Return path inbox insight seminar 24 april

Welcome to the Return Path Seminar The Power of Competitive Insight

Today’s Agenda 9.00 – 9.30 Coffee and arrival 9.30 – 9.35 Welcome and Introduction Matt Markham, Regional Director Northern Europe, Return Path 9.35 – 10.10 Email marketing landscape – 10 technologies you should be aware of

Guy Hanson, Director Consulting EMEA & Dale Langley, Senior Professional Services Consultant, Return Path

10.10 – 10.30 Return Path 2013 - the bigger picture Richard Gibson, Director of Client Services Northern Europe, Return Path

10.30 – 10.50 Coffee Break 10.50 – 11.20 The power of competitive insight Greg Gould, Group Product Manager, Return Path

11.20 – 11.45 Insight in action – how to harness the potential of competitive intelligence Guy Hanson, Director Consulting EMEA, Return Path

11.45 – 12.00 Panel Q&A session 12.00 – 13.00 Buffet Lunch

10 Technologies you should be aware of

Dale Langley & Guy Hanson 24th April 2013

Be Creative

• 67% of major desktop clients block images by default • 100% of major webmail clients block images by default • 80% of mobile operating systems block images by default

Mozify

Mozify

Option 1: Design creatively

Mozify

Option 2: Use Technology

Echograph

Bringing real-life to email

Moveable Ink

Keeping content alive

Be Correct

• Criminals are getting smarter and more targeted. • Phishing and spoofing is no longer the preserve of the financial services sector

Protect Your Brand

* Source: APWG

• Increasing list quality, reducing unknown users and spam trap hits.

• Implemented via API or batch process

Real-Time Address Validation

Result Description Result Description

Verified Addresses appear to be deliverable, and not traps or disposable accounts. Unreachable The addresses contain an invalid domain.

Undeliverable Addresses are not deliverable - they don't exist, are suspended, or mailbox is full. Illegitimate The addresses are known traps, monitoring

domains, or black holes

Unknown It is not possible to determine if the addresses are deliverable or not. Disposable Addresses belong to a disposable email

address provider like mailinator.com.

Be Informed

• Which campaign generates most App installs? • Discover how channels (blog, ads, twitter, email) perform

Yozio

Device specific landing pages that can be changed at any time.

• A/B testing for websites • Produce maximum conversion rate or sales

Visual Website Optimizer

• 208% increase in CTR • 62% increase in conversions

• 3 sections • New (SEO friendly) text versus

control text

• Extra Call to action buttons versus no extra buttons

• Large photo of the car versus thumbnails

• Recipients are randomly served with the test images. • Success measured in real time • The winning image (or combination of images) is then shown

to the remaining recipients.

Testing images in email

Vs.

Vs.

Testing images in email

A B C

A B C

C C C

C C C C C

Be prepared

• HTML5 offers huge potential for email marketers • The combination of video and animated Gif’s brings new

depth to email • Peer initiated communication will evolve

Video in email (again!)

• Future subscribers will interact with their emails differently • Wearable technology is nearly here • Digital immersion will be a reality

Mobile is more than mobile

Thank You!

Return Path 2013 – The bigger picture Richard Gibson, Director Client Services Northern Europe, Return Path

What is Email Intelligence?

The answer = Email Intelligence

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Certification/ Whitelist

Summary Score

Domain Registry/ Blacklist

Receivers

Receivers

Certification/ Whitelist

Summary Score

Domain Registry/ Blacklist

Typical email marketing challenges

1. Reaching the inbox and knowing when you’re not

getting there.

2. Understanding your own email engagement

metrics.

3. Mobile.

4. Protecting your brand and customers against

phishing and spoofing.

#1: Reaching the inbox

No Inbox No Click No ROI

Customer filter by ISP & IP

Customer filter by ISP & IP

Improved trend reporting

Quicker troubleshooting

#2: Understanding engagement

Graymail: the new spam

Subscriber data in Inbox Monitor

Subscriber data in Inbox Monitor

Subscriber data in Inbox Monitor

#3: Mobile

Mobile Enables Email

Source: Inbox Marketer client reporting, September-December 2012

Source: Inbox Marketer client reporting, September-December 2012

Subscriber level extracts

#4: Protecting your brand

Unknown unknowns

Anti-Phishing Solutions

Data + Analysis + Insight = Intelligence

The answer = Email Intelligence

Make Your Email Program Best In Class - The Power of Competitive Insight

Greg Gould General Manager, Insight.EQ Return Path

In a 10 Day Period the Average Subscriber Mailbox…

Receives between 400 and 500 commercial messages…

From over 150 different senders

<30% of that mail gets read

Subscribers are Overwhelmed

The Inbox Is Changing

What are your subscribers reading? 60% of Argos’

Subscribers

47% of ASDA’s Subscribers

42% of Groupon’s

Subscribers

Challenge Solution Result

Email Marketers Have Too Much to Do

You Need to Know Exactly What Levers to Pull

Segmentation

Grow My List

Subject Line Testing

Offer Strategy

Win Back Campaign

Introduce A Newsletter

Frequency

Email Still Generates Great ROI

But how do you know if you are you Best in Class?

So What Do You Need?

• Intelligent engagement metrics • Read Rate, Delete without Read, Forward

Real Performance

Data

• Yours versus competitors, and best-in-class

• Standardised Benchmarking any time

Side By Side Benchmarks

• Competitive email campaigns • All campaign types (Transactional, Marketing, Win-Back, etc.)

• Real subscriber activity

Complete Visibility

• See all competitive campaign types through real subscriber activity

• Leverage best in class practices to drive the maximum ROI from your program

• Benchmark your email performance against the industry and competitors that matter most to you

Inbox Insight

• Full Visibility • Real Performance Metrics • Side by Side Benchmarking

• Inbox Insight aggregates and benchmarks data from real subscribers… YOUR subscribers

• Benchmarking based on intelligent engagement metrics to drive optimisation.

Inbox Insight: How it Works

What are the Results?

Top International Cruiseline “We want to be innovative and best in class within our industry and Inbox Insight is the only tool that lets us do that by showing us how competitive email programs are performing”

—Janet Bava Manager, Direct Marketing

Royal Caribbean

“More Engagement Insight Beyond Opens And Clicks”

• Unable to see full picture of engagement with just opens and clicks

• Wanted to see real benchmarking imperative to drive ROI

• Intense business pressure to send more mail

Challenge

• Used INBOX INSIGHT to benchmark their performance versus the competitors that matter most to them

Solution

• Identified marketing opportunity

• No competitors sending out email on Saturdays

• Implemented Saturday campaigns and drove incremental results.

• Increased ROI and Engagement Rates

Result

• Increased sending frequency by 65%

• DOUBLED their conversions

• Decreased time spent on Competitive Intelligence by 30%

• Decreased opt-out rates

• No negative impact to engagement or deliverability

For Royal Caribbean Cruise Lines that Means…

Insight in Action – How to Harness the Power of Competitive Intelligence

Inbox Insight Practical Applications

Guy Hanson Director of Consulting, EMEA

#1 Hotel Chocolat

#1 Hotel Chocolat

#2 Yorkshire Building Society

#3 Firebox

#4 Moshi Monsters

#4 Moshi Monsters

#5 Voyage Privé

100 100 100

6351

240

20

40

60

80

100

120

Deleted Unread Deleted After Reading

ISP Spam

Benc

hmar

k =

100

Engagement Metric

Voyage Privé Subject Line Symbols Test

Campaigns Not Using Symbols

Campaigns Using Symbols

#6 Big Discounts, Small Returns

#7 Valentine’s Day – Love Trumps Lust!

#6 Valentine’s Day – Love Trumps Lust!

#7 Easter Email Eggcellence

1. [Common Name], book your Bank Holiday getaway

2. [Less Common Name], book your Bank Holiday getaway

3. Hi, book your Bank Holiday getaway

1. Easter is coming! Make someone a very happy bunny

2. Easter's coming! And you know how to make someone a very happy bunny

3. Make someone a very happy bunny this Easter

#9 London Olympics

#10 Daily Deals in France

Inbox Insight Practical Applications

Guy Hanson Director of Consulting, EMEA

• guy.hanson@returnpath.com • www.returnpath.com • uk.linkedin.com/in/guyhanson • @GuyHanson, @ReturnPath