The Postmaster Network: The Leader in Customer Acquisition

Confidential • Return Path, Inc. • Do Not Reproduce or Distribute • www.returnpath.biz

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Summary

State of the Art Testing and Optimization Bundles

An Engaged and Cohesive Audience in a Fragmented World

The Postmaster Network Advantage

Agenda

About Return Path

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The Postmaster Network Advantage

Integrated testing and optimization programs

Easy to ignore DM fundamentals

Quick and cheap

Strategy and OptimizationStrategy and Optimization

Audience – more engaged, multiple online channels

Fragmentation and clutter make it hard to reach prospects and hold their attention

Targetable, access to niche audiences

Network and AudienceNetwork and Audience

How We Address ThemHow We Address Them

Corresponding PitfallsCorresponding Pitfalls

Advantages of Online MarketingAdvantages of Online Marketing

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Overview of The Network

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We have a unique approach to assembling an audience that’s wired for your advertising

Double Opt-in

Self-selected at content focused websites

Interest categories specifically requested

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Multiple touch points keep our audience engaged longer

Our consumer relationships extend beyond advertising

Authentic Response = surveys

ECOA = contacts and newsletter subscriptions

Average lifetime X months (industry average X months)

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Multiple online channels address the growing issue of fragmentation

Targeted email list rental – the classic productTargeted email list rental – the classic product

Moving upstream from emailinto targeted display ads onour network and after category selection

Moving upstream from emailinto targeted display ads onour network and after category selection

Now in RSS feeds to take advantage of blogs, UGC, and new technologies /early adopters

Now in RSS feeds to take advantage of blogs, UGC, and new technologies /early adopters

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Our Audience: Summary

Better sign-up process

Longer-term relationships

More ways to reach them

Better selects

Richer targeting capabilities

Better response

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Testing and Optimization

Old Media = copy testing, focus groups

Direct mail = test cells

Online advertising = behavioral targeting

Paid search = ROI by keyword

Email = insist on the same!

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Optimizing via Strategic Solutions

Offer Strategy

Creative Assessment

Testing, testing, testing

Are your subject lines highly effective? Is your call-to-action relevant?

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Optimizing via Strategic Solutions

BEFORE

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Optimizing via Strategic Solutions

AFTER

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Optimizing via Campaign Preview

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Understanding true deliverability and response via Mailbox Monitor

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Understanding true deliverability and response via Mailbox Monitor

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Online research produces fast answers

Why people delete without opening

Why some people click and some do not

What motivates your target audience

Buying behavior

More effective communication

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Consulting

Technology

Research

Testing and Optimization: Summary

Unique bundle of offerings

Integrated approach

Better response

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Still setting the standard in online customer acquisition

The best email lists, since 1995

More ways to reach your prospects

The most engaged audience

Proprietary technology to optimize results

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B2C Masterfile

B2B Masterfile

IT Masterfile

Basic Demographic Data Captured

Postmaster Feeds: Advertising Example

Appendix

Postmaster WebLeads

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Consumer Experience: Postmaster Webleads

User Registers at the Partner Site

3rd Party Ads Appear in 3rd Party Email Offers

A Targeted Offer Appears on the Landing Page

User then Receives Confirmation in the inbox and is promted to confirm (DOI)

A 3rd Party Ad Appears in a Confirmation Page in the User’s Browser

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Consumer Experience: Postmaster Feeds