Dive deep into the strategies and tactics that leading organizations are employing to turn data from the email ecosystem into a strategic advantage.

1. Using Return Path Data to Promote Your Brand
Marketing Breakout Session
Theo Noel , Regional Director

2. Email addresses in
the world.
Facebook users in
the world.
Twitter users in the
world.

3. Email
53% of marketers state
email produces significant
or some ROI.
Only 29% of marketers say
the same for social.
Social

4. How Effective is Email Marketing?
Source: Sikich, DMA UK
Consumers who receive
marketing emails spend
83% more when shopping
ROI = $81.11
for every dollar spent
in 2014, compared to
$53.19 in 2013
They order
28% more often
Their orders are
44% larger
70% of digital marketers
see email as the top
medium for ROI
And here’s why…

5. Email Optimization
Drive more ROI from
the #1 digital channel
Increase email
spend by 15-20%
by reallocating
budget from lower
performing
channels
Delivered
60 million
more monthly
responses
Got nearly
25 billion
messages to
the inbox

6. 2.5 billion+
Mailboxes in the
provider cooperative
4 million+
Consumers
in the end-user panel
50 billion+
Messages
scanned and parsed
The Return Path
Data Cloud
We curate exclusive
information and
translate it into
unexpected insights,
empowering clients
and partners to make
great decisions.

7. What a Marketer Worries About Before Hitting Send

8. Opportunities for Email Marketing
• Reach the Inbox
• Grab Their Attention
• Be Relevant
• Gain a Competitive Advantage
• Earn and Maintain Trust

9. Opportunity:
Reach the Inbox

10. On average 17% of
commercial emails land in
spam or get blocked.

11. Reach The Right Inbox
Optimise email visibility by getting more email
delivered.
Get on the Best
Certified Whitelist
Assess Your Inbox
Placement
Know Your Sender
Reputation

12. Solution: Data
• Using data, we can analyze many aspects preventing organizations
from reaching their customers, grabbing their attention, and being
relevant.
Open rates Inbox placement rate
Personalised deliveryComplaint rates

13. A Drop in Response Rates
Declining Open and
Click Through Rates
80% Inbox
Placement Rate
5% Inbox Placement
Rate in Some
Countries

14. “Working with Return Path we now
know that the fundamentals are in
perfect state and it’s this piece of
mind that is allowing us to move onto
phase two of our email optimisation
road map.”
Jodie Dunkley
eCommerce Director
Identity Direct

15. Opportunity:
Gain Attention

16. The average consumer receives
more than 500 marketing
messages in a given month and
opens fewer than 1 in 15.

17. Capture Attention
With the Right
Subject Line
Know How You’re
Being Viewed
See What Your
Competitors are
Doing
The Right Message

18. Optimising Subject Lines
Subject Line and
Body Copy are
Important
Optimise for the
Action, Not Just
the Open
Test Everything

19. • Coast meets country, shades of grey, and
gluten free banana bread.
• Up to 50% off seats to suit your style, plus
you could score FREE shipping.
• ★ Hit refresh on your bathroom with free
shipping on Aura's new towels.
• Free freight Friday is here!
What subject line was read the most?

20. Winner: Coast meets country, shades of grey, and gluten free banana bread.
20%
18%
15%
13%
Coast meets country, shades of grey,
and gluten free banana bread.
Up to 50% off seats to suit your style,
plus you could score FREE shipping.
Hit refresh on your bathroom with free
shipping on Aura's new towels.
Free freight Friday is here!

21. “Reviewing the results of the partnership with Return Path
one year after its inception, Identity Direct not only renewed
the agreement but decided to also tap into Return Path’s
expertise to address other elements of its email program
such as increasing subscriber engagement by focusing on
its subject lines based on recommendations from Return
Path’s Subject Line Optimizer app. Return Path is definitely
challenging us to get better every day and the new Subject
Line Optimizer is a new innovation which we use regularly.”
Jodie Dunkley
eCommerce Director
Identity Direct

22. Opportunity:
Relevancy

23. Relevancy and Personalization are Key
Have a secondary
email address to
get away from
spam and
marketing emails.
Said email was
their preferred
channel to receive
marketing offers
from brands.
39% said they
wanted to receive
fewer emails.
32% said they
wanted fewer
repetitive emails.

24. Solution: Data
• Personalise email frequency
and send time of day
messages based on
customer behavioral data.

25. An individual is 25% more likely
to open an email within the first
hour that it lands in their inbox.

26. The Right Time
Earn more response and revenue by having your email
arrive when customers are in their inbox.
Optimise the
Send Time
by Subscriber
Pinpoint the Best
Day and Time
to Connect
See Higher Opens,
Clicks, and
Conversions

27. Initiate
Send
Send Time
Optimization
Shelly
Tanya
Ramón
…the rest of your list
Receives email
At 9:00 am
Receives email
At 3:00 pm
Receives email
At 12:00 am
Subscribers receive
email when they are
typically online

28. Case Study | Major Resort
“Send time optimised campaigns perform much better than our control
group as well as the default hour.”
Open rates were Click-thru rates were Click to conversion was
higher higher higher

29. Opportunity:
Gain Advantage

30. Solution: Data
• Know your competitors and how your brand performs against theirs
• Use engagement data from your campaigns to know where to focus and
what to prioritise
• Know how subscribers read your email (clients, devices, and inboxes)
• Use performance data to create more effective subject lines and content

31. READ RATE FOR
QANTAS LOYALTY’S
CAMPAIGNS IS HIGHER BY
VS
19%
WINNER: QANTAS LOYALTY
45%*

32. READ RATE FOR
CBA’S CAMPAIGNS
IS HIGHER BY
VS
50%
WINNER: COMMONWEALTH BANK
16%

33. Daryle Powers
Vice President CRM
Cedar Fair
“Using Inbox Insight we found some great ideas
that were working for other companies in our
space. Our messages started looking more like
theirs. Now when we look at the top campaigns,
more and more we see other companies’
messages look like ours. It’s the sincerest form
of flattery.”

34. Opportunity:
Gaining Trust

35. Source: RSA Fraud Report (October 2014), EMC
The Average Uptime
For Phishing Attacks
Source: APWG Global Phishing Report 2H2014
Email Threat Trends
Phishing Is Up
29hours
162%
since 2010

36. From: service@paypal.com <paypal@service.com>
From: PayPal <paypal@e.paypal.co.uk>

37. Solution: Data
• With DMARC, Return Path protects almost
two-thirds of the world’s consumer
mailboxes and 65% of Australian
customers.
• With DMARC, Return Path protects your
brand from direct domain phishing attacks.
• Instructs mailbox providers on how to
handle unauthenticated messages.
Source: Return Path DMARC Intelligence Report, Feb 2015

38. Source: DMARC.org, press release, February 2015
Anti-phishing standard today, inbox placement factor tomorrow
DMARC
“If your domain doesn’t protect itself with DMARC, you
will be increasingly likely to see your messages sent
directly to a spam folder or even rejected.”
John Rae-Grant
Product Manager, Google

39. Case Study - Global Financial Services Leader
Challenge:
• Cybercriminals launched
phishing and malware
attacks from legitimate
sending domains,
tricking customers and
gaining access to their
passwords.
Solution:
• Implemented DMARC to
authenticate email from
sending domains.
• Employed Return Path’s
Email Threat
Intelligence to detect
and take down malicious
“brand spoofing”
messages.
Result:
• Blocked millions of
phishing emails in a two-
day period
• With visibility into
unaffiliated domain
threats, they can protect
their customers
• The percent of
suspicious messages
blocked grew from 13%
to 96% — a 600%
increase.

40. Reach the
Right Inbox
With the Right
Message
At the Right
Time