Return Path World Tour Keynote - New York
-
Upload
return-path -
Category
Marketing
-
view
100 -
download
4
Transcript of Return Path World Tour Keynote - New York
![Page 1: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/1.jpg)
#RPWTLondon • Paris • Sydney • São Paulo • New York City • San Francisco
![Page 2: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/2.jpg)
#RPWT#RPWT
Matt BlumbergChairman and CEO, Return Path
Email in 2020:Getting More from Email Data
![Page 3: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/3.jpg)
#RPWT#RPWT
![Page 4: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/4.jpg)
#RPWT#RPWT
Email Volume is Growing!
![Page 5: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/5.jpg)
#RPWT#RPWT
222% ROI 66% of Consumers 20% of Sales
Email Drives Purchases
![Page 6: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/6.jpg)
#RPWT#RPWT
Email Marketing Goals Today
![Page 7: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/7.jpg)
#RPWT#RPWT
Drowning in Data
![Page 8: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/8.jpg)
#RPWT#RPWT
Futureproof Your Marketing
![Page 9: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/9.jpg)
#RPWT#RPWT
Your Inbox Knows All About You
![Page 10: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/10.jpg)
#RPWT#RPWT
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.
![Page 11: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/11.jpg)
#RPWT#RPWT
Sender Reputation Matters
![Page 12: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/12.jpg)
#RPWT#RPWT
Deliverability Matters
![Page 13: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/13.jpg)
#RPWT#RPWT
![Page 14: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/14.jpg)
#RPWT#RPWT
Client Success: Paperless Post
![Page 15: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/15.jpg)
#RPWT#RPWT
List Quality Matters
![Page 16: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/16.jpg)
#RPWT#RPWT
Real-Time Email Validation
![Page 17: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/17.jpg)
#RPWT#RPWT
My email campaign went to spam. Sad!YUGE Drop in Opens
![Page 18: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/18.jpg)
#RPWT#RPWT
Clutter Matters
![Page 19: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/19.jpg)
#RPWT#RPWT
Total List Size Total Opens Total Clicks Total Revenue
Client Success: Major Online Gift Retailer
![Page 20: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/20.jpg)
#RPWT#RPWT
Affinity Matters
![Page 21: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/21.jpg)
#RPWT#RPWT
Total List Size Total Opens Total Clicks
Client Success: Financial Services Company
![Page 22: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/22.jpg)
#RPWT#RPWT
Content Matters: The Art of Persuasion
![Page 23: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/23.jpg)
#RPWT#RPWT
The Time is NOW
![Page 24: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/24.jpg)
#RPWT#RPWT
Thank You
![Page 25: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/25.jpg)
#RPWTLondon • Paris • Sydney • São Paulo • New York City • San Francisco
![Page 26: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/26.jpg)
Social Media Awareness# R P W T
The Value of an Email
![Page 27: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/27.jpg)
P a g eCOPYRIGHT © 2016 BRITEVERIFY LLC. ALL RIGHTS RESERVED.
• 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
![Page 28: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/28.jpg)
P a g eCOPYRIGHT © 2016 BRITEVERIFY LLC. ALL RIGHTS RESERVED.
• Global Email Verification Provider
• 24,000+ Users on over 150 Countries
• 11bn verifications and counting
About BriteVerify
![Page 29: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/29.jpg)
P a g eCOPYRIGHT © 2016 BRITEVERIFY LLC. ALL RIGHTS RESERVED.
• How does the process work?
• Speed, accuracy, and security
• Built for forms and lists
What is EmailVerification?
![Page 30: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/30.jpg)
P a g eCOPYRIGHT © 2016 BRITEVERIFY LLC. ALL RIGHTS RESERVED.
• 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
![Page 31: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/31.jpg)
P a g eCOPYRIGHT © 2016 BRITEVERIFY LLC. ALL RIGHTS RESERVED.
• 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
![Page 32: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/32.jpg)
P a g eCOPYRIGHT © 2016 BRITEVERIFY LLC. ALL RIGHTS RESERVED.
• Unlocking the value of email
• Invalid data is super noisy
Return Path& BriteVerify
![Page 33: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/33.jpg)
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
![Page 34: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/34.jpg)
#RPWTLondon • Paris • Sydney • São Paulo • New York City • San Francisco
![Page 35: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/35.jpg)
#RPWT#RPWT
Stephanie ColletonSr. Director, Innovation Labs, Return Path
Email Heroes
![Page 36: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/36.jpg)
#RPWT#RPWT
Client Use Case:Domain Certification
![Page 37: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/37.jpg)
#RPWT#RPWT
• 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
![Page 38: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/38.jpg)
#RPWT
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
![Page 39: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/39.jpg)
#RPWT
Certification Benefits
Increase inbox placement across
more than 2.5 billion mailboxes worldwide.
![Page 40: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/40.jpg)
#RPWT
December 6: Prime Christmas Shopping Day
Certified Sender: Beauty Retailer
![Page 41: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/41.jpg)
#RPWT
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
![Page 42: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/42.jpg)
#RPWT
Certification Benefits
Get unique data insights directly from mailbox
providers
Continual monitoring to ensure you stay in
compliance
Reduced volume filtering and throttling
![Page 43: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/43.jpg)
#RPWT
![Page 44: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/44.jpg)
#RPWT#RPWT
“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
![Page 45: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/45.jpg)
#RPWT#RPWT
Client Use Case: Send FrequencyOptimization
![Page 46: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/46.jpg)
#RPWT#RPWT
Common Questions
Am I sendingtoo much?
Am I sending enough?
How many subscribers could
be saved?
What are the consequences?
![Page 47: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/47.jpg)
#RPWT
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
![Page 48: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/48.jpg)
#RPWT#RPWT
• Ignored completely
• One-size-fits-all suppression policy based on recency of engagement
• Long testing cycles
• Inconclusive results
How It’s Done Today
![Page 49: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/49.jpg)
#RPWT
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
![Page 50: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/50.jpg)
#RPWT
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?
![Page 51: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/51.jpg)
#RPWT
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
![Page 52: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/52.jpg)
#RPWT
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
![Page 53: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/53.jpg)
#RPWT
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
![Page 54: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/54.jpg)
#RPWT
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
![Page 55: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/55.jpg)
#RPWT
Actual Customer Projections
20%
![Page 56: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/56.jpg)
#RPWT
Actual Customer Projections
10%
![Page 57: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/57.jpg)
#RPWT
Want to tackle the frequency challenge?
![Page 58: Return Path World Tour Keynote - New York](https://reader037.fdocuments.net/reader037/viewer/2022103010/58a169a21a28abc1708b6969/html5/thumbnails/58.jpg)
#RPWTLondon • Paris • Sydney • São Paulo • New York City • San Francisco