Dive deep into the strategies and tactics that leading organizations are employing to turn data from the email ecosystem into a strategic advantage.

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

2. #RPWT#RPWT
Utilizando dados da Return Path para promover sua
marca
17:10 - 17:40
Little Data, Big Decisions: Keynote
Sentido para os dados. Direção para os negócios.
15:20 - 15:50
Matt Blumberg, Chief Executive
Officer, Return Path
Miranda Reeves, VP of
Solutions Management,
Return Path
Brian Westnedge
Director, Client
Services, Return Path
17:40 - 18:00
Dados reais, Resultados reais:
Painel & Premiação de clientes
15:50 - 16:40
Utilizando dados da Return Path para proteger sua
marca
Boas-vindas e introdução
15:00 - 15:20
Louis Bucciarelli,
Regional Director
LATAM, Return Path
18:00 - 20:00
Coquetel de Networking
Bruno Motta Rego,
InfoSec Director –
CISSP – CSSLP
16:40 - 17:10
Coffee Break
Eliane Iwasaki,
Marketing Director
LATAM, Return Path
Rodrigo Mesquita
Account Director
Return Path
Prêmio
Top 5
Clientes

3. #RPWT#RPWT

4. #RPWT#RPWT
Miranda Reeves
Return Path
Vice President of Solutions
Management

5. #RPWT
Using Return Path Data to Promote Your Brand
Email Optimization Session
Miranda Reeves, Vice President of Solutions Management

6. #RPWT
Email addresses in
the world.
Facebook users in
the world.
Twitter users in the
world.

7. #RPWT
Email
53% of marketers state
email produces significant
or some ROI.
Only 29% of marketers say
the same for social.
Social

8. #RPWT
How Effective is Email Marketing?
Source: Sikich, 2013
Consumers who receive
marketing emails spend
83% more when shopping
ROI = $44.25
for every dollar spent
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…

9. #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

10. #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.

11. #RPWT#RPWT
What a Marketer Worries About Before Hitting Send

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Opportunities for Email Marketing
• Reach the Inbox
• Grab Their Attention
• Be Relevant
• Gain a Competitive Advantage

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Opportunity:
Reach the Inbox

14. #RPWT#RPWT
On average 21% of
commercial emails land in
spam or get blocked.

15. #RPWT
Reach The Right Inbox
Optimize email visibility by getting more email
delivered.
Get on the Best
Certified Whitelist
Assess Your Inbox
Placement
Know Your Sender
Reputation

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Solution: Data
• Using data, we can analyze many aspects preventing organizations
from reaching their customers, grabbing their attention, and being
relevant.
Open rates
Complaint rates
Inbox placement rate
Personalized delivery

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Opportunity:
Gain Attention

18. #RPWT#RPWT
The average consumer receives
more than 500 marketing
messages in a given month and
opens fewer than 1 in 15.

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

20. #RPWT
Optimizing Subject Lines
Subject Line and
Body Copy are
Important
Optimize for the
Action, Not Just
the Open
Test Everything

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1. Did you get one of these yet?
2. Don't miss your (free) limited
edition sticker
3. Thanks for getting one of these,
Miranda
4. You'll think these are pretty cool:
Emails from Hillary

22. #RPWT
Winner: Thanks for Getting one of These, Miranda
46%
23%
27%
24%
Thanks for Getting One of These,
Miranda
Did you get one of these yet? Don't miss your (free) limited
edition sticker
You'll think these are pretty cool:

23. #RPWT#RPWT
“The metrics we get from Return Path tell us
that we’re moving in the right direction and give
us confidence that our strategy is working. More
important, when we need to support our
decision making, we have the data on hand to
back it up and prove that we’re on track.”
Phil Forsyth
Marketing Operations Analyst
CruisesOnly

24. #RPWT
Opportunity:
Relevancy

25. #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.

26. #RPWT
Solution: Data
• Personalize email frequency
and send time of day
messages based on
customer behavioral data.

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

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The Right Time
Earn more response and revenue by having your email
arrive when customers are in their inbox.
Optimize the
Send Time
by Subscriber
Pinpoint the Best
Day and Time
to Connect
See Higher Opens,
Clicks, and
Conversions

29. #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

30. #RPWT
Case Study | Major Resort
“Send time optimized 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

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Opportunity:
Gain Advantage

32. #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 prioritize
• Know how subscribers read your email (clients, devices, and inboxes)
• Use performance data to create more effective subject lines and content

33. #RPWT
READ RATE FOR
WINNER’S CAMPAIGNS
IS HIGHER BY
19%*
VS
29%
WINNER: STARBUCKS
* Shared subscribers are 6% of Starbucks’ total list size.

34. #RPWT#RPWT
Daryle Powers
Vice President CRM
Cedar Fair
“Using Inbox Insight we found some great ideas
that were working for other companies in our
space. Our messages started looking more like
theirs. Now when we look at the top campaigns,
more and more we see other companies’
messages look like ours. It’s the sincerest form
of flattery.”

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

36. #RPWTSydney • London • São Paulo • Chicago • New York • San Francisco • Los Angeles • Paris
Thank you!

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Rodrigo Mesquita
Return Path
Account Director

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Destaques - Certificação
Melhores métricas: entregabilidade, reputação e boas práticas

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Premiação de clientes Return Path

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Dados reais, Resultados reais
Priscila de Vasconcelos
Canal E-mail Marketing |
Coordenadora
Gustavo Araujo
Gerente CRM e Produtos

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

42. #RPWT#RPWT