Return Path at Connections EMEA 2013
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Transcript of Return Path at Connections EMEA 2013
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Guy Hanson Kevin Kovarsky
[email protected] [email protected]
www.returnpath.com
uk.linkedin.com/in/guyhanson
@GuyHanson, @ReturnPath
Email Intelligence: How the Savviest Marketers are Winning Subscriber Mindshare
05th November 2013
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Email Intelligence Overview
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Return Path, August 2013 Experian Marketing Services, September 2013
Email is Still Growing Strongly . . .
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. . . and Generating Great ROI . . .
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. . . But It’s Also Not Getting Any Easier!
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Sender
Reputation
Inbox
Placement
Subscriber
Engagement
Competitive
Intelligence
Insight
Clicks & Opens
Scaling the Email Intelligence Summit
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Email Intelligence
Basics
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IP Address Permanence
Spam Complaints
Unknown Users
Infrastructure
Spam Traps
Subscriber Engagement
Reputation Metrics
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Reputation Metrics
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Visit www.senderscore.org to find out your reputation score.
Reputation Metrics: Poor Sender
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Visit www.senderscore.org to find out your reputation score.
Reputation Metrics: Good Sender
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?
? ?
Subscriber Engagement Metrics
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Subscriber Engagement Metrics
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Mobile Metrics
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Fraud Metrics
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Trap Monitoring
Blacklist Alerts
Web Analytics
Social Media Sentiment
And Even More Metrics!
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The Helicopter View
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Email Intelligence
Kevin Kovarsky Head Of Retention Betway
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TV ROI
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In the beginning
0%
20%
40%
60%
80%
100%
98%
Deliverability
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Deliverability
98%
2%
Did not bounce
Bounced
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- Thomas Gray
“Ignorance is bliss.”
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Beyond Deliverability
Inbox Junk
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CAMPAIGN 1
CAMPAIGN 2
INBOX
10% 95%
JUNK 88% 3%
TOTAL 98% 98%
Inbox delivery
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- Woody Allen
“80% of life is just showing up.”
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Inbox Measurement Tools
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Inbox Monitor – Overall Placement
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ISP Domain Variations
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Prevention Techniques How to prevent deliverability issues from arising
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Data management
Data
Capture
Engagement Hygiene
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Engagement
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Engagement
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Data Hygiene
Complaints
Bounces
Unsubscribes
Spam Traps
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Is your unsubscribe as easy as this?
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Prevention Tools
Tools to help prevent deliverability issues from arising
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Return Path Certification
• Top senders who meet rigorous requirements
• Performance-based list that is monitored for compliance
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Reputation Monitor
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Microsoft SNDS
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Inbox is King – measure it
Prevention techniques
Data management – hygiene & engagement
Email best practice eg. 1 click unsubscribe
Prevention tools
Get Certified
Reputation Monitor
SNDS
Take Aways
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- Albert Einstein
“Intellectuals solve problems. Geniuses prevent them.”
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Email Intelligence
Provides a Digital Mosaic
of Your Customers
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Competitor 1 Competitor 2 Competitor 3
Email Intelligence: Trends Analysis
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Email Intelligence: Trends Analysis
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Competitor 1
Email Intelligence: Subscriber Overlap
Competitor 1 Competitor 2
Competitor 1 Competitor 3
Competitor 2 Competitor 3
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Email Intelligence: Subscriber Overlap
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Guy Hanson Kevin Kovarsky
[email protected] [email protected]
www.returnpath.com
uk.linkedin.com/in/guyhanson
@GuyHanson, @ReturnPath
Email Intelligence: How the Savviest Marketers are Winning Subscriber Mindshare
05th November 2013