Break Free from Inbox Clutter

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Break Free from Inbox Clutter

• 5 Strategies for Improving Revenue and Response

Margaret Farmakis, Senior Director, Strategic
Services Return Path, Inc. margaret.farmakis_at_retu
rnpath.net 44 (0) 2030 023 741
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Email Performance
We help you reach the inbox and earn a
response.
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Information overload is real.
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More than 3,000 new books are published daily
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There were 715 new magazines launched in the
U.S in 2007
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965 movies are being released in 2008
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The number of text messages sent daily exceeds
the population of the planet.
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One 1996 study found that the average inbox
contained 2,482 messages
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What can you do to stand out?
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Be different.
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Email earns a lot of revenue.
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And yet
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Break free!
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Revenue pressure Global recession Limited
budget Data integration List churn
Subscriber complaintsSend more email! Send
MORE!! Differing authentication standards Can
you get this mailed tomorrow? Reverse DNS
New bounce codes Email client rendering checks

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Winning Is Harder Now
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Make a Commitment

• Today, I will steal some actionable ideas from
  this presentation that will help my email program
  stand out.
• Today, I will identify areas of opportunity for
  growing revenue in my program.

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5 Strategies 20 Minutes
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Great Idea 1
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Adjust Your Typical Email Marketing Message Flow

• Hello, Ready to buy?
• Hello, Ready to buy?
• Hello, Ready to buy?
• Hello, Ready to buy?
• Hello, Ready to buy?
• Hello, Ready to buy?
• Hello, Ready to buy?

• Heres something interesting.

• Thanks for buying!
• Heres more of what you buy!

• Heres some relevant content.

• Heres something special!

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Trigger Email Post Purchase
Bought a bike helmet
Save on cycling gear and apparel
Promote relevant content
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Pre-Trip Email

• Deployment Post-purchase
• Purpose Itinerary confirmation cross-sell

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Target Inactives

• Encourage non-responders to take action
• Define trigger business rules at 30 days, 60
  days, 90 days?

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Why Does this Work?
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Get a 10-strategy checklist on creating value in
email margaret.farmakis_at_returnpath.net
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Great Idea 2
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You have a sender reputation.
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Complaints
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Infrastructure
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Spam Trap Hits
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• Unknown Users

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Sending Permanence
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Um, okay. But how do I know what my email
reputation is?www.senderscore.org
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Get a 9-strategy checklist on sender
reputation. margaret.farmakis_at_returnpath.net
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Great Idea 3
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(No Transcript)
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Lift of 30 for Best Buyers
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Engage Prospects Distinctly
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(No Transcript)
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Permission Them for More
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Get our research study on subscriber
experiences margaret.farmakis_at_returnpath.net
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Great Idea 4
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Show up
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The way you intend.
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Get our best practice guide on managing image
blocking. margaret.farmakis_at_returnpath.net
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Great Idea 5
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Understand Opt Outs

• Rules
• Make it simple
• Make it relevant
• Make it transparent.
• Measure
• Opt out rate
• Conversion rate on retention
• ROI on retention

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(No Transcript)
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Adjust frequency to keep subscribers
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Get our research study on unsubscribe
experiences margaret.farmakis_at_returnpath.net
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Email marketing is simple.
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Give subscribers what they want
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And you will get what you want!
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How Did We Do?

• Today, I will steal some actionable ideas from
  this presentation get our checklists and
  research studies!
• Today, I will identify areas of opportunity for
  growing revenue in my program.

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Get Started Now

• Know your sender reputation at www.senderscore.org
  
• Get our checklists and research studies by
  emailing me margaret.farmakis_at_returnpath.net
• Want more? Sign up to receive four email
  messages with more practical tips on improving
  the subscriber experience. Visit
  www.returnpath.net/rules

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Thank you!