return path at connections emea 2013

Guy Hanson Kevin Kovarsky

guy.hanson@returnpath.com kevin@betway.com

www.returnpath.com

uk.linkedin.com/in/guyhanson

@GuyHanson, @ReturnPath

Email Intelligence: How the Savviest Marketers are Winning Subscriber Mindshare

05th November 2013

Email Intelligence Overview

Return Path, August 2013 Experian Marketing Services, September 2013

Email is Still Growing Strongly . . .

. . . and Generating Great ROI . . .

. . . But It’s Also Not Getting Any Easier!

Sender

Reputation

Inbox

Placement

Subscriber

Engagement

Competitive

Intelligence

Insight

Clicks & Opens

Scaling the Email Intelligence Summit

Email Intelligence

Basics

IP Address Permanence

Spam Complaints

Unknown Users

Infrastructure

Spam Traps

Subscriber Engagement

Reputation Metrics

Reputation Metrics

Visit www.senderscore.org to find out your reputation score.

Reputation Metrics: Poor Sender

Visit www.senderscore.org to find out your reputation score.

Reputation Metrics: Good Sender

?

? ?

Subscriber Engagement Metrics

Subscriber Engagement Metrics

Mobile Metrics

Fraud Metrics

Trap Monitoring

Blacklist Alerts

Web Analytics

Social Media Sentiment

And Even More Metrics!

The Helicopter View

Email Intelligence

Kevin Kovarsky Head Of Retention Betway

TV ROI

In the beginning

0%

20%

40%

60%

80%

100%

98%

Deliverability

Deliverability

98%

2%

Did not bounce

Bounced

- Thomas Gray

“Ignorance is bliss.”

Beyond Deliverability

Inbox Junk

CAMPAIGN 1

CAMPAIGN 2

INBOX

10% 95%

JUNK 88% 3%

TOTAL 98% 98%

Inbox delivery

- Woody Allen

“80% of life is just showing up.”

Inbox Measurement Tools

Inbox Monitor – Overall Placement

ISP Domain Variations

Prevention Techniques How to prevent deliverability issues from arising

Data management

Data

Capture

Engagement Hygiene

Engagement

Engagement

Data Hygiene

Complaints

Bounces

Unsubscribes

Spam Traps

Is your unsubscribe as easy as this?

Prevention Tools

Tools to help prevent deliverability issues from arising

Return Path Certification

• Top senders who meet rigorous requirements

• Performance-based list that is monitored for compliance

Reputation Monitor

Microsoft SNDS

Inbox is King – measure it

Prevention techniques

Data management – hygiene & engagement

Email best practice eg. 1 click unsubscribe

Prevention tools

Get Certified

Reputation Monitor

SNDS

Take Aways

- Albert Einstein

“Intellectuals solve problems. Geniuses prevent them.”

Email Intelligence

Provides a Digital Mosaic

of Your Customers

Competitor 1 Competitor 2 Competitor 3

Email Intelligence: Trends Analysis

Email Intelligence: Trends Analysis

Competitor 1

Email Intelligence: Subscriber Overlap

Competitor 1 Competitor 2

Competitor 1 Competitor 3

Competitor 2 Competitor 3

Email Intelligence: Subscriber Overlap

Guy Hanson Kevin Kovarsky

guy.hanson@returnpath.com kevin@betway.com

www.returnpath.com

uk.linkedin.com/in/guyhanson

@GuyHanson, @ReturnPath

Email Intelligence: How the Savviest Marketers are Winning Subscriber Mindshare

05th November 2013