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Matt BlumbergChairman and CEO, Return Path

Email in 2020:Getting More from Email Data

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Email Volume is Growing!

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222% ROI 66% of Consumers 20% of Sales

Email Drives Purchases

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Email Marketing Goals Today

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Drowning in Data

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Futureproof Your Marketing

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Your Inbox Knows All About You

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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 PathData Platform

We curate exclusive information and translate it into unexpected insights, empowering clients and partners to make great decisions.

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Sender Reputation Matters

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Deliverability Matters

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Client Success: Paperless Post

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List Quality Matters

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Real-Time Email Validation

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My email campaign went to spam. Sad!YUGE Drop in Opens

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Clutter Matters

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Total List Size Total Opens Total Clicks Total Revenue

Client Success: Major Online Gift Retailer

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Affinity Matters

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Total List Size Total Opens Total Clicks

Client Success: Financial Services Company

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Content Matters: The Art of Persuasion

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The Time is NOW

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Thank You

#RPWTLondon • Paris • Sydney • São Paulo • New York City • San Francisco

Social Media Awareness# R P W T

The Value of an Email

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• 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

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• Global Email Verification Provider

• 24,000+ Users on over 150 Countries

• 11bn verifications and counting

About BriteVerify

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• How does the process work?

• Speed, accuracy, and security

• Built for forms and lists

What is EmailVerification?

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• 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

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• List quality and campaign performance

• All emails don’t act alike

• 20.1% Invalid over 195,861 files verified in 2016

Clean Lists areHappy Lists

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• Unlocking the value of email

• Invalid data is super noisy

Return Path& BriteVerify

evan@briteverify.com

P R E S E N T E D B Y

The Value of an Email

E v a n Fr e yB R I T E V E R I F Y U S A

#RPWTLondon • Paris • Sydney • São Paulo • New York City • San Francisco

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Stephanie ColletonSr. Director, Innovation Labs, Return Path

Email Heroes

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Client Use Case:Domain Certification

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• 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

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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

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Certification Benefits

Increase inbox placement across

more than 2.5 billion mailboxes worldwide.

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December 6: Prime Christmas Shopping Day

Certified Sender: Beauty Retailer

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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

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Certification Benefits

Get unique data insights directly from mailbox

providers

Continual monitoring to ensure you stay in

compliance

Reduced volume filtering and throttling

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“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 ConroyChief Product Officer

GlobalGiving

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Client Use Case: Send FrequencyOptimization

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Common Questions

Am I sendingtoo much?

Am I sending enough?

How many subscribers could

be saved?

What are the consequences?

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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

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• Ignored completely

• One-size-fits-all suppression policy based on recency of engagement

• Long testing cycles

• Inconclusive results

How It’s Done Today

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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

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Customer Scenario

Historical MetricsAvg. 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?

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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

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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

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Data Inputs

Historical subscriber behavior data

Overlay behavior of subscribers from

Consumer Network

Frequency Recommendations

Reinforcement Learning Model

New Subscribers

Seasonal Changes

Behavior ChangesOverlay behavior of

subscribers from Data Co-op

Solution Framework

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Use CaseRetailer’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

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Actual Customer Projections

20%

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Actual Customer Projections

10%

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Want to tackle the frequency challenge?

#RPWTLondon • Paris • Sydney • São Paulo • New York City • San Francisco