making e-mail smarter: evaluating and improving this imperfect science

Making Email Smarter: evaluating and

improving this imperfect science

Matt Spielman, Global Chief Marketing Officer

August 3, 2013

The Inbox has changed

Implications for your business

Capitalizing on opportunities

Agenda

1

2

3

Providing Visibility that never existed before to

thousands of clients

Today’s inbox

is changing …

… it’s more interactive

Email’s Renaissance

Companies are providing services enabling you to do

more in the email itself.

… it’s more organized

Automatically sort

and filter mail…

… it’s more secure

Where is Email Read Now? Increasingly Mobile!

… it’s more crowded

This is a global challenge: Brazil: 2 out of every

5 legitimate emails don’t reach the inbox!

Full report:

br.returnpath.com/email-intelligence-2013

Source: Microsoft

Graymail should be a Primary Focus

Let’s Review - Evolution (Renaissance) in email

- Increase in utility and value

- Account for mobile

- Can be crowded, Graymail

- Requires constant vigilance

- Get into the inbox

What do these trends

mean for you?

?

Good News!

Email Generates Great ROI

The inbox provides invaluable

customer information

“Email Is Crushing for Selling Stuff Online”

July 2013

If you want to succeed online you need to use email.

Not getting into the inbox has meaningful implications

Email Generates Great ROI but you also need to

know your competitors’ activity and performance

Is Big Data the Answer?

Sort of….

DATA

INSIGHTS

ANALYTICS

Email Intelligence which equals for you…

Customer Intelligence

Knowledge is Power Companies who understand their customers

Outpace Those Who Do Not

29% 88% 89

21% 65%

46

Return Path Clients

Other Marketers

READ RATE INBOX PLACEMENT

RATE SENDER SCORE

Royal Caribbean

Partnership in Action: More Engagement Insight

Beyond Opens And Clicks…

• Decreased opt-out rates

• No negative impact to engagement or

deliverability

65%

Increased sending

frequency by 65%

x2

DOUBLED their

conversions

30%

Decreased time spent

on Competitive

Intelligence by 30%

Summary

Understand and anticipate changes in

consumer behavior

Need to have visibility into your own

activity and that of your competitors

Need to translate into actionable insights

1. Strengthened relationships

2. Opportunity to establish new ones

3. Protection for yourselves and your

customers

The Result:

Email Intelligence + Customer Intelligence =

Obrigado!

Matt Spielman

Global Chief Marketing Officer, Return Path

e: matt.spielman@returnpath.com

APPENDIX

APPENDIX