return path world tour keynote - san francisco
TRANSCRIPT
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#RPWTLondon • Paris • Sydney • São Paulo • New York City • San Francisco
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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
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#RPWTLondon • Paris • Sydney • São Paulo • New York City • San Francisco
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Social Media Awareness# R P W T
The Value of an Email
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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
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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
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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?
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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
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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
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P a g eCOPYRIGHT © 2016 BRITEVERIFY LLC. ALL RIGHTS RESERVED.
• Unlocking the value of email
• Invalid data is super noisy
Return Path& BriteVerify
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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
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#RPWTLondon • Paris • Sydney • São Paulo • New York City • San Francisco
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Erick PillayTechnical Account Manager, 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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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?
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#RPWTLondon • Paris • Sydney • São Paulo • New York City • San Francisco