RPWT Sydney Summary - Using Data to Connect with Customers
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The document discusses the importance of data in building connections with consumers and highlights opportunities for optimizing email marketing strategies to increase reach, attention, and relevancy. It emphasizes the threats posed by email fraud, providing statistics on phishing attacks and their impact on brand trust and customer interaction. Additionally, it advocates for email authentication, threat intelligence, and consumer education as critical measures to protect brands and enhance email effectiveness.
RPWT Sydney Summary - Using Data to Connect with Customers
- 1. #RPWTSydney • London • São Paulo • Chicago • New York • San Francisco • Los Angeles • Paris
- 2. #RPWT#RPWT Today’s Marketer How do you build stronger, safer connections with your customers? Answer: Data Today’s Security Professional
- 3. #RPWT#RPWT The Path to Data Enlightenment “Dark Ages” Awareness Clarity Connection We need visibility and clarity to truly connect with our consumers. That comes from data.
- 4. #RPWT The inbox knows a lot about consumer behavior Email Data can bring broader trends into focus.
- 5. #RPWT#RPWT Promote Your Brand • Awareness through understanding what happens to marketing messages after you hit send and consumer behavior based on what reaches their inboxes. • Clarity through data-driven analysis into performance and relevancy to inform decision making. • Connection through the use of data to optimize email campaigns and deliver an exceptional experience to engage with customers like never before.
- 6. #RPWT#RPWT Promote Your Brand Global inbox placement decreased from 83% in 2014 to 79% in 2015 One in five commercial emails fails to reach the inbox In-app purchases for games declined an average of 24% after Super Bowl promotion December 25 is expected to be the biggest day for gift card purchases Source: Return Path Data
- 7. #RPWT Opportunities for Email Marketing • Reach the Inbox • Grab Their Attention • Be Relevant
- 8. #RPWT#RPWT Opportunity: Reach the Inbox On average 17% of commercial emails land in spam or get blocked.
- 9. #RPWT 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
- 10. #RPWT#RPWT Opportunity: Gain Attention The average consumer receives more than 500 marketing messages in a given month and opens fewer than 1 in 15.
- 11. #RPWT Capture Attention With the Right Subject Line Know How You’re Being Viewed See What Your Competitors are Doing The Right Message
- 12. #RPWT Optimising Subject Lines Subject Line and Body Copy are Important Optimise for the Action, Not Just the Open Test Everything
- 13. #RPWT • 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! Guess which subject line was read the most?
- 14. #RPWT 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!
- 15. #RPWT#RPWT Opportunity: Relevancy An individual is 25% more likely to open an email within the first hour that it lands in their inbox.
- 16. #RPWT 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.
- 17. #RPWT 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
- 18. #RPWT Reach the Right Inbox With the Right Message At the Right Time
- 19. #RPWT#RPWT Protect Your Brand • Awareness through visibility into your email ecosystem and its vulnerabilities. • Clarity through the most extensive source of email threat intelligence data in the world. • Connection through faster response to increasingly complex email fraud attacks to better maintain your customer’s trust.
- 20. #RPWT#RPWT Protect Your Brand 760,000 malicious emails were identified over a 40-day period Those fraudulent emails targeted just 40 top-tier brands Email fraud has up to a 45% conversion rate. Customers are 42% less likely to interact with your brand after being phished. Source: Return Path Data
- 21. #RPWT Email Delivers Business Value… Increases Customer Loyalty Boosts Revenue Reduces Operating Costs
- 22. #RPWT …But Its Impact Is Being Eroded 5 out of 6 big companies are targeted with phishing attacks Phishing costs brands worldwide $4.5 billion each year RSA identifies a phishing attack every minute Email fraud has up to a 45% conversion rate Source: http://www.emc.com/emc-plus/rsa-thought-leadership/online-fraud/index.htm $4.5 B 1 MIN 5/6 45%
- 23. #RPWT Phishing Leads To – Unwanted Media Attention
- 24. #RPWT Phishing Leads To – Remediation Costs Fraud Losses Malware Infection Investigation Remediation
- 25. #RPWT Phishing Leads To – Revenue Losses • Reduced trust in brand: • Subscribers don’t know what to trust • Reduced effectiveness of email • ISPs don’t know what to trust Customers are 42% less likely to interact with a brand after being phished or spoofed.
- 26. #RPWT Can You Spot a Spoof?
- 27. #RPWT From: service@paypal.com <paypal@service.com> From: PayPal <paypal@e.paypal.co.uk>
- 28. #RPWT Anatomy Of A Phishing Email to: You <you@yourdomain.com> from: Phishing Company <phishingcompany@spoof.com> subject: Unauthorized login attempt Dear Customer, We have recieved noticed that you have recently attempted to login to your account from an unauthorized device. As a saftey measure, please visit the link below to update your login details now: http://www.phishingemail.com/updatedetails.asp Once you have updated your details your account will be secure from further unauthorized login attempts. Thanks, The Phishing Team 1 attachment Making an email look legitimate by spoofing the company name in the “Display Name” field. Tricking email servers into delivering the email to the inbox by spoofing the “envelope from” address hidden in the technical header of the email. Including logos, company terms, and urgent language in the body of the email. Making an email appear to come from a brand by using a legitimate company domain, or a domain that looks like it in the “from” field. Creating convincing subject lines to drive recipients to open the message. Including links to malicious websites that prompt users to give up credentials Including attachments containing malicious content.
- 29. #RPWT Unite Against Email Fraud 1. Authenticate Your Email - DMARC (Domain-based Message Authentication Reporting & Conformance): 2. Leverage Email Threat Intelligence - Get visibility into all types of email threats targeting you today. 3. Educate Your Customers - The more prepared your customers are, the better. 4. Raise Awareness with Top Executives - Communicate the risks that result from not taking action and create a sense of urgency.
- 30. #RPWT Defend Your Customers, Brand, and Bottom Line Detect & block fraudulent emails spoofing your brand before they hit consumer inboxes Bolster malicious URL takedown efforts with real-time email threat detection Reduce spend on fraud reimbursements, phishing remediation, and customer service costs
- 31. #RPWT
- 32. #RPWT We are a global data solutions provider that helps the world’s leading companies promote and protect their brand. 2,500+ Clients 100+ ESP & ISP Partners 500 Employees 12 Global Offices
- 33. #RPWT Return Path have unprecedented visibility into the inbox PROVIDER NETWORK Data Examples: Mail logs, spam traps, complaints, deliverability stats, IP authentication, SPF/DKIM/DMARC records 70 Providers 2.5B Inboxes with CONSUMER NETWORK and 2M+ Consumers eCommerce receipts from over 5,000 Retailers Data Examples: Message arrived, message read, message deleted, subject line, creative, purchase receipts, travel notifications
- 34. #RPWT • One of the most comprehensive sources of data from the email ecosystem • Consists of inputs from more than 70 mailbox and security providers representing 2.5 billion email accounts • Offers in-depth behavioral insights from the inboxes of more than 2 million individual consumers #RPWT
- 35. Reach the Right Inbox: Reach the maximum number of consumers by avoiding costly delivery and reputation problems With the Right Message: Build relationships and trust with consumers through the right strategy, creative, content, and subject lines At the Right Time: Better engage with consumers by controlling the timing and frequency of communications #RPWT
- 36. Email Governance: Minimize the time and effort required to implement authentication across your legitimate email channels Advanced Threat Detection: Real- time detection of spoofing and phishing attacks targeting your brand Managed Services: Additional insights and proactive fraud blocking in partnerships with ISP’s and and takedown vendors #RPWT
- 37. Behavioral Insights: Consumer preferences and purchase behavior from millions of real email users Purchase Insights: SKU-level purchase data from over 5,000 global retailers Travel Insights: Bookings data for airlines, hotels, and ground transportation (Uber, Lyft, etc) #RPWT
- 38. Sydney • London • São Paulo • Chicago • New York • San Francisco • Los Angeles • Paris #RPWT | @returnpath