Where For Art Thou Batphone? How ISP Relations Really Works

Return Path, Inc. • www.returnpath.net

Panelists:John Caldwell – RealtyTrac – Director, Email Operations

Dennis Dayman – Eloqua – Privacy OfficerSherry Schreck – MGM Mirage – Manager, Email Services

Moderator:Michelle Pelletier – Return Path – Sr. Director, Client Services

AgendaAgenda

� Meet the Panel

� Take a Quiz!

� Looking at it from the other side – Stories from the trenches and how do ISPs and Subscribers view your practices?

� Key Contributors to Your Reputation –the Most Important Things to Think About

Question 1Question 1

As of June 2008, spam email makes up what percentage of all email sent worldwide each day?

A) 44%B) 79%C) 86%D) 94%

Source: MAAWG

C) 86%

Question 2Question 2

What percentage are willing to use the “This is Spam” button to handle unwanted email (aka complaints).

A) 25%B) 32%C) 43%D) 51%

Return Path Fourth Annual Holiday Email Consumer Survey January 2008

D) 51%

Question 3Question 3

What percentage of practicing marketers don't take the time to figure out their actual rate of delivery.

A) 12%B) 30%C) 57%D) 91%

Emailstatcenter.com MarketingSherpa "Email Marketing Benchmark Guide 2008"

D) 30%

Panel Discussion Panel Discussion

� Sherry from MGM Grand Inherits a Not-So-Wonderful Email List

� Dennis from Eloqua Gives Us the Inside Perspective

� John from Realty Trac Explains How Water Fountains and Email Relate

The Importance of List QualityThe Importance of List Quality

Failure RatesSame Infrastructure Sending 2 Data Lists

0%

5%

10%

15%

20%

25%

30%

35%

1/3

1

2/7

2/1

4

2/2

1

2/2

8

3/7

3/1

4

3/2

1

3/2

8

4/4

4/1

1

4/1

8

Dirty Data

Clean Data

What Really MattersWhat Really Matters

"When it comes to email blocking and

filtering, reputation -- not content -- can be

blamed 83% of the time."

George Bilbrey -- ReturnPath

Thirsty?Thirsty?

� When you treat your email like the corporate drinking fountain you will end up even thirstier.

� When you treat it with respect you will be rewarded.

Offer Choices

LINKS �

Multi-channel

Creative Copy

Email Marketing is Very Email Marketing is Very ComplicatedComplicated

List SelectionYear

# of

Customers

Retention

Rate

Total

Revenue

Acquisitions 100 60% $5,000

Year 1 60 70% $8,000

Year 2 42 80% $5,586

Year 3 34 85% $4,469

Year 4 29 90% $3,857

Year 5 26 95% $3,458

Total 291 $30,370

ROI ?

CLTV

Subject Lines

Personalization

List Hygiene

Yahoo! Mail

Gmail

MSN Hotmail

MSN

Outlook 2003

Outlook 2007

Windows Live

AOL 9.0 AOL Mail

Earthlink

Accreditation

Images On

Images Off

Preview Pane Horizontal

Preview Pane Vertical

Reputation

White lists

Safe lists

Complaints

Spam Traps

Unknown Users

Look at the Key Contributors of Look at the Key Contributors of Your ReputationYour Reputation

UNKNOWN USERSSPAM TRAPS

INFRASTRUCTURE SENDING PERMANENCE

CONTENT

Deliverability Check ListDeliverability Check List� Know your Sender Reputation by visiting www.senderscore.org or

www.dnsstuff.com

� What is the origin and relationship with everyone on our list?

� How are we adding customers today vs. historically?

� What is our permission policy? (opt-out, single opt-in, confirmed opt-in or double opt-in)

� Do our customers really know what they are signing up for?

� Do we maintain a master calendar of emails sent by and who they were sent to?

� Is our email being regularly blocked by ISPs?

� Are we on any blacklists? If so, why?

� Are people complaining about us?

� Will our newsletter pass through most spam and corporate filters?

� Who is checking the various unsubscribe mailboxes for customer complaints? Are they are working properly?

Deliverability Deliverability -- Not a Game of Not a Game of Chance!Chance!

Questions?Questions?