2,500 Email Optimization Customers • Industries include: • Retail • Technology • Finance • Entertainment • And more About Return Path
- 6. The inbox is the center of most consumers’ digital lives.
- 7. Your inbox knows a lot about you
- 8. 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 70+ mailbox and security providers representing 2.5 billion email accounts. • In-depth behavioral insights from the inboxes of more than 2 million individual consumers.
- 9. Strength of RP-SFMC Partnership • 6 year partnership • 1,000 joint clients • Joint clients mostly in enterprise space • Salesforce sells 10 times more Return Path licenses than any other ESP • Integration into Salesforce platform superior to other ESPs
- 10. A Better Way to Use Data Connecting consumers and brands on a deeper level. Email Optimization is simply as smarter solution—experience enhanced insights, provide more meaningful engagements, get total confidence. Keeping consumers safe and helping brands protect their reputation. Email Fraud Protection goes beyond DMARC, using the most sophisticated source of email fraud profiling data in the world to respond to, and prevent, cyber attacks with greater speed. The right data for the right decisions. Consumer Insight offers infinite applications and unprecedented insights into the preferences and purchase behaviors of consumers around the world, enabling better understanding and better decisions.
- 12. Return Path Email Optimization Suite With The Right Message • Inbox Preview • Subject Line Optimizer • Email Client Monitor • Inbox Insight Reach The Right Inbox • Certification • Inbox Monitor • Reputation Monitor At The Right Time • Send Time Optimization Return Path’s Email Optimization Suite helps companies develop better relationships, improve response, and increase revenue from their email marketing efforts.
- 13. • Mailbox providers want to protect their users • Mailbox providers aren’t prioritizing getting your emails to your customers’ inbox • You cannot outsource your email reputation to an ESP Opt-In Doesn’t Always Get You to the Inbox 22% of Opt-in Email Missing from Subscribers’ Inboxes 18% 4% 78% -4% 0% -9%YOY Change Inbox Spam Missing/ Blocked
- 14. Inbox Insight Improve inbox placement with more than 2.5 billion mailboxes worldwide. Use competitive intelligence to gain attention in the inbox.
- 15. An individual is 25% more likely to open an email within the first hour that it lands in their inbox
- 16. • Benchmark your program against industry averages and competitive senders to see what’s working and what’s not. • Understand how your email program performs through the eyes of your subscribers. • Get valuable insight about where to invest additional resources for improved email ROI. Executive Scorecard
- 17. Brandon Dingae
- 19. As a business enabler: § “Push” content § Global reach § Rich format § Cost-effective § Scalable As an attack vector: § “Push” content § Global reach § Rich format § Cost-effective § Scalable § Anonymous § Social Vulnerabilities § Technical vulnerabilities § Network entry point Email Channel: Advantages and Risks
- 20. 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.
- 21. 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 Phishing attacks rose 40% in 2014
- 23. Cost Impact • Fraud losses • Malware infection (secondary damages/losses) • Investigation • Remediation
- 24. Revenue Impact • Reduced trust in brand: • ISPs don’t know what to trust • Subscribers don’t know what to trust • Reduced effectiveness of email • Customers seek alternative products and services • “Customers are 42% less likely to interact with a brand after being phished or spoofed.” - Cloudmark Target’s SEC filing (2014) • “In the fourth quarter of 2013, we recorded $61 million of pre-tax Data Breach-related expenses…” • “We know our guests' confidence has been shaken.” • “We cannot predict the length or extent of any ongoing impact to sales.”
- 26. The problem continues to grow and historical solutions are not effective…
- 27. Return Path’s Solution • Blocks spoofed attacks • Domain-based Message Authentication, Reporting & Conformance (DMARC) • Finds other attacks more quickly • Over 100 real-time data feeds • Integrate with mitigation processes
- 28. Email Fraud Protection Legi(mate Email Malicious Email marketing@ company.com marketing@ c0mpany.com company @phish.com phish@ company.com DMARC Rejected Provider Network Return Path Data Cloud Email Threat Intelligence Email Governance Company Security Opera(ons Center Takedown Vendor Consumer Inbox
- 29. Conclusions
- 30. Conclusions • Email fraud is a growing threat: • Negative impact on business and consumers • Traditional solutions are necessary but not sufficient: • Entirely reactive • Severe residual impact • Return Path complements existing solutions to minimize email fraud: • Block more threats before they reach their intended victims • Detect more threats more quickly for expedited mitigation
- 31. Greg Gould
- 32. Knowledge Delivered The Right Data Get the data that matters. Consumer Insight offers a granular understanding of how, when and what millions of active consumers are purchasing, down to the category, product, and SKU level. The Right Decisions Increased visibility enables better decisions. Consumer Insight provides an unprecedented view into sales, customer acquisition and overall performance of thousands of companies. The Right Results The business applications of the data are limitless, but the results are the same - improved predictive power, quicker trend identification, and unparalleled competitive intelligence.
- 33. We have unprecedented visibility into the inbox and 2M Consumers >1,000 Retailers eCommerce receipts from over Data Examples: Message arrived, message read, message deleted, subject line, creative, purchase receipts, travel notifications
- 34. Your inbox knows a lot about you
- 35. Parsing insights from the inbox Merchant Apple User ID XXX123 Order Date/Time 2015-04-10 08:33 Order Number XXX999 Order Subtotal $797.00 Order Tax $60.97 Order Shipping $0.00 Order Total $857.97 Product Total $699.00 Product Title Apple Watch 42MM Stainless Product Subtitle Black Leather Buckle
- 36. Key Verticals • Media & Entertainment • Consumer Electronics • Consumer Packaged Goods • Travel & Hospitality
- 37. Media and Entertainment • Song title, albums, artists • Book titles and authors • Premium subscriptions • Streaming services • Upgrades and downgrades • In app purchases • Concert dates and times • Movie tickets
- 38. Media and Entertainment - The Super Bowl Effect On Sunday, 1st February, 2015 Katy Perry performed at the Super Bowl halftime show with surprise guest Missy Elliot. According to the Return Path iTunes data: Katy Perry’s sales were 211% higher than they were the week prior • Roar (her opening song) sold more copies than any other download • Average number of items per order was higher than any time since January 2014 meaning more people were inclined to buy multiple singles or albums This was a huge boost for Missy Elliot who had not performed in recent years • Orders were up 1685%, and dollar sales were up 1417%, for the first week of February compared to the last week of January • On average, people bought two singles • Top sellers were: Work It (single), Get Ur Freak On (single), Lost Control (single)
- 39. Consumer Electronics & Durables • Product title, subtitle, SKU • Extended warranties • Brand visibility across major eCommerce outlets • Product categorization; IT, telecom, video games; software, hardware; imaging, audio/video • Electronically transmitted in store receipts
- 40. Consumer Electronics – What did Apple Really Ship on 4/24? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Apple Watch 38mm Stainless Steel Case with Black Classic Buckle Apple Watch Sport 38mm Silver Aluminum Case with Green Sport Band Apple Watch Sport 42mm Silver Aluminum Case with Green Sport Band Apple Watch Sport 38mm Silver Aluminum Case with Blue Sport Band Apple Watch Sport 42mm Silver Aluminum Case with White Sport Band Apple Watch Sport 38mm Silver Aluminum Case with White Sport Band Apple Watch 38mm Stainless Steel Case with White Sport Band Apple Watch 42mm Stainless Steel Case with White Sport Band Apple Watch 42mm Stainless Steel Case with Black Classic Buckle Apple Watch Sport 42mm Silver Aluminum Case with Blue Sport Band Apple Watch Sport 38mm Silver Aluminium Case with White Sport Band Apple Watch 38mm Stainless Steel Case with Milanese Loop Apple Watch 38mm Stainless Steel Case with Black Sport Band Apple Watch 42mm Stainless Steel Case with Milanese Loop Apple Watch Sport 42mm Space Gray Aluminum Case with Black Sport Band % Apple Watch Orders Shipped on 4/24 % of Total Apple Watch Orders % Shipped on Launch Day
- 41. Consumer Packaged Goods • Product title, subtitle, product quantity, SKU • Brand visibility across major eCommerce outlets • Product categorization and sub- categorization for personal care, household goods, pet care, health care, cosmetics and online groceries • Subscription purchases
- 42. CPG – Who’s Winning the Online War for Pet Supply Loyalty %switched 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % Wag.com Customer Switching Amazon Chewy.com 1-800-PetMeds Petco Drs. Foster & Smith Petfooddirect PetFLow.com PetSmart PetCareRx 81 % 82 % 80 % 83 % 81 % 81 % 81 % 80 % 48 % 52 % 51 % 54 % 52 % 51 % 52 % 51 % 0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 2012 2013 2014 Wag.comaverage%ofpetspend All Buyers Non-Loyal Buyers
- 43. Travel • Origin/destination • Duration of stay • Class of service • Points or cash • Number of travelers • Booking date relative to travel • Premium seating • Wi-Fi Purchased • Booking channel - direct or OTA
- 44. Travel & Hospitality – Questions for 2015 and beyond • How do consumers differ that book direct vs. OTA? • What brands are driving the highest loyalty? • What airlines are driving the most revenue from ancillary sales? • What’s the growth rate of Uber and Lyft in new cities? • How far out are my best travelers booking? • Do major weather events really impact bookings?
- 45. Resources • Contact your SFMC Strategic Partner Manager • Email SFMC@returnpath.com • Visit returnpath.com Thank You!
- 46. Questions?
- 47. Predictive Intelligence – Aug. 25th @ 12 pm EST Tokenized Sending – Sept. 1st @ 12 pm EST Upcoming Office Hours
- 48. Thank you